Tapping the Indian Government Jobs Market — Case Study

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Team: Alok Dubey (Design Lead), Viren Baid (Product Lead), Anuj Verma (Product Manager)

Project Type: Consumer Growth (Next Billion Users)

About Aasaanjobs (an OLX group company)

Aasaanjobs is a leading end-to-end recruitment company connecting employers, consultants, and job seekers.

The primary goal of Aasaanjobs is to make hiring quick, easy, and convenient for everyone involved.

My Role

I led the whole design process, and I also played the role of the Product Owner in this project.

Besides design, I was also involved in project planning, market research, and helping developers in the execution.

Problem Statement

To build a trustworthy go-to platform that answers each use case of a candidate entering the government job sector.

We also wanted to have seamless integration of the new platform with our current private jobs platform. So we can provide private jobs to the candidates who are interested in exploring the private sector as an option.

India is a country with billions of people. And to run the country, it requires an enormous workforce. According to the 2016 calculation, approximately 2,15,47,845 government employees are working in India. It is 2.7% of all the workforce in India.

In India, people see government jobs as a preferred career option because of the stability, & the security it provides.

Recently the Indian Railways posted that around 2,80,00,000 (2.8 Crore) people applied for their 90,000 job openings, which means that the ratio of the number of applicants to the number of jobs stands at 311:1.

You don’t have to go in the details of each government organization hiring data to understand the overall market. This market is enormous as compared to some large countries’ total workforce.

Why we tapped this market

As a growing company, you always look for out of the box approach to onboard more users to your platform. On our platform, we post large numbers of private jobs. To fulfill those jobs, we need an equivalent amount of candidates.

So what’s better than to approach billions of people trying to get a job in the government sector. Every year billions of candidates appear for the government jobs exams. And for this, they prepare for 2–3 years. Sometimes the preparations times expand as long as five years.

But the success rate is very nominal. Therefore a large proportion of candidates start looking for an opportunity in the private sector.

In conclusion, if we are targetting government job seekers candidates, we are also getting candidates for private jobs.

One more interesting fact is if we onboard the government job seekers candidate on our platform. We can reach out to candidates in remote areas or in a region where our reach is minimal. Because to govern every part of the country, the government needs people, so they hire people everywhere, including remote areas.

Design Process

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Objective and research planning

When we started the project, everything was blurry related to the direction. We were not sure about many things like:

  1. What features do we want?
  2. How to get the govt job listing on our platform?
  3. How can we update the data regularly?
  4. Whether we should target to make just a job listing platform like many of our competitors or go for the all use case from listing jobs to providing job application creation on our platform?
  5. From the ops point of view, do we need to hire more people?

Before foraying into the new zone, we wanted first to test the water level. For this, we started listing the top competitors in the government jobs industry. By using the Similarweb, we recorded each company data like MAU, Organic search data, etc.

As I said, government jobs is a massive job industry. Some of the competitors we researched have a 50–80 million MAU traffic. But still, all of the platforms lack a better mobile experience. Even though the number of mobile users is too high in India as compared to desktop users.

We also did the SWOT analysis of these competitors to get the idea of what features they are providing, how users are landing on their platform, what keywords users are searching on Google, and their weak points.

The above simple steps made the whole process of building the platform more clear. Now we were in a strong position in terms of what solutions are our competitors providing.

After this, we listed the features provided by the competitors. We placed these features based on the top keyword search results on Google.

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Data of top competitors from Similarweb
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Top searched URL and keywords

Given the numbers of users, we were targetting making Personas was an impossible and obsolete task.

We wanted to focus on the user’s current situation, motivation, the current solution, etc.

We divided the users into groups based upon their current situation, education, types of the job industry, designation hierarchy. It provided us the deeper level insights.

For eg., ‘If a candidate is unemployed(situation) and looking for the job government job(target).’ He will be looking for information for some relevant jobs (motivation). So that he can apply for a suitable position (outcomes)’.

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Screenshot from Job stories table

Post that we cross analyzed all the features currently available and what the users needed and how many users needed those features(based on the Google search data). It helped us come up with the top list of features we should have, and we prioritized these in multiple phases.

To enter the market first, we decided to go with the job listing platform. And user engagement (providing multiple solutions for their requirement) in the next phase.

Challenges:

But the answers to some of our questions remained. For eg., In India, government jobs hire on many standards like caste, city, designation, department, etc. So showing data was massive, and showing on the mobile screen was a very tedious job. Think of it as a series of permutation and combination. We needed some smarter way to do so because none of our competitors were doing justification with the mobile experience.

Since lots of platforms are already existed in the market, so to get the initial attraction, we also needed to come with a more SEO driven platform. For this, every URL, every content, every label genesis was derived based on the top keyword search.

Wireframing & Prototyping

We have to build a smarter solution for adding, updating the jobs, and making the customer-facing site more reliable, easy to read, and trustworthy.

We added Government job listing redirection from the central job listing platform. So the users who will land on the private jobs platform can see the listed government jobs.
We categorized the government jobs based on the top search result queries on Google. For, eg. Jobs by Indian State Board, By Education, By designation, By organization, etc. So users who land on the Government page can easily find their preferred type of jobs. Also, as per SEO, it will be suitable for organic traffic.

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Redirection from our private job site to the government site
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Home page
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Job listing, Filters
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Job details
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Emails for setting up the jobs notifications system

Showing job details with extensive variable data with a good user experience was essential. For, e.g., a single government posting can have vacancy based on state, cast, designation, gender, etc. To do so, we needed and very dynamic editor from our end. And also an outstanding presentation of the data on the mobile platform.
Before coming to the final interface, we rejected multiple interfaces due to low readability or complex sets of information.

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Job posting editor
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View of adding job details data

Result

Currently, we are not in the state of showing our data. But I would highlight some of the exciting things we achieved so far.

  1. The first one is a very successful and timely launch of the product.
  2. Some of the jobs that we have listed have higher organic traffic.
  3. Some listed jobs are pushing our overall platform (private job platform) DAU, MAU.

What Next?

We are still in the initial year of this product life cycle. And we are iterating many solutions.

  1. We are working more on building a platform to send the job notification to users.
  2. Establishing a one-stop solution platform for all users need like last year questions paper, other study material, a daily quiz to break the monotonous preparation time of candidates.
  3. In the subsequent phase, we will also work on how we can provide private jobs to interested job seekers.

Design @branchmetrics | Ex OLX People, TSM, Teamwave | Start-up enthusiast, Product Oriented | http://alokdubey.design/

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