Research On Marketing Strategies Of WeChat Public Accounts For College Students' Job Searching

China's economy is in a period of transition,facing increasing downward pressure.But the number of university graduates is increasing every year,which has led to the serious employment problem.The problem has become a heated topic of media every year.related to the sustainable development of economy and social stability.The huge number of job seekers and strong job needs promote the industry of recruitment information service.With the development of the Internet,online recruitment has become popular.However,more and more invalid and false information has caused these websites to fall into the bottleneck of development.The low information matching and low efficiency have become common problems in the recruitment information service industry.The industry needs to find new ways to provide better services to meet the growing demand for job information for college students.The WeChat public platform is a function based on the WeChat,which is widely acclaimed.Only 15 months after the launch of the WeChat public platform,the number of accounts has exceeded 2 million and has grown at a rate of 8,000 new accounts per day.It combines the dual attributes of media and e-commerce.It not only changes media,but also creates a new business model,providing opportunities for many industries to create new marketing ideas.The job information service industry has also continued to develop with the advantages of the WeChat public platform.The number of WeChat public accounts for job information has gradually increased,and it has become popular among collage graduates due to its variety,convenience and efficiency.By studying the case study of the WeChat public accounts for job information,this paper analyzes the advantages and disadvantages of job information services and summarizes the communication and marketing characteristics of the accounts in order to help the operators of the accounts to provide more job information services and improve their marketing methods.This paper first summarizes the psychological characteristics of college students when they are searching for a job,and then analyzes the content system of WeChat public accounts about job searching.Their main services include comprehensive job information,training courses for job seeking,guide materials about job searching and WeChat job-seeking groups.Based on two aspects:content marketing and marketing methods,this paper conducts a case analysis on "Internet Pie",a WeChat public account that focuses on job information of Internet Industry.In terms of content marketing of WeChat public account for job information,it has various types of articles,including original story contents and job-seeking strategies,which are both readable and valuable.The emotional sentiment of the articles is strong and diverse in the aim at evoking the user's excitement,anger,worry and anxiety.These emotions can lead users to follow the accounts,read and share the articles and buy solutions provided by operators of the accounts.In terms of marketing methods,first method is operators provided two kinds of information services:comprehensive information and selected information.The second method is to set a searching guide to lead users' actions for solution after they read articles.The third method is to induce users to share the articles on Moments.The fourth method is to create WeChat communities based on different users' needs and provide them customized services.This paper concludes that firstly with more requirements for job information,the core competitiveness of WeChat public platform for job information is to select,process and optimize information that users need.Secondly,when Chinese college students are seeking jobs,their emotions are unstable and can be easily aroused.Operators need to pay attention to their emotional needs.Thirdly,to provide customized services for small group of users is an important factor to win their attention.