Mktg. of Global Recruiter
30/10/05
Www.Agencyfaqs.com Jobswitch?
All the Jobs links on homepage is powered by Jobsahead. If we can
convince them to switch-over to Global Recruiter (by dumping Jobsahead),
it would be a great “coup” for 2 reasons:
Adding to GR’s “List of
Partners”, a prestigious Vortal (dedicated to PR/Media/Advt) such as agencyfaqs.
Obviously agencyfaqs will
be visited by editors/journalists & PR/Advt executives. They may search “jobs”
& pick-up the “STORY” of WWJ/GR. Some of these Visitors may
even consider writing a “story” about GR/WWJ, in their
print-publications. If this happens, we would get a lot of free PR/Publicity!
Head Office: 7, Siri Fort Road,
New Delhi-1100 49
Mr. Sreekant Khandekar Ph: (Editorial) - 011-2626, 2771/2626, 1783
Mr. Sandeep Vij email: prajal.Saha@agencyfaqs.com
(Founders) us@agencyfaqs.com
Mumbai Office: Unit No: 314,
Norman Kendra, Plot # 8. Dr. E. Moses Road, Mahalaxmi, Mumbai - 11.
Ph: (Editorial): 022-3097, 3139
Kept Pending after discussion
with Abhi/Regji. But decided to introduce "Vacancy Blast".
24-10-05
Dear Headhunter
Choice is Simple.
Here is one more job-advt posted
by one of our Corporate Clients-on one of our Partner websites.
On your computer harddisk, you
may have hundreds of resumes, exactly matching our Client's requirement. But it
may take a Couple of hours to search your resume database to locate those
"suitable" resumes and then forward to this Client - even if he is
willing to accept your "headhunting / referral fees."
Now imagine if you have to repeat
this "Search-find-forward" process 500 times in a day!
We expect that pretty soon, 500 job-advts (Vacancies) will be
getting posted on our Network everyday.
And when that happens, you may be
able to "place" 5 candidates from your resume database everyday!
(against those 500 vacancies).
A market potential to earn Rs.
50,000/- per day
But it is physically/manually
impossible to match 500 vacancy-requirements with 50,000 resumes
lying in your database - Daily!
May God we help you earn those Rs.
50,000/- everyday, again & again, for a small, onetime effort on
your part?
And without having to share any %age
of your revenue with us.?
In the following manner:
Join Global Recruiter as a
partner website
Download our "Email
Extraction" software and extract email IDs from your unstructural
/ text resumes (lying on your harddisk).
As soon as you start the email
extraction process, following will happen automatically:
Text resumes will get uploaded on
YOUR website. (While, also remaining on your harddisk)
A User ID / Password will
get generated for each candidate
An email will go out
automatically (from your website), requesting each candidate to log-into YOUR
website (using User ID / Password supplied) and EDIT / UPDATE his
resume lying.
All EDITED resumes, on
your website, will automatically get "matched" with each &
every job-advt getting posted
on any partner website. (Continuously,
throughout the day).
When any of YOUR resume is
found matching with any job-advt, it will get emailed to the concerned
Employer / Advertiser (within minutes), with a message pre-drafted by YOU,
and made available to us in advance (for hardcoding into our software).
You will, automatically,
get a copy of each & every email (sent to Advertisers) along with Resume.
This will enable you to follow-up with the concerned Advertiser
re: acceptance / suitability of the resume forwarded to him, under YOUR
signature.
It is far better to spend your
precious time, following-up with Advertisers re: the outcome,
rather than canvassing for "search-assignments"!
Except by partnering with
Global Recruiter and uploading YOUR resumes on YOUR website,
there is no other way that you can ever come to know of the vacancies
of thousands of Corporates across the Country.
And except by partnering with
Global Recruiter, there is no other way, to
"unlock" the treasure
/ the money-banks lying dormant / trapped in your "private"
resume databank!
Opting out of Global Recruiter is
opting out of a bright future.
But should you decide to remain
trapped in your "brick & mortar" avatar, the choic is
yours.
However, if you feel like being a
part of the
VIRTUAL EMPLOYMENT EXCHANGE,
feel free to phone me on (M) 93,
2450, 5801
Regards
Abhinandan
Abhi Regji Rajeev
18-09-05
What Do We Want?
When Global Recruiter gets
launched, what is it that we want to happen?
What is it that we want to
change?
Before we can answer these
questions, we must find out:
What is IT now?
By IT, I mean Online
Recruitment Industry - the market that we are targetting thru Global
Recruiter.
Take a look at the attached page.
On left side, I have described
the
CURRENT SCENARIO of Online
Job Posting (major source of revenue for job-sites).
Then on the right side, I have
pictured the scenario that we WANT in future - the scenario, as it
should look after launch of Global Recruiter.
