51job
A major Chinese online job board.
51job at a glance
51job is a website and one of the most visited sites in China, currently ranked #166 in the country. It was founded in 1998 by Rick Yan and is headquartered in Shanghai, China. Today 51job is owned by 51job Inc.. Our estimates put its audience at ≈ 50 million visits per month. The business earns money mainly through job posting fees, recruiter subscriptions. Its closest rivals include zhaopin.com, zhipin.com, liepin.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 47 million / month | +2% |
| Q2 | ≈ 48.5 million / month | +3% |
| Q3 | ≈ 50 million / month | +3% |
| Q4 | ≈ 53 million / month | +6% |
Traffic sources
- Direct56%
- Organic search27%
- Referral9%
- Social5%
- Paid3%
Audience & demographics
- Men57%
- Women43%
- Age 25-3432%
- Age 35-4424%
- Age 18-2421%
The audience is concentrated in China, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- China86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 15 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- China
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| 51job | 1 | Very high | Dominant |
| login | Top 10 | High | — |
| app download | Top 10 | High | — |
| pricing | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the China web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 68% mobile
- Position in country
- Among the leading technology apps in China
Company information
- Website
- 51job.com
- Sector
- Technology
- Owner
- 51job Inc.
- Owner type
- Private company
- Founders
- Rick Yan
- Founded
- 1998
- Headquarters
- Shanghai, China
- Employees
- 3,000+
- Ownership
- 51job Inc. controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $600 million annual revenue (est.)
- Languages
- Chinese
- Top traffic sources
- direct, organic search, referral
Financials
- Revenue
- ≈ $600 million annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
51job operates a technology platform focused on China. A major Chinese online job board. Revenue comes mainly from job posting fees, supported by the other lines listed below.
- Job posting fees
- Recruiter subscriptions
Products & services
International presence
- Primary market
- China
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (China)
- #166 in this index
- Sector rank
- Leading technology site in China
- Global rank
- 1500
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| zhaopin.com | ≈ 30 million / month | #167 class competitor | — |
| zhipin.com | ≈ 22.5 million / month | #168 class competitor | — |
| liepin.com | ≈ 15 million / month | #169 class competitor | — |
What is 51job?
51job (51job.com) is a technology platform serving users in China. A major Chinese online job board. It ranks #166 among the most visited websites in the country in this index, within the technology category.
Who owns 51job?
The site is operated by 51job Inc., founded by Rick Yan. The company was established in 1998 and is headquartered in Shanghai, China. It employs around 3,000+.
Traffic and audience
Traffic estimates place 51job at roughly 50 million visits per month, about 1.7 million per day. Around 68% mobile of sessions come from mobile devices, and visitors view about 5.6 pages per visit with an average session of 5 min.
How 51job makes money
Revenue comes primarily from job posting fees, alongside recruiter subscriptions.
Competitors in China
Its closest rivals include zhaopin.com, zhipin.com, liepin.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1998
51job is founded in Shanghai, China.
- Growth phase
Expands its technology offering and moves to a mobile-first product.
- Today
Ranks #166 among the most visited websites in China.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Fast, reliable core product used daily
- Deep local language and market support
- Strong developer and integration ecosystem
- Free tier with broad reach
Cons
- Data collection and privacy questions from advertising
- Feature set can be complex for new users
- Limited direct customer support
- Dependence on advertising revenue
Key statistics
Frequently asked questions
Who owns 51job?
51job is operated by 51job Inc.. Private company structure, based on public filings and press reporting.
Where is 51job headquartered?
51job is headquartered in Shanghai, China.
When was 51job founded?
51job was founded in 1998 by Rick Yan.
How many employees does 51job have?
51job employs approximately 3,000+ people.
What is 51job's revenue?
51job's revenue: ≈ $600 million annual revenue (est.).
Who are 51job's competitors?
Main competitors in China include zhaopin.com, zhipin.com, liepin.com.
How does 51job make money?
Mainly job posting fees, recruiter subscriptions.
Is 51job publicly traded?
No — 51job is not listed as an independent public company; it is operated by 51job Inc..
How many visitors does 51job get?
Third-party estimates place 51job at roughly 50 million visits per month, mostly from China, with 68% mobile traffic.
Is 51job safe?
51job is an established technology site founded in 1998 and ranked #166 in China; use the official domain 51job.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcements51job.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageChina and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos