MKTG. OF GLOBAL RECRUITER

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:

1. 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.
2. 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?

1. Jobsites witness a big drop in their revenue Since, now, Placement Agencies post their jobs on their own sites
2. 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.