Leading Brands in the U.S. Jobs & Careers Category: Q4 2024 Overview

As 2024 draws to a close, the Jobs & Careers category remains dominated by industry leaders such as Indeed, ZipRecruiter, and Glassdoor. These platforms have consistently demonstrated their prowess across web and mobile channels, employing diverse strategies to captivate their audiences. Leveraging Sensor Tower's comprehensive data, we delve into the performance trends of these brands from Q3 to Q4 2024.

Indeed

Indeed is renowned for its extensive job listing platform, encompassing its website, indeed.com, and the Indeed Job Search app.

• Audience Trends: Indeed.com experienced a gradual decline in monthly visits, starting from over 1.2B in July and stabilizing just above 910M by December. Unique monthly visits also trended downward, yet visits per unique visitor remained consistent around 17-20.

• App Engagement: The Indeed app showed a steady rise in monthly active users, beginning at 21M in July and reaching approximately 22M by December, indicating robust mobile engagement.

• Ad Spend & Channels: Monthly advertising expenditure peaked in September with over $18M spent, primarily through OTT and social media platforms like Facebook and Instagram, delivering substantial impressions.

ZipRecruiter

ZipRecruiter is a prominent job search engine, featuring ziprecruiter.com and the ZipRecruiter Job Search app.

• Audience Trends: The website saw a decline in monthly visits from 81M in July to approximately 59M in December, with unique monthly visits decreasing. Visits per unique visitor remained stable at around 7.

• App Engagement: The app's monthly active users peaked at 2.1M in August but decreased to roughly 1.7M by December, reflecting fluctuating mobile interest.

• Ad Spend & Channels: Monthly ad spend varied, with a notable increase in December, surpassing $1.3M. Facebook and OTT were primary channels for impressions.

Glassdoor

Glassdoor is well-known for its company reviews and job listings, operating glassdoor.com and the Glassdoor | Jobs & Community app.

• Audience Trends: Glassdoor.com maintained a consistent level of visits per unique visitor around 7, with total monthly visits declining from 50M in July to about 41M in December.

• App Engagement: The app's monthly active user base fluctuated slightly, peaking at 1.3M in October and settling around 1.1M by December.

• Ad Spend & Channels: Glassdoor's monthly ad spend peaked significantly in October at nearly $500K, primarily leveraging Facebook and Instagram for impressions.

Conclusion

The Jobs & Careers sector continues to evolve, with Indeed, ZipRecruiter, and Glassdoor leading the charge. Sensor Tower's unique cross-referencing of web, app, and advertising data offers unparalleled insights into these brands' performance. As these platforms adapt to changing market dynamics, their strategies provide valuable lessons in engaging audiences across digital channels.

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