BOSS Zhipin Competitive Product Analysis

The online recruitment industry now has a large market size and many recruitment products. This article takes the three products of Qianchengwuyou, Zhaopin.com and Bosszhipin.com as the analysis objects, and analyzes the similarities and differences of the three products from five aspects: market background, strategic level, function, structure and user experience process.

1. Purpose of Competitive Product Analysis

This article selects three products, namely 51job, Zhaopin.com and Boss Direct Hire, as the analysis objects, and analyzes the similarities and differences of the three products from five aspects: market background, strategic level, function, structure and user experience process, in order to understand the development status of the products and improve individuals' ability to write competitive product analysis reports.

2. Market Analysis

1. Market Macro Analysis (PEST)

(1) Political environment

• On July 28, 2020, the "Opinions of the General Office of the State Council on Supporting Multi-channel Flexible Employment" broadened the development channels of flexible employment and increased support for flexible employment security.
• On December 9, 2020, the "Notice of the General Office of the State Council on the Construction of the Third Batch of Mass Entrepreneurship and Innovation Demonstration Bases" promoted the characteristic, functional and professional development of mass entrepreneurship and innovation demonstration bases.
• On August 23, 2021, the State Council issued the "Notice on Issuing the 14th Five-Year Plan for Employment Promotion". During the 14th Five-Year Plan period, more full and higher-quality employment should be achieved.
• On October 12, 2021, the "Guiding Opinions of the General Office of the State Council on Further Supporting College Students' Innovation and Entrepreneurship" will enhance college students' innovation and entrepreneurship capabilities, optimize the innovation and entrepreneurship environment for college students, and promote the implementation of fiscal and financial support policies for college students' innovation and entrepreneurship.

According to the entrepreneurship and employment-related policy documents of the past two years compiled on the national government website, we can see that the country encourages and introduces policies to support mass entrepreneurship, and for employment issues, the country improves employment services and expands employment channels.

Summarize:

• The government encourages and supports entrepreneurship, increases employment security and improves the quality of employment. The policy has promoted employment and created more jobs.
• Due to the impact of the epidemic in 2020, many small and medium-sized enterprises went bankrupt. With the support of national policies, more and more enterprises will be reborn, and the demand for talents will continue to increase.
• In terms of employment, due to the impact of the epidemic causing many people to lose their jobs, the country has adopted policies such as flexible employment and job security. There may be a wave of job hunting after the epidemic.

(1) Economic environment

① Overall economic environment

Since 2020, although my country's economic development has been affected by the COVID-19 pandemic, the overall development has been stable. In 2020, my country's GDP exceeded 100 trillion yuan, a real increase of 2.3% over 2019. The growth rate has slowed down and stabilized in the past five years, maintaining positive growth. In 2020, service industry production was severely affected by the epidemic and showed negative growth, but gradually increased as the economy recovered. (Source: iResearch)

Summary: China's economic development has generally shown a steady growth trend, creating a stable environment for the recruitment industry.

② Market size of online recruitment industry

Affected by the epidemic, the market size of China's online recruitment industry in 2020 was 10.8 billion yuan, a year-on-year increase of 0.9%, basically the same as in 2019. According to iResearch Consulting, the recruitment industry market size is expected to continue to grow as the economy recovers.

Summary: China's online recruitment industry has a large market size. Although it has been severely affected by the epidemic, it still maintains positive growth, and the market size will continue to grow as the economy recovers.

(3) Social environment

① Large labor force base

According to data from the National Bureau of Statistics, my country's labor force population has remained at around 810 million in recent years, with slight fluctuations, and increased by 0.72% year-on-year in 2019. On May 31, 2021, the Political Bureau of the CPC Central Committee held a meeting to review the "Decision on Optimizing Birth Policies and Promoting Long-term Balanced Population Development" and pointed out that in order to further optimize the fertility policy, a policy allowing a couple to have three children and supporting support measures should be implemented. It can be predicted that the number of labor force in my country may continue to grow in the future.

Source: National Bureau of Statistics National Data Network

Summary: China has a large labor force population with a growing trend. A large number of workers entering the workplace has added new vitality to the recruitment market.

② Number of employers

According to data from the National Bureau of Statistics, the number of enterprises in my country continued to grow from 2014 to 2019, among which private enterprises grew rapidly. It increased from 7.266 million in 2014 to 18.922 million in 2019. The rapid growth in the number of enterprises has stimulated the continued growth in demand for talent and created more employment opportunities for job seekers. Due to the epidemic in 2020, the demand for employment in enterprises was affected and reduced. However, in 2021, as the epidemic is brought under control, the economy gradually recovers, and various industries resume work and production, the demand for employment will gradually increase.

