Professional Platforms Embrace Short Video Formats
Professional platforms like Glassdoor and LinkedIn are embracing short video formats, mirroring the success of consumer apps like TikTok, Instagram, and YouTube. This trend reflects a growing preference for engaging visual content among users. Earlier this year, LinkedIn introduced a TikTok-like video feed, acknowledging the demand for video as a communication tool.
Glassdoor Mimics LinkedIn's Engagement Strategy
Glassdoor is taking a page from LinkedIn's playbook by introducing short videos, polls, and images to stimulate user interaction. The company aims to replicate the impressive engagement metrics observed on LinkedIn through these new features.
Introducing Worklife Pros: Curated Content and Insights
Alongside these updates, Glassdoor is launching "Worklife Pros." This initiative brings together carefully selected individuals who are passionate about sharing their expertise on topics like navigating remote work dynamics, achieving a healthy work-life balance, understanding mental health in the workplace, and developing career-advancing skills. These individuals hail from diverse sectors, including tech, business, recruiting, and career & money, providing a broad range of perspectives.
Glassdoor's approach to "Worklife Pros" draws parallels with LinkedIn's "Top Voice" badge, which recognizes individuals who consistently deliver engaging content on the platform. Content from these pros will be featured in the main feed and community feeds, allowing users to engage directly with them, either anonymously or using their real names.
Leveraging Anonymous Community Features
In 2022, Glassdoor introduced anonymous community features, drawing upon the technology and platform acquired through the 2021 acquisition of Fishbowl. These features have significantly boosted engagement, with the company reporting 25 million registered community users, a notable increase from 7 million in June 2023.
The success of anonymous communities is evident in the remarkable surge in conversations, exceeding 44 million across different "bowls" (communities). Glassdoor highlights the increased engagement of community users, noting they are 50 times more active than traditional Glassdoor users.
Platform Growth Driven by New Features
The integration of these new features has had a positive impact on overall platform growth. Glassdoor now boasts 63 million monthly unique visitors, exceeding the previously stagnant user base of 55 million active users since early 2021. This expansion underscores the effectiveness of these strategic updates in attracting and retaining users.
Glassdoor's Focus on User Engagement
Glassdoor's recent initiatives are a testament to its commitment to enhancing user engagement. By drawing inspiration from successful platforms like LinkedIn and leveraging the power of short videos, polls, and images, Glassdoor aims to create a more dynamic and interactive experience for its users. The launch of "Worklife Pros" further strengthens its position as a platform dedicated to providing valuable insights and fostering meaningful connections within the professional community. This shift in strategy reflects the evolving needs of users and the increasing importance of engaging and interactive content in the digital landscape.
The Future of Professional Networking Platforms
The integration of short videos, polls, and images into professional networking platforms like Glassdoor and LinkedIn signifies a trend towards more engaging and interactive experiences. This development addresses the growing desire for visual content and user-generated content. These platforms are evolving to meet the demands of a digital generation that values interactivity and personalized content, and this trend is likely to continue shaping the future of professional networking.
