“The same work as in the video, simple and not tiring, and the key is that food and accommodation are provided.”

Zhi Xiaoer Miaomiao joined the company in 2022 and now has 208,000 followers on her account. From having zero experience to being proficient in equipment debugging, broadcast rhythms, and post-broadcast data reviews, her initial shyness in front of the camera has transformed into ease and confidence. Miaomiao updates frequently with concise content, ranging from hourly workers in electronics factories to operators in food factories, without any unnecessary words, only highlighting the key points to promote. A vast amount of job information circulates through her videos.

Miaomiao herself has also been through the job search process, “I’ve been scammed before, and it felt like the sky was falling. After experiencing isolation and helplessness, I can better understand that helping others at critical moments can make them remember you for a long time.”

On May 24th, the Ministry of Human Resources and Social Security announced a public notice proposing to add 19 new occupations such as online broadcasters, generative AI system application specialists, and user growth operators. There are also 29 new job types such as live recruitment specialists and lifestyle service experiencers. This means that live recruitment specialists have officially been included in the "Dictionary of Occupation Classification of the People's Republic of China." On the Kuaishou platform, over 400,000 full-time anchors are engaged in live recruitment services, attracting 250 million monthly active users.

As a new profession, live recruitment specialists have officially entered the mainstream, and the human resources industry behind them is undergoing a profound transformation.

Against the backdrop of China's overall economic recovery, enterprises are now expanding their production and operations, leading to an increasingly robust demand for recruitment. Specifically for blue-collar recruitment, according to the "China Blue-collar Employment Report 2022" published by the China New Employment Forms Research Center, the current proportion of users preferring short videos and live broadcasts for job seeking is 17.7%, an increase of 12.4% compared to two years ago, indicating the growing importance of content.

Data released at the Kuaishou Quick Hire 2024 Annual Summit recently showed that in the first quarter of 2024, the number of merchants engaging in content recruitment on Kuaishou Quick Hire increased by 20% month-on-month, the number of influencers grew by 47%, and the average monthly number of resumes per person increased by 30%, with high-quality accounts receiving over 300 resumes daily.

The Quick Hire business has been a long-term strategy since several quarters ago, with continuous adjustments to adapt to evolving market demands. The current challenge in blue-collar recruitment is that traditional recruitment skills are no longer suitable for current needs, and enterprises and job seekers require more efficient matching methods. From live job introductions to systematic content recruitment solutions, leveraging content to deliver greater value and reflecting the unique nature of the blue-collar recruitment market are both aspects that Quick Hire emphasizes as it harvests the fruits of its long-term strategy.

01. Three Pillars and One Thread: Transforming Recruitment

Leveraging the attention resources driven by short videos and live broadcasts to tap into more traffic-driven businesses is a common commercialization approach for short video platforms, and the same is true for Quick Hire. Starting with "live job introductions," Quick Hire has been trying to use content production and distribution with strong platform characteristics to transform traditional recruitment.

The cornerstone of the Quick Hire business lies in three capabilities: user scale, trust scenarios, and distribution matching, along with the main thread of "facilitating more efficient blue-collar recruitment."

When Quick Hire was officially launched in January 2022, its biggest feature, "one-click application and simplified operation," precisely targeted the needs of the blue-collar group. Kuaishou is a well-known traffic hub on the internet, with its latest financial report showing that in Q1 2024, the average daily active users of the Kuaishou app were 393.8 million, and the average monthly active users were 697.4 million, with user activity maintaining growth for several consecutive quarters.

Secondly, Kuaishou's user composition naturally covers more blue-collar job seekers. According to the latest data provided at the summit, the monthly active blue-collar population on Kuaishou exceeds 250 million, and the number of enterprises and institutions using Kuaishou Quick Hire to post images, short videos, and live recruitment broadcasts has already reached 240,000.

