2022 China Online Recruitment Market Development Report

Source:iResearchMay 05,202211:33 AM Overview

Market size: The market size hit 16 billion yuan in 2021, increasing by 48.2% compared to 2020. It will maintain a high growth rate in the next three years.

PC: The number of users has increased year on year. However, the time spent has decreased and is mainly in March and August.

Mobile traffic: Traffic amount peaked in March and July, and various indicators were higher compared to 2020.

Mobile platform: Traffic of the TOP3 platforms are high. The peak seasons of different platforms vary.

Overview: The industry is short of supply and has a low match rate of supply and demand. Structural employment conflicts are increasingly severe.

Employer: Small and micro enterprises and the new economy have become "reservoirs" of employment. Recruitment cost has risen but the completion rate has decreased. Flexible employment is booming.

Job seeker: The unemployment rate falls. However, young people are under large employment pressure and an increasing number of them choose the new economy.

Platform: Industry players enter the market of blue-collar recruitment. The industry is increasingly digitalized and standardized.

Problem: The mismatch between the supply and demand of skills needs to be solved. The efficiency and quality of flexible employment remain to be improved.

Platform: Provide employment guidance, career planning and other services in colleges, explore potential businesses such as training and job transfer, and improve job seekers’ efficiency and experience.

Corporate Employer: Improve recruitment efficiency while optimizing the experience of job seekers.

Job seekers: Job seekers need to constantly upgrade their knowledge structure. Their soft competencies are increasingly important.

Ecological Map of China Online Recruitment Industry

Recruitment models extend vertically, and the industry tracks are further expanded

Size of the Online Recruitment Market

iResearch estimates that the size of China's online recruitment market was 16 billion yuan in 2021, growing by around 48.2% compared to 2020, which was the highest growth rate in the past five years. The industry is obviously recovering. iResearch projects that the market will keep developing rapidly and maintain a rate slightly lower than the years before the Covid-19 pandemic.

Competitive Landscape of the Online Recruitment Market

From the perspective of revenues, 51 Job has the largest revenue in the industry, accounting for 27.61% of the market. With BOSS Zhipin got listed in 2021, the market shares of non-listed companies become even smaller. The market shares of various platforms are decentralized. In terms of profit, in 2021 51job’s net profit attributable to parent was 640 million yuan and its profit rate was 14.5%, much higher than most listed recruitment platform companies.

Overview- Supply and Demand

Data released by the Ministry of Human Resources and Social Security show that the job vacancies-to-seekers ratio has been higher than 1.2 since Q4 of 2017. The upward trend indicates that demand in the labor market is greater than supply. In Q2 and Q3 of 2021, the job vacancies-to-seekers ratio was higher than the same period in 2020, mainly thanks to the orderly resumption of work and production, the stabilization and recovery of the economy, and largely increased labor demand. The job vacancies-to-seekers ratio in middle and western regions is higher than in the eastern region. This is mainly because the eastern region is more developed and is more attractive to job seekers, while the middle and western regions have a larger gap in employment demand.

Future Trends in the Online Recruitment Industry – Platforms

The employment guidance work of most colleges and universities is not professional. The content is superficial, generalized and poorly targeted. The online recruitment platforms, with their rich experience, deep insight into the employment situation and accumulated enterprise resources, can design targeted career guidance curriculum systems for students, provide career assessment, guidance and training, as well as other services according to the characteristics of students in specific colleges and their pain points in job-seeking. In addition, they can provide training for college teachers, and help colleges build a team of professional career guidance teachers.

Future Trends in the Online Recruitment Industry – Enterprise Employers

Currently, enterprises focus on improving recruiting efficiency and have achieved partial automation of recruiting through technological methods. However, candidates' experience plays an important role. Enterprise employers need to improve their experience through methods such as establishing a mechanism for communicating with job applicants, providing applicants with other possible positions, and so on. It is worth noticing that job seekers now attach more and more importance to their fit with the corporate culture. Establishing a complete mechanism to evaluate elements that vary from person to person (e.g. eliminated cultural fit, potential, soft skills, etc.) becomes increasingly important.

Future Trends in the Online Recruitment Industry - Job Seekers

The digital wave has proposed higher requirements for the working force. Job seekers need to constantly upgrade their knowledge related to their positions and new skills required by new technology reforms. In the digital age, since companies have more flattened structures and they attach more importance to flexible and efficient teamwork, soft skills become more important. According to The Future of Jobs Report 2020 released by The World Economic Forum, in 2025, eight of the ten most needed abilities in the global jobs market are soft skills. iResearch’s survey on working people shows that communication ability, leadership and other soft skills are in the important and urgent quadrant. To gain differentiated competitive advantages, job seekers will keep improving their overall strength by attending various kinds of vocational training

Table of Contents of the Full Report


1 Development Background of China Online Recruitment Industry
1.1 Macro Development Environment—Policy
1.2 Macro Development Environment—Economy
1.3 Macro Development Environment—Society
1.4 Macro Development Environment—Technology

2 Status Quo of China Online Recruitment Industry
2.1 Ecological Map of China Online Recruitment Industry
2.2 Size of Online Recruitment Market
2.3 Competitive Landscape of the Online Recruitment Market
2.4 PC Traffic——Monthly Active Users
2.5 PC Traffic——Total Monthly Use Time
2.6 Mobile ——Operation of Major Recruitment Platforms
2.7 Mobile Traffic——Total Monthly Unique Devices
2.8 Mobile Traffic——Total Monthly Use Time
2.9 Mobile Traffic——Monthly Use Time TOP3
2.10 Mobile Traffic——Daily Use Time Per Device
2.11 Mobile Traffic——Daily Use Time Per Device TOP3

3 New Changes in China Online Recruitment Market
3.1 Overview-Demand and Supply
3.2 Overview- Employment Structure
3.3 Employer-Number of Enterprises
3.4 Employer-Difficulty in Recruitment
3.5 Employer-Industry Differences
3.6 Employer-Demand Changes
3.7 Employer-Employment Models
3.8 Job Seeker-Changes in Number
3.9 Job Seeker-Turnover
3.10 Job Seeker-New Employment Forms
3.11 Job Seeker-Status Quo
3.12 Platform—Blue Collar Market
3.13 Case Study of Online Recruitment Companies in China —51 Job
3.14 Case Study of Online Recruitment Companies in China —Liepin

4 Future Trends in China Online Recruitment Industry
4.1 Problems and Challenges
4.2 Outlook


Policy: Several departments have policies and opinions on promoting employment in multiple dimensions, promoting the construction of the human resources market system.
Economy: The economic development is steady and healthy. The service sector is clearly reviving. The state’s goal of steady growth ensures the stability of the jobs market.
Society: The working population has dropped significantly, but the quality of talents has improved. China moves from a demographic dividend period to a talent dividend period.
Technology: AI technology has now penetrated the bottom logic of recruitment. Multiple types of AI technologies are popularized and applied.

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