中国企业试水社交媒体招聘

Companies looking for hints on how to use social media for recruiting may want to keep an eye on China.

想知道怎么利用社交媒体招聘员工的公司可以留意一下中国的情况。

Unlike in the U.S., where the recruiting industry has a long history that parallels the evolution of businesses and technology, job-search services in China are still developing along with the country's private sector.

美国招聘产业有着悠久的历史，它的发展与企业和科技的演进保持着同步。而中国的招聘服务仍在同这个国家的私营部门一起成长。

The explosive growth of Chinese social-networking sites coupled with inadequate recruiting platforms, is driving many companies in China to experiment with new methods such as social media.

由于中国社交网站出现井喷式增长，而招聘平台又显不足，中国很多企业开始试验一些新的招聘手段，如借助社交媒体。

'Traditional recruitment processes, as they are understood in the West, only really started to be used in China after 1978, with the gradual liberalizing of China's economy,' said Mike Tims, the Asia, Middle East and Africa president at global human-resources consultancy SHL Group Ltd. 'This has made it easier for China to 'leapfrog' these traditional approaches and embrace new recruitment methods more easily.'

全球人力资源咨询公司SHL Group Ltd.的亚洲、中东及非洲部总裁蒂姆斯(Mike Tims)说，直到1978年之后，随着中国经济的逐步自由化，中国才真正开始采用被西方人视为传统招聘程序的那些做法；这让中国可以更为容易地跳过这些传统招聘手段、直接采用新的招聘方法。

At some multinational companies, new ideas on how to use social media in recruiting processes are coming from their Chinese units.

在一些跨国公司，有关在招聘流程中如何使用社交媒体的新创意来自这些公司在中国的子公司。

The China division of auditing and consulting company Deloitte Touche Tohmatsu Ltd. last September offered a 'virtual office tour' on its career page on Sina Corp.'s Weibo, a Twitter-like Web-messaging service. The effort is designed to create a community of potential candidates and build relationships.

去年9月，审计与咨询公司德勤会计师事务所(Deloitte Touche Tohmatsu Ltd.)的中国子公司在其新浪微博的招聘页面上推出了“德勤在线之旅”。此举是为了在潜在求职者中间形成一个圈子并拉近他们与公司的距离。

Set up like a videogame, the tour starts with a scene at the airport where visitors choose their destination-Beijing, Shanghai or Hong Kong. After visitors 'fly' to the city of their choice and arrive at the local Deloitte virtual office, they can go to various parts of the office such as meeting rooms and talk to employees. At each different location visitors collect a green dot, and the tour is complete when they've collected six dots.

参与“德勤在线之旅”就像玩电子游戏，旅程从机场场景开始，游客们在这里选择他们的目的地──北京、上海或香港。在“飞”往选择的城市、抵达德勤在当地的虚拟办公室后，他们可以参观会议室等办公场所，并与德勤员工谈话。在每一个不同的地方，游客都收集到一个绿点，收集满六个绿点之后，这次旅行就算完成了。

So far, about 17,000 people have played this office-tour game, the company said. Other Deloitte member firms around the world now plan to adopt similar approaches, said Arthur Wang, Deloitte China recruitment director.

德勤方面说，目前为止已有大约1.7万人玩过这个在线之旅游戏。德勤中国区招聘总监王文佶(Arthur Wang)说，德勤在世界上的其他子公司现在也打算采用类似方法。

Deloitte China's Weibo career page, launched in 2010, now has more than 48,500 users following it. 'Some of the followers are very active and they often send us messages and inquiries,' Mr. Wang said. That community proved effective when the company recently looked for interns on Weibo. Within hours, it received enough applications to fill the positions.

德勤中国于2010年在新浪微博推出招聘页面，目前粉丝已经超过48,500人。王文佶说，有一些粉丝非常活跃，常常向我们发信息、提问题。当德勤在前不久寻找实习生的时候，这个圈子被证明是很有效的。数小时之内，德勤就收到了足以填满这些岗位的申请资料。

Around the world, more companies are using social media in recruiting. In an annual global survey of HR professionals compiled by SHL this year, 46% of respondents said social media sites are effective tools for recruiting and reaching quality candidates, up from 36% last year.

在整个世界，招聘过程中使用社交媒体的企业越来越多。SHL今年对全球人力资源专业人士展开的年度调查显示，46%的受访者说社交网站是招聘、接触合格应聘者的有效工具。这个比例高于去年的36%。

The incentive in China to try new recruiting methods also stems from the challenges companies face there. Recruiting experts say online job boards in China often attract a glut of unqualified candidates for well-known companies and none for smaller firms, while there are simply too many headhunters with varying degrees of credibility, making the market chaotic.

