30 Sep 2003
Abhi/Kartavya,
Abhi/Kartavya,
MULTIPLE
MARKETING STRATEGIES
We
have agreed that next week, you will actively help 3P's consultants to Extract
80000 / 100,000 resumes & create their PRIVATE structured database on
Recruitguru
·
Carry
- out online searches using Guru Search & transfer search - results to
EXCEL - OES.
But
what we cannot considered so far, is
·
Can
we get our consultants to send to all their corporate clients, only the Image
Builder version of resumes (-instead of the Executive Resume/ Converted Bio
data, which they are sending out currently)?
If you can succeed in this, implications are
far - reaching, viz.
·
At
a low level, we will save time spent by Vittal/ Samata in converting biodata’s,
whenever requested by consultants.
·
It
will also speed - up the delivery of such resumes to clients (since Image
Builders would be readily available) - no waiting for Vittal/ samata.
But,
beyond that, imagine what this (sending of Image Builders in place of Executive
Resumes) could do to your marketing of Recruitguru.
If 3P
has currently 25 clients (current assignments), then it means that these 25
corporate - clients will start receiving Image Builders with immediate effect.
(of course, consultants will have to ensure that no fields are missing.
Consultants will definitely have to email the Image Builders, first, to
respective candidates, asking them to fill in the
CAREER
HISTORY
Selection,
thoroughly/ completely & return back to 3P.
We know
that Recruitguru is unable to capture career - History details)
Obviously
each image builder being sent out to only client, would have to be complete in
all respects.
If an
incomplete Image Builder gets sent - out, it will do immense harm to 3P's
reputation!
On
the other hand, if the Image Builder being sent - out is complete in ALL
respects, them it cannot fail to impress the clients ! They have never before
seen anything like this ! especially the
FUNCTION
EXPOSURE PROFILES
and,
of course, the keywords.
when
clients receive these Image Builders, they are bound to pick - up the phone and
inquire with the concerned 3P consultants.
·
What
is the meaning of Function Exposure Profile ? What do Raw score/ percentile/
sample - size etc. signify?
·
Where
id 3P manage to get such an Image Builder version? (Even though, below each
Function Profile graph, we are writing in small fonts "Developed by
www.Recruitguru.com")
And
10 consultants of 3P will provide explanations to 25 clients of 3P ! And they
would do a damm good job (of providing the virtues of the Image Builder) -
since consultants are keen that the client gets correct/ favourable "understanding"
& gets sufficiently " influence" (by the Image - Builder) to call
their candidates for an interview (the first hurled to appointment).
In
short, in respect of those 25 companies,
You
have succeeded in appointing 10
BRAND
AMBASSADORS !
(non only free ! - they are playing you for
use of Recruitguru ! !)
Of
course, one thing is very clear
3P
will NOT send any Image Builder to any of its client, if the top part of Image
Builder carries, Recruitguru Name/ Logo !
And
this replacement / attachment should be automatic for each & every Image
Builder.
·
Only
once (first time) 3P should create an "Image File" for this strip
& insert it into the software (Guru Mine). You will re call that, we even decided to
charge Rs. 5000/- one time, for this facility!
·
of
each Image Builder, so the client knows when he received this resume.
·
From
the modified TOP STRIP, client knows which placement agency sent this resume.
This is very important, because clients will, very likely, receive same
candidates resume from many placement agencies.
·
I
believe, more than 50 placement agencies have registered for FREE TRIAL.
·
It
is safe to assume that each of them has, at least 20 current clients.
·
That
makes a total of 1000 corporate!
·
Let
us also assume that, each placement agency on an average, sends out 50 resumes
per week / 200 per month.
·
So,
50 placement agencies, would be sending out, each month, some 50 X 200 = 10,000
resumes to 1000 companies.
·
And
if, each of these 50 placement agencies, on an average, has 2 consultants each,
·
that
translates into a total of 100 consultants sending out 10,000 resumes/ months
to 1000 clients
And,
Then
answering / telling these 1000 HR managers,
·
What
is Image Builder
·
What
is significant from about it
·
How
it is different from ordinary resumes
·
&
how it will save their cost/ time.
·
Where
can you get "Image Builders" ?
So,
suddenly, you have managed to recruit 100
Brand Ambassadors!
Who,
By
promoting Image Builders, are, intern, promoting Recruitguru !
And when
an actual "user" (read customer) promotes your product, he is more
creditable as
compared to yourself. After all, you are an "interested/ biased"
partly !
·
In
essence, you are leveraging these 50 placement agencies in your, marketing
drive - you are, literally, "enlisting" them. Thru them you are reaching out to
1000 potential clients!
·
Now
imagine, if you are able to get 500 placement agencies to become regular
subscribers of Recruitguru. They will spread you marketing message to 10,000 corporate !
·
Take
a look at enclosed advt. Which I found in today's issue of BMA magazine. You
should talk to Mehul kuwadia & give him a demo of Recruitguru online.
·
Whereas,
I agree that you should focus on those 100 large, Bombay based software firms,
you should, in parallel, also focus
on the 1500 placement agencies to whom we had sent out 2/3 emails (re : project
BARTER).
·
Once
they find that Recruitguru is actually Launched and that, they can, straight
away, start using it within minutes of registering for free trial, then, I feel, many more will come
forward.
·
Please
remember that, just like those 100 large software companies, these 1500
Placement
agencies, too,
·
Are
computer / internet savvy
·
Are
used to advertising their vacancies on jobsites (as per Monster's estimate, 70%
of all advts. released on jobsites,
belong to placement agencies)
·
Are
used to getting thousands of email resumes & have built - up huge resume
databases on their PCs.
But,
where these placement agency owners CRITICALLY differ from Recruitment Managers
of 100 large software Companies, is
MOTIVATION
These
owners are motivated by the money they can earn. So, they will not miss a
single opportunity to "monetize"
their resume databases. They would want to leverage their databases in
EVERY WHICH WAY THEY CAN. Enclosed advt. of Grey Cells is an example in case.
This
"Motivation", this "greed for money" is missing when it
comes to professional recruitment managers, employed by Companies. Sure, if
they do an excellent job of recruiting, they can look forward to a double increment
at the end of the year ! But, at best, the "cause / effect"
relationship (between performance & reward) is, nebulous/ tentative
uncertain.
·
In
them, the crucial element of "Self interest" is missing. It is very
difficult to motivate such persons to adopt Recruitguru ! At best, they are passive
neutral / lukewarm / disinterested.
·
For
professional recruitment managers, the answer is rather unclear to the
question,
"What
is in it for me?"
To a
placement agency answer, you don't need to provide an answer to this question.
·
When
Mehul kuwadia, sees you demo, his brain is highly "trained" to figure
out, in matter of seconds, umpteen different ways in which he can make "money" thru use of
Recruitguru !
·
Where
"Professionals" can only "See" just one more recruitment
software / just one more application, a business - owner will see one more way to make
"more money" !
HEMEN
PAREKH
