36 氪首发 |「职问」获智联、网易超 6000 万元联合投资，瞄准全职业周期服务

36 氪获悉，新职教公司「职问」已于 2019 年完成总金额超 6000 万元的 A 及 A+ 轮融资，由智联招聘和网易传媒联合投资。资金将主要用于其自主研发的全职业周期素养规划平台搭建，和 EIU 生态系统打造。两轮融资后,「职问」累计融资金额超 1 亿元人民币。

职问成立于 2015 年，最早定位为大学生解决求职问题的职业问答社区。在五年发展过程中，团队先后探索了职业社区网站、新媒体内容服务、培训小程序、求职辅导产品、职业技能课程和职前教育服务等众多形态。

2019 年开始,「职问」的核心业务由职前教育，逐步转变为覆盖各阶段用户需求的全职业周期服务平台。分别面向大学生群体，1-3 年职场新人和 3 年以上成熟职场人群提供求职辅导、职业技能培训和职业咨询三大服务。

延长用户生命周期，搭建 EIU 生态系统
据统计，国内职业教育市场规模约九千亿，并以每年 18%-20% 的速度增加，各细分赛道都已有一批玩家出现。在「职问」创始人兼 CEO 邱兆年看来，在做大还是做深的问题上，每家公司都有自己的尝试，但新职业教育发展的核心问题始终在于如何延长用户生命周期，和如何提高客单价。

职问的探索方向是全职业周期服务，并于近期正式上线了全周期职业素养规划平台项目。大学生，甚至高中生，和不同阶段的职场人都可以针对自身问题，在平台「自助式」挑选短期和长期解决方案和课程。

（职问全职业周期素养规划平台和 EIU 生态系统模型）

平台不仅面向 C 端用户，还同时连接企业端和高校端，实现资源信息对接，为企业和高校提供服务。在过去一年里，「职问」已与数十所高校和数十家企业，建立了基于人才免费精准推荐、职业教育产品集中采购和职业发展培训讲座等方面的合作。

邱兆年解释说：「EIU 生态系统即连接企业（Enterprise）、学生（Individual）和学校（University），是「职问」与细分领域竞品形成差异化的关键。」在 EIU 系统下,「职问」还将提供企业选修课、精英训练营及猎头服务等内容，并开拓在线教育开放平台、线上职问校友社区、企业高校端云学院等多元化职业发展平台，结合线下训练营及周边产品，形成职教服务完整闭环。

合作大平台实现引流，建一所基于标准化产品的「职问大学」
由于早期定位职前服务，「职问」在产品、销售和运营等环节最了解的用户群体还是大学生。「帮学生拿 offer」的理念在团队内根深蒂固，如何触达其他群体并提供对应服务，是公司转型面临的最大挑战。与智联等大流量平台合作是一条有效路径。

智联的用户群体巨大且多数为白领用户，在修改简历、投递职位和准备面试等场景下存在不同需求，「职问」通过相关产品承接起这部分用户。据介绍，目前公司有超过 50% 的新用户来自智联。而对于智联来说，「职问」将用户求职需求前置，为用户提供求职技能和竞争力补充业务，延伸了智联招聘的产业链条。

对外合作大流量平台，对内打磨自有新媒体矩阵和 KOL 直播渠道，职问在流量端形成了自己的壁垒。除了智联和网易外，团队还与知乎、WPS 等多个大流量平台建立合作关系。据透露，随着全职业周期素养规划平台的推进，今年还会有更多相关资源方进场。

除了流量壁垒，门类扩充也是「职问」的发展重点之一。团队计划在 2020 年成立一所「职问大学」，将产品划分为多个学院，计划针对目前覆盖的五大行业（商分、金融、法律、快消和互联网）和三大业务（求职辅导、职业技能和职业咨询），从横向和纵向两个维度，延伸产品维度，增加产品门类，形成符合不同行业，不同阶段人群职业发展需要的课程体系。

对比依赖名师且成本较高的 C2C 模式，「职问」在教学内容层面采用标准化方式提高运营效率：第一，平台所有培训及服务产品和内容是实现标准化研发。第二，所有服务履约通过线上平台完成。第三，服务统一由经过培训的第三方老师提供。

关于投资逻辑
智联招聘执行副总裁李强表示： 「我们一直在关注职问的快速发展，智联与职问已经在用户需求洞察、产品研发等方面的开展了深度合作。疫情期间，我们共同开放职业技能提升课程资源，并入围了‘互联网 + 职业技能培训计划’人社部推荐的线上平台。基于推进求职业态升级这一共同理想，智联在未来也会更进一步支持职问的发展。」

