BRANDING/
POSITIONING OF RECRUITGURU
12
Sep 2003
BRANDING/
POSITIONING OF RECRUITGURU
The
overall/ main slogan of Indusland bank is "CARE AT EVERY STAGE OF
LIFE"
Obviously,
they want to "hook" a person for entire life - birth to death !
Perhaps they have realized that it is much cheaper / easier to "hold
-
on" to an existing customer than to rope - in a new one.
In
enclosed page, I have written down their numerous "Punch-lines" for
each of their products/ services. They want these punch lines to convey, in
very few words, what the bank "stands for". Thru these, they want to
create an image/ an impression to be etched in readers' minds. This is a part
(but not whole) of their "Branding/ Positioning" exercise.
In
my note on "Positioning of Recruitguru" I have suggested similar
punch lines for our various services. We would, boldly / prominently display
these (punch lines) both on our website and on our printed literature /
brochure (including our letterheads / visiting cards etc)
INDUSIND
BANK
Product
Service
Punch line
Fast
Cash
Leverage our Network for your convenience Operate your account from any
Indusind Bank branch, with the Fast cash facility
Indus
senior citizen Higher interest rates and
extra "CARE"
DEBIT
CARDS
Convenience in life comes in various forms. One of them is. The Induisind Bank
International Debit card.
INDUSNET
Bank through the net of your convenience Online personalized assistance
available at www.indusind.com
INDUSCOMFORT
Multiple benefits for
corporate and employees.
INDUSLOANS
Hassle free personal Loan in flat 16 working - hours.
Also
an offer is Car Loans, Home Loans, and Loans against shaves etc.
HEMEN
PAREKH
Handwritten
Notes (by Hemen Parekh)
To:
Sanjeev / Kartavya / Abhi / Nimit / SriRam / Raju
→
To establish that RecruitGum is NOT a jobsite and is a Recruitment Self-Service
Solution,
I have decided that there should be no private resume database on RecruitGum
where we sell resumes.
This
is for a clarity/positioning purpose.
But
Teledaki now confirms what I have said all along, viz:
There
is big money in “selling resumes.”
→
Companies and software companies around the globe, especially in the USA, buy
resumes of Indian IT professionals from Indian job sites
at
₹2/resume.
Assuming
American companies buy 20,000 IT resumes/year for ₹2 lakh ($4,000) —
and
there are millions of officials who recruit —
you
can imagine the magnitude of this market!
→
From the hypothetical/break-even analysis, if they get to handle only 500
resumes/day, MonsterIndia’s cost works out to ₹0.50/resume instead of
₹2.00.
If
we could offer this (sale of resumes at ₹1.00 each) on an independent site (Jobseeker.com),
we can expect thousands of American companies to buy!
Points
to be noted:
- 95%
of MonsterIndia’s revenue comes from Resume
Access & Job Ad Posting
- Most
of this comes from Resume Access (i.e., resume downloads)
- Only
15% from Job Postings
Teledaki
says:
“For
resume database access, we are not too bothered about the local market.
The main income (70%) is from the USA.”
- That
means 70% of 1100 companies (customers) subscribing to MonsterIndia
database are USA companies.
- This
is a huge confirmation of what we have been thinking.
✅ Inference:
There’s
global validation that a Resume Access business can be highly profitable
if structured right — even more so if pricing is made attractive (₹1–₹2/resume)
and automation reduces cost of delivery.
MULTIPLE
MARKETING STRATEGIES
30
Sep 2003
Abhi/Kartavya,
MULTIPLE
MARKETING STRATEGIES
We
have agreed that next week, you will actively help 3P's consultants to Extract
80000 / 100,000 resumes & create their PRIVATE structured database on
Recruitguru
· Carry
- out online searches using Guru Search & transfer search - results to
EXCEL - OES.
But
what we cannot considered so far, is
· Can
we get our consultants to send to all their corporate clients, only the Image
Builder version of resumes (-instead of the Executive Resume/ Converted Bio
data, which they are sending out currently)?
If
you can succeed in this, implications are far - reaching, viz.
· At
a low level, we will save time spent by Vittal/ Samata in converting biodata’s,
whenever requested by consultants.
