Naukri.

com History

Naukri.com is considered as India’s one of the top job board or site which offers end to end
recruitment service . It was started in the year 1997 by Sanjeev Bikhchandani . It is basically an
intermediary between job seekers , employers and recruitment firms where they can communicate
with each other efficiently. It was on Sanjeev’s visit to Asia Expo that he became aware of the world
wide web and started with his dream . It has a market share of 48% making it India’s best job portal
and it offers three paid job posting services as well as RESDEX products .

How Naukri.com Makes Money

As a job portal company Naukri.com collects majority of its revenue from ppc advertising , database
sales, branding services. Naukri.com works as a platform where job seekers can connect with various
job postings and openings. It basically works as an intermediary between job providers and job
seekers. Some of the ways Naukri.com makes money are listed below –

 Advertising – When any company approaches Naukri.com for advertising its job postings
they pay an amount for the same.Naukri.com earns on the basis of pay per click by the users
on the job postings.
 Email Marketing – Naukri.com sends out huge number of job postings through emails to
potential candidates. Naukri.com gets paid every mail the send out on behalf of the
company.
 Database Sales – When candidates log into the website and uploads their individual CV’s
they are stores in a database. These databases are sold to potential recruiters in exchange of
money.
 Premium Content – There are certain premium features that Naukri.com has made available
for its users , both job seekers and recruiters. They need to pay money to use these
premium services.

SWOT Analysis

 Strength
a) It has the largest database record in comparison to its competitors.
b) Integrated services available through both mobile application and website.
c) It offers various services such as resume guidance, job postings,RESDEX, carrer
management etc.
d) Naukri.com provides a platform for recruiters to employ jobseekers having a
particular skillset
 e) Naukri.com takes advantage of its clear revenue model with majority of its revenue
collected from job recruiters.
 Weaknesses –
a) Levels of employee attrition rates are high.
b) Employer branding is poor which is a major problem in the portal.
c) Intense competition.
 Opportunities –
a) To get more potential job seekers to register on their portal to increase their
database records.
b) By offering lower recruitment costs they should persuade more companies to use
their services.
c) It should look forward to creating better connection with HR boards for various
companies.
 Threats –
a) Major competition from new entrants offering innovative products.
b) Internet reach across departments and locations is poor.

Marketing mix of Naukri.com

Naukri.com was the first job portal in India and owing to its first movers advantage it has been able
to keep its place as the top job board or portal in India.

Product - The main product that Naukri.com sells is RESDEX which is the resume database . It also
offers online branding solution to its customers as well as various resume writing services.

Pricing – The premium version of the RESDEX costs around 2 lakh rupees and the annual job posting
costs around 85000 rupees. The services offered in regard to branding solutions also costs high with
each brand logo costing between 15 lakhs to 1 crore .

Promotions – naukri.com boasts an excellent presence across it online channels. It also has relatively
good presence in print and television media. It also provides services in regard to promotional
activities such as local level job fairs and also other sorts of branding strategies.

Place – Having presence in numerous countries majority of its sales come from online sources.
Various magazines of Naukri.com are available in the market and its sales force is utilized efficiently
in giving training and demonstrations to its clients.
People – Having over 400 employees currently it is considered one of the best places to work with
major responsibilities for its employees being working towards sales and after sales services. It has a
non-hierarchal employee structure with decision making being done together.

Process – The basic process of Naukri.com starts with the applicant logging into the job website and
uploading his CV. The database collects all the CV’s and are sold to the corporate and other sort of
recruitment firms.

Physical Evidence – It mainly refers to the user experience and other factors such as site design. It is
considered excellent in comparison to its competitors due to its huge presence in the country .