Diagnosis of talent recruitment websites.
I saw an article in the group a few days ago, which was an introduction to the diagnosis of a certain website in Chengdu. I was short on skills, so I decided to write one. Unlike that article, I don’t intend to look at the problem from the perspective of SEO, because SEO is necessary for talent websites, but it is not important!
Of course, the title of the article is for SEO purposes. In fact, the content has little to do with the title.
Before getting down to business, let’s do some science, so that new friends who want to enter this field can understand the inside story of this industry!
Pure talent websites are currently struggling in the market. 51JOB’s competitive advantage over Zhaopin and Yingcai lies in its composite product line, which includes both newspapers and websites. The competitive advantages generated by the two products make it painful for a separate recruitment website. In view of this, in many cities, similar companies have enriched their product lines. What's more, newspapers and online job fairs are not available, such as Zhitong in Guangdong, Wuhan Najie Talents where I am, and competitors in second-tier cities have passed The competitive advantages established by composite products have caused the three major recruitment companies to develop slowly in these regions, and some are almost regressing. For example, Zhaopin and Yingcai are marginalized in most second-tier cities, while 51JOB cannot be the first in the industry in many second-tier cities!
When it comes to composite product lines, it is very difficult to establish. One is the cost investment and the other is the management level. The cost investment is very large according to simple calculation. Take a job fair as an example, a small venue, 2,000 square meters, with monthly rent, decoration and exhibition boards. It is not easy to get started with less than 2 million investment. If you were to start a newspaper, printing and publishing without a start-up capital of 5 million, you probably wouldn't be able to withstand losses. This is without encountering a dinosaur-level competitor like 51JOB! Management level, casually speaking, how to manage the sales of composite products? Whether one sales team sells all products or different teams sell different products, how to balance products, and how to solve sales bumps all require extremely high management skills.
After finishing the product line, let’s talk about people. All recruitment companies are short of people, no one is short of people, and they are short of both people and talents. Not to mention big cities, in second- and third-tier cities, good recruitment companies usually have between 100-500 people. Why do they need so many people? The reason is very simple. What this industry competes for is sales, and sales usually depends on the number of people. All mainstream recruitment companies have large sales teams! Let’s look at 51JOB, which has more than 3,000 sales people across the country, making hundreds of millions a year, and the per capita annual output value is only a few hundred thousand, which is still a very high level. Zhaopin With around 2,000 people in Yingcai, how much can we do in a year? To put it bluntly, this industry is like selling vegetables, with low per capita output value and low profit margins. If you want to make big sales and occupy the market, I'm sorry to add people first. There are more people than there are managers. So currently all recruitment companies are short of middle management cadres!
Now that we have product lines and talents, let’s talk about competition. If you want to get into this industry and make a name for yourself, first of all, you have to go to 51JOB. Not to mention defeating him, at least you have to bear the competitive pressure he puts on you to survive. 51JOB has dozens of branches across the country, and they are in cities with some profits. It’s all gone, not to mention first place, but also second and third place, let’s start competing!
How cruel is the competition in this industry? Come and read a piece of news from the website of Hubei Daily Newspaper Group.
http://news.cnhubei.com/ctdsb/ctdsbsgk/ctdsb07/200804/t289171.shtml
Of course, this is a bit extreme. Most cities have not used knives or guns yet, and they can still get by in terms of face.
At this point in popular science, you have confirmed that you have enough money, enough management skills and enough heart to withstand pressure, so good, let’s get down to business!
1. Why build a recruitment website?
Western economics has the assumption of rational people, telling everyone that everyone is profit-seeking, so there are only two purposes for building a recruitment website. One is to hope that he will make money. If this goal cannot be achieved, then he hopes that he can help your other goals. Products make money. No matter what the purpose is, you have to do two things. First, let enough job seekers come up and use it. Second, let enough HR people come up and use it. Please note that "use" does not just come up but only come up. Take a look, I want you to fuck me!
2. If enough job seekers come to use it
As a popular science article, we can't go into too much detail, we can only give a general outline. If it's too detailed, it's called a paper. If it's for experts to read or a consulting report, there will be a fee! Let me briefly explain this issue!
