UNIFICATION OF 3 TYPES OF JOB ADVT POSTING FOR JOB ALERT CANDIDATE ALERT

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Nov. 10, 2000

CYRIL

Job Alert / CANDIDATE ALERT System changes

Kindly study enclosed note.

As soon as you are ready, I would like to discuss this note with you / Mr. Nagle / our consultants to arrive at final SYSTEM SPECS.

I would like to implement this as urgently as possible.

Regards [Signature] cc: Mr. Nagle cc: Nimit cc: Consultants cc: Pritam

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ISSUE

• We are not getting either enough resumes or enough job-advts on our website.

POSSIBLE REASONS

• Our resume forms & our job-advt forms are too long and/or too complicated.
• Our forms take too long to download.
• We have not adequately publicised our web-based "match-making" Capabilities amongst Corporates & Job-seekers.
• Our job-alert/candidate-alert messages are not clear enough.
• Our job-alert/candidate-alert messages require the jobseeker/recruiter to come back & log into our website in order to see/view.
• Our business-model hides the identity of
• jobseeker from recruiter
• recruiter from job-seeker
• Our "Professional Fees" are not 'clear', 'transparent' UP-FRONT, on website.

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Only deep-down a small/vague write-up is lying hidden.

In absence of total clarity of what they would end-up "paying" to us, the jobseekers & recruiters may be hesitating to submit resumes/job-advts on our website.

POSSIBLE SOLUTIONS.

Whereas each of these issues will need to be separately analysed - and addressed, in depth, I want to first - and foremost - take up the issue of PUBLICITY

For want of enough funds, we are unable to launch a major publicity campaign in PRINT media.

For this reason, we have adopted the strategy of NETWORKING / ALLIANCES.

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We are in the process of forming alliances with,

• Websites (Incl. Portals/Search-Engines)
• Colleges
• Comp. Edu. Inst. (NACT Members)
• Placement Agencies
• Cybercafes
• Sckumars. Com. Ltd.
• ISPS
• Cable TV Channels
• Cable TV operators
• Virtual Colleges/Universities.
• SW call centres / Boston/IT Search etc.

Someday we would extend these to

• Print Media (Newspapers & Magazines)
• Employer Organisations (eg. NASSCOM/MAIT/CII/FICCI/NIPM etc.)
• Websites of Employer Corporations
• PC Manufacturers
• Telephone Companies etc. etc.

We are about to re-launch our MASS-MAILING CAMPAIGN to both

• Active Jobseekers
• Passive Jobseekers
• Employer Corporations
• NACT Members etc.

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We are also examining the possibility of employing

SPIDERS / SOFTWARE ROBOTS

Which can visit thousands of jobsites and download resumes/job-advts onto

• our local harddisk
• our website itself (ideal).

Here, we could consider taking help of www.ezenet.com (Mr. Atish Dedhia) who visited us in early 1999.

One solution which I would like to immediately implement is VIRAL MARKETING.

My plan consists of

• Get hold of 3/4 data entry vendors
• Get each of them to enter and upload on our website, 100/150 job-advts picked-up from various news papers/magazines.

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• To begin with, these will be only IT - Industry job-advts.
• Target to upload 500 job-advts per day (15000 per month).
• Such job-advts may even be picked-up from other job-sites, if possible/convenient.
• Once this process picks-up speed, gradually start deleting old advts (chronologically) from our website.
• Once we reach an uploading rate (of fresh advts) of 500/day, we must ensure that no job-advt remains "live" for more than 30 days.
• Although we will not reveal the identity of the advertising - Company to the job-seekers, we must display
• Source (Media) Name
• Date of Advt.

This will assure the job-seekers that we are not uploading "fictitious" advts.

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WHY THIS "SUB-CONTRACT" approach to building-up of JOB-ADVT DATABASE?

Reasons

• Educating employers to come/post their job-advts on our site is a slow-process, requiring
• costly print-advts
• repeated mass-mailing to 14000 Ltd. companies
• This "educating" will take years before bearing-fruits.
• Capable software-robots (spiders) which will serve our purpose are nowhere in sight, and when available, these will be quite expensive.
• Sub-contracting will be
• relatively cheap
• fast
• can be implemented quickly

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How - and Where - does VIRAL MARKETING come into picture?

