Deepnet | Dialogue with Liepin CEO Dai Kebin: Industrial workers will become a new choice for college students

Source: Visual China

Author 丨 Sun Yu

Editor 丨 Kang Xiao

Produced | Shenzhen Network Tencent News Xiaoman Studio

Recently, the Cambodian "blood slave" incident has pushed the online recruitment industry into the spotlight again.

A recruitment industry insider introduced to the "Deep Net", "The recruitment industry has two big peak seasons, one is the spring recruitment after the Spring Festival, and the other is the graduation season in May and June every year, and more than 80% of the platform income will be obtained through various paid tools at these two nodes." "In the blood slave incident, the victims were abducted and sold to Cambodia at the end of May last year, one of the two most active nodes in the recruitment industry.

The victim was tricked into going to Guangxi and tied to Cambodia behind the scenes of some employment situation, "the employment situation in the past two years is very difficult, he went from Beijing to Guangxi, engaged in similar work but the salary doubled, which is actually not very credible." But the employment situation is too difficult, and he may also be anxious to find a job without thinking too much. ”

This year's graduation season has not yet arrived, but the spring recruitment is in full swing. Unlike the graduation season with students as the main body, the characteristics of spring recruitment are relatively complex, but from the current data, the situation is not optimistic.

In terms of talents, the data shows that by 2025, the total demand for talents in the ten key areas of China's manufacturing industry will be close to 62 million people, and the talent demand gap will be about 30 million people, with a gap rate of 48%. In terms of jobs, according to the "Deep Web", many companies in the Yangtze River Delta region where the domestic manufacturing industry is concentrated are facing the problem of labor tension; the Guangming Daily report shows that in 2021, the National Bureau of Statistics surveyed more than 90,000 industrial enterprises above designated size, showing that about 44% of enterprises reflect that the recruitment difficulty is the biggest problem they face, and the proportion has reached a new high in recent years.

"Will 2022 be a difficult year for employment?" Faced with such a question, Liepin CEO Dai Kebin gave his answer to the "Deep Web", "It is difficult to say now, Liepin has received spring school recruitment orders from some enterprises at the end of last year. But Dai Kebin also said, "Every year the employment pressure is very large, this year's college graduates are a full million more than last year, and according to the number of college entrance examinations, such growth will continue." ”

According to the data, the number of college graduates this year is expected to be 10.76 million, and the scale and increment have reached a record high. According to the "2022 Spring Festival After the Spring Festival, 40% of the surveyed enterprises said that this year's jobs increased compared with last year; 33% of enterprises said that they were the same as last year; 21% of enterprises said that their jobs were reduced compared with last year; and 6% of enterprises said that there were "no recruitment indicators and the recruitment window was closed" this year.

That's a slightly more optimistic number, at least in the mid- to high-end talent space. This also gives Dai Kebin confidence, "In the next decade, there will be huge opportunities for recruitment websites and related companies. Japan has an aging population and a shortage of labor, but with 34 million outsourced employees in more than 200 million people, China is the world's largest labor and talent gathering place, and the market capacity will be greatly enlarged. ”

The following is the transcript of the dialogue with Dai Kebin compiled by "Deep Web":

"Vocational college graduates will play an important role in the next decade"

Deep Web: There have been many changes in the recruitment industry in recent years, can you see the trend of Chinese enterprises in the future?

Dai Kebin: In the next 10 years, the development of Chinese enterprises is very clear, do not expand in a disorderly manner by large enterprises, and manufacturing industries with advanced technologies and high-quality small and medium-sized enterprises will be the organizational forms that China will particularly need in the future. Previously, the representatives of China's new economic enterprises were Internet companies, but now they have become specialized and specialized.

The demand for talents is first of all to require sufficient skills and experience, and the model of standardized replication is no longer the only standard after recruitment. If the state wants to promote the upgrading of industries represented by manufacturing, the growth of talents' technical capabilities is even more important.

Deep Web: What's the biggest change for job seekers?

Dai Kebin: In the past decade, a large influx of capital in the Internet industry has created a very bad job-hopping culture. Between 2015 and 2019, job hopping equals salary increases, and employers don't care about the previous job hopping experience, which is a perverted behavior. In recent years, capital has gradually calmed down, and such people may suffer bad consequences.

In the past, many Internet companies may have done almost the same thing, and people can flow freely, but now many specialized and new small and medium-sized enterprises need more professional talents. In addition, many people in the workplace have also begun to pay attention to national supervision and capital flows, and more and more people expect to go to jobs with clear trends and supervision.

"Deep Web": What do industries related to talent training need to prepare for the new situation?

Dai Kebin: The industry has undergone tremendous changes, but vocational colleges have not yet reacted, and university education has not yet reflected time and energy into vocational education. The fundamental reason for promoting the double reduction is because the education and training industry of academic education has a lot of funds and resources, and students' scores are getting higher and higher, but their skills have not been improved.

In the next decade, vocational college graduates are likely to contribute greatly to China's industrialization process, just like the workers with strong professional skills in the early days of the founding of the People's Republic of China.

"Deep Web": Will high-end talents among industrial workers be the focus of Liepin's future attention?

Dai Kebin: In 2019, the layout began, and it is not only pure Internet recruitment. Liepin has done pilots in some cities to help students of vocational colleges and universities to arrange work and even accommodation from the internship period, this business model is relatively heavy, unlike the rapid development of the Internet model, but the link can be opened, which is a direction that can continue to be explored.

"The world is not only the Internet, 35-year-old life has just begun"

"Deep Web": Is it true that the shortening of the job-hopping cycle of high-end talents is real?

