Leading Brands in Australia's Jobs & Careers Category: Q4 2024 Analysis

In the competitive landscape of Australia’s Jobs & Careers sector, several leading brands have distinguished themselves by attracting substantial monthly deduplicated audiences across their digital platforms. This analysis explores the performance and trends of Indeed, Upwork Global Inc., and Glassdoor from Q3 to Q4 2024, highlighting how these brands have engaged users through their websites and apps.

Indeed

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

• Audience Trends:From Q3 to Q4 2024, indeed.com experienced a decline in unique visits, dropping from around 2.2M in September to approximately 1.5M by December. The monthly deduplicated audience also decreased, stabilizing above 1.7M in December.

• App Engagement:The Indeed Job Search app saw a gradual decrease in monthly active users, from over 410K in July to just under 380K by December. This reflects a slight shift in user preference towards web-based interactions.

• Ad Spend & Channels:Indeed maintained varied advertising efforts, with monthly ad spend fluctuating, peaking at approximately $44K in December. The primary channels included Instagram and Facebook, with Instagram garnering significant impressions, especially in December with over 6M monthly impressions.

Upwork Global Inc.

Upwork's digital landscape is defined by its website, upwork.com, and the Upwork for Freelancers app.

• Audience Trends:The unique visits to upwork.com showed a decline from around 134K in September to just over 100K by December. This reflects a reduction in web engagement over the quarter.

• App Engagement:The Upwork for Freelancers app had a stable monthly active user base, with active users hovering around 5.7K throughout Q4 2024, indicating consistent mobile engagement.

• Ad Spend & Channels:Upwork’s advertising activity was minimal, with only a slight monthly expenditure in August on YouTube, amounting to approximately $118.

Glassdoor

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

• Audience Trends:Unique visits to glassdoor.com saw a decline from 113K in September to around 80K by December, indicating a decrease in web traffic.

• App Engagement:The app maintained a consistent monthly active user base, with numbers fluctuating slightly but staying close to 9K throughout Q4 2024.

• Ad Spend & Channels:Advertising efforts were minimal, with a small monthly investment on Instagram in December, resulting in over 12K impressions.

Conclusion

The analysis of Indeed, Upwork Global Inc., and Glassdoor reveals diverse strategies and varying levels of engagement across web and app platforms in Australia’s Jobs & Careers category. Sensor Tower’s comprehensive data offerings, including Web Insights, Pathmatics, and App Performance Insights, provide unparalleled insights into these trends, empowering brands with critical cross-platform user behavior data.

By leveraging Sensor Tower’s insights, brands can effectively navigate the competitive landscape and optimize their strategies for increased engagement and growth. This analysis underscores the strategic advantage of utilizing Sensor Tower’s data to make informed decisions and drive success in the dynamic Jobs & Careers sector.