Glassdoor has a tricky problem.
It is a site that depends on content to be successful, most of which is user-generated that no one in their right-mind would want to share with anyone.
On other social media networks (especially on review sites like Amazon, Yelp & TripAdvisor, the closest analogues to this), people will post things and then share them out for the world to see. They’ll crave the upvotes.
Here, though, is the opposite.
Anecdotally, people tend to post reviews on Glassdoor:
- When they’re upset
- When they’re reacting to a “perceived false” GlassDoor post
- As part of a corporate directive (ie, part of an offboarding process.)
Believe it or not, this actually keeps the rankings fairly accurate. What it does not do is drive people to the site.
What drives people to the site is research – generally, they are looking for a job or looking to do business with a company. Glassdoor is a stop along the way for those two types of users.
Neither of these things add to daily-active user counts, at least not for long.
There is currently nothing about GlassDoor’s offerings that would lead a user to return to their site on a daily basis – unless you were a recruiter.
From a recruiter perspective, I would be on Glassdoor every day. Glassdoor has the ability to catch people who are in the right frame of mind to be poached from companies at the moment they are most susceptible to accept such an offer.
While the postings are anonymous, Glassdoor could theoretically implement features that allow recruiters to search for people who post to certain companies who are in certain categories and whose posts contain certain keywords, and then send them completely anonymous messages, fishing for prospects.
With that type of low-pressure scenario, Glassdoor could simultaneously raise their daily-actives and their profitability.
That, of course, is just one hypothetical scenario. Without that, they are an immensely valuable recruiting firm with great analytic data, but they do not have a “growth loop.”
(Even without that, by the way, smart recruiters can keep an eye on company reviews and then go to LinkedIn to determine where to focus their outreach.)
Originally Posted: https://www.quora.com/Does-Glassdoor-have-a-sustainable-growth-loop-How-does-it-work-as-of-2016-be-specific
Originally Posted On: 2016-02-15