User scale is the foundation for the wide circulation of recruitment information. On top of that, the unique atmosphere of mutual trust in the Kuaishou community enables both parties in recruitment to communicate in a trusted environment.

On the one hand, Kuaishou's content production and community culture emphasize authenticity and life-oriented content, leading to high trust between users and KOLs, as well as among users themselves. Recruitment content, which is close to reality, can naturally integrate into the community ecosystem. On the other hand, Kuaishou's traffic distribution mechanism places more emphasis on inclusiveness, ensuring that not only popular content receives exposure but also mid-to-long-tail content is precisely pushed by algorithms, which is well-suited to the urgent and local recruitment often encountered in blue-collar recruitment. Recruitment anchors play a bridging role in the trust chain, with some being called "the family of migrant workers" by their fans.

Among the three cornerstones, distribution matching is the crucial link connecting the needs of both parties. In the past development of Quick Hire, the platform has implemented many measures to promote bilateral matching, such as investing in traffic, assisting traditional enterprises in unlocking live recruitment models through one-on-one training, and launching recruitment fairs during special seasons. At the current Quick Hire Annual Summit, enhancing matching certainty and establishing a systematic, all-domain recruitment solution on top of the existing content recruitment ecosystem have become the focus of Quick Hire's next stage of business advancement.

The blue-collar recruitment market is constantly evolving, with the overall number of job seekers in the manufacturing and service industries already reaching 430 million. The recruitment format of short videos and live broadcasts has quickly captured the attention of users since its entry into the market. According to Quick Hire statistics, in the past year, short videos and live broadcasts related to recruitment on Kuaishou have been viewed 100 billion times, generating nearly 25 million job leads per month, with a monthly increase of 167% in two-way job intention matches.

Both enterprises and job seekers are actively embracing online channels, and the platform naturally wants to take it a step further by maximizing matching efficiency.

02. Certainty as the "Killing Move"

The natural fit between short videos and live broadcast content and online blue-collar recruitment scenarios stems from the inherent compatibility of form and content.

Traditional online recruitment prioritizes white-collar and gold-collar users, partly due to the higher degree of online penetration in related industries and familiarity with the operation mode of internet platforms. At the same time, the corresponding positions usually involve high-information-density work, requiring detailed, list-based descriptions of recruitment information to facilitate information docking between both parties. However, directly applying this model to blue-collar recruitment scenarios appears less flexible.

Compared to text, the core of short videos and live broadcasts is visual expression, where relevant information is readily available, allowing job seekers to quickly and intuitively see key information such as job environment and work content.

For example, for general workers in the manufacturing industry, short videos and live broadcasts can directly focus the camera on factory workstations, showcasing the environment, benefits, and salary structure. The recruiters can also provide detailed breakdowns of work processes in the live broadcast, making even jobs with thresholds seem simple and intuitive. Another advantage that may be overlooked is that short videos and live broadcasts generate a large amount of interaction data, which, if fully utilized, can significantly aid in improving the overall mechanism and optimizing bilateral matching.

From this perspective, regarding the current Quick Hire Annual Summit, "New Stance" believes that the core logic of the all-domain recruitment solution is first to enable enterprises to better utilize content as a tool and second, to not only encourage content management but also to enhance the certainty of recruitment outcomes.

A merchant's content capability and operational capability do not necessarily synchronize. The grip on content capability revolves around expansion and quality improvement.

Using intelligent tools to lower the threshold for content production is the most direct way to expand volume. As for high-quality and effective recruitment content, Yin Caiqin, the head of merchant operations at Quick Hire, believes it should include four essential elements: salary level, benefits, job description, and job requirements.

"A photo of the actual work environment, coupled with core job information, and supplemented by voiceover information, resulted in a single content piece receiving 620,000 views and 3,569 resumes."

For novice merchants, the production threshold for short videos and live broadcasts may be relatively high. Yin Caiqin particularly recommends using image and text content, which has a lower production cost, as an entry point. Data from Quick Hire in May of this year shows that with the expansion of supply scale, the monthly content volume has reached 1.11 million pieces, of which 250,000 are image and text information.

