Li Pengfei, trainee reporter of the 21st Century Business Herald, reported in Guangzhou
On October 27, under the guidance of Southern Finance All Media Group, 21st Century Business Herald, 21st Century Financial Client, 21st Century Innovation Capital Research Institute and Tencent Cloud jointly released the "2021 Top 100 Internet Red Cities List". In the evaluation system of the list, in addition to the indicators of network popularity, tide life, and industrial development, the "urban vitality index" is also an important weight, which measures the vitality of the city from three aspects: economic strength, population attractiveness, and transportation convenience.
It is worth noting that eight of the top ten cities on the list also entered the top ten of the "China City Talent Attractiveness Ranking" released by Zhaopin.
There is a subtle interrelationship between "net red city" and "talent attraction": on the one hand, the communication effect of "net red city" can attract the attention of potential immigrants and promote the influx of talents to a certain extent; but on the other hand, if the "net red city" wants to be popular for a long time and keep the traffic, it must have a sustainable talent attraction - after the talent comes, it can leave talents with abundant job opportunities and competitive salaries, so that it can have real urban competitiveness, otherwise it will eventually become a "past Internet celebrity".
For many "internet red cities", as fast as "rising fans", there is also the speed of its "grabbing people". Taking Hangzhou as an example, while maintaining high media exposure and high reputation, its net population growth and talent inflow rate have ranked among the best in the country in recent years. In 2020, Hangzhou introduced 436,000 new college students under the age of 35, and the net inflow rate of talents remained the first in the country.
However, not all "net red cities" are sought after by job seekers like Hangzhou, and there is often a gap between livability and workability that is difficult to ignore. In recent years, many second- and third-tier cities have actively explored their own characteristics and created the image of "net red cities", but in addition to the development of tourism, how to monetize these flows and attract talents to settle for a long time is still a problem they face to solve. For many young people, these "net red cities" may be the "poetry and far away" in their hearts, but from the perspective of making money and making a living, they will not easily leave the first-tier cities.
So, how does the "net red city" achieve the leap from attracting talent to retaining talent? Is the "Internet Celebrity City" more attractive to young people after 95? With these questions in mind, the 21st Century Business Herald reporter interviewed Li Qiang, executive vice president of Zhaopin Recruitment.
Li Qiang, executive vice president of Zhaopin Recruitment, courtesy of the interviewee
<h4>Attract talent</h4>
<h4>The "net red city" should be repaired both inside and outside</h4>
"Net red city" is a popular buzzword derived from the development of the mobile Internet, especially the emerging social communication platform. For young people, "net red city" is also a cultural tourism fashion label for them to yearn for "poetry and far away".
"Looking at the current typical Internet red cities, such as Chongqing, Xi'an and other places, after comparison, you will find that they all have a clear feature, that is, they have strong urban characteristics. For example, Chongqing, built on the mountain, is called 'Mountain City', and due to geographical environmental factors, it has many urban space wonders, such as light rail through buildings and overlapping overpasses, which have become Internet celebrity punch cards. Li Qiang believes that in order to become an "Internet red city", a very important premise is to find your own unique positioning and spread it.
For "net red cities", traffic itself is not the ultimate goal, they prefer that population and capital can be influxed with traffic. How does the image marketing of "Influencer Cities" affect its talent appeal?
"To a certain extent, urban image marketing helps cities highlight their own characteristics, and it is also a necessary consideration for talents when choosing cities." However, the real attraction of talent in a city lies in the multi-dimensional elements it can provide, such as employment opportunities, salary levels, public services and cultural life, which require the city to develop industries, improve service levels, and cultivate cultural foundations. Li Qiang pointed out.
