Usually 6–12: enough to see patterns and white space, not so many you drown in data.

Benchmark enough competitors to represent the options candidates truly consider. For most mid-market teams, 6–12 is the sweet spot: it reveals the category’s “same-same” language and the few players who stand out. Include: (1) direct hiring competitors for the same roles, (2) aspirational brands stealing your candidates, and (3) “good-enough” alternatives (local employers, remote options). If you’re hiring a niche role, you may need fewer but more specific competitors; for high-volume hiring, include local/shift-based alternatives. The goal is to identify what’s table stakes, what’s overused, and what’s ownable so you can become more choosable.