· It
will also speed - up the delivery of such resumes to clients (since Image
Builders would be readily available) - no waiting for Vittal/ samata.
But,
beyond that, imagine what this (sending of Image Builders in place of Executive
Resumes) could do to your marketing of Recruitguru.
If
3P has currently 25 clients (current assignments), then it means that these 25
corporate - clients will start receiving Image Builders with immediate effect.
(of course, consultants will have to ensure that no fields are missing.
Consultants will definitely have to email the Image Builders, first, to
respective candidates, asking them to fill in the
CAREER
HISTORY
Selection,
thoroughly/ completely & return back to 3P.
We
know that Recruitguru is unable to capture career - History details)
Obviously
each image builder being sent out to only client, would have to be complete in
all respects.
If
an incomplete Image Builder gets sent - out, it will do immense harm to 3P's
reputation!
On
the other hand, if the Image Builder being sent - out is complete in ALL
respects, them it cannot fail to impress the clients ! They have never before
seen anything like this ! especially the
FUNCTION
EXPOSURE PROFILES
and,
of course, the keywords.
when
clients receive these Image Builders, they are bound to pick - up the phone and
inquire with the concerned 3P consultants.
· What
is the meaning of Function Exposure Profile ? What do Raw score/ percentile/
sample - size etc. signify?
· Where
id 3P manage to get such an Image Builder version? (Even though, below each
Function Profile graph, we are writing in small fonts "Developed by
www.Recruitguru.com")
And
10 consultants of 3P will provide explanations to 25 clients of 3P ! And they
would do a damm good job (of providing the virtues of the Image Builder) -
since consultants are keen that the client gets correct/ favourable
"understanding" & gets sufficiently " influence" (by
the Image - Builder) to call their candidates for an interview (the first
hurled to appointment).
In
short, in respect of those 25 companies,
You
have succeeded in appointing 10
BRAND
AMBASSADORS !
(non
only free ! - they are playing you for use of Recruitguru ! !)
Of
course, one thing is very clear
3P
will NOT send any Image Builder to any of its client, if the top part of Image
Builder carries, Recruitguru Name/ Logo !
And
this replacement / attachment should be automatic for each & every Image
Builder.
· Only
once (first time) 3P should create an "Image File" for this strip
& insert it into the software (Guru Mine). You will re call
that, we even decided to charge Rs. 5000/- one time, for this facility!
· of
each Image Builder, so the client knows when he received this resume.
· From
the modified TOP STRIP, client knows which placement agency sent this resume.
This is very important, because clients will, very likely, receive same
candidates resume from many placement agencies.
· I
believe, more than 50 placement agencies have registered for FREE TRIAL.
· It
is safe to assume that each of them has, at least 20 current clients.
· That
makes a total of 1000 corporate!
· Let
us also assume that, each placement agency on an average, sends out 50 resumes
per week / 200 per month.
· So,
50 placement agencies, would be sending out, each month, some 50 X 200 = 10,000
resumes to 1000 companies.
· And
if, each of these 50 placement agencies, on an average, has 2 consultants each,
· that
translates into a total of 100 consultants sending out 10,000 resumes/ months
to 1000 clients
And,
Then
answering / telling these 1000 HR managers,
· What
is Image Builder
· What
is significant from about it
· How
it is different from ordinary resumes
· &
how it will save their cost/ time.
· Where
can you get "Image Builders" ?
So,
suddenly, you have managed to recruit 100 Brand Ambassadors!
Who,
By
promoting Image Builders, are, intern, promoting Recruitguru !
And
when an actual "user" (read customer) promotes your product, he is
more creditable as compared to yourself. After all, you are an
"interested/ biased" partly !
· In
essence, you are leveraging these 50 placement agencies in your, marketing
drive - you are, literally, "enlisting" them. Thru them you are
reaching out to 1000 potential clients!
· Now
imagine, if you are able to get 500 placement agencies to become regular
subscribers of Recruitguru. They will spread you marketing message to
10,000 corporate !
· Take
a look at enclosed advt. Which I found in today's issue of BMA magazine. You
should talk to Mehul kuwadia & give him a demo of Recruitguru online.
