Competitor analysis LinkedIn helps businesses track rivals’ content, engagement, ads, and recruitment strategies. This guide covers tools, step-by-step instructions, case studies, and best practices to gain a competitive edge on LinkedIn
Introduction
LinkedIn is no longer just a networking site. It’s now a powerful B2B marketing, recruiting, and thought leadership platform. To succeed, businesses must keep an eye on how competitors use LinkedIn — and that’s where competitor analysis LinkedIn comes in.
By monitoring rivals’ activities, you can:
- Understand content that drives engagement
- Discover ad strategies and lead gen campaigns
- Benchmark audience size and growth
- Gain insights into hiring and company culture
- Optimize your LinkedIn marketing for better ROI
What Is LinkedIn Competitor Analysis?
LinkedIn competitor analysis is the process of researching and evaluating your competitors’ LinkedIn activities. It involves examining:
- Company pages and follower growth
- Engagement rates on posts
- Types of content (videos, articles, polls)
- Employee advocacy and thought leadership
- LinkedIn Ads campaigns
- Recruitment and hiring patterns
The goal is to uncover strategies that work and identify gaps you can exploit.
Why Competitor Analysis on LinkedIn Matters
- Content Strategy Insights – Find out what type of posts resonate with your shared audience.
- Audience Growth Benchmarking – Compare follower growth and reach.
- Employer Branding – See how competitors attract talent through culture posts.
- Advertising Insights – Discover what LinkedIn Ads your competitors are running.
- Thought Leadership Tracking – Identify industry voices and influencers shaping conversations.
- Lead Generation Optimization – Refine your campaigns with competitor learnings.
Mini-Case Study:
A B2B SaaS firm noticed competitors posting weekly LinkedIn polls that gained massive engagement. By introducing their own polls on industry topics, they increased their page engagement by 45% in 3 months.
Key Areas to Analyze on LinkedIn
1. Company Page
- Followers count & growth trend
- About section (positioning & USP)
- Branding consistency
2. Content Strategy
- Post frequency (daily, weekly)
- Formats: text, video, carousel, polls
- Engagement metrics (likes, comments, shares)
3. Employee Advocacy
- How often employees reshare or engage
- Leadership content (CEO thought leadership posts)
4. Advertising
- Types of LinkedIn Ads (sponsored content, InMail, lead gen forms)
- Messaging and CTAs used in campaigns
5. Recruitment & Talent
- Hiring patterns from job posts
- Employer branding strategies
6. Audience Engagement
- Types of users engaging (industry professionals, job seekers, decision-makers)
- Tone and sentiment in comments
Tools for LinkedIn Competitor Analysis
1. LinkedIn Page Analytics (Native)
- Provides insights on competitor pages directly within LinkedIn.
2. LinkedIn Ads Library
- Check what sponsored content competitors are running.
3. Hootsuite
- Tracks competitor performance and engagement.
4. Sprout Social
- Advanced analytics, audience breakdowns, and competitor reports.
5. Phlanx
- Engagement calculator for LinkedIn and other platforms.
6. BuzzSumo
- Helps discover top-performing competitor content.
7. SimilarWeb
- Provides high-level audience traffic and referral insights.
Step-by-Step Guide to LinkedIn Competitor Analysis
Step 1: Identify Competitors
- Choose 3–5 direct and indirect competitors.
Step 2: Benchmark Company Pages
- Compare followers, descriptions, and branding.
Step 3: Analyze Content Performance
- Review top-performing posts by engagement.
- Note formats that drive the most interactions.
Step 4: Monitor Ads
- Use LinkedIn Ads Library to track messaging and creative.
Step 5: Track Audience Growth
- Check follower growth monthly.
Step 6: Evaluate Employee Advocacy
- See how leaders and employees engage with company content.
Step 7: Compile a Report
- Create charts and competitor comparison tables.
Step 8: Apply Insights
- Adjust your posting frequency, formats, and messaging.
Metrics to Track
| Metric | Description | Tool Recommendation |
|---|---|---|
| Followers | Growth trends over time | LinkedIn Analytics |
| Engagement Rate | Interactions per post vs followers | Sprout Social, Phlanx |
| Post Frequency | Number of posts per week | Manual/Tools |
| Ad Types | Sponsored content, InMail, etc. | LinkedIn Ads Library |
| Employee Advocacy | Employee reshares & comments | LinkedIn Analytics |
| Audience Demographics | Industry, roles, locations | LinkedIn Analytics |
Detailed Examples & Mini-Case Studies
Case Study 1: SaaS Company
- Competitor A: Daily video explainers → high engagement
- Competitor B: Weekly polls → boosted community interaction
- Action: Mixed both formats → 30% engagement increase.
Case Study 2: Consulting Firm
- Competitor X: Promoted thought leadership via CEO posts
- Competitor Y: Focused on employer branding content
- Action: Combined both strategies → 20% more inbound leads.
Common Mistakes to Avoid
- Focusing only on followers (engagement is more important).
- Ignoring employee advocacy metrics.
- Overlooking LinkedIn Ads.
- Copying content without tailoring it to your brand voice.
- Analyzing too many competitors at once.
Best Practices
- Track 3–5 main competitors.
- Use both qualitative (tone, content type) and quantitative (engagement, ads) insights.
- Create competitor analysis graphs for clarity.
- Refresh analysis quarterly.
- Focus on actionable insights, not just data.
FAQs
Q1: What is LinkedIn competitor analysis?
A: It’s the process of analyzing competitors’ LinkedIn activities — content, ads, engagement, and hiring — to improve your own strategy.
Q2: Which tools are best?
A: LinkedIn Analytics, Ads Library, Hootsuite, Sprout Social, BuzzSumo.
Q3: How often should I run a competitor analysis?
A: At least once a quarter.
Q4: What’s the most important metric?
A: Engagement rate, as it shows content effectiveness beyond follower count.
Q5: Can small businesses benefit?
A: Yes, competitor analysis helps even small firms optimize LinkedIn content for maximum reach.
Conclusion and Actionable Tips
Competitor analysis LinkedIn is essential for brands that want to stay ahead in B2B marketing, recruitment, and thought leadership. By studying competitors’ pages, content strategies, and ads, you can refine your own approach to attract followers, engage audiences, and generate leads.
Action Steps:
- Identify 3–5 LinkedIn competitors.
- Track their company pages, content, and ad campaigns.
- Compare engagement rates, formats, and frequency.
- Monitor hiring and employer branding trends.
- Apply insights to optimize your own LinkedIn marketing.
Call to Action: Start your LinkedIn competitor analysis today to gain valuable insights, outperform rivals, and unlock new growth opportunities in 2025.