From the perspective of long-termism, drainage ultimately relies on high-quality content, and transformation relies on the internal organizational structure, and the team should take the initiative to cultivate a talent echelon that can fight tough battles, and finally long-term technology partners.
"The pessimists are always right, and the optimists are always victorious. ”
In the past two years, the new way of short video recruitment and live broadcast with posts derived from the two major platforms of Douyin and Kuaishou has swept the whole industry, and a series of business models have been generated around short video recruitment.
Two years have passed, and before the Qingming Festival, it coincides with the revision of the new rules for the human resources industry on the Douyin platform, let's talk about the new way of short video recruitment.
01. Content platform: Douyin, Kuaishou
The essence is still the public domain, pan-traffic.
Zhongshan Cheng Human Resources Co., Ltd. is an old customer of Tiger Frog, with about 1,200 on-the-job dispatch personnel all year round, and it is also a proper AAA-level human resources company in the local township. The conventional recruitment methods are mainly batch migrant worker transportation, store salesman scattered recruitment, 58 and Boss online recruitment, foreman gifting, etc., the boss is young and promising, has been very distressed about the high cost of recruitment, hoping to find a stable traffic channel, can do internal self-recruitment.
From the beginning of 2023, Douyin recruitment will be invested, the boss will go live in person, the new media team has gone through several twists and turns, disbanded and reorganized, and the head of the department has changed from the boss at the beginning to several people in charge now, and now it has finally entered a stable period, but it has not reached a state that far exceeds expectations. The difficulties they have experienced should also be faced by all manpower companies engaged in recruitment on content platforms such as Douyin.
- The conversion rate is low, and it is difficult to convert the capital retention brought by browsing, commenting, and watching all the assets.
- It is difficult to continue to innovate content, and it is necessary to balance emotional value and service appeal between people or categories.
- The company lacks long-term product promotion planning, short-term logic, and expects a quick return on investment, which is becoming more and more extreme.
- The team talent echelon does not match, and it is impossible to form a multi-level organizational structure of "drainage", "transformation" and "service".
- The homogeneity of the industry is serious, and job seekers cannot distinguish the real from the fake, and they are easily attracted by false recruitment.
- The road to streaming is full of pits, there is no good content, and streaming is burning money.
All of the above, we have not only encountered one customer, including some friends of Party A, such as TCL, BYD and other HR recruitment teams also have the same experience.
Is it really not working?
The first problem exposed behind the short video recruitment is inaccuracy, and there are many big coffee companies at the top 100 anchors on the platform among the customers of Tiger Frog, but those who really land the traffic to add V and onboarding, they have paid an unequal input-output ratio, and the team is physically and mentally exhausted.
The intuitive feeling is that people can't understand why so much capital retention cannot bring the expected conversion. The sudden arrival of wealth and wealth is often difficult to sustain prosperity. In order to support the infrastructure invested by the wealth, after the crazy March, both personnel and supporting facilities fell into a wasted situation.
Human resources companies are not like e-commerce companies, they have not entered the era of traffic competition and transformation from the beginning, just like our country has directly transferred from the PC era to the mobile Internet era, so the development of mobile terminals will exceed that of traditional Internet birthplaces such as Europe and the United States.
In the past experience of the human resource company, we are accustomed to accurate traffic, and we are at a loss for the pan-traffic brought by the short and fast content, from the joy of the skyrocketing capital retention data at the beginning, to the discomfort of the transformation stage, this new way of traffic acquisition has greatly intensified the test of the organizational structure and management thickness of the human resource company.
Around October last year, I watched the recruitment live broadcast room of a large factory in Huizhou, with two young female anchors as standard, dressed coolly, chatting with and without a match, and the number of viewers exceeded 10,000.
looks like it's booming, and it's actually a chicken feather. This should be the most intuitive topic that plagues all manpower companies that do recruitment live broadcasts, users come too easily, you think they are real job seekers, but they are actually running for "talents", not "content".
It is not difficult to understand that we often say that taking the live broadcast talent route in the human resources industry is against the common sense of traffic monetization. Traffic will always flow to high-value realization, and it is far easier to make money and generate compound interest value than bringing goods.
The essence of the content industry is not the value of the content itself, but the value of the people behind the content.
No one can grasp the traffic password of the content platform, it is the platform and the user who jointly control the distribution of traffic, which you can understand as the logic of blockchain technology and decentralization. So when someone tells you that he/she has mastered the traffic secrets of a certain jitter, a certain fast, and a certain book, you can directly block the "pseudo-expert" and don't waste your time.
02. Video number: new depression of traffic
Recommendations based on social connections
From this year onwards, the short video content of Channels will become an important narrative line in the ecosystem, bringing new traffic dividends.
The rise of video accounts is first live broadcasts, and then short video content, which is completely different from the way we mentioned Douyin and Kuaishou above.
In the early days of research on the commercialization of Channels, we found that short videos and live broadcasts are two different things, which cannot be said to be unrelated, but at least there is no weight linkage. Therefore, you will see that many goods-oriented accounts in WeChat Channels basically do not precipitate the content of short video accounts, and even many accounts do not produce short videos at all, but directly do live broadcasts, but they will hardly affect the number of viewers in the live broadcast room, and content creators lack the motivation to do a good job in short videos.
The changes in the current ecological environment and the homogenization of live content on the platform are stimulating creators to gradually strengthen the demand for short video content output.
