Bilibili wants companies in China to use its livestreaming feature to recruit university students and fresh graduates, as the Covid-19 pandemic has complicated campus recruitment.
Why it matters: The streaming platform has been looking for ways to expand beyond its core business in anime, comics, and gaming (ACG) streaming.
- Through ACG, Bilibili has amassed a base of young Chinese users, which employers could potentially tap as a big pool of fresh candidates.
Details: Campus Recruitment Express is a form of content collaboration with employers, a Bilibili spokesperson told TechNode.
- The platform also guides employers through the livestreaming format and provides other free resources, such as banner display ads and live-steaming channel homepage recommendations, the spokesperson said. The livestreams are saved on a dedicated page.
- During the livestreams, employers try to recruit students by giving information about their company and position, and answering questions from the audience.
- “Starting from the end of August, we noticed that due to Covid-19, many companies were independently using livestreaming as part of their recruitment efforts,” the spokesperson said.
- Tencent, Huawei, Meituan, Didi, Geely, L’Oreal, and New Oriental have experimented with livestreamed recruitment on the platform, the company said.
- Users have also started uploading video resumes on Bilibili, the spokesperson said.
Context: In the second quarter of 2020, Bilibili had over 171.6 million monthly active users, 12.9 million of which are paying users.
- The company is backed by both Alibaba and Tencent, and received a $400 million investment from Sony in April.
- Bilibili is also expanding into online education. More than 86 million people used Bilibili to study using its large collection of educational videos in 2019, the company said. This is more than eight times the number of people who sat China’s university entrance exam, known as the gaokao.
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