Online recruitment wind Zhou Botong how to play community recruitment?

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A friend of the Watercress Show me the topic of "The value of watercress is underestimated" had used the astonishing development of a watercress group as a proud case, the team was originally used to provide watercress users to find work, but as the team members and recruitment-related posts more and more, the team leader simply full-time operation of the group, And entrepreneurship opened the company, "so we watercress commercial space is still very large ..."

Last weekend, I told the story to Feng Tao, who sat opposite, and his reaction looked flattered.

Feng Tao is the group that appears in the above example-the group called "Botong recruitment", so far, 320,000 members--the leader of the group--just yesterday, his pioneering project announced the acquisition of a quota of 28 million yuan a round of financing, after the hook, the tenderness of the online recruitment industry again caused by capital.

This is a "hero does not ask the origin" of the Pentium era.

Ignorant, fearless

Zhou Botong This brand, is "Job + Tong" Chinese mixed write, in Baidu search Botong Tong, as in the online recruitment site Botong folder in the Jin Yong martial Arts Fictions characters Zhou Botong encyclopedia entry and Dream West Tour 2 tyrants player Zhou Botong News reports, quite embarrassed.

October 2007, Feng Tao in watercress applied for Botong recruitment team, basically did not ask, he is an IBM engineer, the job is not idle. However, the vitality of this watercress group, but let him greatly surprised, "after a few years, I found that tens of thousands of users spontaneously in the group to Exchange job information, there are also HR post posts every day in the above to explain the job needs of people, this unexpected business value, but also let Feng Tao moved entrepreneurial heart.

In 2011, Feng Tao found partners and registered with the company, when the micro-broad hot, Feng Tao will botong to recruit the operation of the center of gravity from the watercress group to Sina Weibo expansion, he was also on this model in micro-blog consult Jingwei Chuang Ying, Zhang Ying replied that he was very optimistic about the recruitment based on Weibo products, but " Concrete play really want to think clearly, to be different, behold a language into prophecy.

In summing up the failure of that period, Feng Tao will reason due to the span is too large, watercress group is community, content heat depends on the intensity of argumentation, so-called "hot post never outdated", and Sina Weibo is information flow, this positioning is not very suitable for the long-term recruitment needs. In addition, in 2012, Xiaoping originally proposed to take out 100多万来 cast Botong recruitment, but Feng Tao because think the valuation is too low and refused, this is also let him regret a decision, "think of actually that money or should take, because this is not money, is the resources, contacts."

Later, the partners think the company hopeless, have dispersed, Feng Tao said he then every day in addition to lose weight and read books, is to keep the operation of watercress group, every day to see posts, delete ads, he even in the personal micro-blog on the self-deprecating: "Entrepreneurship, must enter can attack, retreat can be!

Historically, 2012 is also the entire online recruitment market in the winter, Chinahr also in this year openly seeking to sell, Botong recruitment is like skiff, it was not overturned by the waves, but was frozen in the thick of the ice.

Front End Community, Chan

When Feng Tao think clearly and rebuild the team, the hook and the tenderness have been created, these small and beautiful online recruitment products are leveraging the "old"-worry, Zhaopin and Chinahr precarious position.

Feng Tao not to be denied that the two of times the financing of the hook has helped the industry, on the hook a round of financing in the past few days, NetEase capital on the door to interview, soon finalized intention, now Feng Tao even will office location from the international trade moved to the five crossing, in the NetEase building opposite.

Since 2012, the eruption of mobile internet and the large-scale transformation of traditional industries, brought huge talent gap, plus a large number of start-up companies are also the capital hoarding staff, eventually led to the recruitment industry completely from the buyer's market to the seller's grabs, job seekers, the enterprise is lookout. Feng Tao, as he talked about the opening of the window, stretched out his hand to draw a map of the coordinates in the sky,

"Traditional recruiting sites like worry are located near the middle and bottom areas, horizontal coverage of a broad range of industries, talent positioning more ambiguous enterprises, the closest to the bottom, is the 58 of the city of this standardized professional intermediary, we and hook are the Internet vertical this piece, but in the longitudinal incision and patterns on the difference, Like hunting is on the top, and horizontally copied the traditional set of play. ”

Feng Tao said the Botong recruitment and Lahan "incision and pattern" differences, mainly want to emphasize its adherence to the form of the community. In fact, Botong recruitment site layout, and Watercress Group class BBS form is very close, the recruitment needs of enterprises, is a card with a format of the post, and difficult to avoid the infection of the strong BBS culture, such as "title Party"-"beauty accompany you to write code", "Everyone in the coffin are identical, Let us be different in life. "," We are the online education and training industry's wonderful job: Do not talk about the ideal, only talk about Money "... Such job titles abound-and it seems that only in this way can the list of posts in the homepage of the site stand out.

