Zhi Lian Guosheng: do a "turtle" go down

Zhaopin CEO Guosheng in the face of media interviews said: "I do not want to be a rabbit, I would like to be a turtle, because the tortoise live longer, it must run farther." In fact, everyone said that the tortoise and rabbit race, the rabbit can not win the tortoise, as long as the characteristics of these two creatures know that the tortoise will win, the rabbit at most live 14 years, turtle is thousand old turtle. What's more, the rabbit does not like the turtle has specified the direction slowly to work, the rabbit will be spoiled, so if I choose, I choose the Turtle. ”

In fact, Zhaopin also did so, founded 20 years ago, has now successfully become a public company. At the International Forum on Finance and Economics in Sanya on December 12, the award ceremony of "Zhaopin 2014 China's best employer of the year" revealed a list of 5 individual prizes, including the top 30, the most female-focused employers, the most popular employers, and the best employers of small and medium-sized enterprises. Among them, Alibaba, China Merchants Bank, BMW, Tencent, Chinese Faw, Baidu, Baic Group, Chinese people Property insurance, 360, Starbucks 10 companies to score the best employer 10.

Go down firmly

Guosheng said that, compared to the hundred employers, the finalists of the top 30 companies have received more attention from the public and employees, they are in the Employer brand strategy, the employer's image, organizational management, pay and benefits, training development, the working environment and other 6 employer brand indicators are beyond the other finalists.

The author of the Central and western regions, as well as traditional enterprises to enter the network, understanding and acceptance of networked living environment. In this regard, Guosheng said: "The west from the GDP point of view, it developed even faster than the southern provinces and cities, its users are very strong demand." Zhaopin into the South market, in fact, there is a large part of the western, not to say just cover east China, but also covered the West, Zhaopin will continue to invest in the West, continue to pay attention, and then continue to let it grow.

But there is a difference between the West and the south and the north, the west as a whole, its GDP growth is fast, but the basic consumption is weak, so its enterprise density is not big enough. If you take the map of China and share GDP like a sesame flower and see the density, must be in the Yangtze River Delta, the Pearl River Delta even in the Bohai region, you will see the quality of the enterprise or the density of GDP will be very high, but in the Midwest its density distribution will be very low, which is related to social and geographical factors. So its overall GDP rate is fast, but it is relatively low from the point of view of corporate density or GDP density. So the overall development of the West there is a lot of space, but may be in the future, in the long three, the Pearl River Delta, the Bohai Sea area will be the future development center, but from the overall development is not a very large immediately up the center of gravity, it has speed, but not enough weight. But not that we do not value, we also attach great importance to our Southern Marketing Center has a great responsibility is to cover the western region.

Since the choice to be a firm to go down the tortoise, it is inevitable to infiltrate the traditional enterprises to the mainland city infiltration, which is also a responsibility. At the recently concluded Central economic Conference, the "new normality" of China's economy was put forward. One of the most important point is that China has moved from a more populous country to a country with higher talent quality, which is an inevitable trend of transition and a very important transition from human resources to human capital and ultimately to the talent economy. This is undoubtedly the central government actively advocated an innovative culture, the talent economy will replace human capital, will replace human resources. In China, more and more people in the future will become a very important investment in the new normal.

The market value of "troika" driving Zhaopin

Guosheng stressed that there are three aspects of Zhaopin talent reserves and positioning. One is the graduation season of job-seekers, the second is the white-collar workers, and the third is highly sophisticated talent. Facing the first category of job seekers is also the most popular job seekers, Zhaopin through their own efforts to achieve coverage as far as possible, from the intelligence linked to the data show that nearly 40% of the annual employment of university students choose to Zhaopin in the resume. Today's university graduates are basically a school, their job orientation and staff structure, ideas, etc. are already different from the previous crowd. It becomes very important to meet their needs. Their demands for employers are different from the past.

Guosheng said that in the survey of the best employers, we went with Peking University to understand what is the requirement for our ideal employer. What do they think of the best employers? What do they think of themselves? In order to their ideals dare to fight, dare to create, dare to rebel, they have this characteristic. In addition, we also found that the real 80, the successor is the ideal realist. Their ideas and a lot of whenever, the same as the same, they pay more attention to reality, ideal is only a modification of reality, even a disguise of reality.

What does ideal realism mean? From the best employer research we see a few obvious trends: first, money is very important. Ma Yun once said a word "dream or want to have, in case of realization?" ", the core is to achieve, the majority of people see is not the current implementation, but the current implementation." So in front of the list is still pay benefits, in the rankings have been very close to the front. Similarly, personal development is very much in the front. The pursuit of their own ideals, the realization of their own value, but rather on the back. Secondly, their realism is also embodied in the very large personal aspect. The development of enterprises is of course very important, but for them, compared to the current real demand is still behind. Individualism in this aspect in 80, the body still has a lot of embodiment. We found in the best employers ' research that when they clash between ideals and reality, they may be coy about choosing reality.