Dai Kebin: The Internet industry has jumped too quickly in the past few years, but for high-end talents, the frequency of job hopping in the past few years has been too slow, and now the cycle shortening is just back to the normal frequency. In the past few years, high-end talents in fuel vehicles, real estate, finance, education and training and other industries have basically not jumped ship because they are too comfortable. Now many industries that were not valued before have gone up, gathering more resources and funds, and there will be talents flowing in, which is a very natural phenomenon.

Deep Web: Will 2022 be a harder year for employment?

Dai Kebin: It is still difficult to say, Liepin has received spring school recruitment orders from some enterprises at the end of last year, but it is true that the pressure is very high every year. There are 9.2 million graduates in 2021, and it is said that in 2022 it will be 10.76 million, more than a million more. In the next few years, this employment pressure will be maintained, because the number of college entrance examinations has exceeded 10 million for several consecutive years.

Another factor is that in the past, many students who studied abroad would choose to work overseas, but now more talents are returning.

Deep Web: Does 35-year-old anxiety really exist?

Dai Kebin: Many people enter the big factory after graduating at the age of 24, and stay in the big factory for 10 years, thinking that the world only has the Internet, but this is not the case. 35 years old is actually just the beginning of life, now most people work 65 years old, 60 years old, and 30 years of working time, how can it end at 35 years old.

However, Internet anxiety does come from some unique job categories, these industries are fast-paced, users change quickly, competition is fierce, and there is no way to react slowly after age; in addition, as we get older, the pace of life and the contact environment have changed, and there is no sense of young people's products.

Deep Web: How to solve this anxiety?

Dai Kebin: If you choose the Internet, you should know that the essence of this field is to require rapid iteration. Now that many young people are beginning to choose a career that can be friends with time, it is easy to be less anxious and easier to live more relaxed.

More importantly, it is more important to take the initiative to transfer, to know which stage is the most golden time in your field, after this golden time has not yet reached the next career dessert position, you should take the initiative to transfer. Another benefit of active transfer is that you can accumulate the logic and experience required by specialized new enterprises in advance.

"Some people are bricks, some people are beams"

"Deep Web": A few years ago, Liepin went public in Hong Kong, what changes did Liepin bring?

Dai Kebin: Mainly combined with the recruitment business for depth and horizontal extension. In the past, it was mainly focused on the talent recruitment business, but now there are ecological layouts such as enterprise services, corporate training, and flexible employment, which did not exist before.

"Deep Web": What are the characteristics of the high-end talent recruitment market?

Dai Kebin: Some people are bricks, there is no decision-making cost when looking for a job, and it is a very practical brick everywhere; but some people are beams, and they want to support this house, and if they change to other positions, they can't hold on, and the house will collapse.

High-end talent employment and recruitment require more decision-making costs, and the underlying matching factors are relatively simple, and may only be enough for geographical location and salary. But as matching logic becomes more complex, hiring companies need to have strong knowledge graph building capabilities, rather than simple label matching, to transform the industry's know how into something robots can learn.

"Deep Web": How to view the impact of the changes of the times on Internet companies?

Dai Kebin: They are all talking about the cold winter of the Internet, but enterprises are still grateful to the times for doing well. In 2020 and 2021, China has undergone drastic changes, and the future is no longer a society of human hands but a society of talents. Enterprises no longer recruit on a large scale, but talk about talent upgrades, cost reduction and efficiency increase, which is exactly the core point of lie recruitment. Liepin has always been very stable, basically do not do big things. In the future, Liepin has made some layouts, some new industrial extensions, and will always focus on the high-end talent market, and strive to do more deeply and more solidly.

"There are always companies that can't recruit people, and there are always people who can't find jobs"

"Deep Web": Many industries are still the protagonists of the original head companies when they jump to the mobile era, why have more new forces been born on recruitment websites?

Dai Kebin: Like other industries, recruitment websites in the PC era have the ability to accumulate data and ability. But the sense of crisis of recruitment websites is too poor, they are the earliest popular model in China's Internet industry, looking for a job is just needed, and their income from the B side is very stable. However, with the gradual influx of capital, many founders have cashed out, the innovative soul of the old recruitment website has gradually lost, and the biggest problem driven by capital is that it will think around profits.

Deep Web: In addition to PC to mobile, what else are established recruiters missing?

Dai Kebin: In the past decade, China's enterprises have developed rapidly, and the desire for talents in all enterprises has been far higher than the desire for manpower. The original recruitment model is waiting for people to come, but many emerging companies do not have any brand effect to attract talent, and talent is not so active.

The recruitment industry is the middle bridge, the need for matching and manual matching, only information interaction is not enough, the need for unique design, manual assistance services, more personalized experience, the old batch of recruitment websites follow the PC era product logic, it is outdated.

"Deep Web": Is the recruitment website somewhat similar to the dating website, and reaching a deal will make the recruitment website not profitable?

Dai Kebin: This is a user lifecycle issue. At first, the social model was also used in Liepin, but it was later found that the LinkedIn model did not work in China, because social networking was only a means rather than an end in the recruitment process. In Liepin's view, as long as users feel that the product brings value, they will come back when there is demand.

Many users look at recruitment not only to find a job, but to stay in touch with the market. At the beginning of 2020, a new policy was introduced in the new energy automobile industry, and a large number of automotive industry talents landed on the hunt. Liepin sampled the visit, and a considerable number of users did not aim to jump jobs, but to understand the future direction of the automotive industry.

There are huge opportunities for recruitment sites and related companies in the next decade, and while there are data that say the online hiring industry may only be tens of billions in size, it should actually get bigger.

Take Japan, with an aging population and a shortage of labor, for example, with a population of more than 200 million people, 34 million outsourced employees, and more than 10 listed companies have been born. China, the world's largest workforce and the world's largest concentration of talent, lags far behind Japan in this area, and the size of this market capacity will be sharply enlarged in the future.

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