First for fun, now for recruitment: live streams help jobseekers in China find new employers

and its Chinese sibling Douyin, have made moves into the emerging field. Kuaishou, where Liu conducts his live streams, introduced a dedicated recruitment channel in January, aiming to help connect blue-collar workers and factories.

"For example, if I lied to you, I can also lie to other people [because they don't know you]," Zhang said."But when you are live-streaming, everyone can join the room. That means users can ensure that the live-streamer [provides true information]." China's youth unemployment rate has reached a record high this year as the economy slows. Enterprises are cutting off unprofitable business units, freezing headcount and laying off employees to survive.

"The number is high [in China] mainly because enterprises are lowering their expectations as uncertainty rises during the pandemic," he said. Douyin, which has more than 600 million daily active users, has introduced a special job-hunting campaign. The app, along with ByteDance's Xigua Video and Jinri Toutiao, is collaborating with China International Intellectech Corp, a backbone enterprise managed by the central government, to help people find jobs.

The biggest advantage of live-streaming recruitment is efficiency, said Zhang Yi, chief executive of research firm iiMedia."Enterprises can connect with jobseekers without travelling or setting up a job fair. As for jobseekers, they have more opportunities."

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