100% of companies have fallen into the trap of private domain teams

This article mainly talks about the pitfalls of private domain teams that most companies have encountered. It first analyzes the dilemma of private domain talent and then analyzes the recruitment standards of companies. This article is suitable for people in companies or those who are interested in private domain teams.

I have also communicated with many friends recently. In addition to business and operation issues, the most frequently asked questions are about the talent team, such as:

It is difficult to recruit talents in the private sector. Are there any tips?

How to tell the true level of job seekers in the market?

What team size is needed to match the different stages of a company’s private domain business?

The golden September and October recruitment season is just around the corner, and today, based on our previous project consulting experience, let’s talk about how companies can build a good private domain team.

1. The dilemma of private domain talents: Why is it so difficult to find talents in the private domain?

Although the current market environment is full of difficulties and companies are constantly facing challenges such as "reducing costs and increasing efficiency", "layoffs", "unemployment" and "salary cuts", the demand for talent in related positions in the private domain is showing a rapid growth momentum.

According to the survey data released by Jianshi and 51job, in 2023, the demand for private domain talents in the market will be around 1.5 million; private domains are no longer exclusive to big cities, and more companies in third- and fourth-tier cities have begun to release recruitment needs for private domain positions; positions with a monthly salary of more than 10,000 yuan account for the largest proportion, showing that companies are paying more and more attention to private domain operations. Now there is a clear shortage of private domain talents in the market. In fact, in addition to this reason, there are many other reasons that make it difficult for companies to recruit people.

1. HR does not understand the business

We often hear many business leaders complain: HR recruits the wrong people; their resumes look good, but they are completely incompetent for the job and instead become a burden.

The reason is that many HRs do not understand the private domain-related business at all, do not understand the strategy to the architecture, and cannot correctly judge whether the talents are suitable for the company, resulting in wrong recruitment.

2. The conditions offered by the enterprise are not competitive

Too many companies say they are eager to recruit talented people, but when they actually meet outstanding talents, the conditions they offer are really poor. Especially for traditional companies, they always want to spend little money to achieve great things, and the conditions for recruiting are extremely strict. It would be a miracle if they can recruit outstanding talents.

3. Geographical factors

According to the survey, the top five cities that pay the most attention to private domains are Guangzhou, Shanghai, Beijing, Shenzhen, and Hangzhou, which means that the corresponding private domain talents are also concentrated in these cities.

Therefore, if the city where your company is located is not attractive, it will be more difficult to recruit scarce private sector talents, especially managers. Not being able to choose the best is like choosing a "general" from a group of "dwarfs". You can only choose the right one.

4. Outstanding talents prefer new consumer brands

In the past two years, various new consumer brands have continued to emerge. Compared with traditional companies, these brands are more pursuing speed, like self-iteration, and attach great importance to private domains.

This kind of environment is undoubtedly very attractive to private domain talents. Not only does it provide greater room for development, but it also makes it easier to produce corresponding data and results.

Although it is difficult to recruit people, it does not mean that we have to lower the job requirements. On the contrary, we should tighten the standards. Because private domain work is directly facing consumers, a mistake or a mistake may cause a huge crisis.

2. What are the criteria for recruitment and assessment?

So how do companies deal with the current talent dilemma?

1. Do a good job of recruitment and assessment first.

Take the example of the head of private domain. We had a consulting client for a maternal and infant brand who planned to recruit a private domain manager to be in charge of the entire private domain team at the beginning of the consumer strategy project.

However, in the actual recruitment process, many problems were discovered, such as insufficient budget to attract outstanding talents; the talents recommended by headhunters were not very strong, etc.

Therefore, we gave specific suggestions and ideas to solve their problems.

The problem of insufficient budget and inability to attract outstanding talents is actually a money problem. In addition to fixed work and benefits, some incentive clauses can be designed according to the company's own situation. If the private domain performance is outstanding, more bonuses can naturally be given.

The problem of the talents recommended by headhunters being undervalued: Many people will ask about some practical cases and methodologies when interviewing traders. In fact, as long as there are successful cases of peers and some data, the private domain methodology can definitely be said, making it difficult for the interviewer to distinguish the truth from the false.

So you can ask about team management or financial aspects. A qualified trader needs to know how much profit the entire private domain brings to the company.

You must be well aware of the composition of the overall private domain GMV, product costs, operating expenses, logistics costs, and team salaries and bonuses.

In addition to the person in charge of the private domain, companies that build a private domain from scratch also need to recruit for positions such as content, planning, operations, and data analysis. They require a complete set of systematic job responsibilities and standards to avoid wasting costs on recruiting.

Of course, clarifying job responsibilities can only help us screen qualified talents as much as possible. We cannot guarantee that the entire private domain team can continue to operate efficiently in the future, so the assessment system after entering is very critical.

2. How to formulate assessment criteria?

Let’s take an example of a company I serve.

A clothing company, they already had a relatively complete private domain team at the time. The team members included content, planning, and operations, so it should be said that there was no shortage of manpower, but the actual output effect was not ideal. The weekly content was only quantity but not quality, and private domain sales had not made any breakthroughs.

After a round of investigation and understanding, we found that there were major problems with the company's assessment system.

The boss is too busy with business to lead the team directly, and the person in charge of the private domain lacks implementation experience and cannot accurately extract the assessment points for each position.

As a result, the existing assessment indicators only stay at the job function level, and no KPI indicators are formulated. This makes it impossible for the company's top management to accurately evaluate the core capabilities of team members, and thus cannot better optimize the management team.

To address this issue, we developed a complete KPI and OKR assessment system based on their team organizational structure and overall private domain business.

After clarifying the assessment indicators, the company can quickly determine whether the core capabilities of team members meet the standards. Employees themselves are also motivated to do their jobs better, and all content output and operational actions also bring practical benefits to the company.

This is why it is necessary to establish recruitment and assessment standards. I believe that the above problems are not isolated cases, and most companies will face them.

What if you don’t know how to recruit people in your private domain?

Don’t know how to set assessment standards?

Not sure how to motivate your team?

All of this needs to be formulated based on your company's own situation and team situation. You can't learn it by just reading articles online.

It is better to practice it once than to read 1,000 articles.

Author: Yan Tao San Shou WeChat public account: Yan Tao San Shou