The vein known as the "Internet pantry" is to be "public reviews".
"First look at the reviews, then look for a job", this is a new feature recently launched by the workplace community APP Pulse - company reviews. Employees can publish evaluations of the company, answer job seekers' questions, and even rate the company, just like a "workplace version of the public review".
In fact, whether it is a "company review" or a "job to go" list, behind it is the ambition of the pulse to recruit business. Some insiders pointed out that the company's reviews are more like a tool for the pulse to drain the recruitment business. Red Star Capital found that in addition to the company's comments, the "job recruitment" of various companies was placed in a prominent position.
With the launch of the new feature of "Company Review", Pulse has ushered in many doubts. Some users said that the objectivity of the "company review" mechanism of the pulse is doubtful, and there are also problems such as community rumors and water army brush reviews. Pulse CEO Lin Fan claimed: "The company's reviews are currently only open to current employees and former employees can comment on the enterprise", but the Red Star Capital Bureau personal test found that an account that has not passed the pulse identity authentication can still publish the company's reviews, and through the review, appeared on the company's rating page.
Pulse to do the "workplace version" of the public review
How to solve the problem of control evaluation, water army and gray production?
"Five-star, good company, give people a good company to raise money."
"1 and a half stars, the business direction is chaotic, can be adjusted three times a year, can not come as far as possible."
In the workplace community APP Pulse launched a new "company review" section, employees of an Internet giant are anonymously publishing comments on the company.
In addition, Pulse also launched the "Job To Go" list, and several companies were selected under the labels of Pulse Friends Entry Hot List, Salary and Welfare List, Famous School Students' Favorite To Go, and Most Ageless Anxiety Company. Red Star Capital Bureau found that ByteDance, Tencent (Tencent Holdings 00700. HK), Alibaba (09988. HK) and other Internet manufacturers are "on the list".
For the company's review function, Pulse is full of confidence. On February 17, Lin Fan, founder and CEO of Pulse, shouted out the slogans of "Pulse should redefine the job search model", promote the recruitment industry into the "era of reviews", "consumer reviews, let the bad reviews store disappear; pulse company reviews, will make bad reviews disappear", and intentionally link reviews with job search and recruitment.
The new feature of "Company Review" was launched, and Pulse immediately ushered in many doubts. Some users said that the objectivity of the "company review" mechanism of the pulse is doubtful, and there are also problems such as community rumors and water army brush reviews.
On March 2, Lin Fan, founder and CEO of Pulse, posted a long article on Weibo, in response to the objective authenticity of netizens' questions, community rumors, and water army brush comments.
"Reviews themselves are subjective, but rules will be made to make reviews more and more objective and true and comprehensive; pulse to create a platform for employees and enterprises to have an equal dialogue, protect employees' right to speak, and also use rules to limit the generation and spread of rumors; only current employees and former employees can comment, preventing praise and water army." Lin Fan said.
The CEO personally responded, adding a lot of heat to the "company review" function of the pulse. It is worth mentioning that since Pulse announced that it would do company reviews, Lin Fan's remarks have frequently appeared on Weibo hot searches, "Pulse CEO complains about the current recruitment model backwardness", "Pulse CEO responds to the review mode controversy", etc., adding a lot of attention to the new features.
Next "Anonymous Job District"?
The company and HR are not optimistic, and the pro-test can be evaluated without certification
Compared with Lin Fan's confidence, the company and HR have a much more complicated mood for the "review" function.
"Employees' comments on the company have a great impact on the recruitment of HR, and companies with this awareness will control the evaluation," a senior HR in charge of recruitment business told Red Star Capital Bureau on March 3.
Hr, the recruitment end of another Internet company, also mentioned to the Red Star Capital Bureau: "The job description area of the pulse has a similar function, in which the evaluation is good and bad, and if it is not used well, it becomes a channel to spit on the company, and the company is more cautious."
With the pulse of the business talk area in front, HR's concern about "company reviews" may be justified. For a long time, the Pulse Professional Speech Area has been vividly called "Internet Tea House" and "Internet People's Tree Hole" because of the anonymity system, but in the hearts of Internet companies, the Pulse Professional Speech Area is also regarded as "the public enemy of the big factory".
Many of the topics that triggered corporate public opinion were fermented from the pulse of the work, such as the year-end award of the King glory team, Lu Qi's departure from Baidu, the Pinduoduo employee incident, and the sudden death of ByteDance employees. Even the news of the layoffs of various Internet companies was first exposed in the Pulse Job Talk Area, and it is also the most attractive active sector of Pulse.