A merchant's operational capability refers to processes such as building connections, follow-ups, and onboarding after content-driven traffic, and the platform's approach is to provide standardized operational methods.

Broadly dividing a merchant's series of operational actions into three parts: demand alignment, platform operation, and offline onboarding conversion, platform operation is the "heaviest" part as it involves the construction of the operational hub. Quick Hire's approach is to optimize the onboarding process to improve merchant onboarding efficiency, while restructuring the job posting process to increase active jobs. Further, through bilateral intelligent connections, merchants and job seekers can efficiently match. Finally, by maintaining a focus on offline onboarding conversion data and providing follow-up services, Quick Hire ensures that the "last mile" of recruitment is effectively implemented.

Data shows that in May, the number of Quick Hire merchant onboardings reached 22,000, with 184,000 active merchants and 4.76 million active jobs.

Regarding merchants' varying levels of content and operational capabilities, Quick Hire's "311" empowerment plan is worth mentioning. The "3" refers to three content solutions, corresponding to full-chain efficiency enhancement for merchants with high content capabilities, volume expansion for merchants with medium content capabilities, and rapid volume acquisition for entry-level merchants. The two "1s" represent one central field solution and one conversion solution, corresponding to the standardized operational methods mentioned earlier.

The platform attempts to distribute "tricks" to merchants with varying needs through tiered classification, with the ultimate goal of enhancing outcome certainty. Quick Hire's exploration of the blue-collar recruitment market began with live job introductions and has advanced to content recruitment, implying a paradigm shift not only within the business but also across the industry.

03. The Prologue to the Future of Enterprise Management

If Quick Hire were merely to provide an interactive venue for recruitment content on short video platforms, it would not need to lay out so many guidelines and policies. However, by recognizing Quick Hire's ambition to establish an information interaction hub for enterprises and job seekers, we can see more possibilities for the future.

In the future plans mentioned at the summit, rational use of databases and algorithms can also enhance the operational efficiency of the central scenario, such as the recently launched 5R talent pool system. Quick Hire divides the talent pool into five levels from R1 to R5, corresponding to the perceived audience who sees recruitment content, the potential audience interested in the content, the audience with clear intentions, the audience who have viewed jobs and communicated, and the loyal audience. Its core concept is "not just recruiting people, but recruiting the right people."

This is another scheme that achieves precise matching of needs through target audience segmentation. In a series of reforms at Quick Hire, such an ultimate pursuit of low cost and high efficiency is ubiquitous, inherently consistent with the operation and management ideas of most enterprises.

Since the emergence of the Quick Hire model, we have seen many cases of enterprises leveraging it to reduce costs and increase efficiency. For example, Qingdao Zhitong, which began transitioning from offline to online recruitment through Quick Hire in 2020, reduced the cost of acquiring valid resumes from 100 yuan per resume to just a few yuan with Quick Hire. Meanwhile, each live broadcast receives hundreds of resumes and contacts nearly 50 valid candidates, an efficiency ten times higher than traditional recruitment.

Tianhe Home, which has a deep cooperation with Quick Hire, has built a direct recruitment matrix account through customized 1v1 account diagnosis, training, and personalized traffic solutions provided by the platform. Currently, the average live broadcast leads for Tianhe Home's recruitment anchors have increased by 73%, with a 104% increase in leads.

Quick Hire's transformation of the recruitment scenario itself represents a more avant-garde approach to enterprise management. From a broader perspective, this post-internet mindset of combining high-quality content with precise traffic can be transferred to more business areas beyond recruitment, becoming a methodology for enterprises to embrace a digital future.

The foreshadowing of live job introductions concludes here, and Quick Hire's content narrative will continue to unfold.

*Images in the headline and article are sourced from the internet.