Google推广行业薪资争议：零经验毕业生底薪要求5K，跨境卖家如何应对？
随着2022年全国超过1000万大学生毕业，大量新人涌入职场，其中不少选择进入跨境电商及Google推广领域。然而，近期许多卖家反馈，应届毕业生对薪资的期望值远超以往水平，引发行业热议。
With over 10 million college graduates nationwide in 2022, a large number of newcomers have entered the job market, many of whom have chosen to join the cross-border e-commerce and Google promotion fields. However, recent feedback from many sellers indicates that fresh graduates' salary expectations far exceed previous levels, sparking widespread discussion in the industry.
根据梧桐果发布的2022届春招毕业生期望行业薪资Top5数据，毕业生对互联网/电子商务行业的期望薪资最高，达到9684元，接近万元大关。相比之下，2021届应届生春招平均招聘薪资仅为6112元。这一差距在Google推广及相关跨境岗位上尤为明显。
According to the Wutongguo report on the top 5 expected industry salaries for 2022 spring recruitment graduates, graduates have the highest salary expectations for the internet/e-commerce industry, reaching 9,684 yuan, approaching the 10,000 yuan mark. In comparison, the average recruitment salary for 2021 fresh graduates during spring recruitment was only 6,112 yuan. This gap is particularly evident in Google promotion and related cross-border positions.
一位深圳卖家在社交媒体上吐槽，遇到一位零经验的在校大学生，实习期即要求5K底薪，最终被他直接拒绝。该卖家认为，学生尚未毕业，实习期间需处理论文及学校事务，这样的薪资要求并不合理。他对应届生的底薪预算仅在3K左右，因为该岗位采用底薪加提成模式，5K底薪已超出其招聘预期。
A Shenzhen seller complained on social media about encountering a zero-experience college student who demanded a 5K base salary during the internship period, which he directly refused. The seller believed that since the student had not yet graduated and needed to handle thesis and school matters during the internship, such a salary requirement was unreasonable. His budget for fresh graduates' base salary was only around 3K, as the position operated on a base salary plus commission model, and a 5K base salary exceeded his recruitment expectations.
不仅深圳，杭州一位卖家也感叹，最近面试的应届生普遍要求6-7K底薪，直言“现在的毕业生口气好大”。许多卖家表示，应届生似乎高估了当前跨境电商及Google推广行业的整体薪资水平，甚至有人在面试中直接建议：若期待高薪，不如考虑其他行业。
Not only in Shenzhen, but a Hangzhou seller also lamented that recent fresh graduate candidates generally demanded 6-7K base salaries, bluntly stating that "today's graduates have high expectations." Many sellers expressed that fresh graduates seem to overestimate the overall salary level in the current cross-border e-commerce and Google promotion industry, with some even directly advising during interviews: if you expect high salaries, consider other industries.
数据显示，北京市2021届高校毕业生薪资水平多在4000-11000元之间，热门行业的博士、硕士平均月薪为10922元。其他城市的平均月收入更低。与此相比，应届生的期望薪资显然偏离市场实际。在招聘平台上，深圳对应届生开放的岗位底薪普遍在4.5K左右，转正后综合薪资约6.5K。
Data shows that the salary level for 2021 graduates in Beijing mostly ranges between 4,000 and 11,000 yuan, with the average monthly salary for PhD and master's graduates in popular industries being 10,922 yuan. The average monthly income in other cities is even lower. In comparison, fresh graduates' expected salaries clearly deviate from market reality. On recruitment platforms, positions open to fresh graduates in Shenzhen generally offer base salaries around 4.5K, with comprehensive salaries after probation around 6.5K.
这种现象不仅限于本科应届生。一位仅有4个月亚马逊运营助理经验的跳槽者，因开口要求9K底薪而被拒。卖家们认为，互联网上对跨境电商行业“年薪百万”的过度宣传，导致求职者产生错误认知，误将跨境电商与高薪划等号，进而加剧了薪资期望的失衡。
This phenomenon is not limited to fresh undergraduate graduates. A job hopper with only 4 months of experience as an Amazon operations assistant was rejected for asking for a 9K base salary. Sellers believe that excessive online promotion of the cross-border e-commerce industry as offering "annual salaries of millions" has led to job seekers' misconceptions, mistakenly equating cross-border e-commerce with high salaries, thereby exacerbating the imbalance in salary expectations.
在疫情和平台政策调整的双重影响下，跨境卖家纷纷调整招聘策略，高薪岗位减少，进一步拉大了与应届生期望的差距。然而，应届生的可塑性和成本优势，又使其成为跨境卖家不可忽视的招聘群体。如何平衡双方需求，成为行业亟待解决的问题。
Under the dual impact of the pandemic and platform policy adjustments, cross-border sellers have adjusted their recruitment strategies, reducing high-salary positions, further widening the gap with fresh graduates' expectations. However, the malleability and cost advantages of fresh graduates make them a recruitment group that cross-border sellers cannot ignore. How to balance the needs of both parties has become an urgent issue for the industry to address.
资深HR建议，应届生应对首份工作的薪资持合理预期。月入过万通常需要工作经验和成果支撑。企业通过询问期望薪资，也在考察求职者对自身能力的定位是否准确。应届生若想获得高薪，应先通过实践成为企业值得信赖的人才，同时摆正心态，避免眼高手低。
Senior HR professionals suggest that fresh graduates should maintain reasonable expectations for their first job's salary. Monthly incomes over 10,000 yuan usually require work experience and achievements to support. By asking about expected salaries, companies also assess whether job seekers have an accurate positioning of their own abilities. If fresh graduates want to obtain high salaries, they should first become trustworthy talents for enterprises through practice, while adjusting their mindset to avoid being ambitious but incompetent.
另一方面，跨境电商企业也需调整招聘策略。面对应届生的高期望，企业应首先进行行业薪酬调研——这是许多跨境公司忽略的环节。HR可通过招聘网站筛选简历，参考竞争对手的校招薪酬数据。若企业薪酬确实缺乏竞争力，可向老板申请预算调整，或通过补贴（交通、通讯、餐补等）、长期激励（股权、期权、分红）、福利（保险、公积金、补充医疗等）及成长机会等方式提升岗位吸引力，最后再考虑调整招聘要求。
On the other hand, cross-border e-commerce companies also need to adjust their recruitment strategies. Faced with fresh graduates' high expectations, companies should first conduct industry salary research—a step many cross-border companies overlook. HR can filter resumes on recruitment websites and refer to competitors' campus recruitment salary data. If the company's salary is indeed uncompetitive, they can apply to the boss for budget adjustments, or enhance position attractiveness through subsidies (transportation, communication, meal allowances, etc.), long-term incentives (equity, options, dividends), benefits (insurance, housing fund, supplementary medical care, etc.), and growth opportunities, before considering adjusting recruitment requirements.
总之，在激烈的市场竞争和行业变革中，无论是求职者还是企业，都需重新审视自身定位。对于致力于Google推广和跨境业务的新人而言，积累实战经验、提升专业能力，才是实现高薪目标的根本途径；而企业则需通过科学的薪酬体系和人才培养机制，吸引并留住有潜力的年轻人才。
In summary, in the fierce market competition and industry changes, both job seekers and companies need to re-examine their positioning. For newcomers committed to Google promotion and cross-border business, accumulating practical experience and enhancing professional capabilities are the fundamental ways to achieve high salary goals; while companies need to attract and retain promising young talents through scientific salary systems and talent cultivation mechanisms.
