Talent Management

- launch briefMarginal

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Opportunity score

CPC (real)

$17

Active Google advertisers

LinkedIn advertisers

Pixel advertisers

Avg ad tenure

3.1 yr

Incumbent ad spend/mo

$10M

Spend momentum

+80%

SEO difficulty

Avg incumbent funding

$156M

Incumbents (68)- genuine category specialists - cross-listed generic tools excluded

Product	Rating	Funding	Ad spend/mo	Google ads	LinkedIn	Channels	Authority
BambooHR	4.6(3,426)	-	$2.6M	2.2y	24	2	60
ADP Comprehensive Services	4.3(265)	-	$2.4M	4.1y	-	-	82
ADP Workforce Now	4.4(7,202)	-	$2.4M	4.1y	-	-	82
Paycom	4.4(1,271)	-	$1.3M	4.6y	24	-	58
Paylocity	4.3(1,839)	-	$830k	3.5y	24	-	69
ZipRecruiter	4.2(10,926)	-	$677k	4.6y	24	-	80
Gusto	4.6(4,204)	$796M	$382k	4.0y	24	-	63
Criteria	4.7(189)	$65M	$332k	4.6y	23	-	47
Workable	4.4(661)	$196M	$280k	4.6y	24	1	59
TriNet HR Plus	4.2(823)	-	$230k	1.4y	-	5	53
Darwinbox	4.3(44)	$296M	$224k	3.7y	24	3	51
UKG Pro	4.3(718)	-	$185k	0.6y	-	2	54
UKG Ready	4.2(1,133)	-	$185k	0.6y	-	2	54
LeapsomeAd	4.6(97)	$60M	$179k	2.1y	24	4	43
Paycor	4.3(3,038)	$718M	$167k	4.6y	13	5	62
Cornerstone LMS	4.3(232)	-	$151k	4.6y	-	-	48
Breezy	4.5(1,419)	$1.9M	$141k	4.6y	13	6	47
iCIMS Hire	4.3(824)	-	$70k	3.0y	-	3	53
JazzHR	4.3(491)	$25M	$44k	2.1y	24	-	43
Dayforce HCM	4.3(1,060)	-	$36k	1.6y	-	-	51
Quantum Workplace	4.6(154)	-	$34k	3.2y	24	1	49
eFront	4.5(46)	-	$31k	4.6y	24	4	36
Lattice	4.5(205)	$329M	$24k	4.3y	23	4	49
Trakstar Hire	4.6(186)	-	$23k	4.6y	-	4	39
Monster+	4.1(152)	$447M	$13k	0.7y	1	-	64
BRIDGE	4.4(88)	$50M	$12k	2.1y	1	1	38
TestGorilla	4.1(265)	$81M	$12k	4.6y	24	5	44
Qooper	4.8(170)	$150k	$9k	4.3y	6	-	47
SkyPrep	4.8(163)	-	$8k	2.6y	1	4	35
Deputy	4.6(772)	$143M	$8k	1.6y	24	3	47
Crelate	4.5(443)	$13M	$7k	2.0y	24	2	35
isolved	3.9(646)	-	$6k	4.6y	20	4	49
isolved Talent Acquisition	4.6(381)	-	$5k	4.6y	24	4	49
Pinpoint	4.7(88)	$23M	$3k	3.9y	20	-	48
Apploi	4.8(305)	$47M	$3k	2.9y	5	1	36
Teamflect	4.7(143)	-	$3k	1.3y	24	-	34
Keka	4.4(89)	$59M	$3k	3.3y	23	1	54
NEOGOV	4.5(850)	-	$2k	1.8y	15	3	42
imc Learning Suite	4.1(16)	-	$2k	1.3y	-	1	29
Randstad RiseSmartAd	5.0(1)	-	$2k	4.6y	-	-	39
Bonusly	4.8(1,607)	$32M	$461	1.7y	24	6	43
Ingentis org.manager	4.7(65)	-	$331	3.7y	24	-	38
Chronus	4.8(153)	$78M	$293	3.2y	8	1	46
CEIPAL ATS	4.6(1,261)	$30M	$128	2.2y	-	-	43
EMP Trust HR	4.4(39)	-	$105	4.6y	13	-	32
PurelyHR	4.5(440)	-	$71	1.9y	10	-	33
Avature	4.6(69)	-	$2	2.9y	24	-	50
Bizneo HR	4.8(239)	-	-	4.6y	24	4	-
Culture AmpAd	4.6(159)	$275M	-	4.6y	24	5	-
Rexx Systems	3.9(37)	-	-	3.7y	24	1	-
Mercer Mettl Talent Assessments	4.3(42)	$4.4M	-	3.9y	-	1	-
Payworks	4.7(142)	$4.5M	-	3.8y	24	-	-
Personio	4.3(312)	$737M	-	4.6y	24	1	-
Peoplebox	4.6(244)	$1.2M	-	3.7y	-	-	-
Cezanne HR	4.4(248)	-	-	2.9y	16	2	-
Auris	4.3(101)	-	-	3.5y	-	2	-
JobDiva	4.5(1,184)	-	-	3.1y	-	3	-
KelioAd	3.9(8)	$1.1M	-	3.6y	15	2	-
Netchex	4.5(165)	-	-	1.9y	17	1	-
Viterbit	4.6(23)	$1.8M	-	0.9y	21	-	-
StaffCircle	4.6(179)	-	-	4.6y	24	-	-
IdealTraits	4.8(59)	-	-	0.2y	2	3	-
ClayHR	4.6(95)	-	-	2.8y	24	-	-
AcquireTM	4.5(12)	-	-	0.0y	-	-	-
Competency Manager	4.9(7)	-	-	-	-	-	-
Guider	4.9(62)	-	-	1.9y	7	-	-
Testlify	4.0(29)	$100k	-	0.7y	-	2	-
TalentHR	4.8(64)	-	-	-	-	-	-

