LinkedIn vs. Indeed and Craigslist: Are They Competitors After All?
The job market these days seems more competitive than ever, thanks in large part to the numerous online platforms that allow job seekers to research and apply for jobs with just a few clicks. The ease with which people can seek out employment has completely revolutionized the recruitment industry and has left employers with far more options in terms of the talent pool at their disposal.
Ahead of the Bureau of Labor Statistics’ monthly labor report, we were interested to see if fluctuations in how people use job-seeking sites can be correlated with national figures, so we put Jumpshot’s 100 million-consumer panel to work in order to get a sense of the big picture when it comes to the world of online employment-seeking platforms. Using online behavioral analytics, we combed through three months’ worth of data (January through March 2017) and found some interesting data points that could prove useful to recruiters and job seekers alike.
The Major Players
First, the macro level: while LinkedIn may have the most significant brand recognition, the data suggests it has plenty of competition among job seekers. Over the three months analyzed, LinkedIn’s market share among career sites consistently hovered around 20 percent, never exceeding 25 percent. Job search aggregator Indeed, on the other hand, consistently maintained a market share of around 40 percent across the three months analyzed. Overall, web traffic to LinkedIn was 40 percent less than traffic to Indeed and Craigslist.
Before you start rethinking your job-seeking strategy and head straight to Indeed, it’s worth looking at the details of the search traffic, as they reveal some interesting insights regarding the demographics of the audience heading to each site.
In the case of Indeed, 16 percent of all searches on the site included keywords such as “part time,” “customer service,” “receptionist,” “administrative assistant,” “warehouse,” “entry level,” “sales,” and “retail,” among a few others. Craigslist had a similar breakdown, as 33 percent of job posts viewed fell under the customer service, administrative, food/hospitality, and general labor sectors.
Meanwhile, when it came to LinkedIn, 14 percent of all searches contained such keywords as “marketing,” “intern,” “internship,” “summer internship,” “project manager,” “analyst,” “recruiter,” and “human resources,” plus more.
While these search findings aren’t the only indicators of search traffic to these respective sites, they do provide some interesting insight. Namely, in many cases, people appear to frequently use Indeed for either short-term or entry-level positions in the sales or customer service industries. Our data revealed that users traveling to Indeed were also 5.3 times more likely to search “FAFSA” on Google, suggesting that Indeed’s audience could skew younger and could involve more students as opposed to people who have already begun their careers.
On LinkedIn though, people might be more long-term career focused, emphasizing resume-building internships and more business-oriented professions and job titles.
While each of these sites might crave dominance in the job search market, the data suggests that, in the current state of things, they can coexist peacefully, with each site serving slightly different demographics.