TODAY´S NEWS

HOME Digital Arun Tadanki

Digital Interviews

Arun Tadanki

President & MD, Asia | 20 Mar 2004

We have not advertised so far but plans are underway to opt for traditional advertising. We want to convey that Monster is not just a source of a job but a guide for career management.

Online recruiting in India is growing at a phenomenal rate, nudging the print players in the context of recruitment advertising. Arun Tadanki, President & Managing Director, Asia, Monster, one of the most successful online jobsites in the world, says the aggregate revenue from online recruiting in the country would measure up to 20 per cent of the aggregate revenue earned from print job advertisements by year 2006. Tadanki, who shifted from JobsAhead.com two years ago to head Monster India operations, says nearly 34 lakh job-seekers visit Monster jobsite every month. He shares his views on the online recruiting industry in general and Monster in particular in an interview with Rajiv Raghunath of exchange4media.com. Following are excepts of the conversation:

Q. The buzz isn’t quite discernible in the Internet domain. So, do you think there is good business to be done on the Net?

Facts and buzz are two different things. Let me talk about the facts. The aggregate revenue from online recruiting in the country is today 12 per cent of the aggregate revenue earned from print job advertisements. Significantly, online recruiting has grown only in the last three years. The share of online recruiting is projected to scale 20 per cent of the revenues earned from print job advertisements in the next two years. There is definitely money on the Internet. Even newspapers are setting up jobsites.The Internet is there for real. As for the buzz, it isn’t there because of the hangover of the highs and lows of dotcoms.

Q. What drives online recruiting business?

Like print media, reach is a key factor. Monster is number one in the US. That ensures that job-seeker traffic is high on our site. This very fact brings buyers to the site to hire people.

Additionally, we provide value-added solutions like screening of resumes that clients have found to be highly useful in the recruiting process. We have the ability to reach companies effectively and that indeed drives the business.

Q. How did you build awareness about your services?

The first stage in this was tactical. We sought to drive local traffic in a cost-efficient way. We tied up with Rediff.com for Internet marketing and gained exclusive presence by way of emailers, newsletters and the like. Later, we expanded to Sify.com, to divert traffic to Monster. All this while we stayed focused on driving local traffic without reaching out to a wider audience. Now we get around 34 lakh job seekers on the site every month. Some 65,000-70,000 new resumes are added every month.

We have not advertised so far but plans are underway to opt for traditional advertising. We want to convey that Monster is not just a source of a job but a guide for career management.

Q. How do you plan to promote the site hereon?

We will advertise in print and television media. Mudra is evaluating the resources for the campaign.

Q. With such large numbers, it may not be quite possible for you to give specific guidance. At best an applicant would get an automated response. So, will there be an emotional connect with the job-seekers?

Our objective is to bring the job-seekers and the recruiters together. They will find each other by way of search. Of course, apart from the facilitating role, we also provide various self-help products like virtual interview models, tips on how to write resume, how to negotiate salary, etc.

Q. Is there a fee for the value-added services?

They are free by and large for job-seekers but companies do have to pay for services like posting, search, and for access to the value-added tools.

The tech solutions do help the companies a great deal. A newspaper advertisement might generate 5,000 responses at one go which then would have to be screened by the advertiser. That’s a cumbersome process. On the Net, we have screening tools that ensure that the best 10 per cent are forwarded to the client.

Q. Can technology take the place of human interface in the selection of candidates?

Well, technology can screen hard skills. It can set benchmarks on the minimum criteria for specific jobs. But it may not be possible to check soft skills like leadership through this medium.

Q. How many companies roughly opt for online recruiting?

Around 4.000. Of this, 1,500 are with Monster. Around a hundred companies are joining in every month.

Q. As stated earlier, the print players too are setting up jobsites. Wouldn’t that create additional competition for you?

The print medium has dual interests—print revenue and new media. They are in a constant dilemma over when to migrate to the new medium. The share of print media job advertising revenue is declining in the US. And the more the print players talk about their plans to set up jobsites, more people begin to believe in online recruitment, which actually enhances the market for us.

Q. Which are the sectors that see a high degree of online recruiting?

Definitely, the software industry. This industry makes up 50 per cent of all online recruitments. The BPO boom has also triggered the growth of online recruiting. Sales, customer care, retailing and the like are also seeing online recruiting in a major way.

Q. Have you got across to HR managers in the corporate sector to talk about online recruiting?

Yes. In Q4 we organized a seminar on the ‘Road less traveled’, that is, the Internet. Our Global CEO shared the US experience in online recruiting with HR managers.

Q. Who are your main competitors in India?

JobsAheadcom, Naukri.com, Times Jobs…

Q. Are you only looking at placements within the country in your India operations?

Not really. There is a huge overseas market in the making for Indian talent. According to US Labour Department data, by 2007-08 some 10-20 million jobs are likely to be created there. Of this, a significant number would be filled up by Indian professionals.

Write A Comment

ARCHIVED INTERVIEW