TOT

GURU AD

Web drives an ad boom without agencies

New systems threaten roles ad agencies have traditionally played

Louise Story

The Internet has allowed advertisers to place their ads without using high-priced services. Google lets you book flights directly from airlines.

Now it may free advertisers to make their own job's ads, sometimes by simply going through a traditional medium. New agencies are offering automated and, in some cases, ad place-ment services that all advertisers have to do is select the ad direct their marketing. Ad-compose Guru lets advertisers select from commercial databases to maximize their pages with a few clicks of the mouse and little human intervention, often for a low fee. It's a "self-service ad," a "you're commoditising creative agency," as one source said. Jordan Zimmerman, chairman of Zimmerman Advertising in Fort Lauderdale, Florida, who calls the automation services "virtual advertising agency."

New systems also threaten some of the roles that advertisers' in-house staff traditionally played. National advertising giants, such as re-tail, real estate and auto in-dustries, are using the systems to make their advertising more relevant on the local level. They can automatically add names of local sales agents, local clothing ad-dresses, and they can change their images to adapt.

Zimmerman, an advertising executive who runs Omnicom Group, is selling automated systems used for buying for TV, the Internet, portable devices, radio, direct mail and in-store ads.

The automated system they use offers to advertis-ers, called Picks-n-Clix, is currently used only by the automotive advertisers.

Automotive franchise group of 3H car dealers has signed on to a customer. Zimmerman plans to expand the site's ad offerings to other industries within the next few months.

Visible Web, based in New York, introduced a product this week that al-lows national advertisers to create hundreds of different versions of TV commercials. The company already is to add online and mobile video, radio, newspaper and print. Spot Runner, an online ad agency based in Los Angeles that automates the process to make local TV commercials for both small businesses, automated radio and inter-net ad campaigns starting this year.

Visible Web has an ex-tensive system in place, run-ning a global distribution network through media part-ners and using the partners' customer data for placing of ads to different parties. An expert said he thought it was part of the Kudelski Group, a digital entertainment group based in Switzerland, is developing a system that extends to cable set-top boxes in homes and acts as an aggregator and uses viewer data to decide what ad to show.

Invidil Technologies, based in Princeton, N.J., has a product, which also uses remote-control behavioral data from within the set-top box to guess which member of a family is watching at any given time.

In addition to tailoring ads for people and places, systems allow advertisers to use different feeds by logging in online. -WSJ

 

Guru Ad / Ad Compose / Job Posting

Our India Recruiter, all Corporate Job-adverts appear identical/ drab.

There is no colour, no logo, no fancy artwork, no attractive fonts; absolutely nothing to differentiate one advt from another!

In this respect, I believe, Monster / Naukri / Timesjobs score over us and get a decisive "Competitive Advantage".

Learning from them- and from this article, we should create/develop several templates, which an advertiser can select with a few mouse clicks. If there are 10/12 "differentiating elements" to choose from, it can generate thousands of UNIQUE combinations.

 

16/02/07.

KEY DELIVERABLES of the AD-COMPOSE TOOL

OBJECTIVES:

• Shorten Recruitment Cycle-time
• Attract Right talent
• Minimal Human Intervention
• Integrate with Recruitment/Selection Processes
• Flexibility to use as Stand Alone System
• Minimize Cost of Advertising
• Simple and User-friendly
• Compliant with Legacy Systems and Tech Savvy
• Standardize yet harness Creativity
• Generate data for future references and Automated Business Intelligence
• Create Global Bench-Mark in Cutting Edge Technologies

SYSTEM EXPECTATIONS:

1. Draft advertisements in a minute
2. Design Advertisement Copy for different Mediums
3. Publish Advertisements simultaneously in multiple media
4. Automate uploading on Job sites
5. Admin Tools to modify, post, repost, recall and track advertisements
6. Gather Responses to the Advertisements spontaneously
7. Analyze Responses concurrently
8. Automated MIS Reports
9. Archives for future reference/Auto self-learning tools
10. Mass E-Mailing to Cyber-Cafes, Institutions, Newspapers, Alliances...
11. Automated Links Pop-up windows in Affiliations' Web Sites

 

AdComposeGuru

First Time Visitor? Welcome!

Please Register Here - without any obligation

Regular users – Kindly login

 

AdComposeGuru

I wish to Compose Advertisement for the following:

Job Title: General Manager Marketing - FMCG

FUNCTION $\textcircled{1}$ (Select box with dropdown)

LEVEL $\textcircled{2}$ (Select box with dropdown)

INDUSTRY (Select box with dropdown)

Select

 

(Screenshot of an MDIForm1 - [CREATOR] - Form for creating a job ad)

JOB RELATED INFORMATION

• Title for Job/Adv: (Text field)
• No of Vacancy: (Text field)
• Location: (Text field)
• Repl Team: (Text field)
• Position is: Permanent (Dropdown selected value is Permanent)
• Working Hours: Full Time (Dropdown selected value is Full Time)
• Salary: Indian Rs. $\textcircled{3}$ (Text field)
• Last Date of Application: 25/06/2003 (Date field)
• Email: apply@3pjobs.com (Text field)

POSITION RELATED INFORMATION

• Existing Role/new: (Text field)
• Function/Background: (Text field)
• Designation Level: (Text field)
• Result Description: (Text field)
• Min. Experience: (Text field)
• Key points: (Text field)
• Job Description: (Large text area)

