Submitted by:

Shivani Pathak (PG20091170)

Shivani Shah (PG20090231)

E-BUSINESS OF

NAUKRI.COM

“The company that survives longest are the ones that work out ways to not only excel finance- in terms of growth or profitability but also work out ways for proper job satisfaction of the employees, their ability to make people happy by putting the right people to right job”

Anonymous

The process of picking right people for the right job has become increasingly complex. This is leading to an increase in the need for Employment Portals.

Employment portals are the web-based portals dealing specially with employment or careers. These Portals allow job seekers to upload their resumes, search current Job openings. Employees can locate and fill out a job application or submit resumes over the internet for the advertised position. Employees are offered to post reviews, career and job-search advice. Employers post job requirements for a position to be filled.

Means of employment search/listing used in the past (pre web) were :• Job listings (Newspapers, Magazines)• Targeted Mailings (Letter of inquiry)• Private or Public Employment Agencies.• Extended business network • Job Fair• Employment News and Employment Exchanges in the Indian Context

However the key advantages of employment portals is bridging the gap between job seekers and employers . It was so immense that it has led to an instant success of these Job Search Engines.

Some of the key features of these portals are :• Job listing from every possible sector.• Job Search Tools (category, Experience, Keyword, Salary, Place , etc.)• Resume Posting• Step-by-step guide for making resume and valuable suggestions• Job Alert services according to the resume posted on website.• Job application History and Interview/ Walk-in Alerts• 24*7 available of service.• Multiple resume service, targeting multiple opportunities.• Help and guidance, if needed.

• Group apply to multiple selected jobs.

The key features of these portals are :

About Naukri.com

• Naukri.com, India’s No. 1 job site and the flagship brand of Info Edge revolutionized the concept of recruitment in India. Since its inception in 1997, Naukri.com has seen continued growth while outperforming its competitors in every sphere. Info Edge is the first internet Company to be listed in India.

• Naukri.com is a recruitment platform that provides hiring-related services to corporates/ recruiters, placement agencies and to job seekers in India and overseas. It offers multiple products like Resume Database Access, and Response Management tools and its services include Job Postings, and recruiter branding solutions on the site. With 200000 jobs live at any point, Naukri.com serviced over 35500 corporate clients in 2009-2010.

• The company has over 1700 people operating through 49 offices in 32 cities in India and overseas offices in Dubai, Riyadh and Bahrain

Indian Job Search Market overviewKey Component

Types of Recruitment

Channels:• Employee referrals• Recruitment Agencies• Print• E-recruitment• Others

Largest Market share :

Recruitment Agencies

Market share of Print is

declining while that of E-recruitment is growing.

10-12% jobs are generated

online of which 75% can

be found in other distribution channels : Print, Recruitment

Agencies

Key Trends and outlook

• Stimulus Packages generated 20% new jobs(white collar and blue collar) in Oct’09-Jan’10.

• Net Employment Outlook in 2010 is 36%. One of the highest in the world

• India has over 350 universities and 17,600 colleges Over 2 Mn graduates

Sectorial Employment Trends

• Top 5 sectors which recorded highest growth in job-creation (white collar and blue collar) in Oct’09-Jan’10:

- Academics- Advertising/EventManagement- IT/Hardware- Research/Consultancy- Engineering

E- Recruitment trends

• The estimated Market-size had increased from INR 1450 M (2005-06) to INR 5060 M (2008-09), a 36% CAGR The online job-seeking population has logged an increase of a 39% CAGR, from 6 M ( 2005-06) to 23 M(2008-09)

• More than 50% contribution comes from Recruitment Consultants

Naukri is supported by four recruitment offeringsthereby creating a full service in the jobs space

• Offline placement services for middle & senior management

• Revenues based on success fee model• Complements online model

• Focuses on hiring of fresher's from campus• Launched commercially in last quarter• Campus hiring is a fast growing segment in

India• Potential seen for shift from offline to online

• Focus on jobs in the Middle-East market• Used by job seekers from various nationalities• Large addressable market currently using print

medium

• Professional networking site• 3.3 Million Registered Profiles

Major Players• Online job portals has been tremendous growth over the past few years both in India and abroad. The competition

in this space has been ensured that each fir is trying to outdo the other firm by bringing out new features to entice more and more users to their site. Each one of the major players is exploring the unexplored and also trying to give better service to the customers. Let us look at some of the leading players in the industry.

http://siteanalytics.compete.com

Compete: Unique Visitors

Compete : Rank

Naukri has gained market-share and is a clear #1 with 60% traffic-share

Traffic Rank reflects the number of visitors to a Web site, as well as the number of pages on the site viewed by those visitors based on three months of aggregated traffic data from users of the Alexa Toolbar.

Reach measures the number of user.

We have a close competition between Timesjobs and Monster. Naukri has the highest number of visitors to the website.

Page views measure the number of pages viewed by site visitors. Multiple page views of the same page made by the same user on the same day are counted only once

The page views per user numbers are the average numbers of unique pages viewed per user per day by the visitors to the site.

