A brief analysis of the pros and cons of China's three recruiting websites

Most of the netizens should have heard that zhaopin, worry and Chinahr were once called the three major recruiting websites in China. Of these three families, worry was in the United States in 2004, while Chinahr was acquired by the Irish Dragon Group in early 2013, and the first successful IPO at the NYSE, which meant that a second Chinese-listed recruitment company appeared 10 years after the new deal.

In fact, the online recruiting industry in China's internet circle is not in a "mainstream" form, with online education, online tourism, smart terminals, such as the trillions-scale market, online recruitment Although the existence of a long time, but because of its income ceiling problem, has not been enough attention, Zhaopin listing, Let the big industry return to the center of Media Vision.

Recruitment This behavior with the company's birth has existed for hundreds of years, China's online recruitment market can also be traced back nearly 20 years ago, the reason for the early Internet recruitment, but also because it is relatively easy to line up the industry under the transformation line, counted on the pioneer of O2O, from the industry status quo, in fact, has been clearly divided into several categories, Simple look:

One or four Army regiment melee online Recruiting

The first is the traditional line recruitment site, Zhaopin and worry two occupy a majority of the market share, the wisdom of the rapid growth, worry high income. These two, can be counted as the recruitment industry "portal"-play is to use their own huge number of users and resumes to Butt B and C both ends, is a relatively simple and direct mode.

Take the newly listed Zhaopin as an example: The company has more than 77 million registered users, for the nine months ended March 31, 2014, 274,450 employers, including multinationals, small and medium-sized enterprises and state-owned enterprises, have issued about 11.4 million jobs on the Zhaopin platform.

In a word, both the intellectual Union and the worry do the scale effect, but the direction has different, after the article analysis.

The second category is the very fire of LinkedIn abroad, it even defeated the traditional recruitment giant monster, a few years ago, after the listing, but also continue to be sought after by the market.

LinkedIn's game is to recruit in a social way, and to see that Americans know that "recruiting" doesn't support too much market capitalisation, and that "social" LinkedIn is nowhere near as strong a stream of information as Facebook and Twitter, but " Recruiting in a social way "but no one has done it, and it turns out that LinkedIn has succeeded."

But that does not mean that LinkedIn has played a part in China, and not to mention the fact that overseas internet companies have always been mired in China--including Google, Amazon, Microsoft, and so on--and none of the U.S. giants have been able to spell local businesses for a long time. Back to LinkedIn, the reason I'm not optimistic is that China's demand for talent is still very large and is not willing to expose its professional privacy.

At present, LinkedIn China registered users 5 million, and Zhaopin and worry still a big gap, in addition, social recruitment relatively small, in cock silk as the king of China's network circle, destined to have a very high bottleneck, in fact, this also does not blame LinkedIn itself, is the economic development phase of the decision, For most people in China, it's obviously a Web site that can bring direct results.

In a word, social recruitment, represented by LinkedIn, can be successful in America, but not in China.

The third category, the user is the most classified information station, 58 with the city and net is its representative, but it is worth noting that, although this type of Web site users, traffic is also amazing, but the recruitment is only one piece of small business, and will not invest too much resources.

On the other hand, 58 and net covered is blue-collar, go in and see, recruitment is mostly cleaning, welding, hair, cooks and other craftsmen, and even have a special "bag to eat" zone, the user is probably what the crowd, has been more obvious.

It can be said that 58, fair and Zhaopin main white-collar and fresh college students crowd, not a dimension of competition, 58 to enter the high-end market is difficult, positioning has been formed so many years, users can accept, enterprises may not accept, and the intellectual Union and so on to enter the blue-collar market is not easy, although the population needs greater, But the retention value of the user is not high, simply, the two market enterprises are steadfast to serve their users, impinging.

In a word, 58 of the same city, such as classified information station is also a "portal" form, more users, but only focus on serving blue-collar people.

The fourth category, also includes some accumulated, trying to use their own resources to recruit a share of the industry, Sina Weibo, for example, has launched a "micro-recruitment", its logical fragmented resume, that is, the system will not periodically to use users to push messages, let users do some simple questions and answers, then users can save it as the latest resume. Registered users can also send a micro-BO status of the form of some job information, the system will automatically recommend it to the relevant enterprises.

In addition, there are publicity to hit high-end talent of the Community recruitment Web site is also a new situation, however, at present, whether it is micro-blogging or hunting, are in the early stage of accumulation, has not yet put the table with the above three types of accumulated for many years of the players to contend with the strength, but the future is also a force can not be ignored.

Second, looking from the Zhaopin the development foreground of the online recruiting

The problem with the online recruiting industry is not whether to use a new social approach to recruiting, but how to effectively match the business and job seekers to meet the needs of businesses and job seekers.

In the background of veterans and new entrants, is there any new play in this "old" and traditional internet field? Some clues can be found in an interview with Zhaopin's prospectus and the post-IPO CEO Guosheng.

First of all, is the electronic business and internationalization, these two look at first glance seems to have nothing to do with the recruitment of the concept, how to apply it? In another perspective, each job seeker as a "commodity", their own update information, display advantages, enterprises as a "consumer" to screen, forming a consumer chain, perhaps a story can be said.

Zhaopin does not simply rely on suction flow to sell advertising, but focus on the huge demand for jobs and the enormous talent gap between the rationalization of the allocation-the employer's services to the "electronic" and "internationalization" of Job seekers service "lifelong". As mentioned above, Zhaopin is not aimed at all job seekers and recruiters, but focuses on the graduating students and white-collar workers, up to the high-end talent field.

On the whole, the electronic business can make the enterprise like shopping in Jingdong, direct access to talent information, rather than the traditional offline telemarketing such a way; internationalization refers to the Zhaopin current and foreign websites to cooperate to help foreign students, foreign experts and other overseas talents to develop, to meet the needs of enterprise internationalization.

2nd, is the whole industrial chain of human resources business model.

Guosheng has mentioned that Zhaopin wants to build a platform between job seekers and employers, career development platform, he can give both sides to provide better opportunities, including--let job seekers know who they are, what kind of work is the most suitable, can develop their career, "want to change the ordinary job seekers to Phoenix."

In fact, this is also the worry competition, the former layout development platform, more attention to a number of C-end job-seekers experience, so that they better connect with the employer, and timely introduction of evaluation, training, recruitment and smart joint and other products and brands, in order to create a closed-loop eco-chain.

Looking from the whole industry, the growth point is nothing but B (enterprise) End and C (talent) end, at the corporate level, the penetration rate is only 12%, which means there is still a lot of room to exploit; at the C end, once an effective human resource platform is established, it also simplifies the job search problem, and for Zhaopin, To do is how to establish this efficient platform, and do cover the industry wide, user stickiness deep.

In the prospectus, the intellectual Union made it clear that it was positioning itself as a career development platform for Chinese white-collar workers, which meant that all the company's products and services revolved around the workforce, and it was precisely this position that the group did not think the market had a direct competitor, including worry.

It can be said that China's online recruitment market is still a large space, Eric Consulting data show that Zhaopin daily average user coverage for a long time to maintain the industry first, and maintain revenue scale continued to grow. At the same time, in the field of campus recruiting, high-end headhunting service and professional evaluation, Zhaopin also has many innovations and breakthroughs, which also plays a strong supporting role in the future of the company to meet the new round of market competition and industrial innovation.

For the online recruiting industry, it is time to change.