Recruiting websites face adjustment of profit pattern under economic crisis

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The big layoffs seem to be the last thing the world's workforce will face in the second half of this year. Although China has yet to see a massive layoffs and pay cut like the US, but at a time when businesses are constantly asking themselves, "if the economy continues to be bad, how much impact companies are going to have", they will not be allowed to revise their hiring strategy differently: abandoning long-term manpower reserves and cutting costs.

The job site is a bit awkward, with a huge increase in job seekers and a plan to cut manpower reserves. Just rely on the company's advertising is unrealistic, how to increase the demand for jobs, timely adjustment of profit model or will become the urgent task of recruiting enterprises.

Need and seek to unbalance

2008 October, the workplace did not usher in the past years of bustling and lively, the national recruitment demand for a sharp decline in adjustment. This is the main demand of the first-tier cities, such as Shanghai, Beijing, Shenzhen, Guangzhou and other all fell.

For enterprises, in the face of tight financial pressure, the traditional job fairs, lectures on the enterprise's human and material resources are a kind of consumption; for job seekers, attending a traditional job fair takes a lot of time and effort, and a few hours to pass a resume, which is a huge trauma to the spirit of the job seeker. Compared with this, not only for enterprises to reduce recruitment costs, but also for job seekers to provide more job opportunities for professional recruitment website, the advantages of the show, some insiders even think "financial winter Fire network recruitment."

But the truth is not so rosy. The number of jobs posted on the web has shrunk by more than 20% in the last two months relative to the first three quarters. According to worry, the number of online recruiting jobs has declined since July this year, by 14,000 a month in the third quarter, accounting for about 1.3% of the current number of online jobs.

The sharp decline in job demand is in stark contrast to the growing network of job-seekers. According to a Shenzhen regional talent network data, the number of job seekers in the last two months compared to the first three quarters, the increase reached 27.6%. Joining the network of job-seekers includes returnees abroad, the jobless in the country and more than 6 million of college graduates in 09 (including 08 years without a job). The fierce competition can be seen.

The need for innovative profit model

Online recruiting is becoming mainstream in China. After more than more than 10 years of development, has gradually been recognized by enterprises and job seekers. At present, the three major recruitment network worry, the Chinese elite, Zhaopin occupy the market nearly 80% of the share, while a large number of local sites to join the ranks of the same competition, including the provincial talent market, the official website, professional recruitment sites in various industries, including numerous.

But the entire network employment industry is still in the extensive marketing stage, the profit model is relatively single (that is, the individual users to send resumes free of charge, and to release the recruitment information of the enterprise fees), for a long time the site only played an intermediary role. Obviously, the enterprise downsizing plan will directly affect the website revenue, how to seek the profit maximization in the sharp increase utilization rate, the excavation and the innovation profit pattern becomes the recruitment website must consider the question.

Foreign media reports say business social networking sites benefit from a recession that has hurt hiring and advertising. Unlike ordinary social networking sites such as Facebook, business networking sites want to highlight their more serious attitude and allow users to have more control over their personal data. Martin Orosen, head of research firm Strategy Analytics Digital media strategy, predicts that this year's business social networking market will reach about $170 million trillion. Sheridan Evans Executive Search director Richard Evans said there was increasing demand for job-related contacts on business social networking sites, and many people have found new jobs through the web.

The revival of Foreign business social networking site to the domestic recruitment site to wake up: recruitment site traffic and stickiness, although it will be affected by advertising and promotional activities, but to truly achieve the number of users to grow, we must fundamentally start, that is, improve the user experience, in order to make recruitment website development on track. After that, you may be able to learn the membership fee system of the marriage website to collect the corresponding fee from the business side and the applicant.

How to do the human resource service provider?

For example, the US recruiting giant Monster, who bought the Chinahr in October, has direct business in North America, Europe and Asia to provide personal advice to job seekers around the world. And through the online media sites and services to advertisers a large number of effective target customers. The Monster Employment Index, created in 2004, collects millions of job information on more than 1500 websites and companies ' careers, representing the online recruitment activities of employers across the United States.

Although the domestic recruitment sites have implemented such a differentiated competitive means, however, there are still many problems and misunderstandings in the brand positioning and marketing mode: The first is the serious convergence of the industry service content, the lack of core competitiveness in front of users, resulting in the user's viscosity is not enough, loyalty is low, the loss is serious, secondly, the degree of human nature is not enough, Single user contribution rate is low, can not achieve the product or service based on the good experience of word-of-mouth communication and customer satisfaction. Therefore, the recruitment site should also focus on how to play a good "human resources service provider" role.

At present, the network recruitment industry into a uniform mode of service: for enterprises and talents to provide job search information, that is, enterprises to send job ads, talent left a resume, but the follow-up work is entirely by the recruitment of enterprises and job seekers to complete their own. As a result, a company's recruitment information or active or passive appear in a number of recruitment sites, a talent's resume is also a number of talent service agencies retained, the value of job search information is increasingly low. In fact, in addition to information services, users need more professional services, including more convenient contact with talent, provide interview selection tools to assist the selection, talent background checks, professional consultants to guide the recruitment work.