Source: National Bureau of Statistics National Data Network

Summary: The number of employers in China continues to grow, especially the development of private enterprises, which has huge demand for employment.

③ Number of job seekers

According to data from the National Bureau of Statistics, my country's employment scale reached 750 million people. Due to the epidemic in 2020, the number of employed people decreased slightly compared with 2019, but it tended to stabilize overall, among which the number of urban employees maintained a steady growth.

Judging from the size of college graduates, the graduate population continues to grow, with the number of graduates reaching 8.74 million in 2020, an increase of 4.8% compared with 2019.

Summary: China has a large employed population and a growing number of college graduates with great employment needs, so the user base will continue to grow.

(4) Technological environment

With the development of the fifth generation of mobile communication technology, namely "5G", the Internet of Everything has been realized. The characteristics of large bandwidth, high reliability and low latency of 5G networks can not only provide support for application scenarios such as smart medical care, smart energy, smart transportation, industrial Internet, etc. that rely on the development of the Internet, but also assist in the digital transformation of the industry, thereby giving rise to more job recruitment needs.

According to iResearch Consulting data, the penetration rate of mobile devices in my country reached 113.9% in 2020. The popularity of mobile devices has created basic conditions for the online recruitment market.

2. Industry background analysis

The ecosystem of online recruitment in my country is basically stable. Against the backdrop of the coexistence of diversified recruitment models, a "big and comprehensive" ecosystem has gradually formed among 51job.com, Zhaopin.com, and Boss Direct Hire. The three major recruitment platforms are constantly improving the product matrix supporting job search and recruitment services.

The top three online recruitment apps in my country in terms of average daily number of independent devices are 51job, Zhaopin.com and Boss Direct Hire. The three have been rising steadily with basically the same trend. The gap between other platforms and the top three is large, and a gap has emerged.

Summarize:

my country's online recruitment industry consists of specialized and sophisticated niche platforms and comprehensive recruitment platforms, sharing the market;

The ecological environment of my country's online recruitment market has basically stabilized. The market competition is mainly concentrated in the three leading platforms: 51job, Zhaopin.com, and Boss Direct. Other platforms are competing under the three major platforms, and the market competition is fierce.

3. Competitive product selection

4. Strategic Level Analysis

1. Comparative analysis of product positioning

(1) 51job.com

As one of the earliest online recruitment platforms in China to adopt a comprehensive recruitment model, the services it provides are divided into two parts: C-end business and B-end employer business. Here we mainly analyze its C-end business.

The C-end service groups of 51job.com include white-collar workers, workplace elites, Internet talents, students, and urban service providers.

It has comprehensively deployed targeted products based on the above population segments, such as "Fresh Graduate Job Hunting" for students, "Worry-Free Elite" for mid- to high-end talents in the workplace, and "51miduoduo" for urban service providers. The product layout channels cover PC, mobile APP and H5 pages.

Comprehensive platform + vertical services, constantly improving product layout and technical means, gradually transforming from an online recruitment platform to a more advanced form of human resources service platform.

Data source: iResearch/iResearch Consulting

(2) Zhaopin.com

As a leading comprehensive recruitment platform in the online recruitment industry, we rely on big data and AI technology to create a human capital ecosystem and build distinctive "3 to the power of 3" business.

With students, white-collar workers and high-end experts as the core users, we have achieved a closed loop of product services from career assessment, recruitment to education and training, and deployed channels covering PC, mobile APP and offline.

Targeting the student group, we integrate resources from universities, students, and media, work closely with enterprises, connect students and enterprises, and build a platform for college students' job hunting and career development.

Data source: iResearch/iResearch Consulting

(3) BOSS Direct Hiring

The product adopts a decentralized job search method with the slogan "I want to talk to the boss when looking for a job" and is based on the social methods of young people. Job seekers can chat with hiring bosses anytime and anywhere just like using WeChat. It provides a direct communication platform for employers and job seekers.

With white-collar and blue-collar workers as the core users, the channels are laid out to cover PC and mobile APP. The product cooperates and communicates with the "Kanzhun" platform to realize a closed-loop service for C-end job search services from understanding the company's background to recruitment and on-the-job placement.

Technically, it is driven by data algorithms, which improve the efficiency of matching job seekers and positions through algorithm recommendations and searches, thus achieving "accurate recruitment".

