kelly.co.za
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Kelly.co.za: The 50-Year Old Titan Fighting for Relevance
Deep dive into a South African recruitment giant's digital struggle and legacy moat
In a world obsessed with AI-driven talent platforms and VC-backed disruption, Kelly.co.za stands as a monument to old-school stability—a 50-year-old recruitment giant generating $35M annually while flying almost entirely under the digital radar.
"Kelly isn't playing the growth game—they're playing the survival game, and their 50-year legacy is their only moat."
The Digital Disconnect
With just 6,272 monthly visits, Kelly's digital footprint is shockingly small for a company of its size. For context, modern recruitment startups often hit this number in weeks, not months. Their traffic is 100% concentrated in 'undefined' (likely South Africa), revealing a hyper-localized strategy that hasn't translated online. The 49% organic search share suggests they're not investing heavily in paid acquisition—a risky play when competitors are flooding the zone with digital ads.
The Legacy Moat
Kelly's real asset isn't their website—it's their 50-year history. In South Africa's relationship-driven business culture, longevity equals trust. While their top keyword 'recruitment agencies' gets 5,000 monthly searches, they rank for 'kelly recruitment' (490 searches)—a branded term that proves they own their name but not the category. Their 268 employees and $35M revenue suggest a traditional, high-touch model that digital natives can't easily replicate.
The tech stack tells a story of incremental updates rather than transformation. jQuery and Bootstrap suggest legacy codebases, while Tailwind CSS hints at recent modernization efforts. Google Analytics and Tag Manager are present, but the lack of sophisticated tracking tools (no Mixpanel, no Hotjar) indicates a surface-level approach to data. Their social presence is minimal—Facebook and LinkedIn profiles exist but show little engagement. This isn't a company optimizing for conversion; it's a company maintaining a digital business card.
- Revenue per employee: ~$132K (healthy for services)
- Traffic concentration: 100% South African market
- Branded search volume: 490/month (weak brand awareness)
- Category search volume: 5,000/month (massive opportunity)
- Digital maturity: Low (no chatbot, no programmatic job feeds)
The Dinosaur Paradox
Kelly is too big to fail but too slow to innovate. Their survival depends on whether their legacy moat can withstand the digital tsunami.
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Job Placement & Bulk Recruitment Agency - Kelly Recruitment
Find the perfect match for your organisation's staffing needs with Kelly Recruitment, a trusted agency delivering top-notch recruitment & placement services
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About kelly.co.za
Find the perfect match for your organisation's staffing needs with Kelly Recruitment, a trusted agency delivering top-notch recruitment & placement services
Company Overview
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Technology Stack
kelly.co.za uses 16 technologies across their website including Google Fonts, PHP, WordPress, and more.
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Google Fonts
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Google Tag Manager, Google Analytics
Traffic & Audience
kelly.co.za receives approximately 6.3K monthly visitors and ranks #2,903,839 globally. The website has a bounce rate of 35% with visitors viewing an average of 2.2 pages per visit. Users spend an average of 2:25 on the site.
The majority of kelly.co.za's traffic comes from .
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This page provides publicly available information about kelly.co.za. Data is collected from various public sources and may not always be up to date. For the most accurate information, please visit kelly.co.za directly at https://kelly.co.za.