MAN-SPECIFICATION

• Education Level: (Text field)
• Branch/Discipline: (Text field)
• Maximum Age: (Text field)

CANDIDATE PROFILE

• (Large text area)

ADVT RELATED

• Name of the Company: (Text field)
• Source Name: HotJobs (Text field)
• Source Date: 25/06/2003 $\textcircled{4}$ (Date field with dropdown)

COMPANY PROFILE

• (Large text area)

(Buttons): Preview, Save, Exit

 

AdComposeGuru

RECALL EARLIER ADVT REF No. [Text field] [Checkbox]

VIEW ALL ADVT FOR SALES [Text field] [Checkbox]

PREVIEW

SAVE

RE-EDIT

 

AdComposeGuru

PREVIEW (Large box showing a preview area)

RE - EDIT POST JOB at:

3P Jobs | Monster | JobsAhead | JobStreet | JobsDB | Naukri

(Screenshot of an MDIForm1 - [Search] - Form for searching job ads)

Between these Dates: 25/Jun/2003 and 25/Jun/2003 (Date fields)

Search by:

• Industry (Text field with dropdown)
• Function (Text field with dropdown)
• Designation (Text field with dropdown)

(Buttons): Find, Clear Search, Show Balance B/F, Show Records Retrieved

(Two large areas below for search results and details)

AdComposeGuru

 

Sr. No.	DESCRIPTION	REMARKS - 1	REMARKS - 2
1.00	LOG IN	Pass word change prompt quarterly	Help for forgotten passwords
1.01	Log in for stand alone Users	Log of log-in user-wise	Log-ins Report Month-wise 12 months
1.02	Multiple Log-ins for users of a Client	Counter of log-ins	Report log-ins Renewal period-wise
2.00	AD. REFERENCE NUMBER	Alphanumeric	Constant Text + Numerical
2.01	Manual insertion	Last number displayed
2.02	Auto Generation	Next Number inserted
2.03	Ad. Count User-wise
2.04	Sigma counter for Admin control	for our admin's use	for our Accounting
3.00	AD. TITLE	Editable Masters user-wise	Return Masters Settings last edited
3.01	Manual entry
3.02	Select & Entry from "Titles Masters"	Function-wise Masters	Customer's Location-wise Masters
3.03	Edit	Insert Pictures	Animations
4.00	No. of Positions
4.01	Default 1	Allow manual insertion
4.02	Drop Down Counter	Scalable in steps of 10	Single clickable window displaying matrix 1-100
4.03	City-wise break-up	Multiple Counter ?
4.04	Country-wise break-up	Cross-Linked to <...
5.00	Posting City	Editable Masters user-wise	Retain Masters Settings last edited
5.01	Drop down list of Indian cities	Alphabetical / National	Alphabetical - State-wise
5.02	Drop down list of Foreign cities	Country - wise Masters	Alphabetical - State-wise
5.03	Manual entry	Remote/unusual town
5.04	Special requirements	Only local candidates	Candidates willing to relocate
6.00	Posting Country	Editable Masters user-wise	Retain Masters Settings last edited
6.01	Drop down list of countries	Alphabetical	Continent-wise alphabetical
7.00	Position Status	Permanent/Temporary	Contractual
8.00	WORKING HOURS	Full time/Part time	County specific/irregular

 

Sr. No.	DESCRIPTION	REMARKS - 1	REMARKS - 2
9.00	SALARY RANGE	Negotiable default	Not Specified
9.01	Min	Rs. p.a./USD p.a.
9.02	Max	Rs. p.a./USD p.a.
9.03	Ranges from to (Pick up above values)
9.04	OPTIONS	Attractive/Best in industry	Not a constraint/At par with industry
9.05	Salary drawn
9.06	Salary expected	*
9.07	Carry usual perks such as...	Company car, LTA, Group Insurance
10.00	POSITION REPORTS TO
10.01	Designation Master - drop down lists
10.02	Organization Chart	2 positions above/below
10.03	Manual insert
10.04	OPTIONS	Board/MD/CEO/ ...
11.00	DESIGNATION LEVEL	Drop down list
12.00	ACTUAL DESIGNATION	Manual insert	Designation Master
13.00	INDUSTRY BACKGROUND	Drop down list
14.00	FUNCTION BACKGROUND	Drop down list	Special Functions/SubFunctions - insert manually
15.00	ORGANIZATION PROFILE	Master Profile List - Recruiters	Master Profile List - Company
15.01	Type of Industry
15.02	Turnover
15.03	Products/Services
15.04	Collaborations/Overseas Tie-ups
15.05	Activities
15.06	Vision/mission
15.07	Future Growth/Expansion
16.00	KEY WORDS
17.00	JOB DESCRIPTION
17.01	Role	Drop down list	Manual insert - special role
17.02	KRA	Drop down list	Manual insert - special KRA
17.03	Key Activities	Drop down list	Manual insert - special Activities
17.04	Key Traits	Drop down list	Manual insert - special Traits
17.05	Prior experience
17.06

 

