Millennials flood LinkedIn, keying on personal branding

As of early 2016, some 87 million members of Generation Y use the social media platform—and many hold marketing roles. Here’s why—and how you can reach them.

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Recent LinkedIn data show that millennial marketers are taking the platform by storm.

Globally, the predominantly “twentysomething” generation—which LinkedIn defines as born between 1980 and the early 2000s—makes up 38 percent of its user base. Two million users hold marketing roles, and 1.2 million self-identify as “marketing specialists.”

To reach them, LinkedIn data suggest diversifying your content and tailoring your marketing efforts to meet the needs of various millennial subgroups.

Page Williams, LinkedIn’s senior manager of member marketing and communications, says in ” The Millennial Playbook ” that although these young professionals share plenty of traits, it’s unrealistic for marketers to pigeonhole 85 million Americans into a single persona. Not all millennials consume content in the same manner, with the same intent, on the same platform, she says.

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