Monster.com owns the market, but traffic is jumping across the category.
Traffic to online career sites jumped 30 percent year-over-year in June, with nearly 27.2 million surfers, a new study says. That's more than 18 percent of the total online population looking for one of a rising number of jobs.
Nielsen//NetRatings found that Monster.com topped the list of career sites, attracting nearly 9.6 million job seekers in June at home and work (See Table 1) followed by CareerBuilder.com, which received 9.3 million unique visitors. More than 7.1 million visitors went on Yahoo! HotJobs, while Brassring.com and USAJOBS rounded out the top five as both had more than 1.4 million unique job seekers.
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Top 5 Career Development Sites
(U.S., Home and Work)
|
| Brand or Channel |
Unique
Audience
(000)
|
Active
Reach
(%) |
| All Career Development |
27,209 |
18.24 |
| 1. Monster |
9,589 |
6.43 |
| 2. CareerBuilder |
9,308 |
6.24 |
| 3. Yahoo! HotJobs |
7,118 |
4.77 |
| 4. brassring.com |
1,433 |
0.96 |
| 5. USAJOBS |
1,408 |
0.94 | |
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"As the U.S. economy heads toward a more optimistic outlook in 2004, job search sites have benefited from the upswing in the employment market," says Marc Ryan, senior director, analysis of Nielsen//NetRatings. "Positive labor market indicators have prompted job search sites to invest again in promoting their services through TV and online advertising, as well as striking special marketing partnerships with media companies."
Monster.com also continues to be the leader in loyalty metrics, which measure devotion from visitors. A Nielsen//NetRatings MegaPanel survey found that out of more than 1,000 job seekers and recruiters, 89 percent registered on Monster.com (See Table 2). CareerBuilder and Yahoo! HotJobs posted a registration rate of 47 percent and 43 percent, respectively.
The survey found that visitors to Monster.com spent an average of 18 and a half minutes on the site last month and viewed nearly 380 million pages, while visitors to CareerBuilder and Yahoo! Hot Jobs spent an average of 14 minutes and 6 and a half minutes, respectively. CareerBuilder posted more than 207.4 million Web page views, while Yahoo! HotJobs surfers viewed 122.6 million pages.
"The online career site category posted tremendous growth figures over the past year with more than 18 percent of the entire Internet population visiting job sites," Ryan says. "However, there's still much room for expansion and opportunity for career sites to take away market share from newspaper classifieds and other traditional forms of job-hunting."
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Loyalty Metrics for Top Three Career & Development Web Sites
(U.S., Home and Work)
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Registration
Ratio by Job
Seekers***
|
Web Page
Views (000) |
Time
Per
Person |
| Monster |
89% |
379,570 |
0:18.24 |
| CareerBuilder |
47% |
207,447 |
0:14:04 |
| Yahoo! HotJobs |
43% |
122,640 |
0:06:38 | |
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*** Note: Data for Registration Ratio by Job Seekers is based on April 2004 Nielsen//NetRatings MegaPanel survey of 1,150 job seekers and recruiters. All other metrics, including Web Page Views and Time Per Person are based on Nielsen//NetRatings NetView syndicated data for June 2004.