JOB MARKET

JOB-MARKET ANALYSIS

Cyril

PRO-ACTIVE MARKETING MODULE

Analysis of Job Advertisements.

By now, we have scanned 10662 job-advts. This database is growing at 50/100 per week.

In the meantime, I am writing letters to about 170 publications all over India (Daily + Weekly + Monthly) offering FREE uploading of their RECRUITMENT ADVTS on our website (as normal jobs), provided they sent these to us by floppy or e-mail. Of course, we will need to enter fields for

• Industry / Function / Designation / Source / Date

before uploading.

I have also said (in my letter) that the advts would have to be

• in English
• from medium / large companies.

Hopefully, even if some of these publications respond favourably, we could see a upsurge in our JOB-ADVT. DATABASE we could offer.

• more current jobs
• more geographically spread jobs (cities) $\checkmark$
• jobs from thousands of companies $\checkmark$
• jobs covering hundreds of professions $\checkmark$
• jobs under hundreds of designations $\checkmark$
• jobs covering many functions $\checkmark$

• jobs giving a variety of Job Descriptions $\checkmark$
• jobs asking for diverse Edu. Qualifications $\checkmark$
• jobs demanding different - Skills / Knowledge / Attitudes / Attributes $\times$
• jobs requiring an array of Product / Service Exposure $\checkmark$
• jobs expecting knowledge of Languages $\times$

$\rightarrow$ During Jan/Feb 2003, Sajida downloaded & emailed to us some 7000 job-advts, which we are $\rightarrow$

If, and when, we scan / electronically receive some (50,000 / 100,000 job advts) we would have built-up a veritable GOLD-MINE of DATABASE.

Of course, to exploit this goldmine properly, all the items circled above need to be located (in each advt) and placed in appropriate "FIELDS".

Someday Context Cartridge will do this $\rightarrow$ we finally achieved $\rightarrow$ this objective

• ARDIS on $27/02/2003$
• after 4 years!

Till that time, we should be able to do this by drag & drop as planned in Module #1 for Resumes.

Whereas, I would not like to subcontract resume database to an outside party, I do not see any problem in subcontracting the JOB ADVT. DATABASE creation.

Of course, the software that we give to outside vendors must be capable of encrypting so that vendor cannot use / sell this database.

I ENVISAGE following uses for this database:

• Company-wise analysis $\rightarrow$

Which company advertises, for what position, when, how often, even at what cost

This is researching our MARKET (thus researching our CLIENTS - prospective).

This will help us in PRO-ACTIVE marketing by sending out e-mail / faxes / letters / brochures to prospective clients. We can tell them how many "suitable" candidates do we have in our database, for each position.

Which they "advertised" in the past.

We can do this by our software treating each JOB-ADVT. as an internal SEARCH-REQUEST. Based on this, a STANDARD Letter can get printed automatically and get despatched.

For the moment however, I have given to Sajida, draft of an (automatic) letter, titled "Redundant Advertisement?", which she will send-out, daily, to all those advertiser whose advts. we are daily uploading on our website.

This letter is only to encourage the advertiser to advertise on our website in future (in preference to print advt.).

Of course, we will be able to start sending-out these DAILY letters, ONLY AFTER we install the feature by which that advertiser can come to our site and actually "see" his advt. by entering his company's name.

Company-Wise Analysis will also tell us jobs-market break-up

• Large vs Small Companies (Ltd / Pvt. Ltd etc)
• MNC vs Domestic
• Industry Wise / Industry Group Wise

• POSITION-WISE ANALYSIS

This will tell us what kind of jobs are "plenty" and which are "scarce" (frequency). Over a period of time, these trends will keep changing.

Such analysis will help us in "Career-Counselling" for

• students
• experienced executives.

In fact, our idea of displaying "No. of Jobs on this Site - Position Wise" is indirectly doing "Career-Counselling"!

In course of time (Say 2/3 years), we could even plot these frequencies graphically and display the "trends" graphically.

Such an analysis would also help us target certain executives to build up / update our Executive Database (i.e. replenish our INVENTORY, so to speak!)

• "JOB DESCRIPTION" ANALYSIS

What "key-words" / "key-phrases" make up job-descriptions for a given / specific:

• FUNCTION
• DESIGNATION LEVEL (Within a function)?

e.g. Take job-descriptions of:

• GM (Marketing)
• Manager - Marketing

$\}$ 2 diff. designation levels in same function.

Some keywords / key-phrases may be common to both levels whereas some others are unique to a specific level only.

By building-up a database of such

• key-words
• key-phrases

for each function at each level, we can provide online help to Personnel Managers to, quickly CONSTRUCT their own CORPORATE JOB ADVTS.

Which they wish to post on our website. From a drop-down list of such keywords / key-phrases, all that they have to do is to highlight and drag/drop (or double click) and PRESTO! Their job-advt. is ready!

This would be a very POWERFUL INCENTIVE.

for all the Personnel Managers (most of whom are, lazy and / or incompetent) to use our website only for posting their job-advt.

And

the more the no. of Personnel Managers, post job-advt. on our website, the bigger our database becomes!

And

the greater the no. of job-advts. on our site, the greater the traffic of job-searchers.

So,

the "root" of creating a large traffic on our site lies in providing to Personnel Managers, this unique FACILITY / FEATURE of being able to

CONSTRUCT A JOB-ADVT ONLINE

WITHIN FEW MINUTES

WITH

MINIMUM EXERCISE TO BRAIN.

This powerful feature will reduce the time (from concept to print appearance) for "release" of a job-advt. from

4 WEEKS to 4 MINUTES

What is perhaps of even greater benefit to the executive, entering / constructing his job-advt. online is that, our

"CONSTRUCT YOUR ONLINE JOB ADVT" feature

will "cut-out" following middlemen / agencies:

• Personnel Manager himself (in many cases, where a line-executive decides to "construct")
• In-house Advt. Dept.

$$In most large Cos, this dept.$$

$$**Prepares Copy / Layout / DTP.**$$

• External Advt. Agency

$$Which **"releases"** the advt. to print media & pockets **15% commission** = Sometimes prepares Copy / Artwork etc$$

• "Space-Mktg" Dept. of Newspaper
• "Production" Dept. of Newspaper

It is because of these middlemen that a 4 minute job takes 4 weeks! Besides costing lakhs of rupees!

We will hit a jackpot in this feature!!

• GEOGRAPHIC (CITY WISE / REGION WISE JOBS ADVT.) ANALYSIS

This will tell us, where projects are coming up, where investments are being made.

This will help us in appointing "Associates" in such cities / regions

or

appoint in-house "Consultants" who will be in charge of a given city / region / state.

• EDU.-QUALIFICATION WISE ANALYSIS

This will tell us what Edu. Quali. are in maximum demand. It will help us in career-counselling.

We can think up of many different types of analysis as we go along.

Pro-active Marketing Module is not our priority. However, I thought of putting down my thoughts in writing, so that future "integration" of all the modules becomes easy; since, you know what we have in mind.

WE MUST KNOW THE BIG PICTURE - RIGHT NOW!

Regards

16/12/98