Sr. No.	DESCRIPTION	REMARKS - 1	REMARKS - 2
18.00	JOB REQUIREMENTS
18.01	Min. experience	No. of years	Fresher only
18.02	Max. experience	No. of years
18.03	Total experience	Skill-wise expertise
19.00	CANDIDATE OUTLINE
19.01	AGE Min.	Drop down list
19.02	AGE Max.	Drop down list
19.03	AGE not more than	Not born earlier than date	Born between dates
19.04	EDUCATION Basic	Drop down list
19.05	EDUCATION Desirable	Drop down list
19.06	Computer Qualifications	Drop down list
19.07	Language proficiency	Drop down list
19.08	Special Skills
19.09	Knowledge of specific provisions	Lloyds Inspection norms	ISO 14001
19.10	Networking/Liaison with	Drop down list	Insert manually
20.00	Apply/Position expires on date	Now/Immediately	E-mail: (1) before (11.11.2003) date
21.00	Apply to	Online	Select resume filed as A1 $\mid$ C2 $\mid$ E3 $\mid$ D4 $\mid$ K5
21.01	E-mail Address	Central-HRD@3pjobs.com	Meghas@3pjobs.com
21.02	Address	Hard Copy	Photographs (size)
21.03	Visit eve Company site for details	www.3pjobs.com	Link
21.04	E-mail Job to friend
21.05	Shortlist Job
22.00	For further details contact	Mitchell - 98200 12345
23.00	See All Jobs for this company	Link
24.00	REPORTS/Accounting	For users	For our own Admin
25.00	USUAL LINKS/HELP	About us $\mid$ Service Terms $\mid$ Site Map $\mid$ Help	Contact Us $\mid$ Home $\mid$ Suggestions/feedback $\mid$ welcome

 

Sr. No.	Date	Ad. Ref. No.	Ad. Title	Drafted By/On	Approved By/On	Posted By/On	Reposted By/On	Cost Code	For Dept.
01	16/08/03	LNT-EBG-00001	Sales Enginee	PKD	BMG	ASD	SDF	3103	SPP
02
03
04
05

 

Sr. No.	Date Posted	Ad. Ref. No.	Ad. Title	Customer Nam	Customer Cod	AdPost charge	Opening Balanc	Balance C/l
01	16/08/03	LNT-EBG-00001	Sales Engineer	LNT	022-001	100	10000	9900
02
03
04
05

 

Inder

Kasturya

Abhi

Nagwekar

26/08/03

Ad-Compose (GuruAd) Module

• Functional Specifications (FS).

Enclosed find some thoughts on this subject.

I agree with the "System Expectations" listed by Inder

Viz:

"Draft Advt... in a minute"

I would go one-step further and say that, to create a "draft advt", all that a subscriber/recruiter should be required, is to simply enter, just one field, viz:

VACANCY/POSITION NAME: [Boxed text]

and presto! - the draft emerges on the screen!

Of course, it will be a "draft", which he would need to "EDIT" before submitting.

But, as I have repeatedly said,

"starting from a blank page, requires a lot of creativity. The fact that you are an experienced executive, having tons of

 

TACIT KNOWLEDGE, does not help.

but,

If you are presented with a draft, your expert knowledge, immediately discovers, what is wrong/jarring/absurd/incongruent/ inconsistent/contradictory/irrational etc. etc.

And,

you are able to "edit" the draft (may take $2/3$ quick trials) in a minute!

You may call this "intuition" but what really happens is that, thru years of practical experience, your "mental-computer" has developed some "DECISION-RULES". Your mind applies these rules to the draft in front of your eyes and is able to quickly "Spot" anomalies/inconsistencies. This happens real fast, and seems to be a VERY SIMPLE exercise!

You "know" what is wrong with the advt., the moment you look at it and you are able to set it right in seconds! Seems almost effortless exercise.

Not only that, but, someday we will

build/develop a "NeuralNet/Fuzzy Logic" software, which will record/memorise, every "edit/correction" carried out by recruiter in the draft. It (the software) will "learn" from these "mistakes" & then "modify" its "decision-rules" and create better a better "draft advts" in future, requiring less and less "editing/correction"!

In the meantime, how do we go about presenting to the recruiters, a most tentative draft, the moment he enters,

VACANCY/POSITION NAME?

Simplest way is to present/display to him, a number of past advts, released by Competing Companies, for Identical Vacancy/position.

Of course, still better would be to display to him his OWN company's past-advts for identical vacancy/position. Assuming that, while drafting such a past advt, he (or his predecessor) had taken lot of trouble, the "draft (really a past advt), would require very little "editing", if at all.

And, of course, every new advt. (for Identical Vacancies) gets stored in the database, against that "VACANCY/POSITION NAME". So next time, he is able to view all Variations.

But, as of today, we have only 30,000 job advts downloaded from various jobsites. These are unlikely to cover, all,

• 23 Industries
• 56 functions
• 9 designation-levels
• 5000 Actual Designations (may be!).
• 50,000 Company-Names

So,

if we ask recruiter to simply enter

VACANCY/POSITION NAME [Boxed text]

and wait;

then, there is every possibility that the database (of 30,000 job advts), may return ONE or NIL results!

This approach would give good results, only when our job-advt. database grows to 5,00,000.

Therefore as soon as Deepa becomes free, we should get her to download 2000 job-advts daily from various websites (-- to begin with job-advts released by Indian Companies on Indian jobsites only). Even at that rate, it would take ONE FULL YEAR, to download 5 lakh job-advts!

