According to media reports on July 29， the distinctive profile picture of the founder of Yupa oJob， a recruitment platform， has been prominently displayed throughout the Xierqi subway station in Beijing.
The Xierqi subway station is a significant hub， known for being a gathering point for tech professionals. It is located in an area densely populated with major internet companies such as Tencent， Baidu， NetEase， and Didi， making it a prime location for China’s tech workforce.
Tens of thousands of internet industry professionals pass through this station daily， a place that has witnessed the rise of numerous internet success stories.
Recently， this busy station has been inundated with marketing for ‘Yupa oJob: Fast phone interviews for job hunting!’
Notably， these advertisements do not feature celebrity endorsements. Instead， the founder， Zhou Feng， actively promotes his own platform， making a personal appearance in the ads.
Zhou Feng himself acknowledges that the company invests a substantial amount annually in promotional campaigns， with cumulative spending exceeding 1.5 billion RMB. Despite this significant investment， the platform has yet to achieve widespread recognition or go “viral.”
Founded in Chengdu in 2017， Yupa oJob initially focused on providing convenient online job search services for blue-collar workers. The platform has received backing from notable investors， including Lei Jun’s Shunwei Capital.
Late last year， Yupa oJob announced a strategic expansion to include white-collar job recruitment， moving beyond its blue-collar focus.
However， a review of the Yupa oJob app currently reveals a limited number of white-collar positions. The platform continues to primarily feature job openings geared towards blue-collar roles such as service staff， security guards， laborers， and chefs.
In response to questions and scrutiny regarding its marketing strategy and platform focus， Yupa oJob has stated， “We are actively expanding this market through advertising and other promotional methods.” This response suggests a deliberate strategy to broaden their user base and job offerings， even as current data indicates a primary reliance on blue-collar recruitment.
