Live-streaming recruitment is hot, but chaos is frequent

Graduation season is here again, and livestreaming job promotion has become popular again. In fact, livestreaming job promotion is not new, but there are many chaos in livestreaming job promotion, and there are still many areas that need to be improved. This article summarizes the chaos in recruitment, let's take a look.

This year's graduation season has made live streaming job promotion popular again.

Since June, a live streaming job promotion craze has swept across the country, with Shanghai, Hubei, Henan, Shandong, Hebei and other places launching live streaming job promotion activities for college students.

Recently, the news that Luo Yonghao was recruiting AI algorithm scientists in the live broadcast room also attracted widespread attention. It is understood that the position is provided by the Thin Red Line company founded by Luo Yonghao in 2022, mainly in the field of AR. Netizens can directly upload their resumes in the live broadcast room to apply.

This special product was also snapped up after it was put on the shelves. The relevant person in charge of Make Friends revealed that after the live broadcast ended, more than 1,000 resumes were received in less than one night, with degrees from Tsinghua University, Peking University, Fudan University, Jiaotong University and Ivy League schools, and the winning rate for talents was less than one in a thousand.

While everyone is lamenting the fierce competition and high job-hunting pressure, many people are also curious about the new form of recruitment such as live broadcast recruitment. "Recruitment in the live broadcast room is very interesting" and "This is how recruitment should be in the new situation," some netizens said.

In fact, live streaming is nothing new. In 2020, due to the epidemic, offline recruitment was not possible, so online recruitment platforms such as 51job and Zhaopin launched live streaming recruitment functions in 2020 and 2021.

Last year, short video platforms began to enter the recruitment market.

First, Kuaishou launched the "Quick Recruitment" app for blue-collar workers at the beginning of last year, claiming that it would do "live streaming to bring jobs" in addition to live streaming to sell goods; then in May last year, Feishu launched people to connect human resources modules such as OKR, personnel, recruitment, and performance, and then connected the recruitment system with Douyin, achieving the purpose of attracting traffic by mounting job links in Douyin's live broadcast room.

During this year's graduation season, Taobao launched an exclusive "Tao Ge Hao Offer" venue for graduates and young people, where users can "order" job opportunities with one click. This time, Luo Yonghao chose to cooperate with Taobao for the live recruitment.

Although the number of live broadcast rooms targeting white-collar recruitment is gradually increasing, it is undeniable that current live broadcast recruitment is still dominated by blue-collar workers.

On the one hand, the blue-collar base is large and the frequency of job changes is high. According to Zhao Peng, CEO of recruitment platform BOSS Zhipin, 200 million white-collar workers in China change jobs every 24 months on average, and 400 million blue-collar workers change jobs every 6 months on average.

However, the online penetration rate of blue-collar workers who frequently change jobs is not high. According to CIC consulting data, the online recruitment penetration rates of gold-collar, white-collar and blue-collar workers are expected to be 42%, 65% and 30% in 2025, an increase of 10pct, 14pct and 17pct respectively from 2020.

On the other hand, the standardization of the live broadcast job model is more suitable for blue-collar workers. Industry insiders have previously stated that for white-collar positions with higher technical content, companies need to conduct more comprehensive inspections and communication with candidates, and one-on-one recruitment is still the mainstream.

1. Chaos

"Long day shifts, free food and lodging, 5,000-8,000, under 60 years old", the host of a live broadcast room enthusiastically introduced the jobs in a factory, and the same rhetoric also appeared in multiple live broadcast rooms of the same type.

Not only that, the layout of the live broadcast room is also similar. Behind the anchor, there is usually a pre-recorded video of factory workshop employees working, most of which are seemingly easy tasks such as packaging and sealing.

The anchors will also enthusiastically answer every job seeker's question. For example, a job seeker asked what kind of job is suitable for 60-year-olds. The anchor replied: 60-year-olds are more likely to work in the service industry, such as teahouses, office cleaning, etc. Most anchors promise "no fees, no deposit."

In addition, the registration method for live recruitment is also very simple. Job seekers usually only need to click the registration entrance in the lower right corner to fill in their mobile phone number and age, and someone will contact them. Broadcasters who do not have a job application entrance will ask job seekers to send a private message with their phone number.

The efficiency of the whole process is amazing. After submitting the contact information, someone will contact you within a few minutes and recommend a job based on age, gender and location. The staff said that if you meet the requirements, you can report to the job the next day and there will be a dedicated person to contact you.

The advantages of live recruitment are fast speed, high efficiency and breaking information asymmetry. However, as a new thing, live recruitment is still full of chaos at this stage.

The most common ones are false advertising and exaggerating job advantages and benefits.

Many job seekers have been deceived in the live broadcast recruitment. One job seeker said that the live broadcast room said that the long day shift was 5-8 thousand, but when asked, they said that they were full.

There are more than one job seeker who has similar experience. Some job seekers said frankly that it may not be that the job is full, but that there is no such job at all. "The introduction in the live broadcast room is to attract attention. They trick you into adding WeChat and introduce some jobs that are not half as good as the video. These jobs are not as easy as described. Most of them are hot and tiring. 300 a day becomes 200 a day, and 8 hours becomes 12 hours in two shifts."

