Decision Making Process(Services Of A Job Portal)

1. SERVICES OF A JOB
PORTAL
BY-
TANYA CHATTERJEE 2017HRLP008
PARUL BHATIA 2017HRLP015
SHIVANGI TOMAR 2017HRLP026
TINA 2017HRLP020
VANDHANA NARASIMHAN 2017HRLP001

2. OBJECTIVE
STIMULI
Mobile App
Consumer Decision Making
Process /Requirements
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CONSUMER’S RESPONSE
Product(Features) Choice
Brand Choice
IIMJOBS.COM is planning to introduce its new mobile application for job seekers and
recruiters for better services. The company wants to understand the requirements of
the target segment and understand the consumer decision making process in
choosing the job portal for developing a mobile application.

3. METHODOLOGY
Identifying Variables:
Dependent Variables:
Consumer Decision Making
Process
Independent Variables:
Subscription,
Quality/Quantity/Variety of Job
Postings, Quality/Quantity/Variety
of applicants, User Interface,
Features
Type of data: Primary
& Secondary:
Internet, Magazines,
Newspaper
Instruments of
Data Collection
Survey
Questionnaires
In-Depth
Interviews
Sampling
Method &
Sampling Size:
Stratified
Random
Sampling as we
have conducted
surveys with 2
groups
(Recruiters & Job
Seekers) & 110
is the sampling
size

4. QUESTIONNAIRE
JOB SEEKERS
• According to you what’s the most convenient way to search jobs online?
• What according to you are the most important search criteria/options while browsing for a
job on online job portals?
• Have you ever been contacted after posting only your resume and not any other information?
• A feature that you would like to be added to job portals?
RECRUITERS
• What features do you like in the online job portal that you use?
• Do you face a problem of fake or outdated resumes from the online job portal?
• What are the main problems you face in recruiting through an online job portal compared to
other mediums?
• What are the features that you do not like in your online job portal?

5. CUSTOMER’S DECISION MAKING PROCESS
Need
Recognition
• Job Seekers: While switching jobs.
• Recruiters: While Lateral Hiring
Informatio
n Search
• Job Seekers: Online Advertisements/Online Ratings and Reviews
• Recruiters: Brand/Turn Around Ratio/Online Ratings and Reviews
Evaluation
Of
Alternatives
• Job Seekers: Price/Reputation/Quality of Job Postings
• Recruiters: Price/Reputation/Quality of Applicants/Prior Experience
Purchase
Decision
• Selection of a Job Portal for Registration for both Job Seekers and
recruiters. Subscription through cash or credit.
Post
Purchase
Behaviour
• If post-purchase the customer gets a desirable result, the customer
will be satisfied and recommend others, else will switch to alternative
portals.

6. FACTORS AFFECTING CUSTOMER’S DECISION
MAKING PROCESS
Need
Recogniti
on
• Internal Stimuli: In case of Job Seeker, Desire to get the best job. Incase of
Recruiter, Desire to get the Best Job Fit.
• External Stimuli: Reference Groups, Marketing Activities
Informati
on Search
• Job Seekers: Price/Availability of Options/Features/Recommendation
• Recruiters: Price/Recommendations/Features
Evaluation
Of
Alternative
s
• Influence of Digital Marketing/Branding/Offers/Discounts
Purchase
Decision
• Here the consumers perceived risks include Personal/Psychological/Time and
Opportunity loss.
Post
Purchase
Behaviour
• If the customers are satisfied they will be subjected to Classical
Conditioning which will promote brand loyalty. It can also be turned to
Instrumental Conditioning by launching the mobile app.

7. SEGMENTATION STRATEGY
DEMOGRAPHIC SEGMENTATION
Occupation
Income
Work Ex
Age
Education
GEOGRAPHIC SEGMENTATION
Targeting consumers at metropolitan cities using
location filters
USAGE
Targeting consumers who are tech savvy and
recruiters who goes for hiring through social
media.
SOCIAL INFLUENCE
Targeting consumers based on feedbacks, reviews
and ratings over social platforms
Targeting customers through third party agencies
SEGMENTATION
STRATEGY

8. ROLLING OUT OF STRATEGYSEARCH
>The portal needs to increase
its visibility over social media
through digital marketing
>The portal needs to upload
success stories of loyal
customers(Job Seekers)
>The portal needs to upload
testimonials of recruiters over
social media.
>The portal need to advertise
their latest features at different
job fairs
>The portal needs to conduct
career counseling at Colleges
and Universities.
>The portal need to target
recruiters of MNCs which goes
for mass hiring
AlternativeEvaluation
>The Portal needs to keep a
check on the market
leaders, their pricing and
marketing strategy.
>The Portal needs to
continuously update their
technology and should go
for global benchmarking in
terms of practices and
technology.
>The Portal needs to focus
on their existing customers
and provide them with best
services like Video
Conferencing etc.
Outletselection
>The Portal should be
targeting customers across
metropolitan cities and
should be easily accessible
over internet.
>The Portal should be
present in the form of
Mobile Application across
all three mobile stores (ios ,
android and windows)

9. FEEDBACK MECHANISM
•The portal should have the mechanism of taking feedback from both
job seekers and recruiters time to time.
•Once a consumer registers themselves and seek any facility of the job
portal there should be a mechanism of rating the facility through
notification.
•In case the consumer faces any issue while availing any of the facility
provided by the Job Portal there should be an option of resolving the is
sue in a timely manner. An escalation matrix should be attached to the
grievance handling mechanism.
•The job portal should also go for annual customer satisfaction survey
and keep a check on the scope of improvement.

10. RECOMMENDATIONS AND
CONCLUSION
Recommendations
o Video Resume Upload
o Advanced job search functionalities
o Multiple search option based on keywords
o Provision for Online Interview
o Online job portable should be made available across all the mobile
app stores
Conclusion
• Posting jobs online is cheaper than advertising in the newspapers
• Facilitates the recruitment of right type of people with the required
skills
• Reduction in the time for recruitment (over 65 percent of the hiring
time)
• Gives a 24*7 access to an online collection of resumes