In the golden months of March and April, a copywriter working on a job search APP was randomly killed

In the peak recruitment season of March and April, many job-seeking apps are eager to try, hoping to attract more job seekers with their unique advertisements or "approachable" copywriting. What are the advantages and disadvantages of these job-seeking apps in terms of publicity? This article will reveal the answer to us.

The spring breeze is blowing, and it is the annual peak job-hunting season of "March and April".

During this period, there are companies with recruitment needs on one side and job seekers who want to get better offers on the other side. Therefore, for job search apps on the market, it is also a critical moment to increase daily activity and market themselves.

As early as when work resumed after the holidays, TOP Jun discovered the conspicuous package "BOSS Direct Hire" on his commuting route. It invested heavily in multiple subway stations, trying to attract every passing passenger through a multi-scene layout.

So today, let’s take a look with TOP at this year’s golden job-hunting season and see how job-hunting apps are rubbing shoulders with each other, competing to grab the C position!

1. Which job advertisement is better?

1. BOSS Direct Hiring: Find a job and talk directly

Let’s first take a look at what actions BOSS Direct Recruitment has taken that have been trending the most?

BOSS Direct Hire Subway Advertisement

BOSS Direct Hire chose to focus its advertisements on subway stations with heavy traffic in cities such as Beijing, Shanghai, Guangzhou and Shenzhen, passing through the world of every commuter in a comprehensive and comprehensive manner.

In addition to the large number of posters that read "Talk about jobs directly when looking for one", the subtle design of the perspective of workers' mumbling and the subway handles played a role in grabbing the center position.

Meet the boss

I ran into my boss in the elevator. I knew him, but he didn’t know me…

Careful, decent, communicative, salute to my amazing self

I felt a little embarrassed when I saw the words. People at the bottom of the workplace work diligently and conscientiously, but they cannot escape the feeling of being a screw-like existence.

Typos

In 5 hours, I wrote a pickaxe

More than 3,000 words, not a single typo...

Keep up the good manners and pay tribute to my amazing self

It takes 5 hours to finish writing the manuscript without any typos. This may be the ideal state for many writers (not really). However, in order to increase the drama, the poster deliberately draws a wavy line under the word "镐".

Sing

When a person is in the car, he will sing the song to himself

Sing whenever you want, sing loudly

Salute to my amazing self

On the way home from get off work, my mood is free, my soul is empty, and it is really happy to be alone in my own world.

Customer News

The customer sent 4 voice messages of 59 seconds each

4 minutes and 5 seconds later, I replied: OK...

Stay patient and salute my amazing self.

It is hard for workers not to be shocked by the series of messages from customers. After simply understanding the customer's needs, they should calculate the time and reply to the other party calmly.

Make a table

I learned how to make a table and found a very thoughtful tutorial.

Keep learning, and pay tribute to my amazing self

Learning by coding is the learning attitude of modern workers. If they don’t know anything, they will choose “Little Red Book”. Great, I have mastered another skill!

do the laundry

After thinking about it, I picked out the white clothes and washed them separately...

Practice principles and pay tribute to my amazing self

If you want to prevent the clothes from bleeding, you should pick out the white clothes from the pile of clothes before starting the washing machine! Great, I put the principle into practice again...

Nail Art

I think this set of manicure is very beautiful. Coincidentally, the customer thinks so too...

I can make money with my skills, paying tribute to my amazing self

It turns out that I am still in the role of serving others. But it doesn’t matter, being able to make the side business bigger and stronger is the most practical comfort for workers.

Cleaning

I got rid of the last strand of hair, looked at the shiny clean floor, felt great, and earned 120 yuan...

Good at restoring order, paying tribute to my amazing self

Although chaos is the norm in life, when you pick up a rag on a day off and decide to tidy up your home, the house and your mind are "purified" and happiness becomes concrete.

Have a meal

Today at noon, my colleagues were waiting for takeaway food.

I'm going to heat up the food I brought...

Be self-reliant, paying tribute to my amazing self

Bringing food to the table tests both cooking skills and perseverance. Here’s a tribute to every hardworking person who brings food to the table.

get up

Every day, I get up before the alarm rings for the third time.

JUST started IT, paying tribute to the amazing me

Endless nights, phones that can’t be put down, and beds that can’t be gotten out of the next day, the stubborn workers just have to stay awake until the last second amid the repetitive alarm clock sounds!

It can be seen that the copywriting of BOSS Zhipin's subway advertisement reproduces the voices of many workers, from the workplace to life. And in the exquisite illustrations, there are also hidden mysteries, because a more comprehensive essay on inner drama has been perfectly embedded in the background picture or details.

In addition to the eye-catching and vivid copywriting, BOSS Direct also proactively emphasized the value of workers, "paying tribute to the amazing myself."

However, although this set of copywriting has established a firm foothold in terms of interactivity, it lacks some relevance to the APP slogan "Find a job and talk directly".

2. Zhaopin.com: "Looking for a job is fast at Zhaopin.com"

Compared with BOSS Zhipin’s slightly anxious scenario marketing, Zhilian Zhaopin’s content is simpler, and it works with Dapeng, the spokesperson officially announced before the festival, to bring visual information retention.