Abhi, may consider training Pandey/Tushar to download job-advts (by distributing different jobsites to different persons, working on independent machines).

As soon as we can make Vittal/Samata free from their current work, they too could work on this (-- we have no limitations on installing MYRIAD on any no. of machines).

We may, even be able to strike a deal with jobsites (-- some kind of barter?), under which they give us their job-advt database (in XML).

We can make similar deal with Newspapers (especially, Times) in return for "JOB MARKET PROFILE" graphs?

Afterall, most leading newspapers are composed "digitally" (before printing) & their job-advt database, is in digital format. I would not be surprised, if Times of India, uploads, on its own website (timesjobs.com), all of its print-media advts.

But, even with these multiple efforts, we may not be able to build up a job-advt database of 5 LAKH job-advts, before 6 months!

But launch of GuruAd, cannot wait that long!

So, what is the alternative?

According to me, a Viable alternative is:

We create some (rather Crude) MASTERS for

• Man Specifications (incl. Candidate Profile) Master
• Advt. Related Info. Master
• Company-Profile Master
• Job-Description Master

etc.

Then, ask our Subscriber-Recruiters to "CUSTOMIZE" these MASTERS, to suit their own company's requirements.

It may take them a day or two, to carry-out this CUSTOMIZATION OF MASTERS,

but then, they have to do this only ONCE, at the beginning. It is a one-time effort, which will save them many many hours later on. we must sell them this idea.

Most likely, the following MASTERS, would be independent of the vacancy-to-be-filled:

$\textcircled{\small{1}}$ Advt. Related Info Master

$\textcircled{\small{2}}$ Company-Profile Master.

 

JD/7

Whereas, the following MASTERS, would depend upon VACANCY/POSITION:

(1) Man-Specifications Master

(2) Job Descriptions Master

From tool, "Actual Designation Splitter", we get:

[Flowchart: Designation Level ManSpec. Master]

[Flowchart: Function Job Description Master]

So, for every VACANCY/POSITION entered by a recruiter, we know, Desg. Level & Function.

After, all of you had a time to read this note (& enclosed papers), Inder should organise a meeting, by early next week when, we should debate & finalize an approach to

Gwm Acl.

[Signature/Initial]

26/08/03

"ADVT RELATED INFO" MASTER

Enter Default Values in this Chart

• No. of Vacancy:

with '1'

• Posting - Location:

 

By default, "City" as in Advertiser's Address

• Position Is:

with 'Permanent'

• Working Hours:

with 'Full Time'

• Last Date of Application:

 

By default, 7 days from dt of submitting

• Name of Advertiser company:

 

By default as given in Registration

• Address:
• Phone:
• email:

JD/1

CONSTRUCTING A JOB-DESCRIPTION

There are two options, which we can consider offering to a Recruiter, when he wants to write/create, a job-description.

OPTION #1

Job descriptions are mainly built around "Keywords", belonging to a given function.

We have already identified some 56 functions. Under each of those, we have listed 30/50 important "Keywords" (based on their weightages/frequency of occurance).

We have also downloaded some 30,000 job-advts from various jobsites. Maybe, between them, these job-advts, contain 3 lakh sentences in their "job-description" sections.

Presumably, each of this sentence, contains One (or more?) of the "Keywords".

Let us regroup these sentences "Keyword-Usage" wise.

eg: Group together all the sentences containing keyword "Training" or "HRD" or "Manpower Planning" or "IR" or "Recruitment" or "Compensation Policy" etc. etc.

JD/2

Now, we know that all these keywords belong to "Personnel/HR" function.

Hence tool will look like following:

Select Function:

"Personnel & HR"

This function contains adjacent keywords. Select any.

[Box with Keywords: Training, HRD, Manpower Planning, IR, Recruitment - each with a checkbox]

You selected

Manpower Planning

keyword.

Now, from the following sentences, all of which contain this keyword, select those one (or more), which you feel best describe the job to be performed:

[Box with list of sentences (1, 2, 3...) and corresponding checkboxes]

CLEAR

SAVE

Repeat this process with as many "keywords" (belonging to this function) as you want. These will get transferred to "Job-Description" box, where you can edit.

JD/3

[Box: Job Description Box (You can edit/add new sentences/rearrange etc.) with a

SAVE

button]

Of course, this method of constructing a job-description would be a very slow, tedious, process if:

a given function contains 40 keywords, and

on an average, there are 200 sentences (in the database of sentences) for each keyword.

That would mean $40 \times 200 = 8000$ sentences to be read & 40 selected!

Of course, if this method/process, is offered as a

ONE TIME activity to create a MASTER for each FUNCTION

(which then gets stored & reused, again & again, everytime a job-description needs to be constructed for that function),

then, the recruiter may not mind. By "Customising" function-wise, "job-descriptions", he will save lot of time in future.

JD/4

OPTION #2

We have 30,000 job-advts. These can be re-grouped as per 56 functions. So, on an average, there maybe 500 job-advts. for each function.

