Shulou(Shulou.com)11/24 Report--

"after the liberalization of the epidemic prevention and control policy in December last year, I bought and recruited App members at 68 yuan a month. The legendary eight major VIP rights and interests were all blessed, but I still couldn't find a job." Kang Kang, who has been trying to find a job for five months, is a little depressed about his job-hunting experience.

She originally wanted to take advantage of the release of the epidemic to rely on VIP rights and interests to quickly counterattack, but finally failed to achieve her wish. Kangkang communicated with 1800 + positions and sent only 19 resumes-on BOSS, job seekers can't deliver resumes if the recruiter doesn't reply. Accordingly, in the recruitment, hundreds of resumes sent out, still did not return a few interview opportunities.

Where is the traditional "gold, silver and silver four"? Where is the "boss" on the platform?

01. The traditional spring recruitment peak season is "broken". This year is the first spring recruitment season after three years of the epidemic. Many workers think that the opening up of the epidemic means that the "three most difficult years" have passed, and both the economy and the job market are on the way to recovery.

On Beijing's subway lines, recruiters are kindly telling workers to "stand, you can also use BOSS to hire directly"; in Chongqing, BOSS direct hiring has invested heavily-covering all 12 subway stations.

▲ Photo Source: slow reality is not so optimistic. "three years after the epidemic, at least 10 people are looking for jobs and have been unemployed for more than half a year." "A lot of meticulous people also want to take advantage of the spring, but as soon as they try it out, they are scared off by the chill of the recruitment market," Xiao Kui, who has just left a big factory, said to slow release. "

"Don't move if you can!" Yue Yue, who has been unemployed for eight months and is engaged in convention and exhibition work, always uses his painful job-hunting experience to persuade friends who are looking for jobs to change jobs. "I was hoping to find a job and cut my salary, but I still didn't see any hope when I put it off until 'Gold, Nine and Silver four'."

"clicked on the 'immediate communication' and then sank into the sea." occasionally I ran into someone who asked for a resume, but there was no reply after asking for a resume. "some of them disappeared after chatting with each other for a few words." few people asked for an interview. " Yue feels it is more difficult to find a job this year.

The stock of job-hunting last year and the year before last has not been digested, but it is still being added this year, and the pressure on job seekers has not decreased but increased.

Under the "seller's market", companies began to choose candidates carefully. " In the current talent market, we can find better talents with better prices, "Mr. Li, an entrepreneur, told Laifang." for example, to recruit a technical post, you might need a monthly salary of 30,000 yuan to find a relatively good one. But after big companies have laid off staff, more outstanding talents have flowed into the market. At this time, the same salary may be found to be joined by the former industry Daniel. "

In the face of such a situation, job seekers begin to "roll in". Some actively study, hope to become compound talents or complete cross-border reserves, and some are ready to cut wages by 20% or even halved from 20% to 20%. Some start a sideline or start a business early to prepare for their own future ahead of time.

Many job seekers begin to try other ways, such as pushing in by acquaintances, in an attempt to return to the workplace or seek better employment opportunities. But after the Spring Festival, the news of layoffs spread frequently, in addition to a small number of people inside tweets or acquaintances to get what they want, more job seekers are still pinning their hopes on the recruitment platform.

At this time, the recruitment platform is the hope of more job seekers.

02. "BOSS", which could be talked about directly, disappeared. "We used to apply for jobs mainly through recruitment websites. In our impression, Zhonghua Talent Network and Zhaopin recruitment were relatively popular, and they were places where white-collar workers were more concentrated at that time." "later, he started his own business, and in some high-end positions, the personnel department would recruit or recruit headhunters, and some department heads would want to communicate with job seekers themselves, and would also use BOSS direct hiring and pull hook (net)," Mr. Li recalled. "

In fact, the China Talent Network and Zhaopin recruitment that he mentioned belong to the 1.0 stage of Internet recruitment. Recruiters publish recruitment information on recruitment websites, job seekers search for positions and then submit resumes, and recruiters "meet and interview".

At this time, the recruitment method seems that the job seeker takes the initiative, but in essence, it needs to be evaluated by the recruiter before it is possible to continue to go down. During this period of time, it is quite common to sink into the sea after the delivery of resumes.

BOSS Direct Employment was born in 2014, which realized the To C of To B service by providing personalized recruitment services for B-end users, and evolved the Internet recruitment to the 2.0 era. The slogan "look for a job, talk to the boss" hit the heart of job seekers and completely changed the way job seekers communicate with recruiters.