· Whereas,
I agree that you should focus on those 100 large, Bombay based software firms,
you should, in parallel, also focus on the 1500 placement agencies to whom
we had sent out 2/3 emails (re : project BARTER).
· Once
they find that Recruitguru is actually Launched and that, they can, straight
away, start using it within minutes of registering for free trial, then, I
feel, many more will come forward.
· Please
remember that, just like those 100 large software companies, these 1500
Placement
agencies, too,
· Are
computer / internet savvy
· Are
used to advertising their vacancies on jobsites (as per Monster's estimate, 70%
of all advts. released on jobsites, belong to placement agencies)
· Are
used to getting thousands of email resumes & have built - up huge resume
databases on their PCs.
But,
where these placement agency owners CRITICALLY differ from Recruitment Managers
of 100 large software Companies, is
MOTIVATION
These
owners are motivated by the money they can earn. So, they will not miss a
single opportunity to "monetize" their resume databases. They
would want to leverage their databases in EVERY WHICH WAY THEY CAN. Enclosed
advt. of Grey Cells is an example in case.
This
"Motivation", this "greed for money" is missing when it
comes to professional recruitment managers, employed by Companies. Sure, if
they do an excellent job of recruiting, they can look forward to a double
increment at the end of the year ! But, at best, the "cause / effect"
relationship (between performance & reward) is, nebulous/ tentative
uncertain.
· In
them, the crucial element of "Self interest" is missing. It is very
difficult to motivate such persons to adopt Recruitguru ! At best, they
are passive neutral / lukewarm / disinterested.
· For
professional recruitment managers, the answer is rather unclear to the
question,
"What
is in it for me?"
To
a placement agency answer, you don't need to provide an answer to this
question.
· When
Mehul kuwadia, sees you demo, his brain is highly "trained" to figure
out, in matter of seconds, umpteen different ways in which he can make
"money" thru use of Recruitguru !
· Where
"Professionals" can only "See" just one more recruitment
software / just one more application, a business - owner will see one
more way to make "more money" !
HEMEN
PAREKH
Software
Development Priorities for next 30 days
To:
Kartavya / Abhi / Sanjeev
Date:
29-09-03
- Enclosed
find my suggestions.
- In
case there are any doubts / questions, please feel free to see me —
preferably together.
- I
suppose Kartavya would prepare a Project-Plan / Layout-drawn, who
will do what & when. We should monitor it weekly.
During
next 3–4 weeks Abhi will concentrate on:
1️⃣ Processing 2 lakh
job-adverts from Auto-Converter to one database, separating each vacancy
name, title, and 1-2-3-5-Index keywords for each vacancy.
(Including
frequency / compiled analysis — to help create graphical profiles for SKILLS
for ITITES companies.)
2️⃣ Develop / buy a
Web-spider for downloading job-ads, so that Vittal can do more meaningful
work.
RecruitGum:
Priorities for Additional Features
Date:
29-09-03
1️⃣ Flight Deck (Subscribers
& our own) — Separate folder sent today.
2️⃣ Counter on homepage:
“Aggregate
of Resumes Extracted”
3️⃣ Speed / Accuracy (Comm.)
Graphs
4️⃣ Facility for a
Subscriber to bounce-back extracted resumes — back to the concerned
applicants, asking them to edit/update entries (history + best resume).
→
Through a specified link on RecruitGum, to upload online.
Subscriber
should be able to bounce-back to a batch of candidates with just one
click (mass bouncing-back).
Subscribers
will not notice the “extraction failures”!
Hopefully
all candidates will edit / update / upload because of the fear
(emotion) that if they don’t take this trouble, their résumé may not even be
considered for the vacancy in question.
An
“Edit / Update / Upload” request coming from a potential employer will
be complied with 100 %!
In
the process, our subscribers’ databases will become complete in all
respects — without errors and become up-to-date. Therefore, the subscribers
will be able to derive full benefit of their private databases.
They will be happy.
So,
the jobseekers will contribute to our success — by completing our
incomplete work!
We
may even seriously consider whether this utility — on part of
jobseekers/candidates — should be made a permanent feature instead of a
one-time feature.
By
this I mean: can we (shall we) permit a jobseeker to edit his résumé online
as often as he wants?
Now
remember that such “editing” has to be done / carried-out inside the
subscriber’s private database!
