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Case Study of an Indian Job Portal
About the industry The erstwhile situation in the job market is worth an analysis….. With the dynamics of the job market today, registering with one or more job sites has become imperative in any organization. Apparently, job market gossip is among the favourite topics in any organization. This market had been operating only based on referrals and recommendations for a long time. Hence, there existed a gap between the demanding employers and the deserving candidates. The intermediaries who could play a role in between were the consultancies, and the employers had to depend only on these sources for getting their requirement filled. In this stint, InfoEdge (better recognized with its brand called ‘naukri.com’) made its appearance as a research and survey company. InfoEdge surveyed on trademarks registered by pharmaceutical companies and the salary standards for all levels of employment. These analyses were further customized and sent as reports to organizations. Also, these reports were sent to the students of prime engineering colleges who were given job offers right after their graduation. Idea booming well, InfoEdge was encouraged to ponder more and this instigated the job portal called ‘Naukri.com’. Thus, Naukri.com clutched this unorganized sector and held it as its platform for pioneering in the field of job portal creation. Opportunities identified “And people would openly talk about jobs that were available or slipping out of their hands…Nobody was applying, nobody wanted to leave because they were in a comfortable MNC job with good brands, good pay packages etc., but they used to talk about it. “ This is where Sanjeev Bikhchandani, Co-founder and CEO, InfoEdge, found his food for thought. He capitalized on this idea and understood that exploring opportunities was not only in the area of job searches but also in the analysis of market standards and benchmarks in the industry. The idea, further, was to accumulate or create a database of vacancies and aspiring candidates to map the requirement accordingly. The process was to be devoid of intermediaries for the mapping to be perfect. Value addition through Technology The database collection was only one part of the job. Though the idea of this database seemed great, without placing it at the arm length of the, it proved no value to him. There was a better hit envisaged if it could be carried to reach the audience’s desktop more easily than sending it in couriers. In 1996, Sanjeev was exposed to the technology called ‘World Wide Web’. He used the financial aid received from his family to register a website. He named the website based on the Hindi word for a job called ‘naukri’. Thus, ‘Naukri.com’ made its inception in 1997. Analysis of the strengths The biggest strength of Naukri.com was that it had pioneered in this field and created a new era. Nevertheless, there were many players later on, including the MNCs who came in with better innovations and utilities, but Naukri.com still retains the biggest pie of job portal market. Naukri.com is established today as the largest internet company of India with a database of 6.5 million registered users and with 20,000 companies listings. In the words of Sanjeev, the success of Naukri.com is attributed to three main drivers …great products, unparalleled service and competitive pricing”. Constant innovation is the key word with Naukri.com and hence we find it spreading its wings to other areas of operation like JeevanShathi.com (Matrimonial website) and 99acres.com (Real Estate website). New opportunities/arenas One of the biggest fears a successful business in any industry would have today is to stay ahead of the competitors. The transformation Naukri.com has shown in bringing other features while still sticking strictly to its core product is amazing. To explain in detail….The core product of the company, rather than the website, provides a database of positions existing for any profile. With this baseline, the creative peripherals that are provided by the website are:
Conclusions In fact, it is also understood that getting the company’s homepage linked through Naukri.com has been practiced as a brand building exercise in many developing organizations. This statement explains the strength of Naukri.com in multifold. Naukri.com puts the customer first in all its ventures. Answering an interview question regarding the competition in the industry, Sanjeev emphasizes “Never, ever forget to treat the customer better than competition treats him.” Thus the idea shaped into a product. This product shaped it into a portal and the portal, in turn, shaped many lives. Banking on creativity and indomitable spirit it is certain that Naukri.com will have many more milestones to achieve. Chillibreeze's disclaimer: The views and opinions expressed in this article are those of the author(s) and do not reflect the views of Chillibreeze as a company. Chillibreeze has a strict anti-plagiarism policy. Please contact us to report any copyright issues related to this article.
>> Read more articles written by Chillibreeze writers:1. Articles related to Content and Outsourcing
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