Notes: POSITIONING

Nirmit

Raju / Sreem/ Kartavya / Abhi / Sanjeev / Inder / Pooja

27-08-03

Positioning of Recruitgum

This is a vital issue.

What is Recruitgum?

- Is it an extraction tool?

- Is it a structured database creation tool?

- Is it a Resume Search tool?

- Is it a Resume short-listing tool?

- Is it a Communication tool?

- Is it an Application-tracking / Resume Mgmt tool?

- Is it a ‘Khichdi’ (hotch-potch) of all these? etc. etc.

This issue is vital, because each of the above-mentioned applications / uses is a distinctly different market territory.

And in most of these territories – perhaps all these territories – there already exist some formidable existing competitors. They have established themselves into their respective territories (as leaders or followers).

Now, if we try to position ourselves

(i.e. Recruitgum) into ‘their’ territories, we will be forced to play the game by ‘their’ rules!

As existing leaders / followers, they have already established these rules. And each new entrant will need to adopt these rules.

So unless our product / service is either vastly superior to theirs, or vastly cheaper than theirs – or both – we stand very slim chance to carve out OUR market-share, in THEIR market-territory – because we will be forced to follow RULES set by them!

This, then, is the predicament facing Recruitgum.

Reading of enclosed article will make it clear.

So what we need to do is to

- Carve out an altogether NEW / VIRGIN territory for Recruitgum (what it is meant for)

- Set the “rules” (for anyone who wants to enter this territory).

- Set the “standard” of acceptance (by customers)

- Raise the “Entry Barrier” (pricing / delivery mechanism etc.)

We need to “differentiate” Recruitgum, based on whatever happens to be Recruitgum’s

Unique Selling Proposition (USP).

(Latest marketing-mantra is Unique Buying Proposition (UBP)!)

i.e. our focus should be on what the customers need / want to buy, rather than on what we have – and need to “sell” (!).

eg: Suppose we were to use a punchline such as,

CumSearch

Shortlisting Competence / not resumes.

What does this convey?

Effectively, what we are saying is,

“Like Monster / Naukri / JobsAhead etc., we are NOT in the business of shortlisting resumes. That (viz. Resume-Search) is NOT our territory.

If you want to Search & Shortlist “Resumes” please go to any other jobsite.

Our territory is “Shortlisting Competence” – in a hurry too!

You, Mr. Recruitment Manager, want to quickly find the MOST COMPETENT CANDIDATES for that vacancy you want to fill.

[You have no time] to conduct innumerable searches and read a huge number of resumes in order to “decide / reach a conclusion” as to

- Which candidates are “competent” and therefore worth calling for an interview.

Recruitgum does this for you – when you set “percentile-score” for FUNCTIONAL COMPETENCE.

In other words

- Recruitgum is shortlisting “competence” that you need

- Recruitgum is enhancing the “QUALITY OF YOUR SELECTION”

- Recruitgum SAVES YOU PRECIOUS TIME

- Recruitgum INCREASES YOUR PRODUCTIVITY

- Recruitgum SHORTENS YOUR RECRUITMENT CYCLE

This then is our territory – the territory SYMBOLIZED by our Functional Profile Graphs.

These GRAPHS are Stakes (wooden poles) that we have fixed in the ground to mark-out / delineate OUR TERRITORY. We are staking a claim to this territory.

So, these GRAPHS are the rules which we, as leaders / conquerors, are proclaiming.

Any new entrant (to this territory) will have to play by these rules! He will have to have HIS OWN GRAPHS! – in order to enter.

NO competitor can get admitted to this (EXCLUSIVE) club – unless he accepts to abide by OUR rules.

And being the FIRST in this territory, we will keep adding to these rules not only to make it difficult for new entrants but also to ensure that

the customers demand same New / Additional functionalities from any potential competitor who tries to invade our territory!

Eg. After Functional Profile Graphs, next we will add

CumMatch – Searching

Seeking Careers / not Jobs!

(the tool on which Pooja (Suprina are working) – based on concept given by Kartavya

CumMatch advises

Mr. Prashant Patel

to select his career by clicking on preferred INDEX NO.

[Graph shown]

Clicking on Index 80 will reveal (short-display table in reverse chronological order) those 32 job-adults who are 80% matching with the resume of Mr. Prashant Patel.

Once again, we are going away from the traditional concept of “Job-search” (using some job-search parameters / criteria) used by nearly all jobsites.

This (job-searching) is their territory.

As against this,

Match-making / Match Indexing

will be OUR territory, with our rules of game.

Once more, we are saying (this time to candidates),

“If you want to search jobs, go to Monster / Naukri / JobsAhead.

If you are seeking a perfectly matching career, come to Recruitgum.”

What is more YOU decide how good / accurate a “match” you want.

[drawings of circles indicating 10%, 20%, 30%, 50%, 80% match levels]

Next comes “Submit Resume”

All jobsites ask jobseekers to fill-in short or long forms / having several fields / dropdown lists / radio buttons / check-boxes etc.

Why?

Because this (process) will create a structured database (of resumes) which recruiters will find it very easy to search!

