• Company Name: Indeed.com
  • Type: B2B2C
  • FoundersPaul ForsterRony Kahan
  • Year Founded and HQ: November 2004, Austin, Texas and Stamford, Connecticut; USA
  • Quote from the Founders:
    “”When we launched Indeed in 2004, Monster spent $250 million on advertising that year, The only way were going to be able compete with Monster being bootstrapped was to provide a product that is 10x better.”
    – Rony Kahan (2013)
  • Industry: Recruitment/ HR


  • Desktop/App:
    Both  Desktop and Mobile App
    Mobile: Both Android and IOS
    Android : 50M+ Installs ; 832K+ Reviews
    IOS – 7.5K+ Ratings; Ranks #18 in Business Apps


Indeed App Screenshots


What Do They Do?

Indeed is an employment-related search engine. The site aggregates job listings from thousands of websites, including job boards, staffing firms, associations, and company career pages. In the year of 2011, Indeed started to allow job seekers to apply directly to jobs on the site itself. Indeed also started offering resume posting and storage.

Indeed.com is a global company having a presence in over 60 countries and 28 different languages. It has a database of 16 Million+ Jobs.

Table Of Contents:

1. The Idea Behind Indeed

2.How They Got Their Early Adopters

3.Marketing Summary

4.Top Growth Hacks That Have Stood Out For Them


The Idea Behind Indeed

Post the acquisition of their company jobsinthemoney.com, Paul Forster and Rony Kahan were in search of their next big idea. This was at the same time when Google went Public.

Paul and Rony were particularly impressed with Google’s pay-per Click business model as it offered better value to the advertisers. With their knowledge of the Job Market, They decided to come up with a search engine for jobs and Thus Indeed was born.


How They Got Their Early Adopters-

a. Blogging –
Blogged 3-6 times a month on various topics like Job MarketTop JobsIndeed’s New FeaturesUpdates on Indeed.

b. P.R Coverage –

c. SEO– Location-based targeting- Real-time jobs in the location from which one is searching

d. Word of mouth – Word of mouth played a huge role in indeed acquiring its early adopters

Marketing Summary –

              Top of the funnel-


a. Indeed.com has 4 sets of blogs. Indeed Blog, Engineering Blog, Career Advice, Hiringlab. On average, Indeed.com posts 7 articles /month
b. 800+ word articles – text heavy
c. Top web competitors: monster.com, Simply Hired, Glassdoor, Monster, Career Builder and LinkedIn.
d. 51% of traffic comes from SEO, Highest traffic comes from SEO.
e. They also rank for keywords :

Organic :

Keyword Percentage Share
Indeed 48.96%
Indeed Jobs 2.46%
Indeed Login 1.48%
Indeed.com 1.38%
Indeed job vacancies 1.04%

Paid Keywords:

Keyword Percentage Share of Traffic
Jobs 12.27%
Job Search 5.12%
Jobs near me 3.42%
Indeed Resume 3.31%


 Type of Content They Create

  • Indeed  Hiring lab– Hirelab offers insights regarding factors that drive the global labor market conversation.
  • Career Advice– Tips/Tricks to succeed in the job industry
  • Find out/ Compare Salaries–Search and Compare Salaries using either company name or job title

Paid Ads:

Type of Ads they’re running

a.  Google Ads :
Indeed.com is Very Aggressive on Google Ads. It runs ads for generic location specific  Keywords like jobs near me, jobs in X ( X=location), hire and job search; Branded keywords like Indeed, Indeed Jobs, Indeed Resume; Keyword based ads for targeting Hiring Managers eg: Recruit, Recruit top talent.

Indeed ranks for Company names as well


b. Facebook Ads:

Indeed runs ads for:


a. Facebook –
Indeed uses the Global Page feature on FB to provide localized versions of their content for their users/ audience all over the world, but only with one universal brand name, total fan count and vanity URLs for Different Countries.


Indeed also has a specific Facebook page to advertise it’s work culture and jobs at Indeed. The following are the attributes of the Inside Indeed Page

  • Learn More as their primary CTA
  • Send chat button as secondary CTA -Chat window pops out immediately
  • Post 5 times on a weekly basis
  • Recently they have begun to Change the cover picture to broadcast messages
  • Total Likes: 11K
  • They post mostly about the Events organized/ attended by their employees, culture at indeed.com- #insideIndeed, stories about their employees and day in the life of an Indeed.com Employee


Check them out here

c. Instagram
Check them out here

d. YouTube –

  • Youtube plays the biggest role in Indeed.com’s social strategy. Youtube is a frontrunner and drives in 43% of the traffic in all Social platforms.
  • They essentially upload videos that can be run as Ads.
    Check out their youtube channel here
  • They post Videos about Job search tipsIndeed Client StoriesRecruiting and hiring tips and Just like their fb strategy – they’ve dedicated playlist videos for their target countries –USNetherlandsAustraliaGermanyUKIndiaCanada, and France.
  • They have uploaded 444 videos so far
  • Their videos have been viewed over 226,187,493 times.

Referral Traffic:

TOP Referring Sites
a. Indeed.co.uk
b. Indeed.ca
c. Indeed.co.in
d. Indeed.fr
e. yahoo.co.jp


a. Events:
Indeed.com has a dedicated site for conducting events.

b. Conferences:
Through this site they conduct dedicated conferences to help job seekers gain insight into the latest hiring trends, reach out to industry innovators, and gain and network new connections.


            Middle Of The Funnel-

Email :
On the basis of your previous search history, indeed keeps sending you emails containing job openings.


             Bottom Of The Funnel-

Email :
After Applying to the Job, Indeed usually comes up with a list of similar jobs along with a status of the application.

Top Growth Hacks That Have Stood Out For Them:

  • Building a team having local market expertise: Indeed.com started hiring local experts who had a solid understanding of the local job market in every city/state/country they expanded to. This is to ensure the site remains tailored to local job needs/ requirements.
  • Delivering relevant results with proper translation
    Indeed.com has a dedicated team that verifies every translation so that the context still remains the same and has employed a 3 step process to ensure seamless translation.
  • Ensuring searching a Job remains location specific
    Indeed.com lays a lot of emphasis on being accessible to job seekers in markets outside of the US and for this exact reason they keep location-based needs in mind. For eg, In some places, one might need some additional documents other than the resume while applying for any jobs. Indeed.com solves this problem very well- Keeping local needs in mind.
  • Clean interface -Easy to use- Very helpful with the tags that differentiate jobs :

    Indeed.com has a very clean interface

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