Data source: iResearch/iResearch Consulting

Summarize:

• Zhaopin.com has deployed its product matrix based on the "comprehensive platform + vertical service" model according to population segmentation. Its products and services are extensive, covering a wide range of people and a large user base.
• Zhilian Recruitment focuses on three groups of people and covers a large population. Its “3 to the power of 3” product layout creates an industry closed loop from recruitment to employment, and its business is mature.
• BOSS Direct’s job-hunting method of algorithm matching + direct communication conforms to the social habits of modern young people, making the job-hunting model more “younger”.
• From the perspective of product layout, the product matrix of 51job and Zhaopin is complete and mature, and there is still room for development of other product services besides the core recruitment services of Boss Direct.
• From the perspective of channel layout, compared with the other two, Boss Direct Hire can tap into offline channels to bring more development opportunities for its products.
• From the perspective of core user groups, there is overlap among the three core users, but Boss Direct’s job-seeking approach is more youthful and more attractive to students and white-collar workers.

2. User analysis

(1) Geographical distribution

Data source: Baidu Index

Through the Baidu search index, we can analyze that Boss Direct Recruitment users are mainly concentrated in first-tier and new first-tier cities; 51Job users are mainly concentrated in first-tier coastal cities in the south; Zhaopin users are widely distributed geographically, including first-tier, new first-tier, and second-tier cities.

Judging from the daily average search index, Boss Direct Recruitment>51Job>Zhaopin.com, from which we can infer that the number of Boss Direct Recruitment users is growing rapidly. However, 51job and Zhaopin.com were established earlier and their user base has already reached a certain scale. Compared with Boss Direct, the user growth rate has slowed down.

(2) Age distribution

Data source: Baidu Index

According to Baidu Index data, the core users of Boss Direct, 51Job and Zhaopin are between 20 and 39 years old. Compared with the other two platforms, Boss Direct has more young people aged 20 to 29 and fewer middle-aged people aged 30 to 39. The gender ratio of the three is basically the same, with the ratio of male and female users being approximately 60% and 40%.

Based on the fact that the average age of undergraduate graduation in my country is 22 to 23 years old, it can be inferred that most of the young job seekers aged 20 to 29 are college graduates who have just graduated or are about to graduate, as well as white-collar and blue-collar workers with certain work experience. The middle-aged group aged 30 to 39 has rich work and career experience and is considered mid- to high-end talent in the workplace.

Summarize:

Through the analysis of user geographical distribution, it can be seen that the core job-seeking group aged 20 to 39 works in first-tier, new first-tier and second-tier cities. The reasons may be:

• Opportunities: Big cities have more job opportunities. Leading companies in all walks of life will set up their headquarters in big cities, where there are abundant resources, abundant opportunities, and larger platforms.
• Salary: Although the cost of living in big cities is high, the salary is much higher than that in small cities;
• Living conditions : The economy of big cities is developing rapidly and their supporting facilities are complete, such as medical care, education, public transportation, cinemas, parks, etc. Big cities have better conditions in these aspects.

Based on the analysis of geographical distribution and age distribution, it is further demonstrated that Boss Direct Recruitment's core users are students, white-collar workers, and blue-collar young people in first-tier and new first-tier cities. However, 51job and Zhaopin.com are more popular among middle and high-end talents aged 30 to 39.

The reason for this situation may be that Boss Zhipin’s “direct job search chat” is more in line with young people’s social habits, so it is more popular with young job seekers. However, 51job and Zhaopin.com started earlier, have abundant resources from various large companies and enterprises, and have many mid- to high-end positions, which greatly attracts middle-aged professionals with rich experience and abilities.

3. Boss Direct Hiring User Demand Analysis

According to the core user characteristics of Boss Direct Hire, the job-seeking needs are divided into college students and newcomers to the workplace (white-collar and blue-collar).

Through the analysis of user characteristics and needs, several problems can be found:

• The ratio of male and female users of the app is unbalanced, with more males than females;
• Most users are concentrated in first-tier and new first-tier cities;
• Internships for college students to determine employment needs;
• Older employed people and middle-aged working people account for a small proportion of users.

In order to increase the user scale and accumulate users, we recommend the following issues:

• Expand female users, focus on female employment, and find incremental points in the female market;
• Explore the enterprise resources in second-tier, medium and small cities and expand the existing user geographical layout;
• Emphasize campus recruitment, pay attention to college students' employment, and explore potential employment groups among college students;
• Deeply integrate corporate resources, enrich positions in various industries, provide more mid- to high-end positions, attract mid- to high-end talents in the workplace, and pay attention to employment for older people.