If you want to get enough job seekers to come forward and use it, you have to do it in two parts.
A: Let enough job seekers come forward.
B: Let job seekers come up and use it.
Part A is a promotion issue, and part B is a user experience issue.
Regarding part A, I still have some say. I have done this part before, and although I didn’t do it very well, in order to shirk responsibility, I used the excuse that I didn’t have that much money! How to promote it? Let me introduce the experience of others.
1. SEO
You have to figure out how to do SEO yourself. There are many articles on the Internet, but here is a suggestion. In terms of word choice, XX recruitment takes priority over XX talent. The former has much greater traffic. The name of the recruiting company is the most long-tail word. By using these, it should not be difficult to get hundreds of IPs every day, but don’t put too much energy and resources on it!
2. Online advertising
Spend money to invest. You have read the preface and you will have prepared the money. You can spend it appropriately. Invest in more local websites online and more pictures and animation ads. Keep at it!
3. Offline advertising
Focus on advertising in office buildings, buses, and taxis. The reason is very simple. The target group is the largest and the cost is relatively cheap. Some friends have achieved good results with tens of thousands of dollars a month. As for time periods, routes, etc., do your own advertising time and space analysis!
As for part B, that is the key point. Our article is talking about diagnosis, and a large part of diagnosis lies in this.
It’s quite difficult to get job seekers to use it! I’ve come across data from many websites, but none of them are very good. But since it is a diagnosis, there must be a patient. We, the chattering bastards, don’t have any specific cases, so we can only talk about some methods.
1. Some data that usually need to be paid attention to
To build a talent website, you have to care about basic data like this.
The two data of the number of new resumes and the number of active resumes during the period are the main aspects that affect the recruitment effect. No matter how large the resume database is, the number of newly added resumes and the number of active resumes within a period are not high and are useless. What standards should these two data meet? I think that in second-tier cities, there are 800 new resumes added every day and more than 800 active users in a month. 80,000 to meet the basic requirements and barely satisfy users. The number of newly added resumes and the number of active resumes during a period are important indicators for measuring website experience. If the number of new resumes and the number of active resumes during a period are low, but the number of visits is not bad, there is a problem with the website!
The number of resumes sent out by users is an important data to measure the effect. In second-tier cities, if 30,000 to 50,000 resumes are sent out every day, it is very good. If the number of active users is high but the number of resumes sent out is low, we have to find the website. Problem.
2. How to find the problem? It’s a diagnostic method. This is a popular pediatrician. I won’t talk about cases, but I will provide you with a method that I often use!
First collect data, what data? Not the ones just mentioned, but user behavior data! I am accustomed to a method, writing a long-term COOKIE for each customer, using a database to record user visits, and accumulating it for a week or two. come out. For example, by analyzing the steps most users take to access a page, you can find out why users don’t like to register or log in. By analyzing the frequency of user logins, you can see the attractiveness of your position. By analyzing the most visited pages by users, By classifying positions, positions can be adjusted accordingly. Through these analyses, many problems can be solved.
The above paragraph is the focus of the full text. If you want to communicate in detail, add me on QQ: 88063077, and we will analyze specific issues in detail!
Recording user access behavior can help you solve big problems. Getting more users to use your website is the foundation of your career in this industry! Therefore, I think diagnosis needs to be charged.
Three: How to get more HR to use it
This is a sales issue, so it’s simpler for us to say, let’s do this.
1. Find your competitors in this city.
2. Enter all customer information of competitors into the database.
Don't say you don't know how to do this. The customer data of the recruitment company is public. Just buy the newspaper and go to the website to recruit and copy it.
3. Carry out customer allocation and personnel recruitment according to the standard of 300 customer data for each sales.
4. If you think you are strong enough, then set up the staff by allocating one manager for every 7 sales people.
5. Let’s start with the CRM system. Each person should have 150 minutes or 80 valid phone calls per day for telemarketing.
PS: Someone asked: How to manage the sales of composite products? Should one sales team sell all products or different teams sell different products?
My answer is simple:
If you want profits, then one sales team sells all products.
If you want share, then different teams sell different products.
It’s almost time to get off work, so I just wrote it down and read it as I go! I’ll write the second part another day.
QQ: 88063077