The MASTER-CREATION TOOL, will ask recruiter to first select any function of his choice:

Select Function:

with list of Functions: Marketing, R&D, Production - each with a checkbox

You have selected

Marketing

function. For this function, we have following job-advts. in our database. From these, you can select any number, for Viewing & edit:

[Table with Srl. No., Advertiser Company Name, Position Advertised, Select]

| Srl. No. | Advertiser Company Name | Position Advertised | Select |

| 1 | Voltas | Mktg. Mgr. | [Checkbox] |

| 2 | L&T | GM-Mktg. | [Checkbox] |

| 3 | Godrej | Sr. Mgr-Mktg. | [Checkbox] |

Displaying "Job-Descriptions"

Advertiser: Voltas

Position: Mktg-Mgr.

[Box with list of sentences (1, 2, 3...) and corresponding checkboxes]

JD/5

Alternatively, we show the entire "job-description" in the block above (without breaking-up into sentences) and ask/enable the Recruiter to "drag & drop" (by highlighting) one or more sentences to an adjoining CONSTRUCTION-BLOCK.

and then Edit/modify/add.

The advantage of this OPTION #2 is that,

As a recruiter wanting to compose a job-description, I would automatically choose those job-advts. (for display) which are:

• for same/similar "Vacancy Names"/"Positions"/"Titles"
• which, I too am looking for
• released by my competitors/companies belonging to my own industry.

I know/believe that my co-professional, Recruitment Manager, in that company would have done a "good job" of writing a job-description and that, if I use the same, I cannot go wrong! This is plagiarism at its best! Of course, I would add 2/3 sentences which may be UNIQUE to the Vacancy in my company.

JD/6

Once again, this is a ONE TIME trouble/effort & I store this UNIQUE job-description so that I can use it again & again, everytime I need to advertise same/similar vacancy!

In fact, if, in our database of 30,000 job advts, a recruiter-subscriber, happens to chance upon his own company's past advertisements (for a given VACANCY), then he may, simply/blindly COPY it, to speed-up the matter!

Why re-invent the wheel?

And if our job-advt. database grows to 100,000, (or even more), a company will have a greater chance (probability) of finding:

its own/similar position job-advts.

its competitor's/similar position job-advts.

And, as time goes, each new VARIATION of a job-advt., keeps getting bigger & bigger.

"COMPANY-PROFILE" MASTER

PROFILE CONSTRUCTION TOOL/AID

[Box: Srl No. To select a sentence, click on check-box]

[Display area with several sentences and corresponding checkboxes]

Whichever sentence is checked gets transferred in bottom box.

For your Company Profile, you have selected following:

[Large empty box for selected sentences]

Now, you can EDIT/MODIFY any of these expressions or even ADD altogether NEW sentences. When satisfied, click SAVE AS MASTER!

Now, everytime, you are composing a job-advt., the above MASTER will get incorporated in the job-advt. AUTOMATICALLY. Of course, you can edit it, even at that stage.

"COMPANY PROFILE" MASTER

# Note: ID (18) (29) (30) (5) are In Placement and Agency. Create a separate Tool for them, as distinct from TOOL meant for Companies (Remember that 70% of all job-advts. being posted on jobsites are by Placement Agencies and therefore, they are the biggest recipient of Revenue. I expect them to be our important subscribers to Recruit-Gwn. So, we must pay special attention to their NEEDS!).

S.No	Company Profile Description	Industry	Manufacturing
1	XXX is 100% subsidiary of FRENCH TRANS	Electric	Manufacturing
2	A global leader in ELECTRIC DISTRIBUTION	Electric	Manufacturing
3	XXX is 33333 crores engineering conglomerate	Engineering	Manufacturing
4	XXX's manufacturing complex at HAZIRA, Gujarat is spread over 200 acres	Engineering	Manufacturing
5	We employ over 1000 skilled employees	Engineering	Manufacturing
6	HAZIRA Plant with a production of Rs 1000 crores	Manufacturing	Engineering
7	.......... is a pioneering in engineering manufacturing of high-tech equipment	Manufacturing	Engineering
8	We promise a stimulating working environment	Manufacturing	Engineering
9	We profess a unique professional culture	Manufacturing	Engineering
10	Our client is a ISO 9000 certified MNC having plants in Maharashtra	Manufacturing	Engineering
11	The company is a market leader in the business of HYDRAULICS	Manufacturing	Engineering
12	We are engaged in manufacture of precision fluid power products	Manufacturing	Engineering
13	A leading Electrical Engineering Company who are national leaders in their products	Manufacturing	Engineering
14	For our newly commissioned plant at MAS we require...	Engineering
15	The plant has collaboration with a world reputed international company	Engineering
16	XXX is a leading multinational in the Healthcare business with turnover exceeding Rs 350 crores	Engineering	Healthcare
17	We are known for our professional management worldwide	Healthcare
18	Our client is a leading manufacturer and exporter of jeans, garments to USA & Europe	Manufacturing	Fashion
19	... with annual sales exceeding Rs 150 crores	Manufacturing	Fashion
20	The group has ongoing ties with leading international brands	Fashion	Garments
21	......................................................................	Export	Manufacturing
22	India's #1 private sector group providing TELESOLUTIONS	Telecom	Manufacturing
23	Fuelled by strongly forged alliances with world leaders in the field of TELECOM	Telecom	Manufacturing
24	The Group comprises of a network of synergistic companies.	Telecom	Manufacturing
25	... where growth and business have been strategically planned towards achieving	Telecom	Manufacturing

# The TOOL should be "fill-in-the_blanks" type.

with "Yes" or "No" check

# Whatever NEW sentences, a subscriber, adds in the tool, to create his company's profile, should get automatically ADDED to dove-shurn database, so that it keeps growing & growing & growing, as more & more "Company-Profiles" are created.