4. Business model analysis (C-end)

According to the comparison in the above table, 51job and Zhaopin.com have a wider business layout. In addition to online recruitment, both companies also provide headhunting services for individual users. Analyzing the C-end revenue sources, 51job and Zhaopin.com's job-seeking-related value-added paid functions are more comprehensive and include course sections.

As can be seen from the figure, in terms of revenue, Zhaopin's market share reached 34.2% in 2020, accounting for 1/3 of the market share; BOSS Zhipin's market share reached 18.0%.

Summarize:

At present, BOSS Direct has become one of the leaders in China's online recruitment industry.

Its C-end profits mainly come from users' VIP rights charges (resume refresh, competitiveness analysis, priority reminders, resume templates, five-dimensional personality tests, precise message filtering, data reports, identity identification) and direct bean recharge purchases.

Compared with 51job and Zhaopin.com, BOSS Direct's business scope and value-added monetization functions can be further improved and commercialized.

5. Scope layer analysis

1. 51job features

• 51job's products are positioned to create a comprehensive human resources service platform for users. The C-end product functions cover three major modules: career consultation, assessment, job interviews, and vocational training.
• The job classification is comprehensive and detailed, covering all walks of life, and provides five ways to view jobs: by company, latest, nearby, active, and recommended, and there are many jobs.
• In terms of job application, compared with Zhilian Recruitment and Boss Direct Recruitment, it has a "batch application" feature, which allows users to select positions in batches and submit resumes with one click.
• We have put a lot of thought into job seekers' resumes and provide a variety of value-added paid resume functions.
• 51job offers a wide variety of career courses and has set up a "51job Academy" to manage the courses. However, there is still room for improvement in the quality and depth of the courses.
• Zhaopin.com intends to arrange live recruitment and has set up a "live broadcast room", but the content in the live broadcast room rarely contains real recruitment broadcasts, but mostly videos sharing workplace experience issues.

2. Zhaopin.com function

• Zhaopin.com is committed to building a distinctive "3 to the power of 3" human capital ecosystem, with product functions covering career consulting, job interviews, course training, social networking, and live streaming.
• Zhaopin.com focuses on workplace social networking and has set up a "ZhiQ" channel, which covers five major aspects: workplace videos, live broadcasts by workplace experts, workplace issues, professional circles, and course learning.
• Zhaopin.com relies on its technology and user base to create live recruitment. It has a "live" section that specifically provides live recruitment information content. Job seekers can learn about positions, work environment, etc. through live broadcasts, which is highly interactive. At the same time, they can set live broadcast reminders to pay attention to the start time of their favorite positions.
• Zhaopin.com has a platform called “Zhilian Earn Money” where job seekers can look for side jobs or part-time jobs.

3. Boss direct recruitment function

• The product model of Boss Direct Recruitment is "direct recruitment + algorithm", and its functions focus on two major functions: online recruitment and social networking.
• The basic job search functions are complete. Compared with 51job and Zhaopin.com, Boss Direct employs a VIP membership system to provide users with value-added paid job search functions. But the value-added paid functions are not as rich as the other two.
• In terms of job screening, Boss Direct provides a unique keyword screening function, which allows users to filter positions based on keywords that extend from their job-seeking intentions, making job hunting more accurate and efficient.
• The social function content layout is extensive. Users can not only publish, browse, and comment on dynamics (questions, videos, articles, knowledge points, book reviews, etc.), but also conduct professional learning (career experience, encyclopedias, picture guides, company search, interview questions, assessments, live broadcasts, etc.), which reflects Boss Direct's emphasis on social aspects.

Summarize:

The three recruitment products are all comprehensive recruitment models. After years of product polishing, the three products meet the basic job search and recruitment functions and are relatively similar in function. However, depending on the product's business strategy and market operation model, the product's layout and investment in some key business segments will be different. 51job focuses on job search and recruitment + course training; Zhaopin has laid out live recruitment and social circle functions on top of the basic job search and recruitment functions; Boss Direct focuses on job matching efficiency and social function creation.

6. Structural layer analysis

1. 51job framework

The product information architecture of 51job.com is composed of [Home], [Positions], [Messages], [Courses], and [My].