Too much modification, which brings inefficiency, may be a notable short board for the Community model that Botong recruitment pursues. However, Feng Tao's understanding is that if an enterprise is unwilling to pay serious and sincerity for recruitment, then in the battlefield of talent snapping, the enterprise will easily lose at the starting line. He cited an example of a start-up company in Hangzhou that had just been set up, but the mentality is very good, even the logo are handwritten "No", the founder of the recruitment post in the story, and no matter whether the user is really interested in the reply or busy, each interaction, chat, finally received more resumes than some giants.

"We did some mechanism, encouraging companies to engage with job seekers, rather than taking it as a conduit to receive resumes, such as replying to comments from users, can elevate the position of the post, and we are all through this small function that forms the atmosphere of the community and then generates user dependency. Feng Tao that this balance is the unique advantage of Botong recruitment, even he pulled the investment, is also the blessing of community form, because he introduced to the investment manager of NetEase Capital, this community mechanism and NetEase news thread culture make analogy, so the other side "seconds understand."

Back-end services, sinking industry

In Feng Tao's view, online recruitment is a worthwhile industry, in addition to promoting information symmetry in supply and demand, he sees value-added services as a subset of future long-term strategies, and the financing will soon be put into service-oriented product preparation.

Botong Service-oriented products are actually buried deep in the community, for the needs of enterprises to expand recruitment impact.

Feng Tao cited the example, is a company located in Xiamen, a spice electric business enterprise, it and Botong recruitment cooperation, for its "Sex fun experience Division" of the position to do the packaging and promotion, the result not only received more than thousands of resumes, even with the brand exposure also benefited. "There is one of the most exaggerated students in Nanjing University, in our backstage knock more than 20,000 words of cover letter, talk about their own from high school to the present all kinds of love history, finally really accepted him." ”

From a business point of view, Botong recruitment wants to do is still a media service, but compared to the community, this kind of media services are customizable, and integrated marketing and PR components. Feng Tao said he will soon be called "Discovery" column, is to build a team to the start-up companies-their human resource allocation is usually weak, in the recruitment of limited investment, and this is the media services can intervene in the place-door-to-door interview, increase the personal charm of each other, Allow job seekers to "look up" when choosing a career to follow.

"Some small company, you may just listen to the name and feel unwilling to go, but if you can get a deeper understanding of the company's background and story, or go further, to see the founder of his ideas, may be a job seeker's feelings will be completely different, Feng Tao even said he planned" to Tsinghua University Rob Couba "activities, The potential to bring startups to college and the internet giants to scramble for talent.

At present, Botong to recruit the site has 60% of the active traffic, from the original watercress group's drainage accounted for less than 10%, strong user stickiness, is Feng Tao dare to open their hands and feet to try to innovate the emboldened. But on the other hand, botong recruitment of Community ecology is introverted, brand recognition is still limited, Baidu index in search of the keyword "Botong tong" ("Botong recruitment" is not included), even if the character name itself on the search for the heat, "Botong Pass" Baidu Index is still far less than "pull hook net", " Hunting Nets "and other competitors, this gap, I am afraid will let Botong recruitment of the brand to explore very laborious.

LinkedIn challenges Chinese characteristics

Feng Tao has a long time experience in foreign companies, Botong to recruit the current marketing director also from Taiwan, they have a smooth intimate understanding of LinkedIn, but at the same time, they also do not look at LinkedIn's performance in China more than half a year since the Chinese professional society has not yet entered the mature business stage of the West, In the United States, perhaps Facebook is a life, LinkedIn is a job, there is a natural gap between the two, but if LinkedIn insists on copying this set to China, it may be doomed to not acclimatized.

"I hope Botong is a online café, recruitment is just a reason to visit here, or the company as a visitor to the role, after contact with each other, you can talk, and then around this group of people, we can explore some new play." "Feng Tao is optimistic about the future of Botong's recruitment, and this kind of layered social networking seems to be what he sees as the" Chinese-style "LinkedIn model.

In addition to entrepreneurship, Feng Tao is a DotA enthusiasts, he's on the subject of a problem. "DotA 2 in the future of the number of games may be more than the League of Heroes," replied that certainly not, because "high IQ of course is a minority", and in Botong to recruit their own recruitment information, Feng Tao deliberately stated that, DotA Ladder 2000 points above can add points, and "if it is a sister, the direct admission of salary doubled," according to him, this wonderful recruitment conditions attract a large number of job users, "many people who come to the interview is not just to find a job, but also want to see how to write this recruitment needs of the people who is a tease."

DotA is a pay attention to extreme operation of the game, its most ornamental scenes than a comeback campaign, Feng Tao and his botong recruitment, has turned over once, said to be tough or lucky, the future road, but also by his slowly wasteland.