LinkedIn drives change in the labour market
The number of Polish users on LinkedIn has reached 8.1 million, an increase of more than 1.3 million in just one year, according to the report “LinkedIn in Poland and the world in 2025”. Globally, the figures are even more impressive, with 1.1 billion users worldwide using LinkedIn in more than 227 countries.
The largest number of people setting up profiles on the platform belong to Generation Z, which Smart Solutions HR experts recognise as one of the key trends influencing recruitment efforts. How do the trends present on LinkedIn translate into hiring trends and what challenges do recruiters face?
LinkedIn is going from strength to strength: How can we use this in recruitment?
LinkedIn’s dynamic growth in the number of users confirms the platform’s huge recruitment potential. Over the past five years, the number of accounts in Poland has doubled, making it a key place to find talent with a variety of specialisations. The data presented in the report confirms the importance of the platform, with 4.57% of Polish LinkedIn users actively looking for a job. Although this is a decrease compared to last year, it is still a significant group of potential candidates. Furthermore, 6.17% of LinkedIn users in Poland have recently changed jobs, demonstrating that many professionals remain open to new professional challenges.
“An increase in the number of accounts alone does not automatically mean that potential candidates are more active and talent is easy to source. The key is to properly target and engage professionals, especially those actively posting content”, says Natalia Myskova, Managing Director at Smart Solutions HR. – “Currently, 7.78% of users are active authors, regularly publishing content. It is important to notice such people and to use their potential. They are the ones who, thanks to their visibility and engagement, are more open to new opportunities and can respond quickly to collaboration proposals. Successful recruitment therefore requires keeping track of this activity and establishing relationships with people who share their knowledge and are present in industry discussions”, she adds.
Generation Z increasingly present on LinkedIn
LinkedIn’s changing demographics offer recruiters the chance to tailor strategies to the specifics of younger generations. More than half of all platform users are under the age of 34, and the fastest-growing group is 18-24 years old. Generation Z, unlike older workers, pays more attention to authenticity, transparency in recruitment processes and clearly defined career opportunities. They expect offers from employers that combine flexibility, social values and space to pursue passions. Effective recruitment efforts should include modern forms of communication, such as short videos, dynamic posts or direct messages tailored to candidates’ expectations.
“The entry of Generation Z into the LinkedIn community has changed the way content is communicated and delivered. Fragmented thinking and habituation to the rapid flow of information is resulting in an increase in content in the form of video, jokes or memes. This is a trend that we certainly should not fight, but rather exploit its potential – for example, publish a job offer not only in written form, but also in the form of a video. Talk about the job offer, explain the rules of the labour code, issues concerning remuneration or taxation. This format is definitely more effective in reaching young people. It is also a benefit for the brand – showing the person of the recruiter and the human face of the company has a very positive impact on employer branding,” explains Natalia Myskova.
How do you find the best talent?
LinkedIn, thanks to its global reach but also its versatile nature, allows you to reach talent working in a variety of sectors. Among the most common are professional services, manufacturing and technology and media. The users present on the platform are also characterised by demographic diversity, which broadens the group of potential candidates. In this context, it is important to develop methods to best support the recruitment process and find the right people. Conversations with the potential candidate and recruitment tasks alone may no longer be enough.
Let’s assume that we have found a candidate who would be a great fit for our company. What next? Familiarising yourself with the candidate’s profile on LinkedIn is the first and important step, but not the only one, especially if you are dealing with a foreigner or a specialised profession where manual skills are important. A surgeon from Ukraine is more difficult to test than local specialists, says Myskova. – That is why we use video CVs, online tests, recommendations from previous jobs, and sometimes we also ask them to perform a practical task in front of the camera. We try to make the recruitment process coherent and present the broadest possible picture of the candidate. This course of action should not only apply to foreign candidates. We recommend this course of action in every recruitment, including local ones. We recommend this course of action in every recruitment, including local ones. It increases the chances of attracting the best suited candidate for the nature of the job, she adds.