PPC playbook- keywords the incumbents bid on - copy these (bidders = how many incumbents compete)

Keyword	CPC	Bidders	Sample landing page
jazzhr	$15.82	6	apploi.com/apploi-vs-jazzhr-lp/
manatal	$12.71	4	learn.applicantpro.com/plp/ta-demo
payroll	$34.03	3	www.paycom.com/learn-more/why-paycom/
gusto	$16.61	3	www.paylocity.com/why-paylocity/compare/paylocity-vs-rippling/
juicebox	$56.45	3	lattice.com/ai
succession planning	$4.74	3	www.qooper.io/succession-planning
jobvite	$24.58	3	www.icims.com/icims-vs-jobvite/
lever	$15.55	3	breezy.hr/ms/migrate-lever
bamboohr	$17.15	3	breezy.hr/ms/migrate-lever
jazz hr	$15.82	3	info.jazzhr.com/ppc-ats-demo.html?utm_adgroup=brand-combination
applicant pro	$8.58	3	learn.applicantpro.com/plp/ta-demo
adp payroll	$47.74	3	explore.darwinbox.com/lp/cloud/us/hcm
hris	$23.88	3	www.leapsome.com/leapsome-hris-software-na-v1
gusto payroll	$27.22	3	gusto.com/invite/company-referral
adp payroll services	$85.04	3	www.paylocity.com/lp/software/hr/demo/hr-payroll/
zoho recruit	$22.88	3	get.workable.com/applicant-tracking-system-software-demo
hr bamboo	$26.72	3	www.leapsome.com/competitor-new/bamboohr
hrm software	$36.55	2	visit.isolvedhcm.com/plp/hcm-demo
loxo	$12.78	2	www.crelate.com/crelate-vs-loxo
applicantpro	$8.58	2	learn.applicantpro.com/plp/ta-demo

Common complaints- recurring incumbent review cons = product gaps to exploit

Slow system response times3×

Frequent technical glitches3×

Limited reporting customization2×

Frequent glitches and slowdowns1×

Complicated breaks and leave handling1×

Frequent bugs and unresolved glitches1×

Slow performance and inefficiency1×

Confusing and costly pricing structure1×

Ad creatives- live Google Search ads the incumbents run - copy the angles

BambooHR bamboohr.com

HR, Payroll & Benefits

Manage Employee Data & Files — Our easy-to-use HR software frees up time for what matters most: people! Get a demo here.

All Your HR Systems In One

#1 Rated HR Software — One platform for hiring, onboarding, tracking time, managing employee data, and more. BambooHR...

