每天早晨八点半，当你走进北京西二旗地铁站，很难忽视通道两侧密集出现的黄蓝色广告——鱼泡直聘创始人周峰一边嘟嘴，一边比出电话手势，配 文："找工作！鱼泡直聘电话聊就是快！" 这张广告除了被吐槽形象"油腻"，广告上写的"超1亿APP用户"也让很多白领疑惑，这究竟是什么招聘软件？ （鱼泡直聘广告，图源网络） 事实上，鱼泡虽然对于白领来说很陌生，却是数千万蓝领工人最常用的招聘平台。根据艾瑞咨询《2024中国网络招聘行业研究报告》，鱼泡直聘在综合招 聘平台中排名第四，并在蓝领招聘市场占有率第一。 2024年12月，鱼泡直聘突然宣布战略升级，正式进军白领求职赛道，并在今年初发动了这场席卷北上广深地铁系统的广告闪电战，截至目前，鱼泡已投入 超过15亿元的营销费用。 一边是蓝领市场头把交椅，一边是白领市场强敌环伺。鱼泡凭借砸钱营销闯入白领赛道，看似是高举高打，实则困难重重。 从工地崛起，逆袭蓝领赛道第一 鱼泡直聘的故事，始于七年前的四川成都。 2017年，29岁的周峰创立了鱼泡直聘（原名鱼泡网），往狭小的出租屋里塞进6张办公桌，开始"帮工人找活儿"。 作为农民工的孩子，他很早就注意到了蓝领群体找活之难——"有些信息差能把人困 ...

Core Insights - The core viewpoint of the article is that the online recruitment industry in China is evolving with a stable market share of around 70% for online recruitment channels, driven by advancements in matching algorithms and AI applications, leading to a projected market size of 18.3 billion in 2024 with a growth rate of 1.6% [1][17]. Development Status - Online recruitment accounts for approximately 70% of recruitment channels, benefiting from the efficiency of internet information dissemination and the evolution of recruitment models from job information directories to algorithmic matching [1][3]. - The market size of China's online recruitment industry is expected to reach 18.3 billion in 2024, with a year-on-year growth rate of 1.6% [1][17]. - The application of AI in recruitment platforms is anticipated to enhance value for businesses, contributing to a recovery in recruitment demand and a projected growth rate of 6.7% from 2025 to 2027 [1][17]. Supply and Demand Analysis - Over 60% of companies are reducing recruitment volumes due to operational pressures [2][42]. - The unemployment rate among young graduates (ages 16-24) is notably high during graduation seasons, while employment stabilizes around age 30 [2][45]. - The white-collar workforce shows a decreasing trend in voluntary resignation rates, indicating a preference for job security [2][47]. Development Trends - The application of AI models is expected to significantly enhance platform value, improving automation and precision in job matching, thus creating stronger competitive barriers for online recruitment platforms [2][15][75]. - Social media platforms are emerging as supplementary recruitment channels, although their operational models may limit their effectiveness in recruitment [2][77]. Market Size and Growth - The online recruitment industry is projected to reach a market size of 18.3 billion in 2024, with a recovery in growth rates expected due to improved economic conditions and AI applications [1][17]. - Monthly unique device numbers for recruitment apps are expected to exceed 85 million, with peaks during key recruitment seasons [20][30]. User Demographics - The user base of online recruitment platforms is becoming increasingly younger, with over 50.9% of users under 30 years old [27]. - The trend of younger blue-collar job seekers is rising, which is expected to enhance the penetration of online job searching among this demographic [60][61]. Recruitment Behavior - Job-seeking behaviors among university students are shifting earlier, with many starting to prepare resumes and seek internships as early as their first or second year [2][57]. - The competition for jobs is intensifying, leading to more pragmatic employment choices among graduates, who are increasingly focused on securing any job rather than ideal positions [2][51]. Blue-Collar Recruitment - The demand for blue-collar positions is on the rise, with a significant increase in job postings, particularly in logistics and skilled labor [60][61]. - The online recruitment landscape for blue-collar jobs is diversifying, with various platforms focusing on different aspects of the recruitment process [63][65].

Core Insights - The online recruitment industry in China is projected to reach a market size of 18.3 billion in 2024, with a year-on-year growth rate of 1.6%. The growth is expected to accelerate to an average of 6.7% from 2025 to 2027 due to the recovery of corporate hiring demand and the value brought by AI applications in recruitment platforms [1][17]. Development Status - Online recruitment accounts for approximately 70% of total recruitment channels, benefiting from the efficiency of internet information dissemination and the evolution of recruitment models from job information directories to algorithmic matching [1][3]. - The recruitment landscape is evolving, with new media recruitment accounting for 7.5% in 2024, surpassing traditional talent markets and offline recruitment channels [4]. Supply and Demand Analysis - Over 60% of companies are reducing hiring volumes in 2024 due to operational pressures [42]. - The unemployment rate among graduates aged 16-24 is notably high, while employment stabilizes around the age of 30 [45]. - The white-collar workforce shows a decreasing trend in voluntary resignation rates, indicating a preference for job security [47]. Development Trends - The application of AI models is expected to enhance platform value by improving automation and precision in job matching, creating stronger competitive barriers for recruitment platforms [15][75]. - Social media platforms are emerging as supplementary recruitment channels, although their operational models may limit their effectiveness in recruitment [77]. Market Size and Growth - The online recruitment market is expected to grow to 18.3 billion in 2024, with a recovery in hiring demand and AI applications driving growth to an average of 6.7% from 2025 to 2027 [17]. Mobile Traffic Insights - Monthly unique device numbers for recruitment apps are projected to exceed 85 million, with peaks during the recruitment seasons [20]. - The user demographic is skewing younger, with over 50.9% of users under 30 years old [27]. Recruitment Behavior - Graduates are increasingly using recruitment apps and company websites to submit resumes, indicating a shift in preferred application channels [53]. - The job search cycle for students is extending, with job preparation activities starting as early as their first year of college [57]. Blue-Collar Recruitment - The demand for blue-collar jobs is rising, with a significant increase in job postings, particularly in logistics and skilled labor [61]. - The blue-collar job-seeking demographic is becoming younger, which is expected to enhance online job search penetration [60].