Onboarding project | Naukri.com

INTRODUCTION

Naukri.com is a leading job portal in India which boasts of 5 lakh+ jobs in a variety of industries and for candidates of all experiences and educational backgrounds. It also has a very active B2B service for company and 3rd party recruiters. This project focuses on onboarding for jobseekers keeping in mind the experience of two ICPs defined below.

CORE VALUE PROP

For jobseekers:

To maximize the visibility of their experience, skills and projects to potential recruiters and apply to relevant roles that they find posted by recruiters on the portal based on their preferences.

OUR IDEAL CUSTOMER PROFILE


	ICP 1	ICP 2
Name	Anish	Shweta
Age bracket	30-35	30-35
Income levels	Annual 25-30 LPA	Currently not employed
Gender	Male or Female	Female
Location	Metros, Tier 1 cities	Metros, Tier 1 cities
Education levels	B. Tech from a NIT or equivalent, Tier 1 MBA	Tier 1 or 2 MBA, Tier 1 engineering in CS/IT/Electronics
Years of experience	10-15 Years	10-15 Years
Current positions/Positions held in the past	IC Roles, Team management roles	IC Roles, Team management roles
Organization type	Core engineering role 1st and then banking or similar	IT Services, Fintech, Consumer tech throughout
Marital status	Married or single	Married with a kid which is under 2 years
Where do they spend time?	OTT platforms, Youtube, Reading, Podcasts, Stock market apps like Groww, Zerodha etc.	OTT platforms, Whatsapp groups for new mothers, Youtube, Instagram
Reason for using the app	Has been saturated in the current role and is not getting great appraisals now, Wants to get maximum visibility of his profile to potential recruiters and get calls	She was in a great job and utilized her maternity of 6 months as well. But, when her baby turned 1, that is when she needed to give more attention to the baby. While there was a maid, she still left her current job which was WFO and took a career break. Now she is looking for a role after her career break which is either remote or hybrid in her city.
Priorities for finding a role	Role/Sector>Salary>Company>Location>Work life balance>Work setting (WFO/WFH)	Work setting(WFO/WFH)>Salary>Location>Work life balance>Role/Sector>Company
Influencers	Colleagues who have used these job portals and gotten good roles	Her husband, Ex-colleagues
Blockers	Updating their resume since the resume that they have is years old, Finding the time to apply	Her time with the baby
Current solution	Naukri.com, Linkedin, iimjobs.com, Referrals, Alum groups	Naukri.com, Linkedin, iimjobs.com, Referrals, Alum groups
What is their weekly frequency for the platform?	3-4 times	1-2 times
How much time do they spend on the platform?	10-15 minutes per session	20-25 minutes per session
Primary medium - App/Web	App. Although they use web as well sometimes. Onboarding was done on web.	Web
Primary action on the platform	80% - Filter out roles and apply, 20% - Update profile/Make changes	80% - Filter out roles which are remote or in her city and apply, 20% - Update profile/Make changes
Adoption curve	Low	Low
Frequency of use and time spent per usage	High	High
Appetite to pay	High	Medium
TAM	High	Medium
Distribution potential	High	High

WHAT ARE THE JOBS TO BE DONE FOR THESE ICPs?

Goal type	Goal	ICP 1	ICP 2
Primary	Functional	To get his profile in front of maximum recruiters	To filter out specific Remote or hybrid opportunities in her city
Secondary	Personal		To find a role after her career break
Secondary	Financial	To get to next salary bracket to fulfil his financial goals

CUSTOMER JOURNEY

	Personal situation	First action	Finding Naukri.com	Profile creation	Jobseeker dashboard	Applications	Profile performance	Call back	Finding a job
ICP 1	Saturation in current job	Explores popular portal, referrals	Lands on the homepage, wants to create his profile	Gets confused with so much cognitive load on the homepage. Is finally able to navigate to create the profile	Completes the profile section	Start applying to relevant roles	Aha moment to see recruiter actions, hopes for a callback	Gets calls from recruiters	Is happy if finds a job which is high paying and relevant for experience
ICP 2	New mother who was on a break for caregiving	Explores popular portal, referrals	Lands on the homepage, Wants to look for hybrid/remote options in her city	Searches for hybrid roles on the search bar and starts creating her profile	Completes the profile section	Start applying to relevant roles	Aha moment to see recruiter actions, hopes for a callback	Gets calls from recruiters	Is happy if finds the which is remote or hybrid and relevant for experience.

LET'S LOOK AT HOW THEIR ONBOARDING EXPERIENCE HAS BEEN?

Onboarding teardown _ Naukri.com.pdf

Please click on the pdf above to view.

COGNITIVE BIASIS OBSERVED

Cognitive load for ICPs was very high through the onboarding journey.
A lot of nudges to complete the profile were seen throughout the completion journey.
Progressive disclosures were also used frequently while registration.
Pseudo sets of employment, education, last step etc. were made when registration was ongoing. They can also be seen when completing the profile.
When registration is complete, profile is completed 60%. From here till 100%, small nudges with %age completion with an action is visible at a lot of places. The goal gradient effect is helping users to complete profile from 60% to 100% since they know close they are.

CONCLUSIONS & SUGGESTIONS

For a jobseeker, the homepage is fairly confusing.
While the JBTD for the 2 ICPs shared above are met, the navigation takes a lot of effort on parts of JBTD. This has also made naukri a less attractive portal for them and competition is catching up.
The time to value this product could be anywhere between 30-90 days for a jobseeker. Onboarding hardly has aha moments for a jobseeker except when they finally reach the dashboard.
Based on speaking with users, the homepage can be simplified by prioritizing the following. These are the major aspects on how a jobseeker looks for a role -

Role/Sector | Salary | Experience | Companies | Location | Work Setting (WHF/WFO) | Work life balance/Hustle required

The homepage needs to highlight and reassure these aspects so that jobseekers are more confident.

Registering should extend to creation of a complete profile to set the right expectations for users in terms of time.
The dashboard and complete profile view is done really well.

ACTIVATION METRICS

Hypothesis 1: 100% completion of profile in 48 hours of registration.

Reasoning: Since currently the completion of profile is decoupled with registration process, it becomes an important factor for registration. Folks who have completed their profile will have a higher chance of retention.

Hypotheses 2: Application of 5 roles in 7 days.

Reasoning: One of the primary actions for jobseekers on the platform is to apply for roles. If someone applies for at least 5 roles in 7 days, their chances of retention would be much higher till they have found the job that they are looking for.

Hypothesis 3: Application of 5 roles in 7 days for 4 weeks.

Reasoning: Finding a job is a tedious process and all processes also take 4-6 weeks for completion. Job seekers also want to evaluate multiple offers sometimes. Average time spent on the platform for a job seeker could be around 4-6 months to find the right job and applying for a certain number of jobs per week goes a long way in retention.

Hypothesis 4: Users checking profile performance section 3 times in a week.

Reasoning: While there is a lot of emphasis on applying for roles, naukri has a lot of recruiters also coming in looking for candidates. All of recruiter activity is tracked in the profile performance section. Job seekers checking their performance section regularly are more likely to be retained.

TRACKING METRICS

Intent for onboarding

Number of users landing on the webpage
No. of job searches (Homepage search bar)
No. of registrations

Activation metrics and funnel

No. of profile completions
Time to apply for first role
No. of roles applied per user per week
No. of job applications with profile completion benchmarks - 60%(Registration), 80%(Contact details verification+photos), 100%
No. of people checking profile performance
Time to get first recruiter action
Time to get first call from recruiter

Retention metrics