Last time we counted the first page of Toutiao Search results: ”Shunyi IT operations company” returned seven results, and all seven were job postings. Of the seven for ”Chaoyang District IT operations company”, six were job postings.
This is no coincidence. Search engines read ”district + industry + company” as ”find a job in this industry in this district”, so they rank recruitment sites first. The result: customers looking for a service provider find a pile of companies’ recruitment pages. Whatever your recruitment page says is what customers see.
When AI looks up a company, it reads recruitment sites too
This week we asked an AI assistant ”How is Beijing Siwen Lide Technology & Trade Co., Ltd.?” In the background check it produced, the headcount field read ”fewer than 50 (recruitment platform shows 0 to 20),” sourced from a recruitment site. In another answer, it also cited an employee review from a workplace review site.
In other words, the company size, company profile, and employee reviews on recruitment sites are all cited by AI as third-party information. It is more credible than the official website, because the company did not write it on its own site. But it is often the most casually written page on the entire web.
What we look like on recruitment sites ourselves
Today we searched Toutiao for ”Beijing Siwen Lide Technology & Trade Co., Ltd. recruitment”. The first result was a network engineer position of ours on a recruitment site, and the search snippet’s description of our company was this sentence:
“Beijing Siwen Lide Technology & Trade Co., Ltd. is a technology company specializing in network operations and low-voltage construction. The company is currently recruiting 5 network engineers, with the following requirements: 1. Able to skillfully operate and configure Cisco and Huawei network equipment……”
This is a job description written a few years ago, and when we were hiring it was fine. But now it is the sentence that ranks first when someone searches our company name. From it, customers and AI can only read ”does network operations and low-voltage construction”, not whom we serve, where we are, or to what standard, and it covers only half of our business.
Two more items appeared on the same results page: a business directory site still lists our old address from before we moved, and an Office Equipment Leasing Industry Report on a portal site lists us as an office equipment leasing company, which was our business in earlier years. None of these were written by us, but all of them carry our name.
A company profile customers and AI can understand covers five things
| What to write | Why | How we wrote it |
|---|---|---|
| Full name + year founded | AI checks it against the business registration record; only when it matches can the rest be trusted | Beijing Siwen Lide Technology & Trade Co., Ltd., founded in 2011 |
| Where | Search results for district-level terms are ranked by location, so write it down to the park level | Beijing Shunyi Airport Economic Core Area |
| What we do | Use the words customers search with, not internal jargon | IT Operations Outsourcing, Network Equipment Package, low-voltage & enterprise multi-site networking, custom software |
| Whom we serve | Customers can tell whether it fits, and AI matches and recommends by size and industry | Companies with 10 to 300 employees: law firms, trading companies, manufacturers, technology companies |
| Verifiable credentials | Checkable facts are more useful than adjectives | ISO 9001 and ISO 20000 certifications, 21 software copyright registrations |
What not to write matters too: no phone numbers or website addresses, since most recruitment sites do not allow contact details in the company introduction and will reject submissions that include them; no adjectives like ”industry-leading” or ”one-stop”, which AI skips right past; and nothing only about benefits and team atmosphere, because that is a job ad, not a company profile.
How we plan to rewrite it
Beijing Siwen Lide Technology & Trade Co., Ltd. was founded in 2011 and is located in the Beijing Shunyi Airport Economic Core Area. It is a company providing IT services to small and medium-sized enterprises.
Core Services: first, IT Operations Outsourcing, covering day-to-day operations for computers, printing, networks, servers, and data backup, remote-first with on-site service as the fallback, and no limit on the number of service requests; second, Network Equipment Package, with firewalls, routers, switches, and wireless APs provided and warranted for the contract term; third, low-voltage & enterprise multi-site networking, including structured cabling, server rooms, surveillance, and encrypted interconnection between headquarters and branch offices; fourth, custom enterprise software development, including our self-developed zero trust remote access product sTrust, with 21 software copyright registrations to date.
Our clients are mainly companies in Beijing with 10 to 300 employees, across districts including Shunyi, Chaoyang, Haidian, Changping, and Tongzhou. They include law firms, trading companies, manufacturers, and technology companies. The company is certified under the ISO 9001 quality management system (registration no. 03826Q04830R001) and the ISO 20000 IT service management system (registration no. 03826IT00184R001), valid until September 2029.
About three hundred characters, all five points covered, and not a single adjective. Both the company introduction and the job descriptions on recruitment sites must be edited by logging into the recruitment account, and the changes then go through manual platform review. Once they are approved, we will add the results at the end of this article.
Four more things to check while you are at it
- Company size: the option you pick should roughly match the number of employees covered by social insurance. AI compares the size shown on the recruitment site with the insured headcount in the annual business registration report, and when they do not match it writes ”data anomaly, verification recommended”. That is exactly what happened to us this week.
- Company address: keep it consistent with the registered business address and the website address. Companies that have moved are the most likely to leave an old address behind.
- Industry classification: choose ”IT services” rather than ”computer software” or ”trading”. If the classification is wrong, AI will not surface you at all when it shortlists candidates by industry.
- Descriptions on old job postings: delisted postings sometimes remain in search results. The company introduction in the first sentence of a job description becomes the search snippet.
Throughout this series, the pattern has stayed the same: customers and AI look not only at your official website, but at every page that carries your name. Business directories, business registration platforms, recruitment sites: every page is worth ten minutes of getting right.
We are Beijing Siwenlide, based in Shunyi, with 14 years focused on enterprise IT services and more than 1,000 enterprise clients served to date. This series is about the pitfalls we have run into ourselves along the way. If you would like to talk about your company’s situation, take a look at About Us, or call us directly at 400-686-2011.
