Exploration of 51job’s Online Recruitment Service Model

Online recruitment has been widely adopted by recruiters and job seekers for its high efficiency and convenience in many countries. In consequence, many online recruitment service providers are facing one common issue: how to attract and sustain customers. Given the issue’s significance, this article takes the 51job, a leading online recruitment service provider in China, as the research target to investigate various key factors of its services and characteristics by using a qualitative research method – critical incident technique (CIT). Based on the findings, this article provides concrete and feasible suggestions for online recruitment service providers which are eager to acquire and retain customers.