Secondly, many agencies use the name of direct factory recruitment to recruit people.

A job seeker recently revealed on a social platform that he was deceived by an anchor with more than 2 million fans. On Douyin, the account is shown as the official account of Suzhou xx Human Resources Service Co., Ltd.

The job applicant said that he started watching their live broadcasts during the epidemic, and because they have two million fans and there are thousands of people in the live broadcast room, he believed in it without a doubt.

“After I signed up in the live broadcast room, their so-called HR department added me and said that the factory was recruiting directly, but I was taken to an agency that didn’t even have a sign,” the job seeker said. “They said Sanshuo Electronics, and I thought it was the name of the factory, but it turned out to be factories with the word ‘Shuo’ in three different locations: Kunshan, Shanghai, and Suzhou. I didn’t even know where I was assigned to.” She said that the anchor repeatedly emphasized in the live broadcast room that it was direct recruitment from the factory and that the factory was in Kunshan.

Before leaving, the job seeker asked in detail about the factory address, whether he could enter the factory, working hours, etc., and repeatedly confirmed whether it was a direct recruitment by the factory. The recruiter said that he was the factory's personnel, not an agent, and explained that he needed to register a company to start live broadcasting on Douyin, so he registered such a company. He also said that it was just a name, and it was actually a direct recruitment by the factory personnel.

An employee working at Kunshan Shishuo said that the company did not cooperate with them. They were all recruiting in the name of the company. The company currently has three types of recruitment: direct recruitment, internal recommendation and dispatched workers, and the interview location would not be anywhere else.

Tianyancha shows that Suzhou xx Human Resources Service Co., Ltd. was established in 2022 and is located in Suzhou City, Jiangsu Province. It is an enterprise mainly engaged in business services.

The original intention of factory direct recruitment is not to go through a third party. After the company publishes job information, job seekers apply for jobs. The company and employees contact each other directly without charging any fees in between. At present, many recruitment live broadcast rooms use the slogan of factory direct recruitment, but when checking the registered accounts, most of them are certain human resources companies, and some will even charge job seekers an agency fee.

In addition to exaggerating job advantages and benefits, false advertising and other issues, job seekers have many concerns about live streaming recruitment.

A previous survey conducted by the Social Survey Center of China Youth Daily and Questionnaire.com on 2,004 respondents showed that 61.9% were concerned about exaggerating the advantages and benefits of the position, followed by 45.4% who were concerned that the company's information was not comprehensive enough, and 45.2% who submitted their resumes had their personal information not protected. In addition, there were doubts about the limited number of industries that livestreaming jobs are available in, the lack of professionalism of anchors, and the compliance risks of recruiting companies.

2. What role should the live streaming platform play?

Live streaming recruitment for blue-collar groups has developed rapidly in recent years.

The "China Blue-collar Employment Research Report (2022)" released by the China New Employment Form Research Center shows that from January to October 2022, the proportion of short video live broadcast recruitment increased by 12.4%.

In the development of live recruitment, live platforms play an important role. Since Kuaishou launched the Kuaipin platform for blue-collar workers last year, its monthly active users reached 250 million in the second quarter of 2022, and the daily average resume peak reached 360,000 in June, while Boss Zhipin's monthly active users were 32.4 million in the same period.

Faced with the chaos in live broadcast recruitment, live broadcast platforms are also constantly improving.

For example, in the early stage, companies that enter the platform are screened. If you want to start recruiting on Kuaishou, you must complete the certification in advance, including filling in the organization information and submitting the certificate information. Among them, companies only need to provide business licenses for self-recruitment, and intermediary/labor recruitment needs to submit human resources service licenses or labor dispatch business licenses.

Companies that want to start recruiting on Douyin need to provide a business license, human resources license or labor dispatch license for registration.

In addition, the relevant processes and standards for live streaming job promotion have also been further clarified. Not long ago, the China Employment Training Technical Guidance Center of the Ministry of Human Resources and Social Security, the China National Institute of Standardization, the Human Resources and Social Security Bureaus of seven provinces and cities, employment experts, and representatives of many platform companies such as Kuaishou and employers held a "Live Streaming Job Promotion Service Standards Seminar" in Beijing, officially launching the "Live Streaming Job Promotion Service Standards" research project.

This year, the Beijing Municipal Human Resources and Social Security Bureau organized the revision and issuance of the local standard "Public Employment Introduction and Career Guidance Service Specifications", which clarified the service process and requirements for live job promotion, including determining relevant information for live job promotion activities; collecting and summarizing corporate job information; reviewing corporate recruitment information, determining the legality of the company and the authenticity of the job, etc.

But obviously, as a new thing, live streaming still has many areas that need to be improved.

Currently, there is a KuaiPin reminder under each job description on KuaiPin, which reads: "Kuaishou Blue-collar Recruitment Platform only provides platform technical support services" and "The platform does not participate in recruitment matters. Relevant recruitment and contract performance issues are confirmed and borne by both parties to the recruitment, including false resumes, etc."

As an important participant in the live streaming job promotion process, the live streaming platform should play more than just a technical support service provider.

Author: Lin Xiaobai

Source: Bianews (ID: bianews8); accurate, fast and in-depth technology media