The copywriting of BOSS Zhipin has a Dong Yuhui flavor

This article mainly analyzes the advertising copywriting style of BOSS Zhipin, and provides inspiration for the advertising copywriting industry. It is recommended for people who are interested in advertising copywriting to read.

Boss Direct’s copywriting has always been simple and crude, with the “roaring” advertisement “Talk to your boss if you want to find a job” and the various “noisy” advertisements and violent product placements during the World Cup not long ago.

But when you actually go to the app store to download BOSS Direct Hire, you will open up a whole new world.

There, the updated copy of the BOSS Direct Recruitment APP is in a completely different style. I even suspected at one point that the author behind these copywritings was Dong Yuhui.

Version 9.170 Updates:

We are a local universe that has become self-aware.

We are made of the stars, and now we gaze upon them.

We are made up of countless atoms, and now we begin to think about the long evolution of these atoms.

We have gone through 3.6 million years, 4.6 billion years, and 15 billion years.

We are tiny carbon-based creatures, and the only intelligent beings on Earth that can think about ourselves and the origin of the universe.

I am proud to be born as a human being.

This proud update:

Version 9.210 Updates:

“In spring, the dawn is the most important time. The mountain tops gradually turn white, and begin to show a little light, with purple clouds floating above them.

In summer, when there is a moon, it goes without saying that there are fireflies flying around in the dark night without a moon.

In autumn, at dusk, the setting sun shines brightly on the mountainside. Crows return to their nests, three, four, or two flying by.

In winter, the morning is sometimes covered with frost..."

The seasons change, renewing for you.

How about it? Does it have the flavor of Dong Yuhui? Dong Yuhui said this in his live broadcast of "DK Museum Encyclopedia":

Celestial bodies and planets are romantic. We are the children of the stars in the universe. I have told you before that the elements that make up our bodies are as old as the blue planet beneath our feet, or even older than it.

Just imagine, my friend, that the atoms that make up your left hand and the atoms that make up your right hand may come from different stars. It's romantic enough to think about this.

So we are the stars, we are born from the stars, and we will eventually return to the stars. We are the children of the stars.

In fact, most APP update copy is quite casual. For example, WeChat usually only mentions one sentence every time it is updated:

What exactly is the problem? I don't know. Anyway, it's a "known" problem. What features have been updated? I don't know. Anyway, "some" is right.

The APP operators of BOSS Zhipin could have just listed the items given by the programmers and been done with it, but they chose to use copywriting to carefully decorate the corner that few people had noticed in the past and write something different.

According to the latest monthly active data of 32.4 million released by BOSS Zhipin, every time the software is updated in the app market, these words will come into the sight of tens of millions of job seekers.

Most of these job seekers are under pressure at the moment. These words may bring them a moment of relaxation and remind everyone not to panic. There is an APP here that works as hard as you do. You work hard to find a job, and it works hard to update to help you find a job more conveniently.

In the specific update items, BOSS Direct Hire is usually divided into three parts: "For job seekers", "For recruiters", and "For everyone". This also reflects the differentiation of BOSS Direct Hire, that is, people find jobs by "chatting" with each other, which is "people-centered", and all functions are also based on the user's perspective.

In these humanistic texts, there are stars in the universe, the changing of the seasons, the perception of life, travel, happiness, as well as the persistence towards the world and tomorrow, which encourage people to keep moving forward and everything will be worth it.

This may help people feel more relaxed, less anxious, have a better mental state, make better career decisions, perform better in interviews, and find better jobs...

1. Other update copy of BOSS Zhipin

Keep moving forward:

Version 10.120 Updates:

Want to see the sunrise.

Get up at three in the morning, carry your luggage, and walk a long night road.

Sweat and dew soaked my trouser legs, and fatigue and darkness made me retreat.

But when the sun jumps out, the warmth of the light will envelope your whole body and your soul will tremble.

At this moment, it's all worth it.

Warmth melts all loneliness.

go ahead!

To run towards the sunshine.

This update:

Version 10.100 Updates:

The traveler's backpack goes through the four seasons, carrying willows in spring, snow-capped mountains in midsummer, cold rain in late autumn, and rolling clouds in severe winter.

The runner's shoes never stop, stained with the morning dew, the warm breeze at noon, the setting sun in the evening, and the bright moon and stars at midnight.

There are countless beautiful sights in the world. As long as you keep walking, you can take in all the scenery.

This update:

As the seasons change, the scenery becomes poetry:

Version 10.011 Updates:

The arrival of spring every year actually means nothing.

But I always feel like something big is going to happen, and my heart is always restless.

Maybe updating is what I should do most in spring.

This update:

Quoted from Gu Changwei's movie "Lichun", the beginning of spring every year is also the beginning of the job-hunting season, and the lines in this movie always inspire people's desire to change the status quo, leave their familiar environment, and go to a wider world to breathe freer air.

Version 10.090 Updates:

Summer days are long and there seems to be so much to do:

Cheer for the sweetest bite of watermelon in the middle, sing in harmony with the cicadas, dance with the shadows of swaying leaves when the wind blows, and when the moon comes out, make a wish to the shooting star, poetry and the distance.

The long summer days are the time when we want to run even though we are sweating.

This refreshing update:

Version 9.210 Updates:

In spring, dawn is the most important. The gradually whitening mountain top begins to show a little light, and purple clouds float lightly above it.

In summer, it is night. When there is a moon, it is self-evident. Even in the dark night without a moon, there are groups of fireflies flying around.

In autumn, it is dusk. The setting sun shines on the mountainside, and crows return to their nests, three, four, two, and so on.

