{"id":63528,"date":"2022-04-28T08:03:18","date_gmt":"2022-04-28T08:03:18","guid":{"rendered":"https:\/\/www.similarweb.com\/corp\/?p=63528"},"modified":"2025-03-25T09:25:35","modified_gmt":"2025-03-25T09:25:35","slug":"job-sites-benchmarks","status":"publish","type":"post","link":"https:\/\/www.similarweb.com\/blog\/research\/business-benchmarking\/job-sites-benchmarks\/","title":{"rendered":"6 Benchmarks to Outperform Digital Job and Career Websites"},"content":{"rendered":"

If you\u2019re an Olympic athlete, does a personal best mean anything on its own?<\/p>\n

Sure, you\u2019ve outdone yourself, but the truth is, you\u2019re only the best in the world if you can compare your score to others. That\u2019s what really matters for digital marketers and analysts.<\/p>\n

This concept is key when it comes to judging how well your marketing strategy is actually performing. While you may be able to conduct an internal analysis to quantify your performance, this data won\u2019t be very useful if you can\u2019t correlate it to other companies in your industry.<\/p>\n

In the world of online classifieds, marketing benchmarking tools<\/a> give you the data you need to snag the gold medal and outperform your competitors. This article will dive deep into the job and career website metrics<\/a> you need to monitor, including industry benchmarks to help you build an effective content marketing strategy<\/a>.<\/p>\n

What is competitive benchmarking?<\/h2>\n

Competitive benchmarking<\/a> is the process of comparing your company\u2019s digital performance against competitors using a given set of metrics. In other words, it\u2019ll help you put all aspects of your business plan in perspective.<\/p>\n

With an efficient benchmarking strategy<\/a>, you can evaluate and analyze your market<\/a> and your position in it to help identify emerging trends, pinpoint potential threats, and target new opportunities. The process of competitive analysis<\/a> will also help you understand your overall standing versus industry leaders<\/a>.<\/p>\n

\"Similarweb\u2019s<\/p>\n

The process of benchmarking typically includes four steps:<\/p>\n

    \n
  1. Choose KPIs<\/strong> that support business goals. Ask yourself, do I want to improve my SEO performance<\/a> or conversion rate<\/a>? Reach new demographics<\/a>? Increase traffic to my site<\/a>?<\/em><\/li>\n
  2. Define the competition<\/strong> based on these KPIs. Analyze the performance of immediate competitors, best-in-class companies, or industry disruptors.<\/li>\n
  3. Determine the metrics<\/strong> that support your KPIs. The metrics you measure will vary based on your goals. For example, if you want to improve SEO, you\u2019ll need to analyze competitive traffic<\/a> on specific keywords and keyword ranking.<\/li>\n
  4. Track and monitor performance over time<\/strong> and don\u2019t forget to keep separate benchmarking reports for each goal and each type of competitor you\u2019re tracking.<\/li>\n<\/ol>\n

    Benchmarking digital job and career websites<\/h2>\n

    There\u2019s been a significant increase in traffic to online job portals, rising from 19.2 billion total visits in 2020 to 22.6 billion in 2021, a 17.7% increase. Digital job searches and Zoom meetings will remain the norm, overwhelmingly replacing traditional print classifieds and face-to-face interviews. This means there\u2019s more competition for these classified websites to capture potential applicants and convert them into hired employees.<\/p>\n

    With competition fierce in the online classifieds market, let\u2019s take a look at the six key benchmarking metrics you should be looking to beat in 2022.<\/p>\n

    1. Total visits<\/h3>\n

    In the last three months (January 2022 \u2013 March 2022), the top 100 websites in the job and career category<\/a> had 6.3 billion total visits globally, 12.6% more than the year before.<\/p>\n

    \"Similarweb<\/p>\n

    Pro Tip:<\/strong> When building a digital strategy<\/a>, make sure to take seasonal events and temporal trends into account. In this case, the COVID-19 pandemic had a strong impact on traffic to job and career search websites.<\/em><\/p>\n

    2. The VIPs<\/h3>\n

    Although there are many competitors in the online job and career search industry, one website (indeed.com<\/a>) wins the traffic share<\/a> tenfold.<\/p>\n

    Whereas indeed.com operates globally, many of the other top classified industries are localized, for example, hh.ru<\/a> (Russia), and pole-emploi.fr<\/a> (France), which explains their lower market share.<\/p>\n

    <\/div>\n\n

    Not only does indeed.com garner the highest market share<\/a> for online classifieds, but it also earns 166% more monthly visits than its closest competitor.<\/p>\n

    <\/div>\n\n

    Pro Tip:<\/strong> If your classified website is intended for a specific country use case, refine your search of the top websites<\/a> by region to see how you compare to competitors on a micro-level.<\/em><\/p>\n

    3. Website stickiness<\/h3>\n

    A \u201csticky\u201d website is one that leaves a lasting impression on the user and causes them to return. In other words, stickiness measures how loyal your customers are and on-site usability.<\/p>\n

    Because this metric tracks and measures how many days in a given month converted users are active on average, it\u2019s a big benefit for classified companies who aim to become job seekers\u2019 first choice.<\/p>\n

    Website stickiness<\/a> is calculated by dividing the average number of unique visitors<\/a> by the average total monthly visits.<\/p>\n

    Top 100 websites in the category:<\/strong><\/p>\n