Logic

• The more the no. of job-advts on our website, the more the no. of "job-alerts" (emails) going out to candidates registered on our website.
• If only 5% of Candidates get job-alerts, the word-of-mouth (or even "TELL A FRIEND") message that will go out is Don't waste your time to submit resume on 3pjobs.com. No good. It is "apply, apply, no reply!" Messages, such as these could permanently damage the reputation of our website.
• Now, suppose, 90% of the candidates get a job-alert. The electrifying - message that would spread around with lightning speed, would be,

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"You want a job, go to 3P. You will get a job-alert within hours of submitting your resume on their website. Absolutely surefire. Don't waste your time submitting resume at any other website."

For a 10 minute, one-time effort, you will get jobs delivered at your door-step for the rest of your life. They are real cool!"

If 9000 jobseekers send-out such a message to 10 friends each, that is 90,000

and, in turn, when they send out to another 10 friends each, that becomes 900,000

That is VIRAL MARKETING!

And, we must make this happen amongst 1.2 million Software Profs. of 400 Comp. Edu. Institutes (NACT Members).

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If the first 5000 NACT Students, (who are expected to submit their resume on our website, during next 6/8 weeks) DO NOT get a job-alert WITHIN HOURS, then we have lost the battle!

But if they do, we can expect a MILLION resumes in the next 6 months!!

But, what good are a MILLION resumes on our website, if the CORPORATES (the job-advertisers) DO NOT get any CANDIDATE ALERT?

Absolutely, NO good!

It becomes "good" only if 4000, out of the 15000 job-advts. which we plan to upload on our website, get a CANDIDATE ALERT.

If each of these Corporate (advertiser)

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gets a Candidate-alert, EVERYDAY saying,

Sir, HOME-DELIVERY

• You recently advertised a position/vacancy in print-media as per ADVT NO: ________________ (attached)
• We uploaded it on our website and made it "accessible" (thru an automatic job-alert e-mail) to thousands of job-seekers registered with us.
• From amongst these, the number of job-seekers whose profile match your job-requirement, is _________________
• Would you like to see/view their resumes? If so, just CLICK
• But then, hundreds of new job-seekers, keep submitting their resumes on our website everyday.

We will ensure that eachtime/

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everytime, a resume matching your job-requirement gets posted on our website, you will get from us, such a CANDIDATE ALERT

• This service to you is FREE. Only if you wish to interview - and then appoint - one of our candidates, you need to pay us.
• click here to see our PROFESSIONAL FEES
• If this communication comes to you thru snail-mail (ordinary post), then it means, we could not find your E-MAIL ADDRESS in the job-advt. which we picked up from newspaper/magazine.
• This (snail-mail) is a terrribly slow process.

Why not, rush us your email address, quoting the ADVT NO mentioned above. We will enter it in our database so that

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you will receive all future CANDIDATE-ALERTS, directly by email?

• Before long, we plan to send you these CANDIDATE-ALERTS as short-messages over your MOBILE PHONE NO, no matter where you happen to be.

ANYTIME / ANYWHERE

So, please do send us your Mobile Phone No.

With such a HOME-DELIVERY, you have, now, an opportunity to revolutionise your recruitment process.

If timely/speedy-recruitment is your KEY RESULT AREA (KRA), you may want to start POST YOUR JOB-ADVT/CANDIDATE-ALERT on our website, without waiting for us to pick it up from newspapers.

When you do, you have scored an advantage over your competitors!

With regards

[Signature]

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FUNCTIONALITIES expected of modified job-alert/candidate-alert system

• Unification of all 3 types of Job Advt posting viz:
• Direct by Corporates (Online)
• Hot Jobs by 3P (Offline upload)
• Advt. jobs in Print-media (Offline entry by Vendors & then uploading by 3P)
• Seeing / Viewing facility as follows

| View by | Hot Jobs | Online Directly Posted Jobs (by Corporates) | Print-media uploaded jobs. |

| :--- | :--- | :--- | :--- |

| Corporates | x | $\checkmark$ | $\checkmark$ |

| | | (Concerned) | (Concerned) |

| 3P | $\checkmark$ | $\checkmark$ | $\checkmark$ |

• As far as jobseekers (who have submitted their resumes on our website) are concerned, they would get JOB-ALERTS for all 3 types of jobs.

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• As far as "CANDIDATE-ALERTS" are concerned, the scenario will be as follows:
• For "HOT JOBS" only concerned consultant of 3P will get the alert
• As far as "Directly Posted Jobs" are concerned, Candidate-Alert will go directly to the concerned Advertiser
• As far as Job-Advts picked up, (then uploaded) from Print-media is concerned, following should happen
1. If job-advt carried advertiser's email address (which got entered by Data-entry vendor), then the Candidate Alert should directly go to that advertiser as email
2. If the job-advt did NOT have an email address, the Candidate-alert will come to one person in 3P (as email) which he will print out & post to the advertiser. Address Label should get printed automatically.