In winter, the morning is sometimes covered with frost...

The seasons change, renewing for you.

This update:

Quoted from the opening of "The Pillow Book" by Sei Shonagon, an ancient Japanese female writer, this beautiful description combines the four seasons with the weather of a day, saying that spring dawn is the best, summer night is the best, autumn dusk is good, and winter morning is the best. The four seasons keep changing, constantly renewing for you.

Sometimes I will also use some hot sentences:

Version 10.130 Updates:

If you want to write update copy, you can’t just write update copy.

You should write about the way people pause when they see a job they like, and the self-affirming look on their face after receiving a phone call inviting them to an interview.

You have to write about the recruiter's full interview schedule, and also about them rubbing their eyes after screening resumes.

Of course you have to write about your colleagues, about how some of them draw pictures, some hold meetings, and some stare at the running code, and about the empathy they put into every update.

This update:

On work, life and happiness:

Version 10.160 Updates:

Small certainties add up to happiness.

For example, I get up at 8 o'clock every day and go to bed at 11 o'clock. For example, there must be a fragrant smell coming from the coffee shop near the company. For example, we will update and optimize the APP every once in a while.

This update:

Version 10.170 Updates:

Success, luck, wealth, happiness...are all gifts that life gives us.

Living a good life is the gift we give ourselves.

There are also some good updates this time:

Version 10.140 Updates:

What is work for?

To be more realistic, it is performance, benefits, and power; to be more advanced, it is a sense of accomplishment and realization of value.

But no matter what, "I" is the ultimate goal of work.

This update:

Version 10.060 Updates:

Love specific people, not abstract people.

Love life, not the meaning of life.

This update:

This sentence comes from Dostoyevsky.

Hannah Arendt also said: I have never loved any nation or any group in my life - not Germany, not France, not America, not the working class, not all of these. I only love my friends, and the only kind of love I know and believe in is love for others.

Ukrainian educator Sukhomlinsky also said: It is easy to love all mankind, but it is difficult to love one person. They both point to the same concept: love specific people, not abstract people. This sentence also applies to doing things.

2. BOSS Zhipin’s copywriting is both rough and detailed

Why is there such a big difference between the copywriting of BOSS Zhipin before and after, which can be described as rough or detailed? The reason should be the different communication purposes and strategies behind it. In the previously criticized World Cup advertisement, BOSS Zhipin’s goal was to increase brand awareness and expand the traffic pool as much as possible.

The World Cup is a stage that attracts the attention of hundreds of millions of viewers. BOSS Direct Hire has invested hundreds of millions of cash in order to do everything possible to increase exposure. As a result, we see simple and repetitive TVCs, logos that are stuck under the scoreboard like a plaster, and stadium advertisements that dominate the screen all the time. They do not seek resonance or heartfelt attention, but only hope to use these hundreds of millions of cash to create another wave of popularity, and they cannot afford to make any mistakes.

BOSS Direct can certainly come up with creative ideas. As long as you are willing to pay, there are top domestic creative agencies that can tailor-make the designs for you.

But for BOSS Zhipin, it can't afford to lose. It would rather have a stable 60 points than a risky 90 points. It only has these bullets. The stock price has fallen by 80% (from the end of last year to the third quarter of this year). It is about to be listed on the Hong Kong Stock Exchange, but if this wave of losses continues, as long as it gets a passing score, it can turn defeat into victory. On the contrary, if I pursue 90 points, if I fail, it will be an abyss.

Facts have also proved that with the advertising during the World Cup, the stock price of BOSS Zhipin has risen by 70% from the bottom in the fourth quarter. To judge whether this wave of marketing is successful, the stock price has given an answer at one level.

In the cold winter of Internet companies, all resources must be used to survive. Good ideas are loved by everyone, but BOSS Zhipin only wants popularity, downloads and monthly active users. With monthly active users, I can survive until the next World Cup. I am afraid of being scolded, but I am more afraid that I will not even have the chance to be scolded in the future.

When users download the APP and become users, it changes its appearance. Violent advertising is effective, but it will never make people like your brand. If you want to establish an emotional connection with users, you need to win their favor. Therefore, BOSS Direct Recruitment began to provide humanistic care, allowing users to feel that this is not only a tool for finding a job, but also a personalized and warm helper. In addition to functions and resources, there is an additional layer of emotional preference.

3. The tribute from friendly competitors is the greatest affirmation of the copywriting

Although the updated copywriting of BOSS Zhipin is exquisite and thoughtful, it is sometimes difficult to judge whether it is useful. But there is a standard that can provide us with some reference for judgment, and that is the tribute from friendly competitors.

Judging from the update records of Apple App Store, BOSS Zhipin started to adopt this update copywriting style more than a year ago. Since last year, we found that almost all recruitment apps, including 51job, Zhaopin, Liepin, and Lagou, all began to adopt the same style of update copywriting, and even used the classification format of "for job seekers" and "for recruiters" in the function introduction, with the same humanistic care and the same starting point from the user's perspective.

Recruitment

Zhaopin.com

Lagou Recruitment

51job

This may indicate from another perspective that this type of copywriting is useful and worth learning, at least in the eyes of competitors.

In today's economic downturn, a recruitment app whose stock price recently fell by 80% is trying its best to heal you, comfort you, and help you relieve your anxiety. What reason do we have not to calm down and work hard?

Find your own rhythm and move forward firmly and steadily, just like what Mr. Ma Xiaobo wrote for OPPO's brand upgrade, be a "climber who moves forward with a smile."

Author: Kuang Thirteen

Source: WeChat public account "Free shipping (ID: kol100)"