MARKETING OF RECRUITGURU

Sanjeev
cc: Kartavya / Atthi

Marketing of Recruitguru

Even at the cost of repetition (from my earlier notes), I just colored my views on “how” to go about marketing of Recruitguru.

Before we get into the “how” part, we must first answer, “why” do we want to market Recruitguru?

I mean, “What do we want to become? What is our longterm objective?”

I would answer that by saying,

We want to become the World’s largest recruitment Webservice. But that is the immediate goal.
Longterm objective is to cover the entire range of HR Webservices.

When a Corporate customer uses our webservice, he has outsourced the application. But he still controls the process inhouse. He still needs inhouse HR staff.

So in that sense, this use of Recruitguru is NOT a BPO (Business Process Outsourcing).
In an actual BPO, the process is also outsourced to an outside vendor who delivers the end-results.

So, we should not “position” our webservice as a BPO.

On the contrary, we should emphasize that the client retains complete “control” over his business processes. He alone decides the “speed” of his process. The “quality” of his business decisions are decided by him – not by an outside agency who has little/poor understanding of his business.

But the advantages of using Recruitguru’s webservices are:

• Independence of Hardware platforms
• Independence of Operating Systems
• Integration with his existing legacy systems (e.g. SAP-BAAN-PEOPLESOFT)
• No need to maintain expensive IT Infrastructure at his end
• No complicated installations (and predictable crashes!)
• No dependence on Customer Support

  No shelling-out lakhs of rupees on AMC.

  No intensive training of user-staff.

  Distributed usage/access by multiple users spread over entire organization.

  Authorization/Access-control decided by a central (ADMIN) authority.

  At any point of time, ADMIN can see who is using the webservice and how much.

  Complete “Customization” of “access” (Admin decides in advance who in his organization can use which service). He can also modify/delete/add to the access anytime, directly on his own, through ADMIN tools.

  At anytime, ADMIN can see how much amount (transaction-value) is left balance in his account.

  Online payment/activation of webservice.

  30-days FREE TRIAL.

  His own PRIVATE database (on our webserver) is absolutely SECURE & cannot be accessed by anyone else. Even we cannot access it!

Once you study the “features/functionality” of webservice in depth, I am sure you will come with many more “advantages/benefits” of webservice that are to be mentioned.

You must do this, because before living, you must:

• Prepare a 10-minute PowerPoint presentation.
• Prepare a 4-page colour brochure.

Caution

Never give a client a PowerPoint presentation directly on a laptop screen or a desktop screen, even if there is one person to whom you are giving a demo.

Always use a LCD projector & a large screen (unless client’s cabin is too small for projection screen).

A subscriber of webservice is our client. He pays us to use the webservice. He pays us to use/access:

• His own private database of resumes.
• Recruitguru’s public “…”

 Of course, he also pays us to “create” his own private resume database in the first place.

My guess is that, at least initially:

• Large Corporate Subscribers will create and use/access their own private database. Reasons are simple.

→ Quite likely they have already accumulated thousands of plain email resumes on their local hard disks (from job-adverts). They would like to extract these and create a structured/searchable database, so that they can first search there before advertising same/similar vacancies again & again, saving lakhs of rupees.
(This is also our USP!)

→ Despite converting all existing resumes into a database, large companies will still keep advertising on a regular basis. Once we enable “search” of resumes before “JOB-AD/INTO VACANCY NAME,” these large companies would want to use our combined services to complete the recruitment process thru our webserver.

Medium/Small Companies

Those who hire very few resumes may not have any existing email data to convert into their own database. But they will want to use our webservice for their future vacancies.

Their real temptation to use our webservice will come when we offer Guntha Ad Compose, whereby, in a few minutes, they can create a job-advert & post it on multiple job-sites. They would want it “any-pass” Ad-Agencies or Newspapers, which take days to do the job.

But one more (and perhaps more compelling) reason for small/medium firms to use our webservices would be ability to search Recruitguru’s PUBLIC database for suitable candidates. Even if we charge Rs. 100 per resume downloaded, these small/medium companies can complete their recruitment for their vacancy within 15 days at a cost so low that this amount they cannot even buy a small classified ad in Times of India of this size.

Such an ad can hardly get noticed bring a quality response, whereas a search on our PUBLIC database will shortlist just the right 50/100 candidates, in minutes.

So, small/medium companies are an important target-market for us. Their yearly recruitment numbers are between 5 to 25 persons which just does not justify investment of lakhs of rupees in:

• Software (and annual upgrades!)
• IT staff
• Recruitment staff / no fulltime job!