We have a close competition between Timesjobs , shine and Monster. Naukri has the highest Pageviews.

We have a no much difference in Time spend and search % of the given job portals. However, the visitors of Naukri spend more time on the website. But naukri has to work on the Search %.

Time on site means Daily time on a web site by a Single user.

This is the percentage of visit on website which came from Search Engine like Google, Bing, Yahoo etc.

This is the average load time of the pages from the website. In case of Naukri, it is showing this value as “Average (1.88 Seconds)”. Since naukri experience a huge traffic on daily basis and they are also having lot many content and effect on their pages, that’s why the value is appearing as “Average” but Naukri should try to minimize this value for your blog to get it crawled properly on search engines.

Where people go on naukri.comSites users visit immediately preceding naukri.com

Average Load time

Internet penetration

Broadband Subscribers

• India’s Internet consumer profile mix is changing to broadband and heavier usage

• About 2.35 subscribers added in 2008-09 with growth rate of 60.72%

• Government of India plans 250 M broadband connections by 2012

Implications for Info Edge• Significant user base

coupled with headroom for growth.

• Penetration of broadband increasing.

• 3G and wireless broadband expected to go live soon.

• Mobile phone penetration already exceeds 600M – with 3G expected to explode for high end applications.

• Broadband Users engage in multiple internet activities on a daily basis & their consumption behavior.

• Penetration of wireless in telecom has enabled a growth of 0.06 per cent of the GDP in India whereas it has contributed 0.04 per cent of GDP in China.

Source : http://www.trai.gov.in/annualreport/TRAIAR2008-09E.pdf

Online job search is a popular activity and Naukri has the dominant position

• Job Search is second popular activity on the Internet in India• Naukri is one of India’s most used websites

Most Popular Online Activities (Other than E-mail)

Most used websites in India

Banner Ad

Job Seekers ServicePanels

Job ListingsResume Database

Key drivers of success• Consolidate traffic share gained over the last 24 months• Garner higher market share as growth comes back• Specific product innovations to combat the threat of Linked In and

semantic search (Trovix)• from Monster• Reap gains from sales team efficiencies – Restructuring, ERP,

Newer sales channels• Continue to invest in brand, sales team, customer service, tech

product innovation, people

Revenue Model• Major• – Job listing and Employer Branding/• Visibility• – Resume Database Access• Others:- Job Seeker Services, Google Ad• sense, Advertising other than for jobs, Mobile• revenues, Resume short listing and screening

Competition• Naukri has increased the competitive gap• – In Nov 2007, there was a 10% traffic share• gap between Naukri and MonsterIndia /• Times Jobs• – In early 2010, the gap with Monster India• increased to 35%, with Times Jobs to 50%

Risks• Threat from Monster’s semantic search (Trovix) technology• proposition and Linkedin becoming active in India.

Objectives of the Stakeholders

DEFINING THE MARKETING OBJECTIVES

The company should, look at a two-fold objective for its marketing programme:

• Increase site traffic by gaining mindshare. That is, the company should ensure that the naukri.com site has a high recall and is considered first for recruitment advertising — not just as an alternative amongst

other online sites.

• Increase resume data base (RESDEX) services contribution

to total revenues from 40 per cent to 80 per cent. Currently, 95 per cent of the naukri.com revenues come from employers who put advertisements or get resume-related services and only 40 per cent come from RESDEX services. The company should increase the share of revenues from valueadded services such as data-based services to 80 per cent (jobsahead and monsterindia derive around 80% of their revenues from RESDEX services).

Recommendation• Considering the increased competition, the question that comes naturally is whether

naukri.com should be worried. Not quite, if it continues to focus on job seekers by offering services that match their needs. As an illustration, one can analyze how google.com is trying to keep its ‘customers’ or for that matter any other email service provider.

• A segmentation strategy based on job seekers and or based on recruiters may be explored. The pros and cons of such a strategy can be looked at.

• The key is to have fully satisfied job seekers in increasing numbers. More job seekers will make it more attractive for recruiters. That is, strategies must be developed and implemented to acquire and retain job seekers even after they have got jobs. So, job seekers’ satisfaction becomes the key issue.

• • For web-based business, the focus should be on:• developing individuality• building interactivity• developing customer as co-producer• delivering ‘value.’• -departmental and Business & IT alignment

Recommendation(cont…) • naukri.com should focus on itself as a facilitator and actively involve job seekers and

recruiters in making offers to each other.• Specific initiatives should be taken on sales force compensation and assessment of

its future scenario.• The revenue model should be reworked to tap revenue from job seekers as well.• Improve your E-Business through Better Content and Effective Web-Design• Benchmark against external parties but be careful in choosing them, include other

customer groups and sectors. Verify that the current maturity of your E-Business organization is in line with strategic business objectives, online strategies and meets performance criteria

• Bridge the gap between different units in the organization, specifically marketing and IT, by establishing a cross departmental E-Business steering team. Work on creating an integrated E-business roadmap. Pay attention to improving E-Business process integration

THANK YOU