Li Qiang believes that "net red cities" should pay attention to both internal and external repairs. On the one hand, we will improve the construction of urban infrastructure, on the other hand, we will tell the story of the city to the outside world, spread the voice of the city, and expand the popularity and influence of the city. "The development of tourism and the charm of Internet celebrities are greater, and urban development still needs to combine people's livelihood economy and cultural innovation with each other." Based on the present, the city continues to improve the supporting infrastructure construction to meet the expectations of talents for a better spiritual and cultural life, so as to have a sustained siphon effect. ”
Being willing to travel to a city does not mean being willing to settle down and find employment here. Many people think that non-first-line "net red cities" have limited job opportunities and low salary levels, or are more inclined to work in first-tier cities. "Although many 'net red cities' look very beautiful, they are mostly the display of the city's partial appearance, and there are still certain shortcomings compared with first-tier cities in the overall construction of the city and urban planning." Li Qiang reminded.
He believes that if non-first-tier "net red cities" want to retain talents, rather than become a transit station for talents to jump to first-tier cities, they must combine urban characteristics with industrial development advantages, enhance the driving force of economic growth, and achieve innovative transformation.
On the one hand, in terms of policy, we can continue to increase investment in talent projects, cultivate creative talent enterprises, and at the same time continuously introduce external high-tech enterprises to provide talents with more employment opportunities, public services and cultural life.
On the other hand, the implementation of talent plan, with the greatest sincerity, the highest courtesy, the best service to attract talents. Let the city become a hot land that can not only allow talents to place their dreams and ambitions, but also become a blessed place for one party to invest in business and achieve careers.
<h4>A sample of cities where "internet celebrities" and "talents" are combined</h4>
There is a subtle interrelationship between "influencer cities" and "talent attraction".
On the one hand, the communication effect of "net red city" can attract the attention of potential migrants and promote the influx of talents to a certain extent; but on the other hand, if the "net red city" wants to be popular for a long time and keep the traffic, it must have a sustainable talent attraction - after the talent comes, it can leave talents with abundant job opportunities and competitive salaries, so that it can have real urban competitiveness, otherwise it will eventually become a "passing Internet celebrity".
The sudden rise of Hangzhou in recent years is an interesting case: while maintaining high media exposure and high reputation, it can also attract a continuous influx of workplace people. In the "2021 Top 100 Internet Red Cities List", Hangzhou ranked third, jumping two places from last year. In the "China City Talent Attractiveness Ranking" list released by Zhaopin Recently, Hangzhou ranked second, second only to Beijing.
"Hangzhou's outstanding talent attraction will have a certain relationship with the image dissemination of its 'net red city', but the fundamental reason is that its rapid development represented by the Internet and e-commerce." Li Qiang stressed.
According to the Data of Hangzhou Municipal Bureau of Statistics, the added value of the core industries of Hangzhou's digital economy increased by 15.1% in 2019, of which the added value of the e-commerce industry was 14.6%, which was higher than the GDP growth rate of 6.8% in Hangzhou that year. In 2020, 29.5% of the inflow of talents in Hangzhou went to the "IT| communication | electronic | Internet" industry, of which 10.9% flowed to the "Internet/e-commerce" secondary industry in the industry, which was higher than other key cities.
According to Li Qiang, from the perspective of talent flow, hangzhou's talent inflow is significantly greater than the outflow, and the proportion of net talent inflow ranks first in the country for three consecutive years. Hangzhou's salary is also more attractive, ranking fourth among the ten key cities; among the 13 major industries, Hangzhou's salary ranks second, 3 ranks third, and 8 ranks fourth.
However, in the "China City Post-95 Talent Attractiveness Ranking" released by Zhaopin Recruitment, Hangzhou's ranking dropped to fifth, ranking behind the first-tier cities in beijing, Shanghai, Guangzhou, and Shenzhen.
Li Qiang explained that the change in ranking is mainly related to the direction of the survey and statistical indicators, and the reference indicators are different and the results are different. The "China Urban Talent Attractiveness Ranking" measures the weighted results of the overall workplace in terms of "proportion of talent inflow", "proportion of net talent inflow", "per capita disposable income" and "net inflow of population". Hangzhou ranks high, mainly in the overall workplace "net inflow of population" indicators outstanding advantages, and this weight accounted for 20%, driving the overall ranking to rank second.