 

S.No	COMPANY PROFILE	DESCRIPTION	INDUSTRY
26	... a group turnover of Rs. 450 crores by 20-25		Telecom, Manufacture
27	XYZ Ltd. has already begun commercial operations in the sophisticated	Telecom products	Telecom, Manufacture
28	The company plans to enter the Capital market shortly		Telecom, Manufacture
29	We have been retained to select		Electronics, Manufacture
30	XXX are a High-Tech Engineering company manufacturing sophisticated	Electronics products including...	Electronics, Manufacture
31	In collaboration with world leaders from UK & USA		Electronics, Manufacture
32	To fuel their expansion plans, we have been retained to select ace Marketing Professionals:		Electronics, Manufacture
34	XXX products have been holding the pride of some international brands in USA for the past 15 years		Fashion, Garments
35	As a major expansion plan they have set up a unit at Navi Mumbai to manufacture Jeans		Fashion, Garments
36	Professionalism coupled with quest for Quality has been the hallmark of our Company		Chemicals, Manufacture
37	XXX plant at Goa has the state of the art technology		Chemicals, Manufacture
38	Our client is a leading exporter of readymade GARMENTS		Fashion, Garments
39	.......... based in Mumbai and exporting to USA/Europe/Gulf		Fashion, Garments
40	Owner of international brands, the client is planning to set-up a manufacturing base at Bangalore		Fashion, Garments
41	Present exports of Rs. 18 crores comprises of exclusive woven garments & jeans.		Fashion, Garments
42	For our plant at Vasad, we require:
43	XXX have interests in manufacture of YYY
44	a German Multinational Technical Services Organization having offices in 21 countries...		Services
45	[Europe-USA-S E Asia] and employing 5000 highly qualified professionals specializing in...
46	XXX is a dynamic, Hi-Tech Group engaged in manufacturing and marketing of world-class
47	The group's ambitious expansion plans will take its turnover past Rs. 999 crores mark by 2007
48	Western region alone will contribute Rs. 55 crores.
49	To participate in the growth we invite career oriented professionals for the following positions
50	To export Rs. 100 million worth automotive components annualy to their American Joint-Venture Partners...

 

Abhi

GuruAd / GuruJob

12-06-05

• Enclosed find
• GuruAd (Feature-wise Development Schedules
• How To Create a Tornado?
• Compare & Contrast
• JAS is about to roll out. Our next target (of attack) is JobSites / websites. We want to win them over with GuruAd + GuruJob.
• I feel GuruMine contains many "components" that can be incorporated in GuruAd / GuruJob (may be with small changes) (see "Compare & Contrast").
• In this connection, you may also want to read "Customize for Convenience (CFC) – I / II (01/06/03 & 02/06/03)

However, incorporation of CFC I/II into GuruAd is a low priority (V.3 ?). I am suggesting you read these notes – only to ensure that, when you are designing the "architecture" for GuruAd / GuruJob, you keep in mind our long-term objectives

• On p. 5 of "Feature-wise Development Schedule", I have talked of
• GuruAd (SIMPLE)
• GuruAd (STRUCTURED)

• In "Tale of Two Cities" (22/07/08), I have said,

"--- While constructing a new job-advt online, a subscriber's FIRST CHOICE would be to lookup his own / similar job-advts released in the past.

I suspect, even today, this is exactly what recruitment managers must be doing."

• In "physical world" this is the "process" which they are using, day in & day out –

"COPY-PASTE" then "EDIT" to construct a NEW (?) job advt.

• If GuruAd has to Succeed, it must reproduce this very SAME process in the "VIRTUAL WORLD" (Online).
• Such exact "replicating" (of process) would give the HR managers
• an environment which is "familiar"
• a high degree of "comfort-level".
• Hence my suggestion:

Let HR manager be able to UPLOAD their own past job-advts on GuruAd (Bulk uploading).

This feature already exists in

GuruMine! And, I suppose, GuruMine would care a damn, whether the documents being uploaded are "resumes" or "job-advts"!

Of course, we should provide a facility to upload ONE job-advt. at-a-time.

Let us assume a HR manager uploads 500 past job-advts. We must create a Structured database of these and make these "Searchable" thru some simple search-criteria Viz

• Function
• Position-Name

} {Drop-down Lists ?}

Now this HR manager wants to Construct a NEW advt. for

• Sales Manager
• Production Executive
• Call Centre Agent
• Finance Director

etc etc.

He simply clicks on one / more of these Vacancy-names and SUBMIT .

That would pull / display all past job-advts. carrying these TITLES (in chronological order).

Clicking on any advt. will pull / display the full advt.

Now, all that the HR manager has to do, is to simply "EDIT" here

And NEW advt. is ready!

What a great relief!

NO creation of MASTERS / TEMPLATES.

NO Constructing "JOB DESCRIPTIONS"!

On top of this, imagine following scenario:

We have already processed 8 lakh job-advts over last 6 months. These are already segregated

• Function-Wise
• Position-Wise (Vacancy Name)

May be these 3 lakh cover 10,000 employers (incl. placement agencies).

