The guide is designed for marketers who want to get to know the local LinkedIn member better and tap into this economically active audience.

According to TLM, LinkedIn has more than nine million South African members; 51% are based in Gauteng and LinkedIn's South African members have 58% more Porsches in the home than the average South African Internet user.

In the past three to six months, more than half have purchased a vacation and one in five has bought a car. A quarter invests in stocks and shares and 41% actively support or advocate for a particular cause, says the playbook.

South Africa's LinkedIn members are affluent and have the income to spend on more expensive goods. This demonstrates that the platform should be included in consumer media plans — not only B2B schedules.

Marius Greeff, founder of TLM, says that brands need a resource to help them better understand the South African LinkedIn member. 

GWI's data is drawn from South Africa's online Internet users, but not the entire population. Data is from response waves in Q1 2021 to Q4 2021, and the sample sizes are 65 000 South African online Internet users representing a universe of 30.1 million.

The LinkedIn sample size was 3 200 respondents, representing 49% of the weighted population.

According to TLM, the guide analyses the DNA of the South African LinkedIn members, including:
  • who they are
  • what they do for leisure
  • what cars they drive, and
  • the sports that they play.
TLM says, "There are fascinating stats regarding the banks they use and investments they make, the vehicles they use, their preferred tech and luxury brands — from the mobile devices they use to the networks they connect with and (of course) their business roles and how they do business, as well as their relationship with social media."

"LinkedIn's first-party data and insights are incredibly useful when trying to understand business decision makers, but the data that's available is often global — or at best EMEA-driven. With access to credible independent data from GWI, we can now provide deeper insights into our local LinkedIn members," adds Greeff.

As far as TLM is aware, this is the first time that the South African LinkedIn member has been unpacked from an independent survey representing South African Internet users.

"When it comes to growing your brand, business and LinkedIn profile, what could be more valuable than understanding what makes LinkedIn members tick," concludes Greeff.

Thew playbook aims to help marketers understand South Africa's LinkedIn members':
  • mindsets
  • lifestyles
  • aspirations, and
  • needs.
Individuals are encouraged to download the full report here. 

For more information, visit www.turnleftmedia.co.za.