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Home National

Is it reliable to look for a job by watching videos? ——Focus on the new employment model of “live streaming jobs” – China Daily Network

by beijingherald.com
14 April 2025
in National, Politics
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Is it reliable to look for a job by watching videos? ——Focus on the new employment model of “live streaming jobs” – China Daily Network
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Xinhua News Agency, Beijing, April 13th title: Is it reliable to find a job when watching videos? ——Focus on the new employment model of “live streaming jobs”

Xinhua News Agency reporters Jiang Lin and Lin Fanshi

Following the anchor to watch the job and submit resumes on your mobile phone is already a convenient way for many people to find jobs. In the current widely carried out spring recruitment, live streaming has become the “standard configuration” for job fairs in various places.

Is it reliable to watch videos and watch live broadcasts to find a job? Can it better promote the matching of companies and job seekers?

Visualization, strong interaction, “immersive” job search is favored

“Doesn’t there be too much overtime work? Do you want to accommodate accommodation?” “Is it a formal worker?”… From 8 pm every Friday, Kuaishou’s “Job Waiter” live broadcast room is built to build a real-life scene in the corporate workshop or workplace. The anchor Yaya introduces the recruitment situation in detail and quickly answers various questions pop up in the comment area. In just one hour, the backend received registration intentions from hundreds of job seekers.

In the past two years, many Internet platforms have “moved” recruitment into live broadcast rooms and “cut” corporate visits into short videos. This visual and interactive recruitment method is rapidly popularizing, opening a new window for employment for workers and corporate recruitment.

Yaya told reporters that she used to be engaged in the production and release of promotional short videos in a express delivery company, and found that netizens on the video page often left messages asking how to find a job in the company. “At that time, I thought this should be a good way to introduce my job, so I changed to the current company that specializes in live streaming and leading jobs.”

Zhao Tianyi, the head of content marketing at Kuaishou Kuaishou, introduced that during the Spring Festival recruitment activities from January 15 to February 12 this year, more than 10 million users searched for jobs through Kuaishou video live broadcast, an increase of 184% over the same period last year, and the number of intentions reached by both parties increased by 572% year-on-year. Didi’s special show alone attracted more than 130,000 people to submit resumes.

“Currently, recruitment positions are mainly concentrated in blue-collar workers and new employment forms, including general workers, distribution and warehousing, catering services, fitness coaches, baby care, baristas, online ride-hailing drivers, etc..” Zhao Tianyi said that the platform has more than 400,000 full-time anchors in live broadcast positions, which can attract about 250 million workers to participate every month.

On February 14, staff members conducted live broadcasts and job promotions at the special job fair of the “Spring Breeze Action” in Qingdao Free Trade Zone, Shandong. Posted by Xinhua News Agency (photo taken by Zhang Jingang)

Live streaming job development not only opens up new channels for corporate recruitment, but also becomes a new measure for local governments to promote employment.

Not long ago, the Changsha Municipal Human Resources and Social Security Bureau held the 2025 Spring Breeze Action offline special job fair. Staff members simultaneously brought job seekers to find jobs online to “immerse” and share the recruitment position information of BYD, Lens Technology, Zoomlion Heavy Science and Technology on-site in real time, attracting more than 100,000 people to watch it in less than 2 hours.

“On the one hand, live streaming can expand the coverage of recruitment and build a supply and demand matching platform through multiple channels; on the other hand, it can also allow us to understand the needs of workers more accurately based on user feedback and further improve the quality of employment services.” The staff said.

“See, ask clearly, and do it quickly” is the advantage

Why is live streaming jobs widely popular? Industry insiders said that on the one hand, under the current employment situation, many workers have job hunting needs, and live streaming job hunting has lowered the threshold for job hunting. Just one can be found on your mobile phone, and you don’t even need to prepare your resume.

On the other hand, compared with traditional online recruitment institutions, live streaming is more immediate and interactive. If its advantages are fully utilized, it can enhance the trust of job seekers and allow workers and enterprises to connect more directly and efficiently.

Zhang Chenggang, director of the China New Employment Form Research Center of Capital University of Economics and Business, said: “Live broadcasting does not simply read out recruitment information through anchors, but to “see, ask clearly, and handle quickly”, so that the wages, welfare, working environment, and working hours that workers are most concerned about are answered in a timely manner.”