And there are lakhs of such companies in India. They would be happy using our webservice (on pay-per-use basis) and we should be happy SELLING RESUMES to them!

What is more,

We can sell same resume, again & again & again.

If we sell same resume 50 times/year for 20 years, that is 1000 times in life of that resume!

And because of the unique Function Profile in our ImageBuilder, there is a very high chance that each candidate will login at least once-a-year, to edit/update his profile!

This means resumes on our website always remain fresh/up-to-date!

(We should ensure this by putting a note on our ImageBuilder, “Last Updated On: ____”)

We have this feature on 3Pjobs.com.

So, I believe, “selling of resumes” would be our major source of revenue, in the years to come.

The trick which we have to pull off is:

A) Get 50 million candidates to submit their resumes on Recruitguru.

(2 months back Jeff Taylor – CEO, Monster, told us that Monster has currently 40 million resumes growing at 4000 per day and expects to reach 100 million resumes by end 2005!)

B) Get 100,000 small/medium companies to signup/subscribe to pay us Rs. 2000/- each per year; i.e. Rs. 20 crores/year!

For this, A must precede B.

1 Lakh companies will signup only if we find 5 crore (50 million) resumes on server.

Then, they know they are 100% sure to find their desired candidate WITHOUT advertising – and within a matter of days – and at a very low cost.

I am very clear that this MAJOR SOURCE of revenue materialises, we have to find out a method to attract these 50 million candidates to Recruitguru.

I propose to do this (Catchbag) as follows:

• We have received (from IndianRecruiter) a email ID database of 21 lakh (2.1 million) candidates. (Jobseekers of course names of candidates are missing and IndianRecruiter will not reveal to us their source.)

It is quite likely that they have used a spider software which may have crawled large number of Indian jobboards/boards. Out of 300 Indian jobboards we collected 2 million. Such commercial software are available & we have purchased one with Reena. You may want to experiment.

Enclosed find a set of 16 email circulars. You can shoot out these 21 lakh jobseekers – one per week.

The “carrot” which I propose to hold out to these jobseekers is as follows:

• If you submit your resume on Recruitguru, then within 24 hours we email you (at the email ID given in resume – not the one which we used to send the circulars) a database of 3000+ TOP INDIAN RECRUITERS as follows:

| S/N | Name of Recruiter | E-mail ID |

The purpose behind emailing the database – and not allowing them to download directly from our website – is:

• To reduce emailing load on our server (we can email from an offsite server).
• To keep server free to serve others.
• To ensure that no one defeats us by externally pasting XXXX

 In the “Paste Your Resume” block / then click SUBMIT then click DOWNLOAD DATABASE

Obviously when we say we will email later (after submitting resume & conversion to ImageBuilder), we are sure that the jobseeker will not give us a FAKE email ID.

Of course, he may take multiple/temporary email IDs – but all genuine. That does not matter to us.

After demonstration receiving our database over (offline) email server, it is possible that this someone even starts “selling” it to others for some money. For this, he may need to set up a regular business for:

• Advertising/Publicizing (Rs. 100/- maybe per CD)
• Building up credibility
• Building up goodwill/trust
• Delivery system etc. etc.

Corporates won’t trust nor buy – and if candidates can get this database free from Recruitguru, why should they pay & wait?

Besides, we will ensure that our mailing list keeps growing regularly. We will keep finding combinations (Email IDs) and automatically 5000 job-cards from various websites for processing via converter. We will also find other sources.

It is not possible for an individual to do this.

Of course, Placement Agencies will get this mailing list if they will find a simple method – or we may even offer this list to them (free or lower amount).

I hope this “carrot” will prompt these 2.1 million jobseekers to submit their resumes on our website.

Can you think of some more powerful carrot?

And if 2 million jobseekers send their resume to 30,000 corporates (email IDs), that adds up to 60,000 million documents (i.e. 60 billion documents!)

If you discount by a factor of 1000, it’s still 60 million documents!

If these 60 million are ImageBuilders, 30,000 companies will come to know about our webservice.

If these 60 million are plain/email resumes then we have created for us a MARKET-POTENTIAL (exploitation/harvesting) of 60 million plain resumes

× Rs. 10/- each

= Rs. 600 million (Rs. 60 crores!!)

Either way, we MUST end up being a winner!

That, then, is your challenge!

(signature)
23/08/03

cc: Kartavya / Atthi