So, we have already created 10,000 separate (individual databases of "PAST JOB ADVTS"

We can, ourselves, experiment to

• Pull these advts function-wise or Position-wise
• Edit
• See NEW Version..

If we are satisfied with the results, we give this software / database to each of those 10,000 owner Companies (FREE of course) for installing on their local Servers, and start using/constructing new advts / then populate FORMATS suitable to

• Monster or
• Naukri or
• Job Ahead

And upload on these Jobsites!

We, Simultaneously allow dozens of jobsites to pull these applications / databases from WWJ.

NOW, we tell THEM (the jobsites) to market / sell GuruAd to those 10,000 Companies!

By telling them

• "Your own past job-advts are available on my jobsite & you can construct – post a NEW job-advt by simply editing"
• "If you subscribe to GuruAd, you also get a chance to see/view all past job-advts of all of your Competitors, as well. THIS IS something you cannot do on your local Server.

On your local server, you can search only YOUR OWN PAST JOB ADVT database supplied to you by WWJ.

Let us discuss this

[Signature]

12/06/05

HOW TO CREATE A TORNADO?

Which "Little Thing" will make a big difference?

\quad\quad\text{will tip the scale?}

[Diagram Text:]

• WWJ Tornado (Center)
• GuruAd (Simple) on servers of 10000 Corporates WWJ
• JAS Small Town Newspapers / Mgmt. Magazines. WWJ
• JAT Job Alert on TV WWJ
• GuruAd / GuruJob $\leftarrow$ Many Small Jobsites + Broadband Portals ($\text{SpyMax.Com}$) $\leftarrow$ Yahooindia.com, Rediff.com, https://www.google.com/search?q=ehgujindia.com, https://www.google.com/search?q=khiej.com etc.
• Blog on Mouthshut.com & similar sites WWJ
• Ask Any Jammer WWJ
• MCHAT on 8888 Creating "Communities" of mobile-owning jobseekers WWJ
• Promo SMS Blast WWJ
• Print Media Advts by MSP$^2$ WWJ
• TV Streamers by MSP$^2$ WWJ
• Mass E-mails WWJ
• 50,000 Local Cable Co. (Operators) Local Job-related feeds Specific to the town / city being served by cable operators WWJ
• Placement Agencies WWJ
• Cyber Cafes To sell JAS printouts to jobseekers WWJ
• JAM Mobile Service Providers WWJ

One thing is clear: - We cannot depend upon only MSP$^2$. to publicise JAM. We have to publicise OURSELVES & for FREE too! So, we must "partner" with many "Distribution-channels" by offering them Jobs Database (or Corporate Database). in return for free publicity

COMPARE & CONTRAST

12-06-03

	GuruMine + GuruSearch	GuruAd + GuruJob
Document	a Resume (Text)	a Job Advt (Text)
Uploading	Single / Multiple (Bulk)	Single + Multiple (Bulk)
Process	* Extract keywords	Can be done
	* Create Function Profile	(of Job Advt. docu.)
	* Create Structured database	"
	* Searchable by Gurusearch	"Search Criteria" remain same
	* Display Results	Yes (Summary + Full Advt)
	* Send emails	"Apply Online"
	* Edit	Yes (Job Advt constructed should be capable of being edited)
End-User	* HR Managers of Employers + Placement Agencies	* For GuruAd HR Mgrs. * GuruJob Jobseekers
Webservice	Yes	Yes
Revenue Model	* Pay-per-Use for Each extraction	* Pay-per-Use
	* Each "Resume-Search"	Rs. 0.50 for one use of GuruAd
		GuruJob – free for jobseekers (incl. "Apply Online")

 

ABHI

GuruAd

Feature-Wise Development Schedule

Date 11.06.05

Feature	V 1.0	V 2.0	V 3.0
Architectural Features
XML based delivery/display Database/application to always remain on WWJ server & to be "pulled" by partner jobsites
Jobsites' own Title Bar/Top bar to remain intact - giving impression to user that he is working - on the partner's jobsite. Title Bar to be made "customizable"
Job Advts. created using - GuruAd: one copy automatically - stored on WWJ to create database
Resumes Text resumes posted on partner jobsite to get duplicated on WWJ so that - same can get emailed to advertiser when jobseeker clicks "Apply Online"
Online Registration (By any no. of  managers from any given company) - More the better
Suitable for Corporates who want to construct & post a job-advt on their own website

 

Feature	V 1	V 2	V 3
Admin Tool	Keep back of adverts posted by each Corpo-advertiser/day-month-wise/function wise/Industry wise/City wise/Desig. Wise etc.	Keep track of "No. of Resumes sent to each advertiser, day/month/year wise. Which resume (PEN) is not to be captured. Of course, total Apply online clicks (just the number of clicks) must be captured for each PEN.
Ability to select any no. of "media" (Papers/Job Sites) and broadcast job-advt to all of these simultaneously (with a single click from GumAd).
Job Advt. Broadcasting (JAB) to mobile-owners (whose job-preferences match)	This will be offered to Corpo. Advertisers as an "optional" feature.	Advts. created from GumAd and broadcast from JAB to matching candidates
The moment a job-advt gets created using GumAd & advertiser, clicks on JAB button, a message should tell him, how many JAM subscribers will this advt. get broadcast. In fact, we should display this info before he clicks JAB - so that he is tempted to click JAB.	For the moment, we will offer JAB "free" of cost. We will make money from "Apply online" clicks. We should, however, make a provision for charging the advertiser. How will we recover charges from an advertiser? "Collection" mechanism?	Treat these (sucks) as a separate Entity. We would like to keep track of "Apply online" clicks separately, for Normal JAM alerts Broadcast JAB alerts This may prove that JAB gets more "Application" clicks as compared to JAM. This will help us sell JAB feature.

