Leading Brands in the US Jobs & Careers Category: Q4 2023 Analysis

Introduction

As the job market continues to evolve, digital platforms play a pivotal role in connecting job seekers with opportunities. In Q4 2023, Indeed, ZipRecruiter, and Glassdoor emerged as leading brands in the Jobs & Careers category, boasting substantial monthly deduplicated audiences across their websites and apps. This article delves into the performance and trends of these brands, backed by comprehensive data from Sensor Tower, which offers unparalleled insights into cross-platform user behavior.

Indeed

Indeed's digital presence is robust, featuring its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: Throughout Q4 2023, indeed.com maintained a stable monthly deduplicated audience of over 56M. The website experienced a slight decline from October to December, with visits decreasing from around 970M to 870M.

• App Engagement: The Indeed Job Search app saw a gradual decrease in monthly active users, dropping from approximately 13.7M in October to 12.9M in December.

• Ad Spend & Channels: Indeed's monthly advertising spend showed a downward trend, from around $6.7M in October to $6.7M in December, with significant impressions on OTT platforms.

ZipRecruiter

ZipRecruiter's digital ecosystem includes its website, ziprecruiter.com, and the ZipRecruiter Job Search app.

• Audience Trends: Ziprecruiter.com saw a consistent monthly deduplicated audience with unique visits hovering around 9.3M throughout Q4. The visits per unique visitor remained steady at approximately 5.

• App Engagement: The app maintained stability with monthly active users around 1.6M to 1.7M.

• Ad Spend & Channels: A notable spike in monthly advertising spend occurred in October, reaching over $1M, primarily via YouTube and OTT channels.

Glassdoor

Glassdoor's offerings include its website, glassdoor.com, and the Glassdoor | Jobs & Community app.

• Audience Trends: Glassdoor.com experienced a decrease in unique visits from 6.5M in October to 6.1M in December, with visits per unique visitor remaining around 6.

• App Engagement: The app's monthly active users showed minor fluctuations, maintaining a range of 350K to 360K.

• Ad Spend & Channels: Monthly advertising expenditures decreased over the quarter, with a spend of approximately $64K in December, focusing on Instagram and TikTok channels.

Conclusion

The Jobs & Careers category in the US continues to thrive with Indeed, ZipRecruiter, and Glassdoor leading the way. Sensor Tower's comprehensive data, encompassing web and app insights, provides critical understanding of audience trends and advertising strategies. As we move forward, these brands are well-positioned to leverage their digital platforms to meet the evolving needs of job seekers and employers alike.

For further insights, explore Sensor Tower's offerings in Web Insights, App Performance Insights, and Pathmatics.