But the good times did not last long, many job seekers found that the BOSS direct recruitment of the upper branch of the publisher is not the boss, but HR, in addition, headhunters post a large proportion of recruitment information. "talking to the boss" has gradually become an empty talk and gimmick of BOSS direct employment.

This situation has become more obvious in the near future. Kangkang's feeling over the past six months is: "half of the positions that send resumes are published by HR, some are headhunters, and occasionally some small companies with 0-20 people are co-founders."

▲ Photo Source: also for job seekers, it is not difficult for us to understand why headhunters have become "regular customers" directly hired by BOSS. "there are so many job search platforms. Generally, after getting the agency position, all the platforms that can be sent will be made." Linda, a headhunter for a head human resources company, refers to publishing information as a "BOSS" as a "regular operation of the industry".

Another obvious feeling of Kangkang is that there are fewer and fewer "BOSS" in all types of BOSS direct employment compared with a few years ago. "it's hard to wait for a reply, as if the BOSS are invisible and few people talk to me." In order to explore more job opportunities, she joined a group of Internet workers and found that, like her, there were plenty of people who waited for less than a few responses in half a year, not to mention interviews.

Yue's situation is more complicated. The 32-year-old married and pregnant, belongs to the hard model of "stay-at-home mom" and "middle-aged workplace crisis" in the workplace. "it can be seen that the number of deliverable jobs has increased recently, but there is not even a splash after delivery. Sometimes I wonder if these companies really want to hire people, and of course they also wonder if they really have a career life."

Job seekers like Kang Kang and Yue Yue, who are looking for App every day, are all waiting for BOSS's simple sentence, "after reading your resume, is it convenient to talk?"

But for them now, this is an extravagant hope.

"for slightly larger companies, their bosses don't really stay on BOSS for long, mainly because they are too inefficient. It's impossible for bosses to sift through resumes one by one and communicate with every candidate, including department heads, who rarely talk to themselves." Ms. Ren, who has been working in a human resources company for nearly a decade, said when talking about the company's recruitment process: "screening resumes is the job of HR, and it is impossible for BOSS to do it." our company's recruitment process is still the hiring department and our demand for personnel, and the HR department goes to the recruitment platform to 'look for a needle in a haystack'. After the sea election, we first communicate with qualified talent to further confirm their intention, and finally the follow-up process such as interview.

According to her, some important positions or management positions are usually introduced by acquaintances or entrusted to headhunters.

It is equivalent to saying that due to the continuous expansion of the enterprise service scale of BOSS direct employment, the identity of the "recruiter" on the platform has been transferred, many enterprise HR and three-party headhunting companies have replaced "BOSS", and the differentiation advantage of the platform that talks directly to the boss has also disappeared. It makes sense for BOSS to disappear.

03. It is no accident that "BOSS" disappeared. In order to find a job, Kangkang later bought VIP members directly employed by BOSS. For the original purchase of members, Kangkang said, was attracted by App mainly because of the data marked on the purchase page-"the average job search cycle for awesome people is 1-2 months."

▲ Source: BOSS Direct hire App "after buying VIP members, I remade my resume with an exclusive template, and I can automatically refresh my resume every day. When I submit my resume, I can see my competitiveness analysis among those who send it (3 times a day)." in Kangkang's understanding, the core of these services is to reach more "BOSS" and then improve the interview opportunities. " But whether it really reaches BOSS, there is no way to prove it. The so-called today has been shown 300 + times, and I don't know whether it is true or not. "

However, after failing to find a job after exceeding the average cycle, Kangkang fell into self-doubt: "am I not a great man?"

As a matter of fact, Kangkang is a good person. After graduating from university, she joined an e-commerce platform, where she has done operations, brands and markets, and has been responsible for many large and small projects of the company. in her words, she has earned and spent hundreds of millions of dollars for the company. But now, she can't even find a job with a monthly salary of 10,000 yuan. In other words, it is not that Kangkang is not excellent, but that the market "has no opportunity".

Apart from macro-environmental factors, this "no opportunity" may be related to the business model directly hired by BOSS.

With intelligent matching and direct chat positioning, BOSS Direct hire rushed to the head of the industry in a short time to complete the accumulation of traffic. Similar to traditional recruitment platforms, BOSS Direct hiring is free of charge to the C side (except for those who voluntarily pay VIP fees like Kangkang) and charges to the B side-which means that companies need to pay according to the position they recruit if they want to post a recruitment message on BOSS Direct hire.

