In third-tier cities and below, traditional recruitment platforms are not adapted to the model, causing job seekers to fall into information confusion. AI-empowered recruitment design helps job seekers in the sinking market accurately obtain employment information, improve job search experience, and bring new hope to county recruitment through innovative methods such as visual noise reduction, colloquial expression, scene-based labeling, and dialect interpretation.
Sister Wang stood at the gate of the county experimental primary school, carefully sorting out her daughter’s red scarf. It wasn’t until the short figure completely disappeared into the morning reading that she took out her mobile phone, and the screen was still stained with oil stains left by breakfast. She wiped hard and scratched the APP icon that had been downloaded for three months but was still unfamiliar. Soon, she gradually got lost in the job postings on the screen, the dense small characters were crowded together, and the information was chaotic and undistinguishable, and even the address needed to be close to the mobile phone screen to see clearly……
However, this is not an isolated case, 140 million employed people gathered in cities below the third tier, and they are experiencing a special employment dilemma, and when urban white-collar workers enjoy intelligent matching on recruitment platforms, job seekers in the sinking market are still struggling in the information maze.
1. The big-character poster revolution: reconstructing the underlying logic of information cognition
third-tier cities and counties are facing it“Employment opportunities are few and scattered, job search information is weak, and job matching efficiency is low”compound dilemma. The portrait of job seekers here is clear, with education generally in high school and below, older groups with obvious family roles, difficulty in re-employment, and a large number of gig economy practitioners. Therefore, the traditional recruitment platform “overseas resume + complex screening” model is seriously unacclimatized here. It is necessary to design innovation according to the characteristics of the sinking market based on the principle of “visual noise reduction, direct information supply, and easy understanding”.
Visual noise reduction
Adopt a large subtitle stream to reduce the information density of a single screen, streamline redundant information, and use high-contrast colors to present key elements, and appropriately control visual distance, text spacing, content spacing, etc.
This is based on real recruitment scenarios, highly restoring the list page of the 58 recruitment mini program for offline job hunting.
Information is provided directly
Optimize the information content, design and streamline the complex job title, salary, work location, age requirements, etc., and improve the reading experience so that the reading experience is as simple and direct as browsing the village entrance bulletin board.
Optimize the content of the detail page to improve the efficiency of information transmission, organize the layout of information content, let users quickly grasp the core content through the form of microcards, and enhance the relationship between primary and secondary through direct feeding to reduce the reading burden.
Speaking human language (colloquial expression)
It is important to “speak the human language” in the sinking market. Only by using the shortest text and telling the clearest information can older and less educated job seekers understand at a glance and make quick decisions.
For example: the original text “Recruiting takeaway delivery workers, no academic requirements, no experience, no deposit, you can start on the day you pass the interview, the salary is settled, the more you work, the more you get”
Optimize “food delivery personnel without deposit, on-the-job on the same day, daily settlement”
Why did you change it? Job seekers in the sinking market are most concerned about: job title, whether deposit is collected, entry speed, and salary settlement method. Therefore, it will be easier to cut out the nonsense, leave only the core and remove the modifiers, and read in short sentences.
2. Action efficiency: reduce the cost of selection
In order to make the recruitment list truly understandable to job seekers, it is necessary to solve the core decision-making chain of sinking users: salary > close to home> low requirements> contact immediately.
Specification title
Many titles attract clicks with vague expressions such as “high-salary urgent recruitment”, “recruitment of talents”, “monthly income of more than 10,000 yuan”, but job seekers need to repeatedly ask “what is recruiting?” Therefore, rejecting the “title party” and directly stating the specific industry and position can more effectively solve user pain points.
Location “Nearby Opportunities”
Users in the sinking market rely more on “location” to make decisions, simple “3 kilometers” and “5 kilometers” distance descriptions often cannot provide effective information, the road conditions in the county are complex, the straight-line distance ≠ the actual commuting distance, only showing the straight-line distance is not significant, and it is more reasonable to divide the working location through administrative divisions.
