On April 7, TalkingData released the Mobile Internet Report 2020 (hereinafter referred to as the “Report”), titled “Vertical Development of User Behavior Changes in the Industry”. Affected by the epidemic, job-hunting and recruitment will shift from offline to online in 2020, boosting the development of the online recruitment market, according to the report. During the epidemic, the recruitment and job platform launched “cloud recruitment, cloud interview” and other functional modules to establish a convenient channel for employment and promote the rapid recovery of the industry.
Data from the report shows that after February 2020, the daily active user scale of mainstream recruitment apps picked up steadily. Since April 2020, the frequency of use of BOSS direct recruitment has ranked first in the industry. Since May 2020, the number of daily active monthly users of Boss Zhiping has exceeded the number of traditional recruitment platforms, and it continues to maintain the trend of No.1 daily active online recruitment APP.
The research team believes that the rapid growth of BOSS direct hiring is largely related to its differentiated “direct chat direct hiring” mode. Under this mode, job seekers can have a direct dialogue with the “leader”, which is more in line with the needs of young people seeking jobs online.
The report also provides an in-depth analysis of the development of the recruitment industry and the characteristics of job seekers. According to the report, with the continuous upgrading and transformation of domestic industries, the development of new forms of business has generated more employment and labor demand. Changes in market demand are also forcing recruitment platforms to continuously upgrade technological capabilities such as artificial intelligence and big data to improve the efficiency of talent job matching and service quality.
Job hunting mode accelerated online, and Boss Zhipin took the lead in usage frequency and daily active users
Data from the Ministry of Human Resources and Social Security show that the number of new jobs in the first and second quarters of 2020 is significantly lower than that in 2019, mainly due to the influence of the epidemic. Most enterprises are in an unstable state, and employees are less willing to change jobs. At the same time, college graduates have been delayed in finding jobs because they can’t go back to school.
In the face of environmental and epidemic uncertainties at home and abroad, the state has adopted a series of policies to guide and support entrepreneurship and innovation, actively explore opportunities in the digital economy and platform economy, strengthen the implementation of policies such as tax incentives and social security subsidies, and improve measures to further promote employment.
By the third and fourth quarters of 2020, as the employment situation of college graduates gradually recovers and a large number of overseas students return to China to find jobs, the number of newly created jobs in urban areas will gradually recover. In the fourth quarter of 2020, the number of new urban jobs increased by 12.9 percent year on year.
Against this background, many offline job fairs will be cancelled in 2020, and a large number of job hunting models will be switched from offline to online, boosting the development of the online recruitment market, according to the report. Aurora Big Data shows that online recruitment platforms have entered a period of rapid growth since March 2020.
Among them, Boss Zhipin has been used about 80 times per capita since April 2020, which has always maintained a high level and nearly doubled that of the second place. According to the survey of college students, Aurora Big Data draws a conclusion that this is largely related to the “direct chat and direct recruitment” mode adopted by BOSS Direct Recruitment, which eliminates a lot of redundant links and enables direct dialogue between recruitment and job seekers, which is more acceptable to young people.
From the point of view of the daily active users of various applications, Boss Zhipin has ranked first since May with more than 3 million daily active users. Although there are certain fluctuations in July and August during the off-season of job hunting, it still maintains the first place.
Job seekers are more concerned about job resources, with more than half of users believing that online interviews are more efficient
From the aurora large data, post resource abundance is the most high-profile job seekers to use online recruitment software factors, the second is the position recommended and their compatibility, in addition, job answering questions/interview training/resume optimization to guide and query compensation and competitiveness analysis is mobile Internet users attention high point.
As for “cloud interview” and “cloud job search”, which have become popular under the epidemic, the report shows that the overall acceptance of users is relatively high. 54.8% of users think online interview is more efficient, 23.7% think it is similar to offline interview, and 21.5 percent think online interview is less efficient and better than offline interview.
In terms of geographical distribution, the report shows that Internet job hunting is more popular in first-tier cities and new first-tier cities.
To be specific, new first-tier cities accounted for the highest proportion of job seekers, accounting for 40 percent, while first-tier cities and second-tier cities both accounted for 27.9 percent. The percentage of job-seeking users in both first-tier and second-tier cities was 27.9 percent.
From the perspective of gender distribution, males account for 58.9% of Internet job-seekers. In terms of age distribution, Internet job-seekers are mainly aged between 25 and 34, with users aged between 25 and 29 accounting for 34.1 percent, slightly higher than those aged between 30 and 34.
In addition to online recruitment apps, “renting an apartment” and “catering and delivery” are the most urgent needs of job-seekers. In terms of real estate service preference, job-seeking users have a high demand for APP of buying/renting a house; In terms of catering service preference, the coverage rate of meal ordering APP is relatively high.
The improvement of demand promotes the optimization and upgrading of recruitment platform, and the accurate matching of big data becomes the mainstream
The job market is known as the “economic barometer”. When the economy is growing rapidly, more jobs will be created. Statistics show that every 1% increase in GDP can create about 2 million new urban jobs. Accordingly, recruitment platform activity will also rise.
Reviewing the development history of China’s online recruitment industry, we have experienced three historic opportunities. In 2000, the recruitment industry just started to become Internet-based, coincidentwith China’s entry into the WTO, the scale of investment and export would further expand, creating more job opportunities, and the online recruitment platform ushered in a wave of development dividends.
In response to the global financial crisis in 2008, the government launched the “4 trillion yuan” plan. Thanks to the flooding, China’s economy has grown rapidly and the online recruitment industry has grown rapidly. In 2014, the policy of “mass innovation, mass innovation” and the Internet wave brought opportunity growth to the online recruitment industry once again.
According to the report, in recent years, under the background of China’s economic shift to high-quality development, strengthening the national strategic scientific and technological strength, and enhancing the independent and controllable ability of the industrial chain and supply chain, the job market is also changing accordingly. In the future, China’s job market will further upgrade and transform, and “talent flow” will be allocated in a scientific way, just like “capital flow” and “information flow”.
As a connector between job-seeking and recruitment in the employment ecology, recruitment platforms, driven by new technologies and new models, need to utilize Internet technologies such as artificial intelligence, big data and natural language processing to optimize the quality of man-post matching and improve the efficiency of human resources allocation in the whole society.
People in related industries believe that the new generation of recruitment platforms represented by Boss Zhipin have started to launch competitive analysis and salary inquiry based on big data to further empower job seekers and recruiters under the mode innovation. In the future, the recruitment industry is expected to continue to drive technological innovation to “make job hunting and job hunting less difficult”.