Workopolis: The morning after


Situation analysis

Overall assessment

Workopolis is the #1 job site in Canada; however this isn't the case in Quebec where the competitive landscape is largely lead by Emploi Quebec, a government-sponsored site recognized as the best site to assist in job search in Quebec. Other private sites such as Jobboom and Kijijji are holding strong while new entrants such as JobiIlico are starting to steal traffic from traditional competitors [Footnote #1]. Since 2010, awareness of the Workopolis brand has remained fairly flat in Quebec, holding at 29% [Footnote #2] in the bilingual Montreal market where marketing efforts are concentrated. This low level of awareness has a direct effect on traffic which has declined in the beginning of 2013 [Footnote #3]. According to Workopolis' proprietary 2012 Job Seeker research, the Workopolis brand is reputable and trusted in Quebec but seekers do not feel Workopolis has the Quebec-based jobs they seek.