The "China Urban Post-95 Talent Attractiveness Ranking" selects the indicators that post-95 young people are more interested in, and it combines "per capita disposable income", "number of patents authorized per 10,000 people" and "number of cinemas per million people" and the flow data of post-95 people on the Zhilian platform to build an analytical model.
"In terms of long-term accumulation, such as the inflow of talents and the number of patents authorized per 10,000 people, Hangzhou is still slightly lower than Guangzhou, which has developed for a longer time." Li Qiang pointed out.
Indeed, this is also confirmed in the sub-list of the "2021 Top 100 Internet Celebrity Cities List" - the "City Vitality Index" ranking. According to the ranking results, Guangzhou ranked first, followed by Shenzhen, Shanghai, Beijing, Chengdu and Hangzhou.
The "Urban Vitality Index" is mainly measured from three aspects: economic strength, population attractiveness, and transportation convenience.
According to the statistics of the 21 Data News Laboratory, although the total GDP and population size are not as good as Beijing and Shanghai, Guangzhou's growth potential is obvious, and the nominal gdp growth rate in the past three years has reached 25.9%, ranking first in the first-tier cities; the growth rate of the permanent population in the past three years has reached 28.82%, second only to Shenzhen, far exceeding Beijing and Shanghai; whether it is the construction of subways in the city or inter-city airport flights, high-speed rail, and highways, Guangzhou has obvious advantages.
<h4>After 95, they choose a career and choose a city, not only pay attention to salary</h4>
The more cities that attract young people, the more vibrant they are and the more potential they have for future development.
Every city is thinking about how to better attract and retain young people. So, what exactly is the young people represented by the post-95 generation looking for when choosing a career and choosing a city?
Zhaopin mentioned in the report that the post-95s city that chooses employment not only pays attention to salary, but also pays attention to the innovation environment and the development of the entertainment industry. Li Qiang pointed out that this career orientation reflects the characteristics of the post-95 era of pluralism, openness and self-confidence. As Internet natives, most of the post-95s are now self-conscious and have a high degree of acceptance of new things. Unlike the older generation, which loves the "iron rice bowl", they are more willing to break through the traditional work mode and pursue their own sense of value.
He further analyzed that most of the post-95 living environment is superior to that of their parents, coupled with the current open environment, they pay more and more attention to their own life happiness, pay more attention to the balance between work and life; they are not satisfied with the same in work, pay more attention to the space for self-growth; in the choice of employment, they are more inclined to choose to embrace the flexible employment mode that highlights personality, and develop personal interests into their own work.
"The areas of concern for the post-95s when choosing a career are richer and pay more attention to spiritual needs, which is also the epitome of the current era of social development, and I believe that this batch of 'not too much burden' post-95s can create different values for the post-70s and post-80s in the workplace." Li Qiang said.
As for whether the city's "net red" characteristics are more attractive to the post-95s, he believes that this does not have a direct impact, but the targeted use of communication methods that young people like and are familiar with will definitely enhance the goodwill of the post-95s when choosing a career.
In order to attract young people in essence, Li Qiang believes that only by continuously studying the needs of young people and digging inward into the supply of the city can the supply side of the city be consistent with the demand side of young people as much as possible, including industrial development opportunities, housing policies, and living facilities.
The same is true for "net red cities" to achieve long-term popularity, and the continuous attraction of talents is a necessary condition.
"'Net red city' makes people shine because of the modification of filters, but when the filter is removed, whether the 'net red city' can continue to be popular depends on the traffic, but on the real city strength; and the city wants to continuously improve its own strength, in the final analysis, it depends on the strength of talents." Li Qiang believes that while obtaining traffic, "net red cities" continue to attract and retain talents, and constantly update and operate city brands in order to have sustained competitiveness.
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