From the perspective of platform policies, in the "Basic Course on Channels Merchant Volume" released in July last year, the Channels team announced the natural traffic formula for live streaming, pointing to good content, good goods and good services, of which good content includes short video content and live broadcast content. Publish a short video 1-2 hours before the start of the account, and use the "ICON" in the short video to attract live broadcasts to obtain public domain traffic.
From the content level, after nearly two years of rapid development, the content of the live broadcast room has become richer and more standardized.
Therefore, this year, there will be a traffic depression in the short video section of the video account.
Doing a good job in the content of the short video account can not only precipitate more public domain traffic for the account, but also from the delivery side, the effect of putting on the "short video drainage live broadcast room" is also better than that of the direct investment live broadcast room.
Through the above content trend inventory, we found that most of the short video content that can get high dissemination in the video account is the first element of emotional value recognition, followed by product value recognition.
There are at least two reasons behind this:
First, it is determined by the consumption demands of the crowd. The head user group of the video account market is still dominated by middle-aged and elderly people, and the demand for material consumption of this group is much lower than that of young people, but the demand for emotional consumption is stronger, and "Xiucai" and "Smile Allure" are the best mapping.
Second, don't forget the social recommendation logic of the video account. The content that the user likes will be recommended to friends to see, which makes the user add another criterion when liking - whether your content can represent the emotion of "me"? At the same time, this emotion should be positive and conform to the external image of "me".
Therefore, for the content operation team of a human resources company, it is the smoothest marketing link to establish emotional value recognition with job seekers through short video content, and then migrate to product value (service quality) identity, and complete job delivery actions in the live broadcast room.
In addition, it is worth adding that due to the special distribution mechanism of Channels, users are more cautious about liking behavior, which also leads to the overall "like-to-like" ratio of short videos on Channels being lower than that of Douyin.
Through our comparison and calculation of the data of some top talents, even if there are more than 100,000 popular videos in the video account, the broadcast like ratio is only at the level of about 2%.
Therefore, compared with guiding users to like and forward in video content, it is more valuable to guide users to follow the account and precipitate it into the private domain traffic pool of the Mini Program, or directly jump to the live broadcast room to generate delivery behavior.
03. Write at the end
The establishment of a private domain traffic pool is the guarantee of stable recruitment delivery.
Selling on Tmall is subject to a commission of 5-6%, 15-20% on Amazon, and as high as 20-30% on Shopee. And that's not even counting the PPC advertising fees you have to pay to sell on all these platforms.
Isn't it very similar to buying a resume on an online recruitment platform for a manpower company?
From 2015 to 2017, manpower (especially labor) companies enjoyed a bonus period of "more buyers and fewer sellers". As sellers flocked to the area with buyers, the short-lived supply-demand imbalance quickly disappeared, and "blue-collar labor" became a scarce resource, and customer acquisition costs began to rise dramatically, both curbside and online.
The cost of an effective resume on 58 is 6-15 yuan/copy, not counting the cost of outbound calls, adding V and finally entering the conversion. In Boss Zhipin, the annual membership has risen from 8,000 yuan to 12,000 yuan (often floating), I bought a chat card, and found that there is a limit on the number of times, the number of communications, the top of the position, and the refresh of the position are all bidding rankings, which is destined to be a game of krypton.
Everyone is beginning to realize that doing business on the "traffic platform" may be very profitable, but the "traffic sovereignty" is not in their own hands after all. The amount of business profit ultimately depends on the price of traffic. The sovereignty of profit is actually the sovereignty of traffic.
When you win some of your own traffic in the traffic sovereignty war, you can trade here. Your own traffic is imported to your own platform for storage and accumulation. This is your "stand-alone" cistern. Convert here, do not generate traffic secondary commission costs, pay a one-time customer acquisition fee, and pursue long-tail continuous returns.
At this stage, whoever can have a private domain traffic pool will stand out. For example, Huahui, Tessos, Shibang, etc., have millions of private domain traffic, and there are also systems (tools) that carry traffic.
When the labor service company obtains the "traffic sovereignty" and realizes the "trinity" online and offline collaborative operations, the following is how to focus on "user assets".
The final war of human resources must not be the war of traffic dividends, but the war of user assets, that is, the high-quality human capital we understand, and the full life cycle value (ARPU) that each user can create for the company.
What is a "User Asset"?
When we say "repurchase rate", we are usually saying that 60 out of 100 job seekers we served last year continue to choose our job search services this year.
That's a repeat purchase rate of 60%.
However, this is a repurchase rate in the sense of "statistics", not a repurchase rate that can guide "behavior".
For example, the other 40% of users, for what reason did they not choose to continue to find us to enter the factory? Is the position not suitable? Is the on-site service not good? These 60% of users, how many times have they repurchased? What is the reason for each time?
These results reports based on "behavior" rather than "statistics" can truly guide the direction of recruitment service refinement.
The real repurchase rate is the repurchase rate of "each user", not the repurchase rate of "all users". To track the associated actions generated by each user's behavior, we need to sort out a clear trajectory path, what channel comes into the platform, what kind of operation records are there in the platform, the work performance (labels) after entering the factory, and the salary, working hours and borrowing data settled by the user during the working period, these data should be filtered and stratified to formulate a gradient activation and conversion strategy.
Actively embrace new things, where is there a smooth sailing road! Walk slowly and do it boldly.
This article is written by Everyone is a Product Manager Author [Xue Yansong], WeChat public account: [8.40], original / authorized Published in Everyone is a product manager, without permission, it is forbidden to reprint.
Image from Unsplash, based on the CC0 license.