BOSS Zhipin's copywriting is underestimated

This article objectively and comprehensively analyzes the operation strategy of BOSS Zhipin from the perspective of its copywriting, the brand slogan of "Things are done by people" and brand communication. It is recommended for relevant companies and copywriters to read.

Recently, BOSS Zhipin wrote a set of interesting copywriting. Regarding the work itself, it tells a series of "things are there, people make them" behind it.

• In a restaurant, some people pay for the meal while others earn it.
• Bread will always have various jobs from making sugar to kneading dough.
• Countless people drink coffee to work better, and countless people work for better coffee.
• The mobile phone is always in hand and thousands of hands are working.
• Drinking milk tea is an instant happiness. Making milk tea is a series of reliable work.
• The public transport is powered by gasoline, diesel, electricity and the hard work of countless people.

This set of copywriting is not difficult to write, but it is moving. It does not talk about the monthly salary, nor does it poke at the difficulties in life, but it highlights the role of "people" in commonplace things.

Coffee, milk tea, mobile phones, restaurants, buses... all rely on the hard work of countless people behind the scenes. These human efforts support the smooth operation of an industry and a city.

Here, in the current environment, "Things are there, people are responsible" is not only a brand slogan that praises every worker. In fact, it is also sending a positive signal that all walks of life in society are recovering and there are more and more job demands. It has to be said that this communication by BOSS Direct Hire has boosted people's confidence from the internal "people" to the external "things".

In fact, many people don’t feel very good about BOSS Direct’s advertisements.

You see, BOSS Zhipin was criticized again during this year's World Cup, but I personally think this is just an extension of emotion, a way for people to vent their anger at BOSS Zhipin's previous brainwashing ads. Obviously, BOSS Zhipin's copywriting has always been online, so why use this information bombardment method? In this traffic-rich World Cup, what major brands are doing is to tap into this traffic.

At this time, would you choose to use a spoon elegantly or just pick up a shovel?

The answer is obvious. When a brand seeks exposure and popularity, then BOSS Zhipin’s strategy of enlarging its logo on the live broadcast of the World Cup is a very effective strategy.

Good brand communication means doing the right thing at the right time and in the right place. When it comes to the core selling point, it should be centered around "talk directly on BOSS Zhipin." In the current social environment, BOSS Zhipin has stepped up to boost people's confidence. Regardless of the form of its content, this action itself is a good idea.

Believe in the power of creativity, but only if you do the right thing first.

Author: Black Little Finger

WeChat public account: Shock Copywriter