But the problem also arises, because the authenticity of anonymous information in the professional speech area is difficult to distinguish, and the pulse has been sued by many Internet giants. Red Star Capital Bureau found in the Tianyancha search that Beijing Taoyou Tianxia Technology Development Co., Ltd., the operating entity of Pulse, involved a total of 60 legal proceedings, and the majority of cases of online infringement liability disputes, reputation rights disputes, and commercial defamation disputes accounted for the majority, and there were many well-known Internet companies, such as convenience bees, ByteDance, Baidu, etc.
In fact, the anonymity system of the pulse has long attracted regulatory attention. In July 2018, Pulse was interviewed by the Cyberspace Administration of Beijing Municipality for allegedly insulting and defaming others, infringing on the reputation, privacy and other legitimate rights and interests of the anonymous area, and ordered to shut down.
Red Star Capital Bureau found that the new function of the pulse, "Company Review", also uses a random name, which is not much different from the existing job description area, and people can't help but ask, how can "company reviews" avoid the defects of the anonymity system?
Pulse CEO Lin Fan claimed: "The company's reviews are currently only open to current employees and former employees can comment on the enterprise", but the Red Star Capital Bureau personal test found that an account that has not passed the pulse identity authentication can still publish the company's reviews, and through the review, appeared on the company's rating page.
Subsequently, the Red Star Capital Bureau asked the pulse official for verification on this issue, and the official customer service of the pulse said: "At present, former employees and certified employees can comment", but why can Red Star Capital Bureau comment without certification? The other party replied: "You can see from the work experience you filled in to work in this company", but in fact, the work experience of the Red Star Capital Bureau test account is fictitious and has not been certified in The Pulse.
Borrow the company's comments to cut into the recruitment track
Can you tell a new story?
In fact, whether it is a "company review" or a "job to go" list, behind it is the ambition of the pulse to recruit business.
Some insiders pointed out that the company's reviews are more like a tool for the pulse to drain the recruitment business. Red Star Capital found that in addition to the company's comments, the "job recruitment" of various companies was placed in a prominent position. For example, when searching for ByteDance reviews, it will also show that ByteDance has the words "16130 job recruitment". Click on the "Job Recruitment" page, you can directly submit your resume, and you can also communicate directly with the company's HR.
Red Star Capital Bureau found that submitting resumes from the company's review section is a free function, but if you want to communicate directly with the company's HR, you need to pay to open a "career development member" with pulse.
For a long time, Pulse has been positioned as a "workplace social" platform, and the attributes of recruitment are not obvious.
An Internet company recruitment end HR told Red Star Capital Bureau: "Not everyone is in the pulse to see the opportunity, HR is difficult to directly contact job seekers, can only try their luck, fewer people reply." Hr of another Internet company said bluntly: "The conversion rate of recruiting people on the pulse is too low, and more people are directly hired with bosses." Many Employees of Internet companies also said that Pulse is not the preferred platform for finding jobs for themselves.
But Pulse established recruitment as a revenue channel very early. According to China Entrepreneur Magazine, as early as 2019, pulse advertising, membership and recruitment have become the company's main source of revenue, with the proportion of 40%, 40% and 20% respectively.
In 2021, Pulse CEO Lin Fan revealed in an interview with Late Post that Pulse's earliest and biggest revenue was advertising, followed by membership and recruitment. But he also mentioned: "Recruitment in 2020 has started very quickly, and it has become 1:1:1".
It can be seen that the rapid development of the recruitment business has given the pulse a certain confidence. However, the development of recruitment business means that Pulse will directly put itself on the opposite side of BOSS direct recruitment, JOBS.US, and Zhilian recruitment.
However, the gap between Pulse and the latter is not small, according to QM data, Pulse in December 2021 MAU (monthly active users) is about 3.8 million, while 51job, Zhaopin recruitment, BOSS direct employment in the same period of MAU are more than 10 million, the main elite talent hunting MAU is also more than 6 million.
Another industry insider analyzed the Red Star Capital Bureau that the pulse from the company's review to do the recruitment business itself is full of contradictions, on the one hand, open the company's reviews to please job seekers, on the other hand, to solve the problem of how to choose between the company side and the bad reviews that pay for the recruitment business, it is not easy to make money from both.
Red Star Capital Bureau noted that after raising $200 million in Series D financing in 2018, pulse has no capital news, and originally planned to go public in 2019, but it was also stranded. Can Pulse use "company reviews" to tell a new growth story to the market? Time is yet to be verified.
Red Star News reporter Yu Yao Qiang Ya Milling
Edited by Yang Cheng
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