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• Once print-media job-advertiser sends his email address (as requested in Candidate Alert), a 3P staffer, should be able to upload/enter it in our server-based database (in that particular job-advt.), so that, thereafter all future Candidate Alerts can go directly to the advertiser.
• There should be facility to add MOBILE PHONE No. of print-media job-advertiser (if he communicates the same to us later on, as requested in our alert-letter) in the database.
• In future, this would enable us to deliver candidate-alerts over mobile phone (SMS).
• Print Media Advts
• There should be a possibility to delete it altogether. Some job-advertiser may not like what we are doing and may want us to
• delete this job-advt.
• refrain in future for all of his jobs released in newspaper
• We have to create "OUT-OF-BOUNDS" list, so we don't get firing letters!

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17

• statistics
• Besides "statistics" (mentioned on p.6) we should have following counters on appropriate pages of our website:

ATTN: JOBSEEKERS

• No. of "Job Alerts" $\rightarrow$ Last 24 Hours _______________ Sent out $\rightarrow$ So far total _______________

ATTN: RECRUITERS

• No. of "Candidate Alerts" $\rightarrow$ Last 24 Hours _______________ Sent out $\rightarrow$ So far total _______________

These would serve as powerful magnets. This is our USP. We have to work towards a "self fulfilling prophesy".

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POST JOB ADVT

Item	Direct by Corporates	Print Advts by 3P	Hot Jobs by 3P
Database Structure
• Position-Related Info	$\checkmark$	$\checkmark$	Free Text
• Main-Specs.	$\checkmark$	$\checkmark$	x
• Job Related Info	$\checkmark$	$\checkmark$	Free Text
COMPANY-INFO
• Forward Resume at	$\checkmark$	x	email Add?
• Contact on	$\checkmark$	x	x
• Executives	$\checkmark$	x	x
• Corpo. Profile	$\checkmark$	x	x
Job Type (IT/Non-IT)	$\checkmark$	$\checkmark$	$\checkmark$
Last Date of Applying	$\checkmark$	$\checkmark$	$\checkmark$
Keywords	$\checkmark$	$\checkmark$	x
Industry	$\checkmark$	$\checkmark$	x
Function	$\checkmark$	$\checkmark$	x
Designation
actual	$\checkmark$	$\checkmark$	x
level	$\checkmark$	$\checkmark$	x
Candidate Alert	$\checkmark$	$\checkmark$	x

 

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POST SCRIPT

I feel one of the reasons (for poor no. of directly posted job-advts by Corporates) could be that

• We are asking too many questions (fields) which the advertiser does not see/feel have any relevance to the job-advt.

eg:

• In block "Executives", we are asking Name/Desg. of Chief Executive
• Entire block on "Corporate Profile"

I feel, we should delete these from here and incorporate the same in a separate (proposed) feature/functionality called

CORPORATE PROFILE

• Submit your Company Profile
• Edit your " "

This would be a User ID/Password protected area, which a Corporate Manager (not necessarily HR Mgr.) can access where he can see,

• all past job-advts. posted by him
• all shopping baskets sent by him
• all Purchase Orders placed by him

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10/12/00

This note is a "corollary" to my note of even date on the subject of "Job Alert | Candidate Alert" Modification.

Pl. see enclosed [Annex A]. It is a list of websites which provide "free" content to other websites.

This is in the form of streamers/banners/headlines (fade-in/fade-out) rolling images etc. etc. on a wide variety of subjects.

When you click on any of these, it takes you to the "DONOR" website. So, ultimate idea is to drive traffic to the "donor".

Still many websites go for this (knowing fully well that the surfer will soon quit & go out of their own website).

Reason:

• The Content is absolutely free
• They don't have to spend "lakhs" to develop/generate "content" on their own.
• It takes only a few minutes to "look-up" for any specific content from,

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We too can exploit this phenomenal business-model/this urge on the part of other websites by providing them (from our own website) JOB ADVTS DISPLAYS.

We are in anycase, planning to subcontract/create 15000 job-advts every month (picked-up from print) with the help of Vendors.

We are going to use this content for sending-out JOB-ALERTS to thousands of our "members".

Now, suppose we provide this CONTENT to

• Our partner Websites
• " " Cybercafes
• " " S. kumar franchisees

And

• 700 small local/regional NEWSPAPERS

And we supply it FREE!

