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In the year 2007, a recruitment portal in
India, ClickJobs.com (ClickJobs), started a multi-million-rupee
ad campaign to attract job seekers to its portal. The budget
allocated for the campaign was Rs. 70 million for the first
three months.1 What set
the campaign apart from others was that it targeted complacent
employees who were so satisfied with their current jobs that
they did not even update their resumes. The ad campaigns of
ClickJobs's more established rivals, on the other hand, used
negative appeals to target employees who were dissatisfied with
their current jobs.
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ClickJobs, headquartered in Chennai, India, was
established in August 2005 by the leading matrimony service provider in
India, BharatMatrimony Group (now known as Consim Info)2.
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The new job site was launched at a time when other job sites such as
Naukri.com (Naukri), Monster.com (Monster India), and TimesJobs.com (TimesJobs)
had already established themselves in the Indian online job market. This
online job market, according to the Internet and Mobile Association of
India4 (IAMAI), was estimated at
Rs. 14.5 billion in 2005-06.5
The new job site initially featured job opportunities and a list of
companies in industries such as Information Technology (IT), Information
Technology Enabled Services (ITES), manufacturing, and services, which
recruited from it.
After around three months, ClickJobs started ramping up its presence in
the market in a phased manner. By the end of 2006, the recruitment
portal had established its offices in Bangalore, Delhi, Hyderabad,
Mumbai, Pune, and an international office in New York, USA.6
Though the portal became fully operational only in September 2006, it
was successful in developing a good customer base, thanks to its focus
on technology and a strong sales team. By the end of the year, it had
around 45,000 job listings, 850,000 registered jobseekers, and more than
1,000 employers cutting across industries who accessed their resumes.7
The portal was also recognized as an official Honoree for the
prestigious Webby Awards8 within a
year of its launch based on parameters such as quality of content, ease
of navigation, interactivity, and user experience.
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1] "ClickJobs.com Launches 'Happy Kumar' Ad
Campaign – Allocating Media Budget of 7 Crores," www.pressbox.co.uk, January 19,
2007.
2] In December 2007, BharatMatrimony Group rebranded
itself as Consim Info.
3] "Job Portal 'Clickjobs.com' Launched," www.thehindu.com, August 27, 2005.
4] The Internet and Mobile Association of India (IAMAI)
is a trade association representing the online content and advertising,
e-commerce and mobile content, and advertising industry.
5] For the year 2006-07, the market was estimated to
be Rs. 24 billion. (Sravanthi Challapalli, "ClickJobs.com Scaling up TV
Campaign," www.thehindubusinessline.com, January 12, 2007.)
6] "ClickJobs.com Launches 'My Search' a User
Defined Search Engine," www.freepressreleases.co.uk, October 5, 2006.
7] Rajesh Barnwal, "ClickJobs Allocates Rs 7 Crore Ad
Budget to be Spent over 3 Months," www.alootechie.com, January 19, 2007.
8] The Webby Awards is an international award
presented by the International Academy of Digital Arts and Sciences in
recognition of excellence on the Internet, including websites, interactive
advertising, online film and video, and mobile websites. |
