The Boss is directly engaged in product development experience for 5 years.
In July of this year, Boss directly launched the “Millions of BOSS Billion Plan”: the first decision-maker for the newly registered company of the platform, who can get thousands of dollars through job certification within 30 days after registration. The platform’s commercial products help users accurately reach high-quality job seekers and improve the efficiency of Boss recruitment.
In the first week after the event started, more than 5,000 companies registered. Participating in this event, the company is mainly a decision maker for SMEs. They are less than brand-name companies and lack branding and voice channels.
It is understood that Boss currently employs more than 60 million registered users, and lives on the order of millions. According to statistics from Qimai Data, in the past two years, Boss has been directly ranked in the top five in the iOS App Store business list (free of charge). Since 2019, it has been the first place to compete with the nail. In the business ranking (paid) ranking, Boss was hired almost in the first place for half a year.
Boss is a company that started the direct chat mode earlier in the industry. But the deeper dynamics that enable the platform to continue to develop rapidly are more from refined operations. On the other hand, as a recruitment platform with the B-end as the main source of income, it is absolutely impossible to rely on “burning money” in exchange for growth. The ultimate goal behind subsidies is to obtain payment approval from the B-end.
Based on this, 36 氪 interviewed Boss directly to the relevant person in charge, and repeated several issues in the development of the platform:
· To be a newcomer to the bilateral market, how does Boss directly hire a strategy for user growth?
· What do users, especially paid B-side recruiters, do to make them better on the platform?
· How to balance commercialization and platform ecology?
The premise of the new subsidy method is that the product can be retained by the user
Boss has a To C attribute, but it is essentially an enterprise service that must be verified in its own business model before it can scale. This 1 billion subsidy program is based on Boss’ direct understanding of the B-end enterprises on the platform and is based on a closed-loop business.
First, the “direct chat” recruiting model is more attractive to long-tail users. According to Boss’ direct hiring statistics, many companies recruiting on the platform are small and medium-sized companies. Due to low brand awareness and limited talent budget, these companies are facing more serious recruitment difficulties. For job seekers, the number of SMEs is large and the quality is uneven, so they are more willing to look at the opportunities of big companies.
The advantage of Boss’ direct recruitment in recruitment is a big reason for SMEs to choose this platform for a long time. The direct chat mode enables the direct leadership of the business department or the person in charge of the company to conduct recruitment communication. On the one hand, it expresses respect and sincerity to the talents, on the other hand, it is easier to clarify the specific work content and ultimately improve the recruitment efficiency of the enterprise.
Second, users have a clear willingness to pay for efficiency products and will self-propagate. Boss directly recruits according to the operating experience of SMEs in the past platform: After the relevant business products have been used by the responsible person of the company, there is a significant improvement in retention and repurchase. Moreover, through the user survey conducted by Boss, it is found that such enterprises also have strong self-propagation properties.
Boss direct hire CEO Zhao Peng told: “The bosses are very smart, the platform is difficult to buy money directly with him, or buy his share. But the boss is willing to share their own experience in solving problems, which is consistent with Their social psychology.”
The effect of advertising can only be highlighted when users are growing up
In addition to commercial product subsidies, Boss also held a “toilet recruitment festival” and launched the 2018 CCTV World Cup advertisement, achieving faster user growth.
Before the Spring Festival of 2019, Boss hired a large-scale marketing campaign with a total investment of tens of millions. Comprehensive coverage and carousel undoubtedly spurred people who are preparing to change jobs in the coming year. On the first day after the holiday, Boss directly increased the number of new users in a single day, a three-fold increase over the same period in 2018. The number of active users per day also increased four-fold compared with the same period last year.
For such an excellent ROI effect, Boss believes that the most important reason is that the platform has accumulated a good reputation and can grow self-growth. On this basis, will have a superposition effect on the 2019 Spring Festival, which will affect more users in the recruitment season. At the same time, due to the accumulation of the previous user base, the self-propagation fission speed will become larger and larger. On the other hand, if the platform is not strong enough in terms of brand influence and product strength,The report will only be the result of “a short-lived”, and the price/performance ratio of the advertisement will be very low.
The product conforms to the user’s usage habits and gradually refines the operations of C and B.
Improving the user experience is an important indicator for the platform to retain users. Boss is directly hiring to make more differentiation on the C and B sides through optimization of product features and more refined user operations.
On the C side, the behavior of job seekers is often similar, and the direct chat mode has gradually become the standard for all major recruitment platforms. Differentiation is based on more accurate job recommendations for users. In terms of user portraits, in addition to static personal basic information, resumes, intentional salary, etc., Boss direct employment will also judge job-seeking according to the dynamic user’s usage behavior, such as the frequency of recent visits, click preferences, and positions passed by the ditch. The current intention to change jobs and recommend interview opportunities.
On the B side, the differences in the various recruitment platforms will be more obvious. Most of the recruitment websites, the main service target is HR. For those who focus on recruitment, they often complete a fixed recruitment process on the PC side. But Boss directly hires more than 70% of recruiters who are not HR departments. These people use recruitment software generally at the time of fragmentation and on the mobile side. Therefore, trying to ensure a non-professional recruiter experience in the functional design of the product is the key to Boss’ direct recruitment of users.
In addition to the earlier layout of the mobile terminal, Boss directly hired the recruiter to do a detailed polishing. On the one hand, the platform will recommend its preferred talents to the company based on the habits of the recruiters. For example, some companies have a preference for schools or those with large factory experience. At this time, Boss will hire talents that are more in line with the needs of the company. Through the algorithm, even if different companies recruit the same salary and the same position, it will be the result of “thousands of people”.
On the other hand, the platform optimizes products based on the daily work habits of recruiters. For example, Boss is divided into “active” and “passive”: active Boss is more willing to actively initiate chats to job seekers who match him; passive Boss is not very good at turning on chat, the platform is ready for passive Boss Some common conversations that can be used directly, so they can use this to break the ice.
Convenient recruitment experience and a healthy platform ecosystem are prerequisites for revenue generation
At present, the business model of most recruitment platforms is to charge the enterprise. The real ability to impress corporate spending metrics is the platform’s user experience and hiring efficiency.
For non-professional recruiters, they especially value their time efficiency in recruitment. Therefore, they have a strong willingness to pay for products that can save time. Boss provides products that address these pain points, such as the “Cowman Direct Card” and the “Buffalo Bomb”, which enables the boss to discover and reach the “bovine” in batches, while at the same time making a sincere invitation to upgrade Boss. Recruitment efficiency.
However, too short-sighted commercial products can affect the experience of job seekers and ultimately hurt the platform’s ability to liquidate. Boss directly manages the rules for posting jobs and reaching the cattle. For companies that are hiring a large number of positions in sales promotion and wealth management, Boss will be cautious and not even post this type of position.
Secondly, the supply and demand relationship for a certain type of position in different cities, the platform will be dynamically balanced by adjusting the price of the post. For example, when there are too few job seekers in a “operating” position in a city, and the demand for business users is large, too many recruiters will frequently take the initiative to attack, causing “operational” job seekers to be greatly disturbed. Boss’ direct strategy is to identify the city’s “operating” position as a “hot position.” In this way, when the city’s enterprises publish similar positions, they will need to charge.