 

Feature	V 1	V 2	V 3
Templates (Frames of the Job-Advt Display CAPABILITY to move around, frames $\& *$ in order to compose an aesthetically pleasing job-advt. This feature would be important if job-advts are to be posted in newspapers)
Edit	Advertiser should be able to edit a job-advt anytime - including deleting it altogether
JAS	by getting dumped in a common database, all advts. constructed using GuruAd, also get delivered thru JAS.
Licensing of GumAd/GumJob	Although- we are planning to make these tools available to jobsites (or other websites-including portals), FREE, we may still decide to charge them A small Onetime/Lumpsum "Fee" (Rs. 2040) OR An annual "subscription" (recurring) (Rs. 5/-) OR A "Royalty" (per job-advt constructed using GumAd) (Rs. 0-10)		OR
	Without charging (at least) some small amount (no matter how small - Rs. 1/p.a.) we cannot establish (in the eyes of law) that WWJ is a "Licensor" & given jobsite is a "Licensee" & this is a contract Intellectual Property Rights (IPR) for "Software Tools" as well as for "Databases" belong to WWJ.

 

Feature	V 1	V 2	V 3
Industry - Name (To which Industry the job-advertiser belongs). Over a period of time, hopefully all Companies will get an appropriate "Industry-Name" selected by themselves.	A Corporate using GumAd must be forced to choose the Industry to which his Company belongs. If he has already selected his Industry in the MASTER, it should auto pop-up in the Advt.
Approx/Min/Max Gross Annual/Salary offered (Rs/year).	This will be a mandatory field for each advt. No advt. carries this data as of now.
Designation - Level	Each Advertiser must select most appropriate/relevant "Desig. Level" (from a drop list), against each Vacancy-Name/Position/Title that he advertises.
Job Advt. Compose FORM.	In this FORM, fields will will get automatically "pulled" from the MASTERS, may be shown in different colour (Isn't that practically ALL fields?)
Org. chart/Reporting To	$-$
Onetime Construction of various MASTERS	We should provide as many "Droplist" as possible, so that the task/job of constructing MASTERS (even though one-time effort) does not daunt the HR managers! They should be able to create each MASTER in ONE MINUTE!

 

Feature	V 1	V 2	V 3
Terms & Conditions	(I will draft)
Routing all resumes thru WWJ (when anybody clicks "Apply online" - either thru JAM/JAB or Advt. Display on a partner jobsite). WWJ will aggregate incoming resumes from all sources (Mobiles/Jobsites), process these thru GumHire, before delivering as Image-Builders to concerned advertiser - with a descending order table of percentile score			We will introduce this feature after 2-1/2 years, only when we integrate GumHire and generate ImageBuilder. Idea is to increase an HR manager's "productivity" by letting him focus only on TOP 10% of resumes (in terms of percentile score)
Uploading of a Company's own/past job-advts on GumAd & capable of being EDITED online to construct a FRESH one. In this case, a Recruitment Manager has no need to create Various MASTERS Enter Vacancy-Name in Job Advt. Compose form (See my note "A TALE OF TWO CITIES")	A corporate HR mgr. will be able to see/preview his own past job advt- thru some simple Search interface. Of course, all these will also go into Common database. This may well turn out to be THE MOST POPULAR method of constructing new advts! We must offer this OPTIONAL	In this screen (VIZ: Upload Your Own Past Job Advts), we should "pre-populate" (display) 300,000 job-advts which we have already processed, in last 4 months. Hopefully such a tabulation may also contain/display the name of Recruitment Manager's own Company! Out of curiosity, he will click to find dozens of his own job-advts! - Searchable by Actual Designation Desig. Level Function If he gets to see 50 of his own "past advts" - and similar no. of his competitors, he will see the benefits of such a "repository" & feel encouraged to upload many more, which JAM has neither downloaded, nor processed. This will become a "bait" to start using GumAd (STRUCTURED) then migrate to GumAdvt (SIMPLIFIED!)!

 

Feature	V 1	V 2	V 3
Uploading of their own (past) job-advt. archive/databases by participating jobsites	Participating jobsites (or even Corpo-websites) may be in existence from a few months to a few years. During this period, hundreds of Corporates may have posted thousands of job-advts on each of these sites. The total no. may run into millions! We must have a provision (a condition?) whereby a "participating" website is enabled to upload ALL of its job-advt database (in GumAd) at one stroke.	Where are Job-Advts stored? (Repositories)
		Corporate Placement Associates The Creator of job advt (Archival storage?)
		Jobsites 30 days Life span Soft copies may get deleted from online database after 30 days - but may still be in archives	Newspapers "one day" Life span Soft copies might be archived for some months/years
		We should enable/empower all 3 to upload their archives on GumAd. What will motivate them to upload? What "Brick" can We give them in exchange for "Jade"?