“You can see that the working environment here is quite good. The recruitment position does not require high education and work experience. If you are in charge of an old employee, it is easy to get started.” Recently, at Guangxi Laibin Shuangfei Automobile Wire Harness System Co., Ltd., an anchor walked into the workshop and took the job seeker on the other end of the screen to “look” on the assembly line and interacted frequently on various issues.

“Workers can intuitively feel the future work situation, they will feel more at ease in their job search, and their willingness to find employment will also increase.” Huang Meilian, deputy director of the Employment Service Center of Laibin Municipal Human Resources and Social Security Bureau, said that when they learned that this company urgently needs labor due to production needs, the human resources and social security department decided to use the method of visiting the company to live recruitment, and soon helped the company recruit 113 employees.

In 2024, Guangxi’s first live broadcasting base was established in Laibin City. Up to now, more than 50 companies have been helped to recruit about 2,500 employees.

On March 14, at the Guangdong-Guangxi Labor Cooperation and Spring Breeze Action Special Job Fair held in Rongshui Miao Autonomous County, Liuzhou City, Guangxi, staff introduced job requirements information through the live broadcast platform. Photo by Xinhua News Agency reporter Huang Xiaobang

Zhixiaoer (Shandong) Network Technology Co., Ltd. is a company focusing on live broadcast recruitment. Yan Wei, the person in charge, introduced that the company has built 12 types of recruitment live broadcast rooms such as express sorting, housekeeping services, and welding to truly restore the work scenarios and help job seekers understand their jobs more intuitively.

“We now have more than 30 full-time anchors and about 1,300 part-time anchors. A live broadcast will explain several positions in one to two companies. In fact, we have helped job seekers to screen them so that it is easier for everyone to find a job that suits them. This kind of close service was difficult for ordinary job seekers to obtain in the past.” Yan Wei said.

The development of the ecology needs to be improved, and improving professionalism is the key

While the live broadcast job-leading model is becoming increasingly popular, the reporter also noticed that there are not many teams and personnel with professional qualities, and the unified and perfect industry standards have not yet been established, and the overall quality of live broadcast job-leading is not high. Experts said that the development ecology of live streaming jobs needs to be improved urgently, and improving the level of professionalism is a key step.

“Live broadcast recruiters must not only have live broadcast experience, but also take into account professionalism and proximity.” Yan Wei said that as an intermediary bridge, live broadcast recruiters must complete qualification review and matching between enterprises and individuals, and collect and sort out real and accurate employment information, so that job seekers can “compare the products” through a small screen and find their favorite job.

Currently, there are government staff, employers and human resources institutions that lead jobs through online live broadcasts. A considerable number of anchors who lead jobs have not received specialized skills training and lack sufficient understanding of job situations and job seekers’ needs, and the results of job leadership need to be improved.

Among the new batch of new occupations released by the Ministry of Human Resources and Social Security in 2024, live recruiters have been officially listed as new jobs. While enhancing their professional identity, it also means that this job will be more standardized and standardized.

Many industry insiders suggested accelerating the cultivation of professional talents so that anchors should not only serve as transmitters of job information, but also play the role of employment guidance, etc., to enhance the professionalism and credibility of live broadcasts, and at the same time improve the back-end service system to improve the success rate of enterprise recruitment and workers’ employment.

“From the current situation, online collection of job search intentions is relatively fast. Whether you can successfully join the job depends on the quality of follow-up services such as contact, screening, and interviews.” Yan Wei said.

To promote the innovative development of live streaming, all forces need to actively participate.

The Ministry of Human Resources and Social Security has issued a notice clearly requiring local governments to support the establishment of live broadcast job-leading bases and live broadcast job-leading rooms in public employment service institutions, and encourage the creation of live broadcast rooms with various social resources such as universities, industrial parks, enterprises, human resources service agencies, social media, etc.

Experts said that all parties should work together to promote live streaming to better play the innovative effect and inject new vitality into the employment market.

[Editor in charge: Wang Wenqian]

Tags: ChinadailyemploymentFocusjobJobslivemodelnetworkreliablestreamingvideoswatching
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