LinkedIn is the largest social network for business contacts. Businesses are divided into industries, which consist of main categories and subcategories.
Currently (as of May 2022), there are a total of 24 main categories and 148 subcategories as applicable industries in LinkedIn Campaign Manager.
Which corporate sectors are available on LinkedIn?
The current main categories of corporate industries are
- Consumer Goods
- Corporate Services
- Energy & Mining
- Hardware & Networking
- Health Care
- Media & Communications
- Public Administration
- Public Safety
- Real Estate
- Recreation & Travel
- Software & IT Services
- Transportation & Logistics
- Wellness & Fitness
Complete LinkedIn Industry List 2022
Architecture & Planning
Business Supplies & Equipment
Professional Training & Coaching
Security & Investigations
Staffing & Recruiting
Energy & Mining
Mining & Metals
Oil & Energy
Aviation & Aerospace
Defense & Space
Electrical & Electronic Manufacturing
Glass, Ceramics & Concrete
Mechanical or Industrial Engineering
Packaging & Containers
Paper & Forest Products
Renewables & Environment
Venture Capital & Private Equity
Recreation & Travel
Gambling & Casinos
Leisure, Travel & Tourism
Recreational Facilities & Services
Arts & Crafts
Hospital & Health Care
Mental Health Care
Hardware & Networking
Commercial Real Estate
Alternative Dispute Resolution
Apparel & Fashion
Food & Beverages
Luxury Goods & Jewelry
Wine and Spirits
Media & Communications
Marketing & Advertising
Public Relations & Communications
Translation & Localization
Writing & Editing
Civic & Social Organization
Individual & Family Services
International Trade & Development
Museums & Institutions
Non-Profit Organization Management
Software & IT Services
Computer & Network Security
Information Technology & Services
Transportation & Logistics
Import & Export
Logistics & Supply Chain
Motion Pictures & Film
Wellness & Fitness
Health, Wellness & Fitness
Expansion of LinkedIn company industries
LinkedIn expanded the list of industries for company profiles to over 400 in March 2022. However, this massive list is not reflected in the LinkedIn Campaign Manager. There, advertisers currently have a targeting choice of 148 industries.
LinkedIn automatically rolls up these very defined subcategories into the available industries in the Campaign Manager.
It is important to note, however, that LinkedIn did not make this expansion until March 2022. As a result, most companies have already selected their industry before then and probably haven’t adjusted it since the expansion.
Targeted advertising using LinkedIn sectors (industry targeting)
In most campaign settings, industry or company lists are used. It is unlikely that a product or service is suitable for all target groups. There are basically two possible approaches here: Either certain industries are selected very specifically and only LinkedIn profiles that are/were active in this industry get to see the ad. Or LinkedIn industries are excluded.
Include or exclude LinkedIn industries (targeting)
If the target group is precisely defined, it can be helpful to include certain industries in LinkedIn Industry Targeting and to select only these industries. On the other hand, it may be easier and more effective to exclude non-relevant company categories.
Problem of self-picked LinkedIn industries as a company category
When selecting the industry of a LinkedIn company page, the creator or page admin determines the industry. Since these are not always completely clear, irregularities can occur there. Especially in certain industries that focus on specific industries. For example, a marketing service provider in the healthcare industry may classify as marketing and advertising, but also healthcare. Similarly, an NGO may be classified in the nonprofit category for social services, or environmental services for corporate services if it is working against climate change.
Facility management can also be considered real estate, or business services. You understand the problem.
Therefore, it is best to follow some tips when placing LinkedIn ads, including creating a company list and uploading it to LinkedIn. In addition, campaign demographics should also be monitored and analyzed on a regular basis.
How does LinkedIn assign an industry to a member profile?
While ads are served to LinkedIn users, and they are selected based on demographic and firmographic segmentation, they are not directly assigned an industry, but rather the company that the user has linked as an employer.
If a user has multiple jobs/employments or has not correctly terminated an old job, they may be active for different industries.
This can not only lead to confusion and overlap in the industry but applies to all targeting attributes such as job function, company size, career level, etc.
Lastly, it is also important to note whether only current, recent, or past attributes such as job titles are selected in the targeting settings in the LinkedIn Campaign Manager.
LinkedIn is the only social network with real industry information
LinkedIn is the largest social media channel with firmographic information. On platforms like Facebook, users don’t update their data very often or even publish their employer. On LinkedIn this is different. Here, LinkedIn users have a vested interest in always maintaining an up-to-date member profile. The bottom line is that the online resume of an employee and employer is becoming more and more important and often even replaces a written or PDF resume. One-click applications or pre-filled fields provided by LinkedIn are the norms in 2022.