• [Homepage] includes five main functional modules: [Latest Good Jobs], [Nearby Jobs], [Active Recruiters], [Live Broadcast Room], and [Salary Check], which are displayed in the form of icons.
• 【Active Recruiters】Compared with the other two platforms, the active status of recruiters is marked at a higher level. Users can view active recruiters for the positions they are interested in, which improves the efficiency of recruitment submission feedback.
• [Live Broadcast Room] The content is chaotic and mixed, and not vertical. Specifically, there are many and diverse contents, such as recruitment live broadcasts, other content live broadcasts, live broadcast replays, experience interview video sharing, etc.
• [Courses] is set in the fourth position of the first-level navigation bar at the bottom of the homepage. The course content is richly classified, which shows the importance that 51job.com attaches to the vocational training business segment.
• The main content of [My] is value-added services and commonly used tools for job hunting, with more functions compared to other modules.

2. Zhaopin framework

• The product information architecture of Zhaopin.com consists of five modules: [Positions], [Messages], [Job Q], [Site], and [My].
• 【ZhiQ】is the community module of Zhaopin.com, which includes videos, live broadcasts, workplace questions, circles, courses, and the moment, etc., with rich and detailed classifications. Users can browse experience videos shared by experts on [ZhiQ], watch workplace live broadcasts, ask questions and invite experts to answer, join and follow different professions and industry circles, post updates, take courses, etc. The workplace social functions are very comprehensive.
• [On-site] is a live broadcast module created by Zhaopin.com, which has two categories: [Find a job] and [Talk about the workplace]. Compared with the live broadcast recruitment of 51job.com, the [Find a job] live broadcast function is more vertical in content.
• Compared with 51job and Boss Direct, [My] has more functions, mainly including six functions in two parts, "My Job Q" and "Zhilian Earn Money". It can be seen that Zhilian's business function layout is extensive.

3. Boss Direct Hiring Framework

• The product information architecture of Boss Direct Recruitment consists of four modules: [Position], [Got], [Message], and [My].
• The three information modules of [Position], [Message] and [My] are more streamlined compared with Zhaopin.com and 51job.com.
• Boss Direct Hire’s value-added job search services are different from the other two products in that it adopts a VIP membership system.
• 【With】As a community module, it integrates many other functions. For example, in addition to basic asking questions and posting updates, users can use [Youyou] to experience careers, practice interview questions, read job search tips, take career assessments, watch live broadcasts, etc.

Summarize:

The three products are all very mature in terms of product information architecture, and their main functions include job recruitment, message communication, and value-added services. Due to their product positioning, the product information architecture of the three is different.

From the functional structure of Boss Direct Hire, we can see that the APP is relatively simple as a whole, with comprehensive functions and clear hierarchy.

But some details are lacking, for example, the labels [My - My Online Resume] and [Common Functions - Online Resume] are repeated;

The middle level of [My-Online Resume-Generate Attached Resume-Resume Template] is a bit cumbersome. If it is optimized to [My-Online Resume-Resume Template], it will be more concise and avoid label duplication with [Common Functions-Attached Resume];

[With] modules, there is a lot of content and functions, which makes it very complicated. I personally think it is like a circle of friends, but it also has the shadow of course learning, "half community and half learning". I hope it can continue to be optimized.

VII. Comparative Analysis of Core Functions and Information Display

1. Job application process and user experience

Job search process for three apps:

Overall, from the perspective of basic process steps, Boss Direct Hire is more concise, and each has its own advantages and disadvantages in resume submission methods.

The job search processes of 51job and Zhaopin are roughly the same. Job seekers first apply for the position and submit their resumes and then communicate; BOSS Direct Hire conducts communication first, and job seekers can submit their resumes only after they have communicated with the company.

During the resume submission process, 51job and Zhaopin.com have a "one-click submission" function. This method of submitting resumes greatly saves job seekers' time in submitting resumes.

From my experience, although the one-click delivery function saves time, there is no response to most positions. Companies that do respond mostly contact by phone, and job seekers cannot get the job and company information in the first place during the phone communication; in addition, the position may deviate from the job applicant's intended position and lack accuracy. This method is more suitable for job seekers who have a general goal and like to "cast a wide net".

You can submit your resume only after communicating with BOSS Direct Hire, and most message replies are done on the app. In this way, job seekers have a clear understanding of the positions and company information, but they are forced to communicate in order to submit their resumes and exchange contact information. On the one hand, if job seekers wait a long time for a reply, they may miss out on their ideal positions. On the other hand, company human resources need to reply to each one, which puts pressure on the company's recruitment. This method is more suitable for job seekers who have clear goals and want to understand the job accurately.