A
subscriber may or may not want any jobseeker to be able to access his
private database at will for the purpose of editing.
He
may think the integrity/security of his private database may get compromised by
granting such access to thousands of candidates.
So,
any such solution of “edit / update / upload” directly by a candidate will have
to be optional as far as the subscribers are concerned.
We
may consider providing a button on the Gummine page (next to “Extract”
button) which reads:
“Automatically
forward extracted résumés to concerned candidates for editing / updating /
uploading back into the private database (as far as this batch is concerned).”
☑ Yes ☐ No
Note:
- This
service is currently free.
- One
of the boxes must be ticked for the extraction process to start.
We
should provide a standard e-mail box where the following message will
appear automatically — and can be edited by the subscriber if so desired.
“Edit Your Resume”
Dear
Sir / Madam,
Subject: Edit
Your Resume
- Sometime
back you had sent us your resume against one of the vacancies advertised
by us.
- Using
the services of Recruitgum.com, we have converted your plain e-mail
resume into a structured (demonstrative) resume.
- This
will help us store it permanently in a database, and be able to search /
retrieve it in future — in a matter of seconds.
- It
is however possible that some fields could not be extracted or where data
was missing in your resume.
- If
you want us to consider your application for the vacancy advertised — as
also to store it in our database for future reference — we request you to edit
/ update your converted resume attached and then upload it back on Recruitgum.com
as follows:
Step
No. 1
Step
No. 2
Step
No. 3
- Please
ensure that the Career History section is filled in accurately
before uploading.
With
regards,
(Subscriber
/ Client Name)
(E-Mail
ID)
Strategy
Note
By
making this service FREE, I want to encourage our subscribers to use it
(i.e., click YES ☑)
all the time — even though it will impose considerable load on our webserver.
Reason
is simple:
Assuming
that
- All
subscribers will use this free service, and
- All
candidates will edit + upload their resumes,
we
will be able to conduct “data mining” of the Career History section of
each edited resume.
This
will enable us to capture and plot:
- Salary
profile
- Designation-level
profile
- Tenure
(length of experience) / years profile
Once
we have data for 50,000 candidates, we will plot these graphs on our
server dynamically, and then sell each graph for ₹ 10 (viewing +
downloading combined).
HR
/ Recruitment Managers would simply love these graphs
when they:
→ want to compare any particular candidate with active population (sample size
of graph).
Conclusion
…to
figure out:
- What
salary to offer to him?
- What
designation?
- Is
he a job-jumper or a steady person?
They
may also want to compare any particular candidate with their own / internal
employees (of Apple, for Apple comparison) before making any salary or
designation offer — so as not to “upset the Apple-cart”!
And
when you take into account all the variables that we are capturing in
RecruitGum, viz.:
- Function
(24)
- Designation
Level (10)
- Zone
Level (19)
- Experience
(40 levels)
- Age
(24 scales)
- Education
(20-30)
- Industry
(10 cause-types)
- …and
so on,
then
it is possible to generate millions of unique combinations of graphs (as
explained in my earlier notes)!
I
have absolutely no doubt whatsoever that in course of the next 12 months, we
will make 10× more money out of these graphs than from extraction or search!
Kartavya {URGENT}
cc:
Abhi
cc:
Sanjeev
cc:
Nimit
Date:
7-10-03
FLIGHT-DECKS
(Subscriber
& RecruitGum Consoles)
- Please
refer to my notes dated 28/09 and 29/09 enclosing 14 + 14
screens (U.I.).
- See
enclosed chart. I request you to fill in the Target Deployment Dates
on this chart for each screen and return a copy for my record by tomorrow.
- Assuming
that the free-trial period (of 30 days) for 58 registrations starts from
next Monday — Oct 13 — then it is imperative that all enclosed
U.I.s are deployed latest by Nov 13.
Apart
from these, other urgent items for quick deployment are:
- Home
Page Counter
- Speed
/ Accuracy Graphs
- Feature
for Subscriber to bounce-back extracted resumes
(in batch mode) to candidates to edit and upload directly into
Subscriber’s PRIVATE database.
- Replacement
of TOP part of ImageBuilder with Subscriber’s
own Name / Logo.
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