Leveraging category entry points for enhanced user engagement on Glassdoor

Room 2 | 3:00 pm - 3:30 pm | Wednesday, March 27, 2024

Glassdoor used to just be the place for employees to review their employers and now it’s so much more! As Glassdoor continues to increase the number of community touchpoints and bring community experiences to more surfaces on the website and in our app, it’s becoming increasingly important to understand the most important category entry points to hook users beyond the job-seeking moment.

A category entry point (CEP) analysis uncovers the key moments in the lives of our target audience that can be used to trigger a need and specific action on Glassdoor’s platform. We can leverage those moments to hook users, deepen engagement, create more compelling messages and discover whitespace opportunities for Glassdoor.

Explore Glassdoor’s strategic shift toward leveraging category entry points (CEPs) to elevate user engagement beyond conventional job-seeking interactions. Through rigorous analysis of the professional journey, our research uncovers pivotal moments ripe for enhancing user satisfaction, engagement and retention. Join Bonnie as she shares key learnings and research tips from this project that influenced Glassdoor’s product and marketing strategies.

Key Takeaways:

1. How to leverage a category entry point analysis.
2. The pros and cons of pairing it with a journey map.
3. How to help your cross-functional stakeholders activate the insights.

Case Study Consumers Presentation by End-Client