This is also the main source of revenue for BOSS direct employment. BOSS direct employment financial report data show that more than 90% of its revenue is contributed by online corporate recruitment services. For the whole of 2021, the turnover of online recruitment services provided by BOSS Direct Employment to enterprises reached 4.219 billion yuan; in the first three quarters of 2022, the revenue reached 3.392 billion yuan, accounting for 98.9% of the total revenue.

But this model is becoming the biggest hidden worry for BOSS direct employment. In April last year, there were media reports that BOSS hired directly to force consumption and arbitrarily increased membership fees. The posts that users had previously hired directly on BOSS were normal, but then all the positions were taken off the shelves overnight and became open, and the related positions became competitive positions, which could only be posted with repayment.

This makes it difficult for HR, who is in charge of recruiting. "every position posted by a company is clearly priced, and so are candidates who can read several resumes and what conditions they can see every day." Ms. Ren, who is in charge of manpower, said slowly. "Last January, we wanted to recruit an administrative position, which was not a hot position. We paid the membership fee according to 288 yuan per month and could communicate with 20 people every day, but we confirmed the communication intention with more than 700 people in two months, and finally did not recruit anyone in the BOSS direct employment."

▲ photo source: Ms. Ren, HR of the enterprise, even wondered whether the person recommended by the platform was a real resume. "after reading the resume, I found it suitable in all aspects. I sent out the intention to communicate, but the vast majority of job seekers did not reply."

Recharge VIP can not recruit people, ordinary VIP accounts can only post a small number of jobs, let alone recruit people. If you want to get more traffic exposure or more viewing and communication times, companies will have to pay extra or higher membership fees. "if you open all the recruitment benefits, the enterprise will spend 3600 yuan per month, coupled with the recruitment of some hot positions, or even tens of thousands of yuan a year."

The VIP membership paid by Ms. Ren's company is not the highest price. According to public information, the value of BOSS directly hired members has increased frequently. "the price of buying members has risen from 98 yuan to 298,328,418 yuan." In this regard, BOSS direct employment on the grounds of systematic pricing, hot positions, affirmed the rationality of the price increase.

But the reason behind the rising membership fees is that companies cannot recruit people, and job seekers can no longer see BOSS.

In the end, BOSS seems to be the only one with vested interests. With the growth of paid income, BOSS Direct Employment has finally come out of the quagmire of losses. In the first half of 2022, BOSS Direct Employment achieved a net profit of 80.3 million yuan, compared with an adjusted net profit of 370 million yuan in the third quarter.

But is that really a good thing?

Compared with the business model of the industry, we can clearly see the revenue anxiety of BOSS. For example, unlike traditional recruitment, which relies on outsourcing services such as online recruitment services, school recruitment and training, BOSS's revenue mainly comes from enterprises, and its main business is to provide online recruitment services to clients.

According to Ms. Ren, BOSS direct hire "charges for any operation, posts, resumes, and chats."

In addition, BOSS's model of charging C-end job seekers also makes job seekers complain. "resume optimization costs money, resume delivery charges money, and the so-called eight benefits can't find a job." In Kangkang's view: "is it possible that it is not my problem, but that there is too little BOSS on BOSS? no matter how to increase the exposure, it is useless."

Boss Direct hire has been increasing its investment in marketing in recent years. In order to attract C-end users, BOSS has placed a large number of advertisements on subways, elevators, platforms and other media, making the slogan "look for a job and talk to the boss" familiar to the public.

But the question now, does BOSS Direct hire still have the ability to invite the real "BOSS" to its own platform?

Conclusion the significance of the recruitment platform is the collection of information and the improvement of recruitment efficiency. However, the rising membership fees and declining recruitment effect of BOSS direct employment have made more boss back down. At this time, this has been the main "looking for a job to talk to the boss" BOSS direct employment, the value of the platform is greatly reduced.

The vicious circle begins: the boss of recruitment companies does not come, job seekers can not find boss to talk to, the loss of users, the survival of the B-side charging revenue model is bound to gradually fail.

In fact, the feedback from current job seekers has sounded the alarm for BOSS direct employment.

Reference:

1. Wall Street heard that everything recovered after the epidemic, where is the direction of BOSS direct employment?

two。 Market capitalization? BOSS Direct Employment: what growth does it depend on? Use what to make money?

3. Product play, explorer, directly hired by BOSS

4. When it is becoming more and more difficult for thepaper.cn to get customers, how can BOSS direct hiring keep the number of users growing?

5. Business figures? small and medium-sized bosses run away from BOSS direct employment

Business Review of the 21st Century: the US $10 billion BOSS direct hire is so good at playing!

This article comes from the official account of Wechat: ID:manfangsd, author: Xi Xi

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