May not be immediately
after launch but (may be) one year later.
Now, wishing (something to
happen) is one thing and making it happen is another.
But our
actions/efforts/strategies will depend upon, how Clear/Sharp we are
about
WHAT WE WANT TO HAPPEN.
Clarity itself is no guarantee
that everything that we will do, will be RIGHT. But Clarity is a lot of help.
It will help us remain FOCUSSED on our goals.
And what are these goals?
PRIMARY GOAL
"Get 1000 placement Agencies
to join GR"
Secondary Goal
Make it possible for Partners to
make lots of money
Tertiary Goal
Offer such FANTASTIC features on
GR that LAKHS of Recruit. Managers "patronise" partner websites-
Features absent on Monster/Naukri
But these goals are not
"sequential" - in that, we try for Primary Goal first and
then SECONDARY and then TERTIARY.
The goals are SIMULTANEOUS /
INTEGRATED.
The goals are NOT
"stand-alone".
For a partner, to become a
partner, FANTASTIC FEATURES is absolutely crucial.
Without such features, he cannot
attract corporate HR managers to sign-up.
And unless he sees distinct
possibility to sign-up a lot of HR managers, he is not likely to
consider our invitation to Join GR.
Why would a HR manager,
who is currently, perfectly happy with Monster/Naukri (a tried
& tested service), want to "experiment" with a yesterday-born
website of an unknown placement agency?
HR managers resist change /
risk / experimentation / uncertainty (like all normal people).
Their attitude is:
Let sleeping dogs lie!
Why try to "fix"
something which is not broken!
Why should I stick-out my
neck? Suppose GR is a flop / a fraud?
What is in it for me? (in
trying GR) What is my personal gain / benefit for experimenting?
Conversely, if we can
convince / persuade Recruitment Manager that, by trying-out GR
A) His life will become easy
B) His Productivity will go up
C) His efforts will go down
D) His appraisal / rating (in the
eyes of his boss) will dramatically improve, thereby increasing his chance of
promotion
then, he may want to try-out GR.
GR [5 unnamed boxes] Voltas,
Godrej, Wipro, Infosys, L&T, HMA.
GR [1 unnamed box] Placement
Agencies websites, HR Mgrs
What are our UNIQUE features
that Monster/Naukri are not offering now? ( = we can expect them to COPY).
|
✓ |
Feature |
How does it help HR Mgr? |
|
Knowledge Profile |
(A) (B) (C) (D) |
|
|
Keywords highlighted in
resume |
||
|
Feedback form |
||
|
Ability to view resume in
Word |
||
|
"Review Counter" |
||
|
RAB / RAM |
||
|
Rearranging Columns (in
descending order) in short display of resumes |
||
|
Mass email |
||
|
Download 50 resumes with
single click |
||
|
[Blank] |
I suggest you prepare such a
chart/tabulation and make it available to all (would-be/potential)
placement-agency partners.
In turn, they can use this chart
to convince Recruitment Managers.
May be in this tabulation, we
should have a “comparison” as follows:
|
GR Feature |
Do other job-sites offer
this? |
How does it help HR Mgr? |
|
X |
X |
A |
|
X |
X |
B |
|
X |
X |
C |
|
X |
X |
D |
Just claiming that we/GR offer
such-an-such feature, is not good enough.
Saying, “how does this help HR
mgr?” is also not good enough.
It (tabulation) becomes GOOD
ENOUGH, only when you CONTRAST each feature against the “offerings”
of our competitors (especially Monster/Naukri). I am prepared to change the
heading to
Do Monster/Naukri offer this
feature?
CURRENT SCENARIO
Graph 1: % of online jobs vs.
Job-sites
|
% of online jobs |
|
|
100% |
|
|
70% |
Monster/Naukri |
|
other 50 Job-sites |
Online Space-Sellers
- Monster/Naukri have a Lion’s Share
(maybe 70%) of all jobs posted on all jobsites
- Jobs get posted on PURE-PLAY/VIRTUAL
Websites
- Placement Agency websites are only for Collecting
resumes in a structured manner.
HOW WE WANT FUTURE SCENARIO
Graph 2: % of online jobs vs.
Job-sites
|
% of online jobs |
|
|
100% |
|
|
70% |
Monster/Naukri |
|
20% |
Global Recruiter Network |
|
other 50 Job-sites |
- Once Placement Agencies join GR network,
they will post jobs on their own jobsites (FREE!)
- Monster/Naukri’s market share will drop from 70%
to 20%
- In course of time, some of the existing (PURE)
Job-sites will also get tempted to join Global Recruiter.
Graph 3: No. of jobs vs.