2. Home page design and functionality

The homepages of Boss Direct and Zhaopin.com display job information, while 51Job displays corporate information.

The homepages of the three apps all have a search function, which meets the needs of job seekers to search for positions and companies. The difference is that the search bar of 51job and Zhaopin.com is at the top, while that of Boss Direct is in the upper right corner.

In the job display on the home page, Boss Direct Recruitment directly presents the intended positions in one step, reducing user operations.

The job lists of the three apps have clear hierarchies from top to bottom, with accurate job labels (work experience, education, skills), prominent salary amounts, recruitment addresses, and company names, meeting users' experience matching needs, salary needs, and other personal recognition needs.

In the homepage interface structure, 51job and Zhaopin display advertisements or other projects, while Boss Direct displays job information, and its visual interface and information functions are simpler. From this, we can see that 51job and Zhaopin focus on marketing corporate value-added services and commercializing them, while Boss Direct is currently more focused on solving users' job search and recruitment needs and has not yet achieved large-scale commercialization.

3. Message function

In terms of the overall design of the message interface, Boss Direct Hire uses a larger font size, fewer function labels, and a simple and clean layout, which is more in line with the appetite of young people.

After using them, I found that none of the three apps have the function of batch processing messages. The ultra-fast processing/all read functions can only process unread messages and eliminate red dots. It is recommended to add a batch deletion function to meet users' needs for batch processing and deleting spam messages.

4. Chat Function

In the chat interface, all three apps provide job introductions and message reading status, satisfying users’ needs to view job information in real time and follow communication progress.

In terms of communication methods, Boss Direct Hire offers more features than 51Job and Zhaopin.com. In addition to text communication, it also includes voice and voice call functions, which shows that its direct chat function has been developed and improved.

The job search process of 51job and Zhaopin.com adopts the method of submitting resume first and then communicating. The chat interface function can be used actively, while the functions above Boss Direct Hire require communication between both parties before they can be used. Not being able to proactively exchange phone numbers or WeChat accounts satisfies the need for companies to avoid harassment when screening resumes, but not being able to proactively submit resumes may affect job search efficiency due to untimely communication between the two parties.

It is recommended that Boss Direct Hire can actively use the resume submission function during communication.

8. SWOT Analysis Summary

1. SWOT analysis

(1) Strengths

• The job-hunting method of direct communication is in line with the social habits of modern young people. The job-hunting model is more "young" and more attractive to students and white-collar workers.
• Technically, algorithm recommendations and searches improve the efficiency of matching job seekers with positions, making recruitment more accurate.
• The number of young users is growing rapidly.
• The "Youyou" community function has greatly improved user stickiness.
• VIP membership system, without too many paid functions.

(2) Weaknesses

• Horizontal functions are not perfect, such as workplace courses, live recruitment, campus recruitment and other functions, which cannot meet the needs of some users.
• Job seekers cannot submit resumes proactively. They need to communicate with each other before they can submit their resumes. If communication is not timely, job seekers may miss their ideal positions, thereby reducing recruitment efficiency.
• Some functions are complicated, labels are repeated, and details need to be optimized.
• It is not attractive enough to middle-aged people and older professionals in the workplace.
• The gender ratio of users is unbalanced.
• It has not yet been commercialized on a large scale.

(3) Opportunities

• National policy support.
• The number of corporate employers increases year by year.
• The number of our graduates and international students increases year by year.
• The direct chat method of job hunting is more attractive to students and white-collar workers, and the number of young users is growing rapidly.
• The development of the fifth-generation mobile communication technology "5G" and the surge in the penetration rate of mobile communication equipment in my country have created favorable conditions for online recruitment.
• Young people change jobs frequently.

(4) Threats

• There is overlap in the core users of the three products, resulting in fierce competition.
• Competition and contest with other job search products.
• Various costs, such as advertising and marketing, venue rental, and employee salary increases, have led to a surge in the cost of acquiring new users.

2. Summary

Compared with Chengwuyou and Zhaopin.com, Boss Direct has a shorter development time but is developing rapidly. "Direct chat + precise matching" is the foundation of Boss Direct Hire, and we must always adhere to it. It is suggested that in the future, details of related functions can be optimized, duplications can be simplified, customer needs can be kept up to date, and attention can be paid to student employment and female employment. In addition to core recruitment, we need to find ways to retain more users and high-quality workplace content so that job seekers will stay after the interview.

Author: Wangzai3120

Source: Wangzai 3120