Leading Brands in the U.S. Jobs & Careers Category: Q4 2023 Analysis

Introduction

The Jobs & Careers category remains a pivotal space for digital engagement in the United States. In Q4 2023, leading brands like Indeed, ZipRecruiter, and Glassdoor showcased their strength across multiple platforms. Sensor Tower's comprehensive data analysis provides insights into the performance and trends of these brands, leveraging unique cross-referencing capabilities of web, app, and advertising data.

Indeed

Indeed maintains a robust digital presence with its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: Indeed's monthly true audience remained stable above 65M throughout Q4 2023. The website consistently attracted more visitors compared to the app, with web-only visitors surpassing 47M monthly. The app-only audience hovered around 12M users monthly.

• App Engagement: Monthly active users for the Indeed Job Search app slightly decreased to around 18M by December 2023, indicating a steady mobile engagement.

• Ad Spend & Channels: Indeed's monthly advertising spend decreased from over $9M in August to approximately $6.7M in December. Impressions peaked at 792M in August, driven primarily through OTT and social media channels like Instagram and Facebook.

ZipRecruiter

ZipRecruiter is a key player with its website, ziprecruiter.com, and the ZipRecruiter Job Search app.

• Audience Trends: ZipRecruiter's monthly true audience fluctuated around 10M. The web-only visitors consistently outnumbered app-only users, with unique web visits around 9M monthly.

• App Engagement: The app's monthly active users saw a decline from over 2.1M in July to approximately 1.4M by December, suggesting a shift in user preference towards the web platform.

• Ad Spend & Channels: Monthly ad spend spiked in October to over $1M, primarily on YouTube, before dropping to below $200K by December. Impressions followed a similar pattern, peaking in October.

Glassdoor

Glassdoor's digital footprint spans its website, glassdoor.com, and the Glassdoor | Jobs & Community app.

• Audience Trends: Glassdoor's monthly true audience hovered around 7M during Q4. The website attracted more users than the app, with web-only visitors exceeding 5.6M monthly.

• App Engagement: The app maintained a stable monthly user base, with active users reaching approximately 1.3M by the end of December.

• Ad Spend & Channels: Glassdoor's monthly ad spending was moderate, with a peak of around $279K in September. Instagram was a significant channel, garnering the most impressions.

Conclusion

In Q4 2023, Indeed, ZipRecruiter, and Glassdoor demonstrated varied strategies across their platforms, with a notable web dominance in user engagement. Sensor Tower's unparalleled data provides critical insights into these trends, offering a comprehensive view of cross-platform user behavior. For more detailed insights, explore Sensor Tower's Web Insights, Pathmatics, and App Performance Insights. This depth of analysis empowers decision-makers with the data needed to strategize effectively in a competitive market.