Considering the convenience of commuting at the workplace, it is more effective to indicate the time required for walking/electric vehicles/buses/driving, such as: 25 minutes on foot | 15 minutes by electric car | 20 minutes by bus (1 transfer required)
Of course, for users who do not mark the mode of travel, the location display through the double-layer information of administrative area + distance can also improve the perception of “nearby location”.
Trust value
Job seekers in first- and second-tier cities can check enterprise certifications, industrial and commercial information, etc., while job seekers in counties are more willing to believe: “Relatives and friends say that the owner of this store does not owe wages.”
Acquaintance society
Label “2 fellow villagers have interviewed for the position”, “The boss is a fellow townsman” and other labels, job seekers will be more willing to deliver and communicate
Certification logo
The proportion of small and micro businesses recruited is high, and it is difficult to obtain certified enterprise logos, so “three-year-old stores”, “on-site certification”, for the small restaurant downstairs of your home to recruit people, such a certification logo will also make people more credible.
Workers testify
The real evaluation of the employees who have been hired, upload photos of the working environment/canteen/dormitory, describe the work experience, of course, negative feedback will also affect the willingness to find a job, such as seeing a “three months in arrears of wages”….
3. AI extension: Make the content more human fireworks
The design of traditional recruitment platforms is not suitable for county areas, and the breakthrough point of AI lies precisely in understanding the real life behind these “earthy needs”. There is no fancy resume packaging here, some are just the most simple survival needs:
- “Is there a job that can be left before 4 p.m.? I have to pick up the kids.”
- “Do you want people in the factory? I’m 50 years old, but I have a lot of strength”
- “Do supermarket tally clerks include lunch? Is it far from home? ”
Label scenario
Colloquial and professional expression is the effective and simple thing that AI capabilities can do for recruitment services in the sinking market:
- Translate “job label” to being able to bring a baby
- Convert “3 kilometers away” to being close to home
- Turn the “boss is real” into a quantifiable guarantee for fellow villagers
It is the real technological empowerment with fireworks, not to let users learn the APP, but to let the APP learn to speak “the user’s words”.
Interpretation of regional industry dialects
Recruitment users in county areas are more accustomed to communicating through local dialects, such as in job postings:
These recruitment postings contain countless “dialect passwords” that cannot be found in the standard Chinese recruitment system, but they are the key codes that determine the success or failure of job matching. It can not only convey work requirements, but also reflect the characteristics of local culture and working environment.
For older job seekers in the sinking market, they are also more inclined to use dialect voice search work
Cultural resonance, work has temperature
Cleverly integrating local dialects to express salary and benefits can not only enhance the sense of intimacy, but also improve the information memory point. Through dialectal salary expression, “money” is said in the heart, for example: having a canteen is far warmer than providing meal supplements. A 20-year-old store is far more convincing than stable work.
Through AI to tell job opportunities in dialect, those recruitment content hidden in the local dialect is the key to solving county recruitment.
4. Conclusion: Let recruitment return to “understandable and found”
Employment services in the sinking market are not “downgraded” products, but need to be based on the upgrading of real life scenarios, learn from the “big-character poster thinking” of offline recruitment notices, simulate the cognitive habits of offline scenes, and reduce the information burden through direct information feeding, so as to avoid complex interfaces, lengthy information, small font typesetting and other designs that are not suitable for users in the sinking market. At the same time, key information, salaries, positions, and work locations are enlarged to make the information more intuitive, and then the visual impact is strengthened to form decision-making stimuli.
As an information transmitter, it is key to let users understand the recruitment content. The core value of recruitment platforms is to lower the threshold for obtaining information, not to pile up. Present clear and understandable content with shorter, colloquial information.
With the enhancement of AI capabilities, through the large language model to empower sinking recruitment, add local dialects to the recruitment content, optimize speech and other methods to improve the readability of information content and solve the employment dilemma for county recruitment users.
