Go Global. Go Digital.

Reach out to job applicants in China Social Media

Reaching job applicants in China via social media requires a tailored approach that aligns with the preferences and behaviours of the target audience. 


Here’s an expanded explanation of the steps you can take…


Identify the right social media platforms

  • Understanding the landscape of social media platforms in China is crucial. Platforms like WeChat, Weibo, and Zhihu are among the most widely used. WeChat stands out as a multifunctional app, serving as a primary means of communication, social networking, and even financial transactions for many Chinese users. Weibo is akin to Twitter, offering real-time microblogging and multimedia sharing. Zhihu, similar to Quora, is popular for its question-and-answer format, attracting professionals seeking insights and knowledge sharing.


Create engaging content

  • Crafting compelling content is essential for capturing the attention of job seekers. Develop content that not only showcases your company culture and values but also highlights specific job openings and their benefits. Utilise visuals, videos, and infographics to enhance the appeal of your posts and make them stand out in users’ feeds. Tailor your messaging to resonate with the preferences and aspirations of your target audience.


Leverage targeted advertising

  • Social media platforms in China offer robust advertising tools that enable precise targeting based on demographics, interests, and behaviours. Utilise these features to ensure your job postings reach the right candidates. Segment your audience based on factors such as location, industry, and job function to maximise the effectiveness of your advertising campaigns. Continuously optimise your targeting parameters based on performance metrics to improve the ROI of your ads.


Engage with potential candidates

  • Building meaningful connections with potential candidates is essential for fostering trust and engagement. Actively participate in relevant groups, forums, and discussions on social media platforms where your target audience congregates. Share valuable insights, answer questions, and provide helpful resources to establish your credibility as an employer of choice. Engage with users who express interest in your company or job postings, and initiate conversations to learn more about their skills and experiences.


Utilise influencers and KOLs

  • Collaborating with influencers and Key Opinion Leaders (KOLs) can significantly amplify your reach and credibility among job seekers. Identify influencers within your industry or niche who have a substantial following and engage with your target audience. Partner with them to promote your job openings, share testimonials from current employees, and showcase your company culture. Leverage their influence to attract top talent and differentiate your employer brand from competitors.


Optimise for mobile

  • Mobile optimization is paramount in a country where smartphone penetration is widespread. Ensure that your social media content and application process are optimised for mobile devices to provide a seamless user experience. Design mobile-friendly landing pages for your job postings, streamline the application process, and minimise load times to prevent user frustration. Regularly test your mobile assets across different devices and screen sizes to identify any usability issues and address them promptly.


Monitor and analyse

  • Tracking the performance of your social media efforts is essential for measuring success and refining your strategy over time. Monitor key metrics such as engagement rates, click-through rates, conversion rates, and applicant quality to evaluate the effectiveness of your recruitment campaigns. Use analytics tools provided by social media platforms to gain insights into user behaviour and preferences. Adjust your tactics based on performance data and experiment with different approaches to optimise your recruitment efforts for better results.


By implementing these strategies effectively, you can leverage the power of social media to reach job applicants in China and attract top talent to your organisation. Continuously adapt and refine your approach based on market trends and user feedback to stay ahead in the competitive recruitment landscape.


Job seekers in China commonly use several social media platforms to search for job opportunities and network with professionals. Some of the most popular platforms include:



  • A popular question-and-answer platform where users can ask questions, share knowledge, and engage in discussions on various topics. Job seekers often use Zhihu to seek advice on career development, gather insights about specific companies or industries, and connect with professionals who can offer guidance or potential job opportunities. By participating in relevant discussions and following industry experts, job seekers can expand their network and stay informed about the latest trends in their field.



  • An indispensable app in China, offering a wide range of features including messaging, social networking, mobile payments, and more. Many companies and recruiters maintain official WeChat accounts to share job postings, company news, and recruitment events. Job seekers follow these accounts to stay updated on job opportunities, company culture, and hiring processes. WeChat also facilitates direct communication between job seekers and recruiters, allowing for personalised interactions and networking opportunities.



  • A microblogging platform similar to Twitter, where users can share short messages, photos, and videos with their followers. Job seekers follow companies, industry influencers, and career-related accounts on Weibo to receive updates on job openings, career advice, and professional development resources. Recruiters often use Weibo to promote their employer brand, showcase company culture, and engage with potential candidates through interactive content and discussions.



  • Although LinkedIn is not as widely used in China as in Western countries, it remains a popular platform among certain professional sectors and international job seekers. Job seekers on LinkedIn create profiles highlighting their skills, experience, and career objectives, and connect with recruiters and professionals in their industry. Companies use LinkedIn to post job listings, search for qualified candidates, and build relationships with potential hires through networking and engagement activities.



  • Is one of the largest online recruitment platforms in China, offering job search, resume posting, and career development services to both job seekers and employers. Job seekers use 51job to search for job listings by industry, location, and keywords, upload their resumes, and apply for positions directly through the platform. Employers and recruiters can post job openings, search for candidates, and manage recruitment processes efficiently using 51job’s comprehensive suite of tools and services.


Tencent QQ

  • Commonly known as QQ, is an instant messaging software widely used in China for communication and social networking. While QQ is not primarily a job search platform, job seekers often use it to connect with recruiters and potential employers, exchange contact information, and schedule interviews. Recruiters may reach out to job seekers through QQ to discuss job opportunities, conduct preliminary screenings, and facilitate the recruitment process.



  • Often referred to as the “LinkedIn of China,” is a professional networking platform designed to connect job seekers with employers and industry professionals. Job seekers create profiles showcasing their skills, experience, and career objectives, and actively participate in group discussions, industry forums, and networking events to expand their professional network. Employers and recruiters use Dajie to post job listings, search for qualified candidates, and engage with potential hires through direct messaging and networking activities.


By leveraging these social media platforms effectively, job seekers in China can access a wide range of job opportunities, network with industry professionals, and advance their careers in their chosen fields. Similarly, employers and recruiters can connect with qualified candidates, promote their employer brand, and streamline the recruitment process through targeted outreach and engagement strategies on these platforms.

Shop for your social media templates at the 90 Degrees Asia store.

Share this article

Grow Your Business

Be A Smart Marketer

Get free online marketing tips and resources delivered directly to your inbox.


Share this article

Most Popular

Be A Smart Marketer

Get free online marketing tips and resources delivered directly to your inbox.

Most Popular Posts

Reach out to job applicants in China Social Media

Tailor your approach to recruit in China: Identify platforms like WeChat, Weibo, Zhihu. Create engaging content, leverage targeted ads, engage with candidates, collaborate with influencers, optimise for mobile, monitor performance. Attract top talent effectively!

Read More »