网易传媒李淼表示：「职问作为职业教育领域新兴的公司，具有不错的内容研发能力和技术能力，为大量年轻职场人提供了高质量的课程产品和教育服务。在今年的特殊情况下，我们看到了职问整体的管理团队的实力，对于局势的快速判断和内部调整，实现了对挑战的攻克和机遇的把握。我们相信，职问会是教育行业的黑马，目前也已经展现了黑马的势头。我们会持续关注和帮助职问的战略实现，成就中国新一代的全周期职业教育平台。」
36 krypton learned that the new vocational education company “Vocational Education” has completed a and a + rounds of financing with a total amount of more than 60 million yuan in 2019, jointly invested by Zhilian recruitment and Netease media. The funds will be mainly used for the construction of self-developed full career cycle literacy planning platform and the construction of EIU ecosystem. After the two rounds of financing, the accumulated financing amount of “job search” exceeded 100 million yuan.
Founded in 2015, vocational question is the earliest community for college students to solve job-hunting problems. In the five-year development process, the team has explored many forms of professional community websites, new media content services, training procedures, job search guidance products, vocational skills courses and pre job education services.
Since 2019, the core business of “job interview” has gradually changed from pre job education to full career cycle service platform covering user needs at all stages. Three services are provided respectively for college students, new employees in the workplace for 1-3 years and mature employees for more than 3 years, including job search guidance, vocational skills training and vocational consultation.
Extend user life cycle and build EIU ecosystem
According to statistics, the scale of domestic vocational education market is about 900 billion, and it increases at the rate of 18% - 20% every year. A group of players have appeared in each sub track. According to Qiu Zhaonian, the founder and CEO of “job search”, every company has its own attempt to make it bigger or deeper, but the core issue of the development of new vocational education is always how to extend the user’s life cycle and how to improve the customer’s unit price.
The exploration direction of the job interview is full career cycle service, and the full cycle professional quality planning platform project was officially launched in the near future. College students, even high school students, and professionals at different stages can select short-term and long-term solutions and courses on the platform of “self-help”.
(career cycle literacy planning platform and EIU ecosystem model)
The platform is not only for C-end users, but also connects enterprise end and university end to realize resource information docking and provide services for enterprises and universities. In the past year, “job search” has established cooperation with dozens of universities and dozens of enterprises on the basis of free and accurate recommendation of talents, centralized procurement of vocational education products and vocational development training lectures.
Qiu Zhaonian explained: “the EIU ecosystem, which connects enterprises, students and universities, is the key to the differentiation of competitive products in the” job interview “and subdivision fields. Under the EIU system, vocational education will also provide enterprise elective courses, elite training camps and headhunting services, and open up a diversified career development platform such as online education open platform, online vocational education alumni community, enterprise university end cloud college, and form a complete closed-loop vocational education service combining offline training camps and surrounding products.
Cooperation platform to achieve drainage and build a “Vocational University” based on standardized products
Due to the early positioning of pre service, college students are the most familiar user groups in product, sales and operation. The concept of “helping students take offers” is deeply rooted in the team. How to reach other groups and provide corresponding services is the biggest challenge faced by the company’s transformation. It is an effective way to cooperate with large traffic platforms such as Zhilian.
Zhilian’s user base is huge and most of them are white-collar users. There are different needs in the scenarios of modifying resumes, delivering positions and preparing for interviews. The “job query” takes on these users through related products. According to reports, at present, more than 50% of the company’s new users are from Zhilian. For Zhilian, the “job interview” puts the user’s job demand ahead, provides users with job skills and competitive supplementary business, and extends the industrial chain of Zhilian’s recruitment.
For the large flow platform of foreign cooperation, internal polishing of its own new media matrix and KOL live channel, the job query has formed its own barrier at the flow end. In addition to Zhilian and Netease, the team has also established cooperation with Zhihu, WPS and other large traffic platforms. It is revealed that with the promotion of the full career cycle literacy planning platform, more relevant resource parties will enter this year.
In addition to the flow barriers, category expansion is also one of the development priorities of “career questions”. Team plan in 2020 In, a “Vocational College” was set up to divide the products into several colleges. It is planned to expand the product dimension, increase the product categories, and form the positions of people in different industries and at different stages, aiming at the five industries (business, finance, law, FMCG and Internet) and three businesses (job hunting guidance, vocational skills and vocational consultation) currently covered Curriculum system needed for industry development.
Compared with the C2C model, which relies on famous teachers and costs more, the “job interview” uses standardized methods to improve the operation efficiency at the level of teaching content. First, all training and service products and contents of the platform are standardized R & D. Second, all service performance is completed through online platform. Third, services are provided by trained third-party teachers.
On investment logic
Li Qiang, executive vice president of Zhaopin, said: “we have been paying attention to the rapid development of the job interview. Zhipin and the job interview have carried out in-depth cooperation in user demand insight, product development, etc. During the outbreak, we jointly opened the curriculum resources for vocational skills improvement and were shortlisted as an online platform recommended by the Ministry of human resources and social security of the “Internet + vocational skills training program”. Based on the common ideal of promoting the upgrading of job-hunting industry, Zhilian will further support the development of job-hunting in the future. “
Li Miao, Netease media, said: “Vocational questions as a field of Vocational Education