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Suppose, I enroll some of these small newspapers as partners and give them User ID/Password.

They login and click on "COMPOSE YOUR OWN JOB-ADVT PAGE" (to beat "ASCENT"/"HEADSTART"/"AVENUES" etc. etc. - at no cost!).

A. Select columns in which you wish to print:

2 Column $\square$ 4 Column $\square$ 6 Column $\square$ 8 Column $\square$ 10 Column $\square$ 12 Column $\square$ (Column-width being standard = _________ mm)

B. If you are interested in printing job-advts pertaining to any particular city (as posting location), click on

| CITY OF CHOICE | ALL / ANY | $\checkmark$ |

| :--- | :--- | :--- |

| | Ahmedabad | |

| | Amritsar | |

C. Are you particular about printing Job-Advts at some particular "DESIGNATION-LEVEL" only? (Assuming your readers would be only interested in jobs at that level) Then select,

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Designation-level	ALL / ANY	✓
Selected

D. Is there any particular "FUNCTION", in which your reader are likely to be interested? Then Select

| FUNCTION | ALL / ANY | $\checkmark$ |

E. Are you interested in displaying job-advts. pertaining to any particular "Industry" only? If so, Select

| INDUSTRY | ALL / ANY | $\checkmark$ |

SHOW ME THE RESULTS

(Results will be shown in the "Column-width" selected earlier by newspaper)

PRINT

This will generate an email/printout at the newspaper-end, all ready for the PRESS!

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If the resultant printout/list is too long, the newspaper guy can cut it off or comeback & "refine" the search to "shorten" it.

The result/printout may give the name of the "Advertiser" briefly, but no more;

eg: Voltas / Godrej / WIPRO / L&T / Infosys / Pentamedia etc.

And the printout will say

THE CAREER LADDER

For viewing full details of jobs listed below, log into www.3pjobs.com and enter "job-advt" no. in "career ladder" link.

Job Advt NO	Position	Advertiser	Source (Media)
1238	Systems Manager	WIPRO	Times (Dec 10)
1465	General Manager	Godrej	Hindu (Nov 29)

We should make this an HTML page which our partner website could straight away post on its own website.

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They can prepare & post a new page (with new positions) as often as they wish!

This is like changing the WINDOW-DISPLAY in the window of your show-room!

except, on your website, you can change such display every hour! - if you wish.

Perhaps such "HOURLY CHANGE" can even be automated!! NO human intervention.

We should put-up and automatically change such a page on our own website.

Without a window-display, no store can hope to attract "buyers". To make them "walk-in" our store & explore, we must give them a "glimpse" of what they would find inside!

With such a facility, even our CYBER-CAFE partner, could take-out a colour printout every morning & display it prominently, next to his

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computers/on the walls, even in his shop-window!

After all, he has to convince his customers to come in & surf for an hour. We must help him in "selling" his cybercafe in his locality. He may even print-out several copies of this page & paste these on all the lamp-posts on his road (or on all the walls of all the buildings).

Or, if he is very enterprising, he may even strike a deal with the chairmen/secretaries of all Corp.-Hsg. societies to permit him to display these pages on the society noticeboards!

NOW imagine, our being able to convince 50,000 franchisees of S. kumars to print such pages and display in their cybercafes in 3000 cities/towns!

Shall we take this up together with our JOB ALERT / CANDIDATE ALERT system change?

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Web-sites providing content (for posting/pasting on your own website & mostly FREE)

• http://certificate.net/wwio
• www.syndicate.com
• www.newsindex.com
• www.screamingmedia.com
• http://w.moreover.com
• www.7am.com
• http://webreference.com
• www.cmpnet.com
• www.cybertip.net/applet
• www.wunderground.com
• http://eagle.slate.msn.com/art/truesell sheet.html
• www.clickquick.com (Affiliate Programs)
• www.kinetica.com

This set of notes details a content syndication strategy to drive traffic to the website by providing free job advertisement content to partner websites, cybercafes, and small newspapers.

The strategy involves two main components:

1. Newspaper Content Generation: Providing a tool for newspaper partners to select and customize job listings based on city, designation, function, and industry, which then generates a ready-to-print or email-ready file. 2. Website/Cybercafe Display: Creating dynamic, HTML-based "window-display" pages of job ads that partners can easily post on their own sites or print for display in physical locations to attract users.

Would you like me to elaborate on the Newspaper Partner Tool or the concept of the "Window-Display"?