Job-sites
|
No. of jobs |
|
|
1000 Jobs |
Placement Agencies |
|
300 Jobs |
Corporate Employers |
Online Space-Buyers
- Close to 70% of all jobs posted online, are
from PLACEMENT AGENCIES (1000)
- (—Including those Agencies which have their own
websites—where they don’t post even their own jobs)
- Balance 30% jobs are from Corporate
Employers.
Graph 4: No. of jobs vs.
Job-sites
|
No. of jobs |
|
|
7000 |
Monster/Naukri |
|
2000 |
Global Recruiter Network |
|
others 50 Job-sites |
- Size of the online job-market will Increase.
(Cheaper MED/More Players)
- 1000 GR partners will aggressively Canvass
“Job Post subscriptions” even from small companies who have so far
never advertised their vacancies online. Competition will intensify.
- Atomization (One GR/other Side
Monster/Naukri)
- Being FREE, Placement Agencies will
post many more jobs on own jobsites.
Abhi to$ Rajiv to$ Rajeev
Why we must NOT try this in
the very first stage?
- Yesterday we discussed the (Technical) possibility
whereby 50,000 Corporates—who currently advertise their jobs on
30/50 jobsites—can, themselves be persuaded to host PASSIVE (JOBSITE?)
WEBITES which link-up with Global Recruiter.
- These Corporates are NOT into online
recruitment—nor are they interested in getting into e-recruitment
business. They don’t want to Canvass “Job-Post/Resume-Search”
subscriptions from other Corporates (—a terrible/unthinkable thought!)
- So, why would they want to host a passive website
linked to G.R.P—a site they will never advertise!—a site they may even
want to “hide” from public?
SMALL REASON
- To host such a site of their own may work-out
cheaper than paying Monster/Naukri, Rs. 60 K-100 K/year.
- They can post their jobs on their own jobsite,
which all jobseekers from all ACTIVE jobsites can search &
apply online.
- They can even, conduct a resume-search from their
own website, on the COMMON/CENTRAL database of all ACTIVE
partners.
Diagram:
1000 Placement Agencies (Ag) and
50000 Corporates (Corp) connected to a central Global Recruiter. A
subset of Corporates are connected with a red circle/highlight.
Below is a Job-sites box
(Existing but for a short while?) with arrows pointing to four question marks
and text:
Very few (Paying) Customers
(Corpo) left, Extinction?
MAJOR REASONS
What may really attract/convince 50,000
Corporates to host a GHOST website:
- Whatever jobs they post (on their own GHOST
website), will get broadcast to suitable (mobile-owning) candidates
in GR’s common database. NOW, their jobs don’t wait passively (as
in case of Monster/Naukri) to get DISCOVERED by jobseekers
conducting jobsearches. NOW their jobs become PROACTIVE and
shout their existence on thousands of mobile screens.
- When Suitable/matching resumes get posted on
Monster/Naukri, no one sends a resume-alert on the mobile of Concerned
recruitment manager. Same job, when posted on their own GHOST website,
will generate many resume-alerts within MINUTES of job-posting! He
can conduct tele-interviews within minutes!
These are very powerful
incentives indeed.
In fact, we can even create a CAREER-SECTION,
on the existing websites of these Companies and integrate with Global
Recruiter. In such a case, they don't even need to create/host another GHOST
website!
But, at this stage, let us stop
and ask,
- On one hand, we are trying to persuade Placement
Agencies (who do not have their own website at present) to create a
website and join GR, so that
- they can STEAL CORPORATE CUSTOMERS of
Monster/Naukri, and
- they can make TONS of money by selling
“Job-Post/Resume Search” subscriptions
- On other hand, we are trying to persuade/convince Corporates,
that they, themselves can host GHOST websites, so that they don’t
need to post their jobs on jobsites (—Which we are trying to create!).
There is contradiction here!
By going out to
persuade/convince Corporates to create their own GHOST websites, we are in
effects, destroying the very “market” that we are primarily targeting the
Placement Agencies!
If Corporates can post their jobs
on their own jobsites (—and can get the same benefit & cost saving) then
why would they ever want to go to jobsites?
On one hand, we are telling them
to “steal” Corporate clients of Monster/Naukri and on the other hand, we
are ourselves “stealing” those very clients! —by persuading those
clients to join GR!
If (non-website owning) placement
agencies see this GAME-PLAN, would they “risk” becoming our
partners? I doubt.
And on internet, all game-plans
are (nearly) always transparent!
So, let us proceed as per BATTLE-PLAN
attached. In each segment of the pyramid, let us CONSOLIDATE our
position, before moving onto the next segment.
Let us remain FOCCUSSED/Highly
focussed, on one segment at a time. We cannot afford to spread our
limited resources to fight on many “fronts” simultaneously.
