AI重塑招聘行业，头部集聚效应进一步加速

Core Insights - The online recruitment sector is experiencing a "head effect," with leading platforms outperforming in user scale, revenue, and technology application since 2025 [1] - The recruitment industry is entering a new competitive cycle characterized by "scale x efficiency," accelerated by the implementation of AI [1] User Metrics - As of April 2025, the total monthly active users (MAU) for job recruitment apps reached approximately 113 million, a year-on-year increase of 5.5% [2] - The leading platforms, BOSS Zhipin, Zhilian Recruitment, and 51Job, had MAUs of 51.65 million, 26.58 million, and 17.65 million respectively, with a cumulative unique user count of 95.88 million [2] - By June 2025, the cumulative unique users for these three platforms increased to 97 million, adding 1.12 million users since April [2] User Engagement - BOSS Zhipin maintained its growth post-spring recruitment, with MAU reaching 54 million in June 2025 [3] - The top three platforms accounted for 94.1% of the total cumulative user engagement time in April 2025, which increased to 94.6% by June [3] Market Share - BOSS Zhipin's market share increased from 62% in April 2025 to 64.5% in June 2025 [4] Customer Acquisition Costs - Despite the increase in active users, leading online recruitment platforms have managed to control customer acquisition costs. BOSS Zhipin reported a 16.5% year-on-year increase in MAU while its sales and marketing expenses decreased by 23% [5] - This trend is attributed to the "head effect," where leading platforms benefit from first-mover advantages, scale effects, resource accumulation, and brand influence [5] Revenue Trends - Zhilian Recruitment's revenues for fiscal years 2024 and 2025 were AUD 635 million and AUD 561 million, reflecting a year-on-year decline of 13.2% [6] - In contrast, BOSS Zhipin's revenues for the same periods were CNY 6.807 billion and CNY 7.761 billion, showing a year-on-year increase of 14% [6] - BOSS Zhipin's growth is attributed to companies tightening budgets, leading them to prefer top platforms, and its expansion from a white-collar recruitment platform to a comprehensive platform covering blue-collar and lower-tier markets [6] AI Integration - The online recruitment industry is increasingly focusing on AI, similar to the discussions around mobile internet in 2013 [7] - AI is seen as a key factor in reducing transaction costs and improving matching efficiency in the dual-sided market of job seekers and employers [7] Competitive Advantages - Leading platforms have advantages in AI application due to their larger user pools, which provide better data for training models [8] - These platforms cover the entire service chain from job recommendations to interviews, allowing for more data accumulation and efficiency [8] Investment and Compliance - BOSS Zhipin announced an $80 million dividend and a $250 million buyback plan to enhance investor interest [9] - The online recruitment sector is also facing increased regulatory scrutiny, necessitating ongoing investments in risk control and compliance [9] - The integration of AI is expected to shift the industry focus from "traffic competition" to "efficiency competition," with leading platforms benefiting from user scale, organizational efficiency, and cash returns [9]