Short video, livestreaming, and social media platforms are no longer just about entertainment. Kuaipin, the blue-collar worker recruitment service launched by Kuaishou, is a prime example of how these platforms are transforming job recruitment. On July 11, Kuaipin released impressive data: Kuaishou’s annual recruitment videos and livestreams were viewed 100 billion times, generating nearly 25 million job search leads in a single month, and two-way job intention matches increased by 167% per month. Recruitment influencers are also flocking to Xiaohongshu, which attracts many young users, creating a closer and more interactive relationship between recruiters and job seekers.
Kuaipin’s Impact
Under Kuaipin’s business model, a simple graphic poster can generate 390K views and 1,209 CVs. A short video on professional hiring has amassed 640K views and 1,152 CVs. One livestream featuring a digital human has eliminated the need for human manpower while generating 1,051 CVs through interaction in the comment section. Effective recruitment content includes job salary levels, benefits, job descriptions, and job requirements.
The Weibo topic #Kuaishou Recruitment Short Video and Livestreaming Reached 100 Billion People# received 142K views. One netizen commented, “The recruitment information in the livestream was quite genuine – the company provided detailed information about food and housing conditions, salary, and insurance. I applied and received a call the next day and was soon accepted by the company.”
Why Kuaipin Works
Kuaishou’s user base is primarily from Tier 3 to Tier 5 cities and below. Users of Kuaishou, often referred to as ‘old iron’ (老铁), a term meaning ‘brothers’ in northern dialects, are generally engaged in labor work. Focusing on blue-collar services is a strategic choice for Kuaishou. Traditional recruitment methods can’t intuitively showcase the work content, working environment, and accommodation, but short videos and livestreams allow job seekers to gain a real-time, intuitive understanding of the actual situation. This reduces information errors, and the real scenes and instant interactions make the recruitment process more vivid and feasible.
Xiaohongshu’s Role
Xiaohongshu is also attracting users from recruitment and job search platforms. Under the topic of #job posting#, Xiaohongshu has accumulated more than 10K notes. HR professionals, company executives, and CEOs have posted on Xiaohongshu to look for employees. A post with hashtags like recruiting, job searching, big factories, and layoffs, along with the playful phrase “I heard that recruiting is very easy on Xiaohongshu,” easily garnered more than a thousand likes within three days. Within the same period, there can be hundreds of replies and private messages, mixed with dozens of CVs.
Recruiting on Xiaohongshu offers a different experience for both recruiters and job seekers compared to traditional platforms. Users often express dissatisfaction with Boss Zhipin, citing inaccurate searches, expired listings, and ineffective paid services. However, on Xiaohongshu, recruiters are more focused on finding candidates with specific interests and easy-going personalities. Job seekers, instead of immediately asking about salary or interviews, tend to send emojis and make friends first. Even if rejected, they often ask for additional job search advice, similar to the networking function of LinkedIn.
The Future of Job Recruitment
Platforms like Kuaipin and Xiaohongshu are changing the recruitment landscape. By leveraging short videos, livestreams, and interactive features, they offer a more engaging and efficient way to connect job seekers with employers. This approach not only makes the recruitment process more transparent but also builds stronger relationships between recruiters and candidates.
Looking Ahead
As Kuaipin and Xiaohongshu continue to innovate in the recruitment space, it’s exciting to see how these platforms will evolve and what new features they’ll introduce. For those in the marketing and business sectors, staying updated on these trends is crucial. Embrace these new strategies, and you might just find the perfect fit for your team.
In summary, the transformation of job recruitment through platforms like Kuaipin and Xiaohongshu is a game-changer. By integrating modern media and social interaction, they’re setting a new standard for connecting job seekers and employers. Keep an eye on these developments and consider how you can incorporate similar strategies into your own recruitment processes.
