In the last two decades, the job search industry has seen a major shift from offline to online. Naukri.com, the leading job search portal in the county, is continuously evolving itself on the technology front to keep up with the demand.
In an interaction with exchange4media, Sumeet Singh, CMO, Info Edge, explained the marketing strategy of Info Edge and how they are getting personal with the customers to showcase the best result possible in real time.
âToday is the era of personalization, everyone is getting used to a personalized feed and thus as a company, we have embarked on that journey too,â Singh says.
How has the online job search market evolved over the years since you started?
About two decades ago, most of the job vacancies were published in print. With the emergence of the Internet and its penetration across the country, the market has witnessed a shift in its trend. Now, a majority of the jobs in the organized sector and white-collar jobs and more, are posted on portals. However, every three to four years, new technology gets introduced and we as a company, have always been an early adopter, and that has helped us remain ahead of the curve. We had set up an Analytics division way back in 2007. This division has had data scientists working on improving our matching algorithms for over a decade now.
For the past few years, mobile has been growing and the UI and UX for a small screen are very different than that for a desktop. We now see a lot of engaged users using our app, the notifications here are real-time, unlike a job alert which goes at fixed periods of time. Today is the era of personalization. Everyone is getting used to a personalized feed and thus, as a company, we have embarked on that journey too. We have been extensively using AI and machine learning for the past few years to improve the user experience and continue to do so.
How are the other businesses doing (Jeevansathi, 99acres and Shiksha)? Among these four, where does the major part of the overall revenue come from?
Naukri.com is our largest business amongst the four.
99acres is a leader and enjoys over 50 per cent traffic share consistently in the real estate category. Despite demonetization and RERA, we have continued to invest in the 99acres business in Product, Technology and Marketing fields. Last year, the marketing mix saw a lot of ATL and we were present on a few recent cricket series too. We will continue to invest in all areas in 99acres.
The matrimonial market works a little differently. It is more community driven than geography driven. Jeevansathi is a dominant player in the North and West region of the country. Our marketing efforts are thus directed towards the North and the West. We have seen suitable growth in profiles and revenue consistently over three years and it is the fastest growing matrimonial portal in the country. The marketing mix has elements of ATL, BTL and digital marketing which include SEM, social media and video.
How did the idea of â#Monday Bluesâ come about? Could you share some insights from the campaign?
After a series of in-depth interviews and group discussions conducted with job seekers, we discovered a couple of insights. The common factor revealed was that a lot of people are not very happy in their current jobs but still continue to do them due to the responsibilities they have. Thus, for quite a few, their job was a drag. There was no single reason for this. While some said they didnât like their organizations, others didnât like the role or the function they were in and some werenât happy with the salary and growth; but irrespective of this, quite a few said âWe start feeling the stress of going to work on Sunday evening itself.â
We then got a few more views and were quite sure as a team to back the theme. We launched the ad earlier this year and have got a good response to the ad with over 16 million views on YouTube. The general buzz has been very encouraging and we also saw healthy growth in metrics. While people have liked the insight enough, additionally, the premium production quality has also been appreciated.
Tell us about your marketing mix.
The marketing mix of the new TVC launch was a 360-degree marketing. The mix included TV advertising across 36 channels. The channels spanned Hindi, English and regional languages. While the main genres were all a part of the plan, there was a focus on both SD and HD channels across movies, news, business news, reality shows, entertainment and English programming.
How are you leveraging the digital medium to reach out to customers?
Being an internet company, digital advertising is the backbone of the marketing mix.
Search Engine Optimization is a major traffic contributor and we have an in-house SEO team. We dominate most searches on Google across our businesses in organic listings. This is good quality traffic that converts well and is free.
We were the first to start SEM in the country back in 2004 when Google did not even have an office in India. Our digital marketing is a mix of performance marketing, social media, display, mobile and video. Performance marketing is the largest share of the pie and is consistent almost through the year across all our businesses.
How do you deal with competition? Has it impacted the business traffic in any way?
Well, we are always watching our competition. In the recruitment sector, when other job portals were our competitors earlier; with time, different business models have emerged and thus more players like aggregators and niche job sites have come into play. Naukri has traffic share, which is upwards of 70 per cent.
Yes, there were times when our traffic got impacted temporarily but we tweaked our plan and gained the traffic back.
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