Leading Brands in Canada's Jobs & Careers Category: Q4 2023 Overview

In the competitive landscape of Canada’s Jobs & Careers category, three brands stood out in Q4 2023: Indeed, Glassdoor, and ZipRecruiter. These platforms have consistently attracted a significant monthly audience across their websites and apps. Leveraging data from Sensor Tower, we delve into their performance trends from Q3 to Q4 2023.

Indeed

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

• Audience Trends: Indeed maintained a stable monthly true audience of over 6.7M throughout Q4, with a notable peak in November. Web visits declined from 141M in July to just under 100M in December, indicating a shift in user engagement patterns.

• App Engagement: Monthly active users on the app remained stable, hovering around 1.6M. This suggests a consistent mobile user base, even as website visits fluctuated.

• Ad Spend & Channels: Indeed's advertising strategy was dynamic, with monthly spending peaking at over $180K in September and impressions reaching over 46M. Facebook was the dominant channel, consistently delivering high impressions.

Glassdoor

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

• Audience Trends: Glassdoor's website visits remained stable, with over 9M monthly visits in Q4. The monthly true audience grew steadily, surpassing 1.5M by December, indicating a healthy mix of web and app engagement.

• App Engagement: The app saw a gradual increase in monthly active users, reaching over 108K by December, highlighting growing mobile engagement.

• Ad Spend & Channels: While Glassdoor's monthly ad spend was minimal, focused solely on Instagram, it effectively reached its target audience with impressions exceeding 149K in September.

ZipRecruiter

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

• Audience Trends: The website maintained a steady flow of unique visits, averaging around 120K monthly. The monthly true audience remained consistent, slightly above 140K.

• App Engagement: The app's monthly active user base was stable, with numbers close to 27K by the end of Q4, indicating a niche but loyal mobile audience.

• Ad Spend & Channels: ZipRecruiter's monthly ad spend peaked in October at over $49K, with Facebook being the primary channel for impressions, showcasing the brand's strategic focus on social media.

Conclusion

In Q4 2023, Indeed, Glassdoor, and ZipRecruiter demonstrated robust digital engagement across Canada’s Jobs & Careers sector. With Sensor Tower’s comprehensive data, these insights reveal the power of cross-platform strategies in capturing and retaining audiences. Whether through web insights, app performance, or advertising analytics, Sensor Tower remains unmatched in providing detailed market intelligence, essential for understanding user behavior across platforms.

Discover more about Sensor Tower’s offerings through our Web Insights, Pathmatics, and App Performance Insights.