在华企业尝试新招聘方法的动机还源自于它们面临的挑战。招聘专家说，在招聘网站上，知名公司常常吸引到大量不合格的应聘者，而小公司则吸引不到应聘者，同时各种资质的猎头实在太多，让市场一片混乱。

'In China we are jealous of our HR co-workers in the U.S.,' where online recruiting platforms are more mature and can attract qualified candidates, said Willa Wang, talent acquisition director at Lenovo China, the Chinese unit of Hong Kong-based personal computer company Lenovo Group Ltd.

联想中国(Lenovo China)人才招聘主管Willa Wang说，在中国，我们羡慕美国的人力资源同事，美国的网络招聘平台非常成熟，能够吸引合格的人才。联想中国是位于香港的个人电脑生产商联想集团的中国子公司。

Making the environment even tougher, Chinese companies with global ambitions increasingly are looking for the same kind of people as those sought by major Western companies trying to expand in China.

令招聘环境更加严苛的是，意欲进军全球市场的中国公司在越来越多地与努力在华扩大业务的主要西方公司争夺人才。

'There is intense competition for what turns out to be a narrow segment that has the skills we are looking for,' said Jim Pilarski, the head of HR for Asia Pacific, Middle East and Africa for hotel chain operator Marriott International Inc. Marriott is looking to hire around 20,000 people in China by 2017 to staff 40 new hotels it plans to build in addition to the current 60.

连锁酒店运营商万豪国际集团(Marriott International Inc.)亚太、中东及非洲人力资源主管皮拉斯基(Jim Pilarski)说，具备我们所要求技能的人并不多，各公司之间对人才的竞争很激烈。万豪计划在2017年前将在华员工数量增至约20万，为在华新开的40家酒店补充人员。万豪目前在华有酒店60家。

In June, Marriott launched a promotional campaign in China using Sina's Weibo. More than 30 of its Chinese hotels made videos about them, and shortlisted videos were featured on the company's Weibo page. By July, the company had received about 1,000 more applications for Chinese jobs than it does in a normal month, said Bill Lu, Marriott's director of talent acquisition.

今年6月，万豪利用新浪微博在华推出了一项宣传推广活动。该公司在中国的30多家酒店制作了自己的视频，并上传到该公司的新浪微博账户上。万豪负责人才招聘的主管Bill Lu说，截至7月，公司收到的应聘中国职位的求职信比平时一个月多约1,000份。

Marriott also is planning later this year to launch a social game on Renren-often considered as China's Facebook -that allows users to virtually manage a restaurant as a way of getting more young Chinese people to familiarize themselves with the concept of running a hospitality business.

万豪还计划今年晚些时候在人人网上推出一款社交游戏。用户可以管理虚拟饭店，以便使更多的年轻人了解管理酒店业务的概念。

As more companies are turning to social media for help, some Chinese social networking sites are coming up with new services focused specifically on recruiting.

随着更多的公司转向社交媒体寻求帮助，一些中国社交网站开始推出专门针对招聘的新服务。

Sina's Weibo last year launched a service for jobseekers to post 'micro-resumes.' Each micro-resume usually contains the person's brief profile and description of skills and aspirations, within 140 Chinese characters, which say a lot more than 140 English letters.

新浪微博去年推出了一项服务，求职者可以发布“微简历”。每份微简历通常不得超过140个汉字，包括个人简介、对技能和个人目标的描述。140个汉字比140个英文字母能表达更多的东西。

Lenovo last year held a recruiting campaign using Weibo's micro-resumes. After reviewing all of the 140-character resumes, the company selected and then requested full resumes to start a formal recruiting process. The campaign has led to some hires, said Lenovo's Ms. Wang.

联想去年利用新浪微博的微简历服务举行了一场招聘活动。在评估了全部微简历后，该公司选出一些简历，并请求职者提供完整简历，以便开始正式招聘流程。联想的Willa Wang说，那次的活动中我们招到了一些人。

Between April and June this year, Lenovo China found about 70 candidates through social media, the company said. While Lenovo's primary social recruiting tool is LinkedIn, Ms. Wang said she also uses Tianji, a Chinese-language professional social networking site that is similar to LinkedIn.

联想中国说，今年4到6月份，该公司通过社交媒体找到了约70个申请者。Willa Wang说，尽管联想中国的主要招聘工具是LinkedIn，她也使用与其类似的中文职业社交网站天际网。

Tianji Chief Executive Derek Ling said the site, which had 10 million users in April, is now adding 500,000 users per month. The company is now in the process of building new systems to allow companies to search and recruit through the site.Mr. Ling expects the online recruiting business in China to grow to be worth $1 billion by 2017 from the current $750 million.

天际网首席执行长林廷翰说，该网站4月份有用户1,000万，目前每月新增用户50万。该公司目前正在构建新系统，新系统能够使公司通过该网站搜索人才并招聘。林廷翰预计，2017年前中国的在线招聘业务规模将从目前的7.5亿美元增至10亿美元。