Easy Employee Time Tracking

Time Tracking Simplified — With BambooHR, say goodbye to inaccurate payroll runs or confusing systems. Easily log and edit...

The Best Recruiting Platform

Faster, Smarter Hiring — Recruit the best people and create a fantastic hiring experience.

ADP Workforce Now adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

ADP Workforce Now adp.com

Run Powered By ADP®

Run Payroll For Small Business — Discover ADP® Payroll, Benefits, Insurance, Time, Talent, HR, & More. Run Payroll Faster & Easier...

Time Clock Systems

Online Employee Time Tracking — Fast, Easy, & Affordable Small Business Time Tracking By ADP®. Get 3 Months Free Payroll!

Workers' Comp Insurance | Pay-As-You-Go With ADP®

Fast & Easy Workers' Comp Insurance For Your Company. Get A Quote Through ADPIA! Discover...

Wage Garnishment Management

ADP Wage Garnishment — Improve Efficiency and Reduce Burdens of Wage Garnishment Processing For Your Business.

Paycom paycom.com

Paycom

Payroll of the Future — HR and business payroll software that frees teams from endless administrative burdens. Mobile App.

Paylocity paylocity.com

Your Payroll. Our Priority - Online HR & Payroll Services

Award winning software that employers & employees love.

Online HR & Payroll Services

All-in-One HR Payroll Software — Award winning software that employers & employees love.

Your Payroll. Our Priority

Companies Prefer Paylocity — Connect the dots between employees, leaders, and the business with the right HR technology

HR & Payroll - Paylocity®

Ranked #1 Best HR Software — We create great software to solve today's HR challenges and anticipate tomorrow's needs

ZipRecruiter ziprecruiter.com

Job Search (Hiring Now)

For Job Seekers & Employers — The Smartest Way to Find Jobs — The Fastest Way to Hire — ZipRecruiter [Rated #1 Job Site]

Search Resume Database for Employers | ZipRecruiter

Access Resumes of Qualified Candidates Instantly with ZipRecruiter Resume Database. Find Qualified Candidates in Minutes With Our Smart Resume Search.

ZipRecruiter.com Official Site

Search For Jobs & Post Jobs — ZipRecruiter® — The Smartest Way To Hire & Be Hired. Now Rated #1 Job Site*. 4 out of 5...

ZipRecruiter—Rated #1 Job Site

Rated #1 Hiring Site — Post Jobs—Search Resumes—Schedule Back to Back Video Interviews. Try For Free. Spend Less Time Hiring—Post a Job on ZipRecruiter For Free. Try For Free. #1 Rated Job Search App. Free Trial.

Gusto gusto.com

Gusto Payroll | Online HR Services

Gusto Is Simple. We Make Payroll, Hr, And Benefits Simple. See How Gusto Stacks Up Against Other Payroll Providers. Browse Resources. Read News. Data-Backed Guidance.

Gusto offers payroll, benefits and everything else

Gusto | Online HR Services: Payroll, Benefits and everything else

Gusto Login® - Official Site

Online Payroll Services — Gusto: Online Payroll & HR Solutions | #1 in Satisfaction Score. Browse Resources. Gusto Is Simple. We Make Payroll, HR, And Benefits Simple. Read News. Data-Backed Guidance.

Payroll & HR services | All in one platform

Gusto streamlines HR, benefits, and compliance for multi-location businesses—all in one platform

Criteria criteriacorp.com

Typing Skills Tests | Criteria

Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests.

Pre-Employment IQ Tests | Criteria Corp

Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests. Includes Testing Solutions Designed By Harvard University's Psychologists.

Microsoft Excel Skills Assessment Tests | Criteria

Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests. Includes Testing Solutions Designed By Harvard University's Psychologists.

Ten Key Test - Data Entry Assessment | Criteria

Make More Informed Hiring Decisions With Our Aptitude, Personality, and Skills Tests.

Risk: Gusto is the entrenched leader ($796M raised), authority 63 - wedge in rather than attack head-on.

Sources: Capterra profiles + reviews · SEMrush demand / spend / paid keywords / authority / momentum · Apollo funding. Incumbent rollups exclude domains appearing in >25 categories. Capterra category ↗