Incidentally, on Global Recruiter
Homepage, I would like you to replace
- Co-creation of Wealth by Co-sharing of knowledge
with
The only ONE: The only Online
Networked Exchange
(Bold/capital/Diff colour)
That is our marketing “positioning”
in the minds of would-be partners. They must know that there is no other.
CURRENT SCENARIO
Diagram: Concentric
circles/rings.
Outer Ring: CORPORATE
EMPLOYERS. Split into "Own website" (small segment), "No
Website" (large segment). Arrows point from "Own Website" to the
central "JOBSITES".
Middle Ring: PLACEMENT
AGENCIES. Split into "Own Website" (small segment), "No
Website" (large segment). Arrows point from both segments to the central
"JOBSITES".
Central Circle: JOBSITES
(Monster/Naukri). In the middle of the jobsites circle it says Job Post
50/50.
STEP #1 / STEP #2
Diagram: Global Recruiter and
Job Sites Interaction
- Placement Agencies (Who gave 70% revenue
to Jobsites) are Induced to join GR.
- Arrows labeled "Steal clients of
Jobsites" and "Steal Corpo. clients of Jobsites" point from
the GR network towards the Job Sites/Corporate Employer circle.
Consequences?
- Jobsites witness a big drop in their
revenue Since, now, Placement Agencies post their jobs on their own
sites
- What is worse, now these very same Placement
Agencies (who were once valuable clients of Jobsites) turn into
COMPETITORS, trying to STEAL the remaining (Corporate) customers from the
Jobsites!
One time CLIENTS turning into
COMPETITORS!
Bad enough!
THE MARKETING BATTLE-PLAN FOR
GLOBAL RECRUITER
Pyramid Diagram (Base to Top):
|
Level |
Description |
Number |
Group |
|
Base |
Corporates using Jobsites for
Job-posting & Resume search |
50,000 ? |
|
|
Base - Mid |
Corporates (with or without a
'CAREER' section) |
5,000 ? |
Corporates |
|
Mid |
Placement Agencies (with or
without own website) |
600 ? |
PLACEMENT AGENCIES |
|
Mid - Top |
Pure Jobsites (300?) and
Virtual Jobsites (300?) |
300 ? |
|
|
Top |
Monster & Naukri |
4 Jobsites |
Pure Internet based Virtual
Jobsites |
Steps:
- Step #1
We start our Mktg. attack at this
point by developing their websites & hosting on our GR Server for 1 month.
- Step #2
Next we attack this group - who
currently uses their websites only to "Accept/Receive" resumes. No
jobposting No Resume-search
- Step #3
We are not threatening either
their Business Model or Revenue Model - but they will need to give-up their
Current U/I & change-over to GR's U/I. They will resist 'till they realise
that they have been reduced to a minority & left with no option but Join.
- Step #4
Convince Jobsites to join to
isolate Monster/Naukri (4 Jobsites).
- A
We create for these Corporates a
"Career section" on their websites and offer to manage this section
(Managed Web-service)
Used car segment tops growth
chart
Economy Bureau
New Delhi, Sept 25
With the Indian rural market and
lower income group offering good potential for growth of used autos, National
Council for Applied Economic Research (NCAER) has said the auto industry's
prospects in the second hand market were far 'rosier' than those of white goods
segment like 'frigerators and colour televisions.
According to the report, 'the
great Indian market',
India's DTH subscriber base to
touch 72 lakh
Ashish Sinha
New Delhi, Sept 25
The next big growth in the media
delivery business in India is expected from the direct to home (DTH) TV
segment. According to a study by HongKong-based media research company, Media
Partners Asia (MPA), the DTH subscription base in India is expected to touch 72
lakh if the "must carry" clause is enforced properly.1
Currently, only two operators
provide DTH option to subscribers—Zee Telefilms' Dish TV and Prasar Bharti's DD
Direct. While DD-Direct is a free to air service which c2laims a
subscriber base of over 3,00,000, Dish TV is aiming to close this fiscal with
9,00,000 subscribers.345
"Dish TV is currently adding
about 2,500 subscribers a day with customer subsidies up from Rs 750 to Rs
1,000 thereby ensuring that future competition will have t6o price
competitively and subsidise heavily in order to achieve significant penetration
or differentiation," the MPA report said.78
Looking to launch in 2006 are T
Sky, the Rs 1,575 crore9 Star TV-Tata joint venture, along with Sun
TV's Sun Media. According to the industry sources10, the expected
growth in DTH business is a direct result of the fragmented pay TV distribution
system. "DD-Direct, the DTH op-erations of Prasar Bharti is reach-ing out
to those corner of the country where cable and satel-lite footprint hasn't
reached till date. Private players will have to strike a balance between the
af-fluent classes and masses in or-der to spread DTH operations in the
country," sources said.