So, for recruiter’s convenience, let the jobseeker get “inconvenience”! After all, he is wanting a job, he is at the receiving end – he is begging!!

It is his “funeral” if he refuses to fill out long / time-consuming forms!

And in any case, I (my website) is/am asking you (the jobseeker) to do the same thing as the other jobsites – filling up what all other portals are demanding. So why do you complain? Can’t you see that I am very fair & reasonable?

This, then, is the territory of Monster / Naukri / JobsAhead etc.

We do not wish to fight them on

their territory! We cannot win. Period.

So, we have carved-out our own territory – the territory of ImageBuilder.

I call it

CumBuild – Build Your Image / Get noticed!

What is our Value proposition? What is this altogether different / new territory?

Ans

- You are a many-splendoured person. You have a multi-faceted personality. You have many hues – you cannot be simply cast into “black” or “white”.

- We are bringing-out and projecting your many FUNCTIONAL COMPETENCES in the most vivid / graphical manner by instantly creating

“ImageBuilder” version of your resume.

Thru ImageBuilder, we will ensure that you get noticed – that you stand tall amongst your co-professionals. This is our territory.

- NO other jobsite can project your Image the way we do. ImageBuilder is strictly OUR territory.

- We spare you the pain / torture of filling long forms. If you are happy filling forms, we are not the site.

- We believe in “Human Use of Human Beings” (Norbert Wiener – Father of Cybernetics) – and we do not think that anybody should be filling-up forms in the 21st Century! This is our territory.

- You need not even remember your User ID / Password! Everytime and anytime you wish to “update” your resume online, simply “paste” your latest / updated resume.

Our Artificial Intelligence will know / remember WHO YOU ARE and update your resume and present to you your new ImageBuilder

in matter of seconds!

Passwords are passé!

This is OUR territory!

- Sending “job-alerts” as emails are what all jobsites do. That is NOT our territory!

Our territory will be:

- Sending job-alerts as SMS on mobile

- Sending “CumMatch” graphs as an MMS on mobile

[drawing of mobile interface]

Clicking on “i” will connect Recruitgum “Personal Page” of concerned candidate (in JobSeeker’s Corner) to view brief description of Adults.

Clicking on this button will be instruction to Recruitgum to forward candidate’s (Mobile Owner’s) resume to Voltas!

As of now, 15 million Indians own Mobiles and this is growing at 1.5 million / month!

50 million Indians may not be able to afford a Rs. 30,000/- PC + Internet connection at home to receive email job-alerts

or find time to drop into a CYBERCAFE daily to check-out his mail box

BUT,

either they will own a mobile (any make / any service provider)

or, as advertised in today’s newspapers, a Reliance Fixed Line phone which can receive emails / SMS!

If our BRAND has to get a deep impression in the minds of 50/100 million jobseekers, then we will need to differentiate ourselves from other jobsites

- thru use of latest telecom delivery channels

- thru tie-ups / affiliations / partnerships

- thru a far more meaningful / useful CONTENT

That brings us to the next territory of POST A JOB ADVT.

All jobsites offer this feature / facility to Corporate subscribers. Once again, a subscriber is expected to fill-in a long form with dropdown lists / check boxes / radio buttons etc.

And when it comes to writing a “Job-Description,” all jobsites expect that the recruitment manager is a very creative COPY WRITER – something far from true.

But then that is how all jobsites have defined their territories.

We will define OUR territory as

CumAd – Profiling Opportunities for Growth.

Once again, in this territory our ultimate goal is to completely do away with filling-up of any FORM.

In ideal scenario a recruitment manager will simply open a screen showing his company’s organisation-chart.

If he is looking for replacement of Production Manager / V.P. (Finance),

all he does is to double-click on that organisation-slot

[Organisation chart drawing]

V.P. (Mfg)

├── Production Manager

├── Materials Manager

└── Design Manager

Double click

And instantly a Comprehensive Job Advt will materialise (as if from thin air!)

Our software would have captured all data / info about that position in advance.

As an interim arrangement, what we will try is to

- Create several “Customizable” MASTERS

– Advt. Related data

– Company Profile

– Candidates Main-specs

and the only buttons that Recruiter (Ad-Composor) would need to click on are:

- Industry – To be clicked

- Function – To be clicked

- Designation Level – To be clicked

- Actual Designation – To be typed

And the “Job Description” block will pick up & display text which software picks up from hundreds of similar / identical job-adverts released by nearest / least competitors of the subscriber-company, for similar / identical vacancies.

Having planned a database of 3 Lakh job-adverts by end-Oct, this is quite feasible.

This then will be OUR territory viz:

“painless creation” / “Imaginative creation”

of Job Advt

in matter of seconds – ready for editing!

So we do not compete with jobsites. We simply bypass them (using lakhs of job-adverts downloaded from these very same jobsites).

We use Competitors’ Strength (viz. thousands of job-adverts database hosted by them) to defeat him! Judo at best!

Let Recruitgum position itself correctly as shown in Annexure. Let us carve out our OWN territory.

Annex

Other Jobsites Positioning Recruitgum Positioning

For Job Seekers

▸ Submit Resume ▸ CumBuild