E-BUSINESS

OF
NAUKRI.COM
Submitted by:
Shivani Pathak (PG20091170)
Shivani Shah (PG20090231)
“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.
The key features of these portals are :
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 job s.
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 overview
Key Component Key Trends and Sectorial Employment E- Recruitment trends
outlook Trends

Types of Recruitment • The estimated Market-

Channels: • Stimulus Packages • Top 5 sectors which size had increased
• Employee referrals generated 20% new recorded highest from INR 1450 M
• Recruitment Agencies jobs(white collar and growth in job-creation (2005-06) to INR 5060
• Print blue collar) in Oct’09- (white collar and blue M (2008-09), a 36%
• E-recruitment
Jan’10. collar) in Oct’09- CAGR The online job-
Jan’10: seeking population
• Others
• Net Employment - Academics has logged an
Outlook in 2010 is - Advertising/Event increase of a 39%
Largest Market share :
36%. One of the Management CAGR, from 6 M
Recruitment Agencies
highest in the world - IT/Hardware ( 2005-06) to 23
- Research/ M(2008-09)
Market share of Print is • India has over 350 Consultancy • More than 50%
declining while that of E- universities and - Engineering contribution comes
recruitment is growing. 17,600 colleges from Recruitment
Over 2 Mn graduates Consultants
10-12% jobs are generated
online of which 75% can
be found in other distribution
channels : Print, Recruitment
Agencies
Naukri is supported by four recruitment offerings
thereby 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.

Compete:
Unique Visitors

Compete :
Rank

http://siteanalytics.compete.com
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.

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

Reach measures the number of

user.
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

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

The page views per user

numbers are the average
numbers of unique pages
viewed per user per day by
the visitors to the site.
Time on site means Daily time on
a web site by a Single user.

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 %.

This is the percentage of visit

on website which came from
Search Engine like Google,
Bing, Yahoo etc.
Average Load time

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.

Sites users visit immediately

Where people go on naukri.com
preceding naukri.com
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
Source : http://www.trai.gov.in/annualreport/TRAIAR2008-09E.pdf
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.
Online job search is a popular activity and Naukri has the
dominant position
Most Popular Online Activities Most used websites in India
(Other than E-mail)

• Job Search is second popular activity on the Internet in India

• Naukri is one of India’s most used websites
 Banner Ad

Job Seekers
Panels Service
Resume
Job Listings
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