The live broadcast brings "high traffic", but it is difficult to solve the difficulty of recruiting
From the “cloud belt post” of the Director of Human Resources and Social Security in the live broadcast room, to the launch of the WeChat and Douyin “24 hours non-closing” recruitment platform, to the launch of the “Live Broadcasting Service” service that integrates job posting, job registration, and recruitment interviews... Recently, Fujian launched a special action to expand jobs and retain jobs to stabilize employment. In this recruitment season, many places have moved job fairs to "fancy" recruitment in live broadcast rooms to "accept talents" for companies lacking jobs.
How effective is such a live broadcast?
The reporter interviewed many companies and job applicants for this.
Not only "flow", but also "reserve"
"Today's live broadcast will not bring goods, but will bring jobs and policies."
"Our company is located in Jinsha Park, with convenient transportation, including board and lodging. Everyone is welcome to apply."
"We hired operators this time with a salary of 4,000 to 6,000 yuan. Interested friends can contact us."
...
HR turned into a live broadcast of the network anchor, and job seekers became an online “Taogang” on the cloud.
On March 8, the 2021 webcast job fair planned by the Sanming Municipal Bureau of Human Resources and Social Security was launched online. 28 companies brought 767 jobs to be vacant.
In order to attract more "traffic" into the live broadcast room, this job fair specially invited high-quality companies in key industries such as local food processing, wood processing, machinery manufacturing, e-commerce, and biomedicine to participate in the live broadcast. The average monthly salary is nearly 6,000 yuan, which is more than The wages and benefits offered by many local offline job fairs are more attractive.
According to the organizer's statistics, the live broadcast attracted more than 40,000 people in less than half an hour, and the number of people online reached 105,000 at its peak.
Mr. Zheng, the on-site person in charge of CMC Fine Blanking Technology (Fujian) Co., Ltd. participated in the live broadcast for the first time.
In his view, although the target groups of live broadcast and live broadcast of goods are different, they all use intuitive, three-dimensional, and panoramic marketing methods to allow people on the other end of the screen to cross the distance of space and "carry" them. The content has a more comprehensive understanding.
He said frankly: "Participating in live broadcasts is not only for'traffic', but also for'reservation'."
It is understood that a total of more than 70 job seekers conducted job consultations with this company through live broadcast that afternoon, and less than 5 people finally reached employment intentions.
The reporter noticed that more than 70% of the total number of recruiting companies failed to complete the recruitment tasks at the scene like CMC Fine Blanking.
Although many HRs have exhausted their "recruiting skills" in the live broadcast room, they still fail to recruit talents that match their positions.
Break young people's stereotypes about factories
After the job fair "migrated" to the online, what did it bring?
"Traffic means attention and contains opportunities to attract talents." Wang Mingrui, director of the Fuzhou Municipal Bureau of Human Resources and Social Security, said after participating in the live broadcast event. The epidemic is certainly the biggest driver of this "migration", but it has increased its attention to young people. The recruitment of talents is also an important motivation for the "online" of the job fair.
In the live broadcast room, Wang Mingrui announced preferential policies for college graduates such as free short-term accommodation, settlement, employment and entrepreneurship.
He took the live broadcast held by the Fuzhou Talent Reserve Center as an example. Among the 510,000 online netizens, although the proportion of job applicants who submitted resumes was not high, there were 18,525 graduates who submitted resumes and 8,253 college graduates participated. After video interviews, 3,672 people finally reached employment intentions.
He lamented: “Behind the traffic is a large number of young job seekers. I hope that the live broadcast can become the beginning of promoting young people to enter the factory and enter the workplace.”
Also busy attracting young people is Guo Yuhan, the personnel manager of Fuyao Glass.
She showed netizens the smart factory and digital glass of Fuyao Glass in the live broadcast room, hoping to break the stereotype of young netizens about the factory through these "black technologies".
She said frankly: "Now, many young people are reluctant to come to the factory. This is not just about money. What I want to tell everyone is that working in the workshop now is decent and fun."
At the scene, the recruitment positions brought by Guo Yuhan covered the entire supply chain, including production management, quality control and other tailor-made positions for young people.
During the live broadcast, she received nearly 200 job resumes, of which over 70% of young people under the age of 35.
"Far water" is difficult to solve "near thirst"
"The labor gap is now concentrated in the manufacturing and service industries. The demand for personnel in these two types of industries alone is 50,000." Chen Guanda, the head of the Fuzhou branch of the Fujian Human Resources Company, told reporters that in Fuzhou, the current production type There is a strong demand for technical skills positions in enterprises and distribution positions in service companies, and many positions are recruited for a long time.
In his view, the "far water" of live broadcast is difficult to overcome the "near thirst" of job shortages. "The job gap caused by structural lack of jobs may be difficult to'fill' through live broadcast."
At the other end of the live broadcast, Chen Xia, who had just graduated from a vocational and technical school, "stayed" in the live broadcast room for a long time, and did not make up his mind to "place an order."
"For those with better salaries, they require technical level and work experience; those without technical requirements have poor salaries and no room for development." Chen Xia said with a smile, "Whether the job fair is offline or online, the position and salary have not changed. , It's just the form."
"Live broadcasting is just a new form, not a panacea." Wang Mingrui said that recruitment is a human-hearted project. It requires new technologies and new situations such as live broadcasting, but also requires warmth, caring and precise assistance. Good policies and good mechanisms.
In his view, only by solving the deep-seated structural contradiction between supply and demand in the job market can we fundamentally resolve the difficulty in employment and recruitment.
Li Runzhao
Li Runzhao