Zhaopin subway advertisement

"Looking for a job, go to Zhaopin.com, it's fast" is the new slogan launched by Zhaopin.com at the end of January. For enterprises and job seekers, "fast" should be the common demand of both parties. One party is eager for talents to join, and the other party hopes to find a desired job quickly.

After the holidays, Zhaopin.com will widely place advertisements with prominent slogans, good job recommendation officers and pictures of well-known companies in subway stations and bus stops. It will also simultaneously broadcast the latest brand advertisements on large screens in passenger elevators and subway transfers, focusing on conveying the core point - "find a job quickly."

3. 51job.com: Find a job quickly, accurately and stably!

After the New Year, 51job will join hands with the soon-to-be-released animated film "Kung Fu Panda 4" to bring good luck to workers in the new year.

After eight years, the Dragon Warrior returns again. 51job.com has combined the IP images of the familiar Po and the new protagonist Zhen in the new work to reproduce the cute and cool graphic images in the poster. Taking Kung Fu as the starting point, the platform slogan "Find a job quickly, accurately and steadily" is shouted out, and it is implanted in some subway stations at the right time.

4. Maimai: Instead of looking for big companies, it is better to go to Maimai and find a substitute for big companies.

Maimai has been quietly doing great things. Not only has it carefully produced the "Job Cost-Effectiveness Test" to provide a new reference for job hunting in the Internet era, it has also thoughtfully launched the 2024 "Big Factory Replacement" company recommendation list.

Maimai 2024 "Big Factory Replacement" Company Recommendation List

When work enters the era of cost-effectiveness, what are the advantages of big factory substitutes? Maimai gives its answer through a series of posters.

Maimai "Big Factory Substitution" poster

Turn you into a cow instead of a cow, human relationships and human accidents... Maimai uses strong contrast and copywriting that is easy to resonate with people to briefly and vividly explain the reasons for being more cost-effective. Hard work pays off, physical and mental freedom, treat life well... Maimai also expresses the specific expectations of migrant workers for life and the future.

2. Retain the mind and portray the image, and there are things worth noting outside of advertising

After reading the above wonderful copywriting and poster promotions, TOP also wants to talk about some noteworthy aspects of this job search APP "melee" and summarize three common characteristics.

1. Emphasize platform functions

The first and most striking thing is that each company has unanimously shouted out its slogan and placed it in the most conspicuous position, focusing on portraying the platform's image and highlighting its functions .

Generally speaking, advertising slogans that highlight platform functions have the functions of enhancing user awareness, clarifying user needs, enhancing brand competitiveness and guiding user behavior .

In the context of the golden March and silver April, not only are job seekers in a fiercely competitive environment, but the competition between job seekers and recruiters, the "middlemen" - job seekers APPs, is also fierce. Therefore, using slogans to highlight the advantages of the platform, and then adding points through appropriate content or spokespersons, can we first seize the minds of users and successfully portray the image of the platform.

In the 2023 fourth quarter and full-year financial report released by BOSS Zhipin on March 12, it was disclosed that the company's annual revenue in 2023 was about 6 billion yuan, a year-on-year increase of 61.2%, with an average of more than 42 million monthly active users and 40% more paying customer companies. The annual number of newly added users exceeded 49 million, which is the largest number of new users since the company was founded.

It can be seen that even though the current employment environment is not ideal, there is still considerable room for growth for job-seeking apps. Using advertising slogans to actively explain the platform’s functions is also the first step in establishing a connection with users.

2. A keen insight into social trends

In addition to the conventional outstanding platform functions, job-seeking apps’ keen insight into social trends is an important plus point.

Taking the copywriting of Maimai and BOSS Zhipin as examples, the former is related to the actions of many large companies that choose to reduce costs and increase efficiency and carry out layoffs one after another. It has insight into the obsession and entanglement of many young people about joining large companies, and reversely proposes the topic of #large factory replacement#, giving job seekers new directions and choices; while the latter uses nonsense literature to truly speak out the voices of workers and take in every heartbroken person in the workplace.

When people understand the social trends reflected behind the advertising copy, it is not only an opportunity for the brand to express its concern and attitude towards social issues and demonstrate its own sense of responsibility and humanistic care, but also an important entry point for the target audience to develop a favorable impression, trust and respect for the brand.

3. Special nodes take the initiative

Finally, job-hunting apps seized the important marketing node of March and April and took the initiative .

It can be seen that BOSS Direct, Zhaopin.com and 51Job chose to use subway advertisements, trying to convey brand information with intuitive visual appeal; while Maimai, which excels in community communication functions, chose to discuss and disseminate topics on social platforms.

Indeed, at time points when public attention is more concentrated, advertisers who choose to take the initiative can significantly increase brand exposure, attract the attention of potential users, and increase conversions and daily activity.

However, it should also be noted that excessive exposure may lead to aesthetic fatigue and psychological anxiety among the public. For example, some netizens reported that it was difficult not to feel anxious when seeing overwhelming advertisements for job-seeking apps on the way to work. On the other hand, fierce competition at the same time also made it difficult for less unique content to stand out. For example, some netizens reported seeing advertisements for three job-seeking apps in a subway station. All of these require advertisers to grasp the "degree" .

Author: TopMarketing

Source: WeChat official account: TopMarketing (ID: TMarketing)