What about the recruiting profession? Guosheng said: First, as human resources practitioners, as human resources individuals, we advocate for multiple professionalism. Second, as an organization, we advocate a spirit, called the Lotus Spirit. Because the lotus grows very fast, if you look at the lotus in the pond, it may be the first day that it accounted for only 1/64 of the pond, but the next day will account for 1/32, every day it will multiply, until the full lotus pool of water. China's enterprises, although in a more complex business environment, but its barbaric growth ability is particularly powerful. As human resources, it is very important to have such a lotus spirit, but such a lotus spirit of the interpretation of a slightly different: one is that he has a very deep roots, it means that our human resources practitioners in the entire enterprise to take root very deeply. Second, but also more important is that the Lotus has a very bright bud let everyone see, a human resources do not say that the enterprise is not a good enterprise, to both do and say that the enterprise is a good enterprise. The third is the Lotus Doctrine, human resources department and many other departments must have more rigorous cooperation.

For white-collar workers, riding donkeys to find donkeys is the normal, they need a platform, a platform as far as possible, in this respect, Zhaopin is carrying such a role. White-collar people are the core value of Zhaopin for a long time, intellectual products for white-collar workers is zhaopin.com, not only to give them job opportunities, but also a better job opportunities. The so-called "better", is with their ability, reality more matching law opportunities, this is the core website has been doing. The core values of this group are the matching of any chance, the ability to find a better salary for him, and to find a better chance for him to develop. For cutting-edge knowledge, Zhaopin launched a smart joint Zhuo, has a dedicated headhunting, two-way interactive referral. The higher vocational needs of enterprises can find talent here, the wisdom of the initiative to the high-end talent recommended to the corresponding enterprises.

Mobile interconnection, the smart link is also in the layout

For mobile internet, Guosheng said, mobile interconnection is an unstoppable trend, but we should not overestimate the proportion of mobile interconnection, because all kinds of work is a variety of scenarios, it is related to your work scene. The more you live, the more mobile connectivity, the more you become professional, the more you need to think, the more you need to express, the more you may need to have a PC. The future of mobile interconnection will be developed, but we will not exclude the PC, from the Zhaopin strategic point of view, we will also vigorously increase mobile interconnection, we will be with the PC and other devices closely combined to achieve your goal of finding a job. But one thing is for sure, the PC will not disappear from people's vision in a short time, because looking for a job is a more serious matter, I believe that everyone here will not throw a resume, although it is the sea, but there is a company to find you, you will also think about whether to join this enterprise, is not to interview. For a good enterprise HR, they are not only by phone or text message to confirm that the candidate is not appropriate, they will be in a responsible attitude, so the future must be mobile and PC balance.

The popularity of micro-credit Weibo has also made some recruitment practices popular in these social circles. It can be said that micro-credit micro Bo also let each HR will be through their own channels to recruit people, with a variety of rich marketing forms, micro-credit micro-bo on the one hand for us is the channel, on the other hand is the means of marketing. The association will also choose these social tools, as well as its own app, and in terms of mobile layout, the company is also looking at the good ways and means of competitors in the industry. Guosheng also said that we have to learn, in the process of learning, we have to always think about where we do not good. Because the recruitment of this industry is a long-term existence of the industry, we have been a leader, for us the most important thing is to keep pace with the times, it is important to get rid of our own shortcomings. We have a lot of advantages, we are a match between people and opportunities to do very well, but we have a lot of shortcomings, so we have to do is constantly advancing with the times, to get rid of their own shortcomings.

For the future, Guosheng also said: Recruiting the industry itself is a very old industry, from the beginning of farming, it has a strong social attributes, the industry will not disappear, we do is to rush in front of this trend, or a little bit more than the trend to see a little further, and then provide the right products to them. Guosheng said that Mr. Buffett must not be the highest return on investment, but he grew by 15% a year, he must be the most bull investor. As I personally less to see which enterprise today than our market capitalisation is high, tomorrow which enterprise market value than we have to higher than how many times, or lower than us, these are not important, the key you go to see 10 years 20 years or even 30 years after it's how.      I want us to go for a long run rather than a sprint, and long-distance running is more important. We are not the fastest rabbit, to do the fastest rabbit is actually particularly difficult, and you have a rabbit around the Jackal, there are four of carriages in various directions. In fact, in the Internet industry or any industry success, often not the fastest and the first rabbit, but have the patience to see the direction of the real to adhere to the direction of the tortoise, but more likely to succeed. So we would like to be the turtle.

Guosheng also cited a simple example: Chinese Internet companies tend to be like the welcoming pine on Huangshan, and the pine Tree of California, which is a completely different breed. The Welcome pine on Mount Huangshan is a very strong pine that grows on the rocks, and although it can be killed by thunder and lightning, it has a lot of tenacity. America we see in California it will become a forest, its life form is completely different. For us there is no choice but to do a pine tree on Huangshan, but such enterprises have a tenacious vitality to succeed.