Previously known as ClassifiedPost.com, cpjobs.com is one of the first digital recruitment platforms in Hong Kong that fully makes use of predictive analytics to proactively and accurately connect high quality talent with businesses.
Since 2001, ClassifiedPost.com had established itself as a well-trusted recruitment platform which specialised in middle to senior-level hiring, however, its premium position meant a lower usage among the younger generation of job seekers and SME employers.
The recruitment industry has changed more than ever before in the past 10 years because of technology disruption.
“Leveraging Classified Post’s heritage together with the technological know-how and expertise of South China Morning Post’s owner Alibaba, we are in a good position to become a game changer in Hong Kong’s recruitment market,” said Elsie Cheung, chief operating officer for the South China Morning Post Publishers Limited.
In March 2015, the website was rebranded and revamped to better cater for the evolving needs of the Hong Kong recruitment market. With a focus on innovation and the user experience, cpjobs.com has been technically enhanced to ensure job seekers are able to access suitable jobs with a few clicks, and that their search results are both accurate and up-to-date.
The recruitment process is no longer linear. Gone are the days where employers post a job ad and simply hope for the best, or for candidates to manually go through pages and pages of job listings to find a suitable opening.
To better serve recruiters and job seekers, cpjobs.com developed “Match Me”, a predictive job recommendation feature which operates on algorithms built around tracking and analysing individual user behaviours, and a job seeker’s personal profile.
“This enables the recruitment platform to match-make in real time. Employers also benefit from increased exposure as their job ads are proactively and selectively shown to the best matched candidates, increasing both quantity and quality of applications received,” Cheung said.
“Based on feedback from users and partners about ClassifiedPost.com, we were able to ascertain which part of the online platform that we should improve on and which shall we add to.
“We didn’t stop after the initial revamp though. We now roll out updates and enhancements to cpjobs.com every week – many of which were based on our users and partners’ feedback which lets us know which innovative solutions and improvements are necessary.”
cpjobs.com also invested in above-the-line marketing for both B2B and B2C to make sure people were aware of the new website. To engage with the next generation of candidates, the team at cpjobs.com visited every university in Hong Kong this year to provide career services for students, including career talks, CV workshops and professional photo taking.
According to Hong Kong government statistics, Hong Kong’s consistently low unemployment rate, around 3.5%, means it’s a constant battle for employers to compete for the right talent. This plays well for Hong Kong’s recruitment market as both in-house and agency recruiters rely on innovative and mobile-optimised platforms such as cpjobs.com to look for good candidates.
“We see the talent competition shifting the balance of power towards the candidates, especially Millennials, who place great emphasis on career progression and development as well as a strong work-life balance. HR practitioners are now busier than ever adapting their recruitment strategies to these changing needs.”
One major limitation using the traditional recruitment method is that employers can only reach candidates who are actively searching for a job, but the majority of the workforce is open to opportunities, as long as they are highly relevant.
To connect employers with this vast pool of non-active candidates, cpjobs.com incorporated recommendation technology into its EDM job alerts which allows tailored job recommendations to reach members.
Last month, cpjobs.com launched a new talent search service, cpTalent, which allows employers to proactively identify suitable candidates from the talent pool of cpjobs.com.
Innovative features such as directly suggesting suitable candidates to job openings, and comparing shortlisted candidates in one easy-to-use interface, greatly streamlines the hiring process and a lower cost for employers.
The website’s employer management platform was also revamped earlier in June. By making posting an ad a more intuitive process, it encourages employers to post more jobs, which in turn offers candidates a better variety of openings. The average time taken to post a job with cpjobs.com is now four times faster compared with the previous interface’s average.
The innovation of cpjobs.com earned it a gold award for Best Recruitment Site – Innovation at the HR Vendors of the Year Awards 2016, Hong Kong.
Hong Kong currently has the highest mobile penetration in the world, which is why being mobile-friendly is a fundamental element of cpjobs.com’s strategy. Although job seekers still prefer to do job applications on desktop computers, they are increasingly using mobile to stay informed about job opportunities or actively identifying suitable opportunities.
cpjobs.com’s mobile app is updated frequently to be more user-friendly so job seekers can easily search and apply for jobs with just a few simple taps on their phones.
“The ‘Match Me’ function that I mentioned earlier is incorporated throughout our mobile platforms so that matching jobs are proactively displayed to job seekers too. We also made sure all job seeker profiles and histories are synchronised across every cpjobs.com platforms, so that users can bookmark or save a job of interest on their mobile, and apply through the desktop once they get home or vice versa,” Cheung said.
The mission of cpjobs.com is simple – to make both job hunting and hiring highly relevant, personalised and intelligent, and to establish cpjobs.com as the trusted recruitment solutions partner for job seekers and employers alike.
The story is brought to you by cpjobs.com.
Human Resources magazine and the HR Bulletin daily email newsletter:
Asia's only regional HR print and digital media brand.
Register for your FREE subscription now »