Kuaishou has also started to recruit?
Seeing this news, many people expressed their surprise, in our impression it is an entertaining short video platform. However, in the past two days, netizens found that the live broadcast recruitment function was launched in the live broadcast room of some accounts, and it is not difficult to see from the product page that the product is Kuaishou's newly launched recruitment platform "Quick Recruitment".
Different from the traditional recruitment model, "live recruitment" does not need to submit a resume, just leave contact information, you can complete the job delivery, and the simplified operation is more suitable for blue-collar groups.
In fact, Kuaishou has done campus cloud recruitment before, which seems a bit unexpected, but after understanding it, it can be found that as a domestic head short video platform, Kuaishou's business territory is becoming more and more abundant, and it seems that it is not difficult to understand the re-layout of the online recruitment market.
It's just that at present, there are not a few recruitment platforms with blue-collar workers as the main coverage group, can Kuaishou stand out this time?
Re-increasing the "real demand" of online recruitment
With the popularity of the Internet, some of the lifestyles of the public have changed, and gradually began to shift to online. Such as online shopping, grocery shopping, ordering takeaway, etc., so that many Internet companies have developed rapidly. Among them, due to problems such as unequal information and difficulty in finding jobs, online recruitment came into being, and a number of listed companies such as 51job, Liepin, and BOSS direct employment came out.
In terms of market size, the market for online recruitment has also exceeded 10 billion. According to iResearch data, in 2020, the size of China's online recruitment market was 10.8 billion, which also attracted giants like Kuaishou to enter. However, it is indeed a little late to lay out online recruitment in 2022, but there is some consideration behind the layout of Kuaishou.
The Kuaishou layout network recruitment, the positioning is clear and directly aimed at the blue-collar population, which is also because of the increase in the demand for blue-collar social recruitment. According to public data from the National Bureau of Statistics, there are 900 million working people on the mainland, of which nearly 200 million are white-collar workers and about 400 million are blue-collar workers. From the perspective of quantity, the recruitment scale of blue-collar workers in society is more than twice that of white-collar workers, and from the perspective of population alone, the size of the blue-collar recruitment market is about twice the size of the white-collar market.
At the same time, blue-collar workers are looking for jobs more frequently. Due to the greater emphasis on the accumulation of vocational skills, the frequency of active job hunting and job hopping will reach 4-5 times in 1 year, which is nearly 4 times that of white-collar workers. The growth rate is also more obvious, according to the data of Zhiyan Consulting, in 2020, the online recruitment penetration rate of blue-collar workers will be 31.3%, and the compound annual growth rate of the blue-collar online recruitment market in the next five years will be 27.8%, and blue-collar online recruitment services can be made into large plates, which is also a major reason for Kuaishou to target blue-collar workers.
In addition, the layout of network recruitment is also a new traffic entrance for Kuaishou. At present, with the gradual increase in the penetration rate of mobile Internet, the growth rate of user scale has slowed down in a steady manner, and according to relevant data, as of September 2021, the number of mobile Internet people in the mainland has reached a record high of 1.167 billion. This also means that in addition to newborns and the elderly, the Internet traffic dividend has basically peaked, and Kuaishou needs to find new increments on the basis of existing users.
As the two major short-frequency platforms in China, Douyin and Kuaishou have previously carried out user drainage through the layout of knowledge plates and knowledge live broadcasts, and found new increments on the basis of existing users. Then the layout of the recruitment business is also an attempt by Kuaishou to find new increments.
From another point of view, it may be guessed that Kuaishou is integrating multi-party B-end resources to lay the foundation for future business expansion. What can be found is the previous campus cloud recruitment, Kuaishou and Tsinghua, Wuhan University, Huazhong University and other universities to reach cooperation, for these universities to provide product technical support for the air propaganda meetings of these universities to accumulate resources in the field of education, which also provides a wealth of knowledge reserves for Kuaishou to do knowledge live broadcasting later. This recruitment requires enterprises in different fields and industries to settle in, which may be understood as Kuaishou is to accumulate resources from other sectors of society and create a new ecology.
It should only be noted that although the online recruitment market is not large compared to other hundreds of billions and trillions of markets, the previous batch of such as Lagou Network, Liepin Network, Neitui Network, Zhou Botong Recruitment, Catch-up Network, 58.com, BOSS Direct Recruitment, 58 Direct Recruitment, 58. Compared with the predecessors, can Kuaishou, as a novice, stand firm?
Online recruitment of head players in front, can Kuaishou overtake in a corner?
It cannot be denied that as a natural traffic platform, Kuaishou has a broad mass base and overlapping blue-collar users. Kuaishou's 2021 Q3 quarterly financial report shows that in the third quarter of 2021, the average daily active users of Kuaishou applications were 320 million, and the average monthly active users reached 573 million, with sufficient supply and demand, which can help the rapid rise of its own recruitment platform "Quick Recruitment".
In addition, although the Internet era is more closely linked, but the information is inevitable to have the problem of information redundancy, recruitment in the form of live broadcasting, the strong trust relationship and real interaction between users and anchors, the conversion rate from job delivery to successful entry will be higher than expected and will be favored by the public.
However, because most companies are now focusing on online recruitment, coupled with the current number of employed personnel continues to shift to the tertiary industry, most of the recruitment platforms have now turned major users to the blue-collar industry. For example:
· BOOS opened the proxy mode;
Worry-free future to blue-collar employment to become the largest online recruitment platform in 2020;
Fish bubble net focuses on the recruitment of construction blue-collar workers;
One Recruitment focuses on the all-blue-collar industry, and opens a platform to recruit consultants to help development;
The online short video interactive function of the U-job network under The lover's capital has been praised by various institutions as the "vibrato" of the blue-collar recruitment industry;
During the epidemic in February 2020, 58.com also launched a live recruitment service, and earlier launched a blue-collar tribal product similar to a white-collar vein.
In addition, the offline talent market, intermediary offices, and human resources companies are deeply rooted than the recruitment platform, and in this form, Kuaishou's breakout game is not easy to play.
According to the positioning of Kuaishou, fast recruitment belongs to a drainage channel, labor intermediaries and enterprises only need to provide business licenses (labor intermediaries need to provide additional human resources service licenses), you can create positions and hang out in the live broadcast room, while viewing the contact information received in the background and the current recruitment service is free. However, online recruitment is ostensibly a platform facing the C-end, but its profit point is mostly in the B-end enterprise settlement fee, and the user is only the basis of the recruitment platform.
For the current Kuaishou recruitment model, free or can attract some B-end enterprises to settle in, but the follow-up want to make a profit or make the recruitment platform need to inject capital to actively obtain customers, which is also a big expense.
For example, BOSS direct recruitment can stand out from the crowd of recruitment platforms in large part because it adopts the mobile + direct chat + intelligent matching model to create efficiency advantages; and then through huge marketing investment in exchange for user growth. According to the BOSS direct employment prospectus, the sales and marketing expenditure of BOSS direct employment rose to 619 million yuan in Q1 2021, an increase of 64.2% year-on-year. For Kuaishou, which has an adjusted net loss of 4.8 billion yuan in the Q3 quarter of 2021, whether to make an online recruitment platform bigger after testing the water is a question worth considering.
Although the concise mode on the other side is an advantage, but only the contact information, for the HR of the follow-up docking enterprise is a major project, how to know whether the candidate is suitable and more information is more time-consuming and laborious. Even if the way of live broadcast can be carried out continuous wheat Q&A, but the number of delivery is large, because it is not clear whether the background is docked with the human resource management system and software, if not, then the enterprise HR docking end will have more people to carry out follow-up docking, which may not be effective.
On the whole, Kuaishou layout network recruitment, it is undeniable that there is a hard battle to be fought, although there is a foundation at the user level, but the enterprise end and the subsequent recruitment chain on the various links still need to be improved. However, at present, major recruitment platforms are converging on the blue-collar side, or it can be predicted that the online recruitment of blue-collar industries will become a new incremental space for recruitment platforms.