How to make money at work

    In the context of the crisis and the resulting layoffs, job search sites (job sites) are becoming increasingly popular. Yuri Virovets, president of the HeadHunter group of companies , which owns one of the most famous and convenient job , told students of the faculty of Management in the field of Internet technologies about how such sites function and what you need to pay attention to if you decide to develop such projects. sites in RuNet. At the beginning of the lecture, Yuri Virovets talked about the revenue generation scheme and the sources of income for job sites.



    “Most job sites are focused on taking money from employers. First of all, this is advantageous in that in this case it is necessary to contact with a smaller number of people. In addition, employers are able to pay more and know exactly what they want and what budgets are ready to allocate for it. What do job sites sell? There are two types of “products”:

    1. Advertising, first of all, the vacancies themselves. Basically, job sites in the US and Europe make money on posting vacancies. Moreover, the pricing system is very incomprehensible - that is, the determination of the price for the placement of a single vacancy. It varies greatly from country to country. The lowest prices for posting vacancies are in Russia and India. A little moving away from the topic, I note - on the Internet, the price, in contrast to the traditional economy, is not tied to cost. Rather, it is tied to a competitive situation. For example, when we determined the price of placing a vacancy for the first time, we asked several employers what price they thought reasonable and set a slightly higher cost. And in the future, we monitored the prices of competitors and made the necessary changes.

    2. Information. The provision of information is a type of service that usually takes up a smaller share of the budget. It consists in providing access to databases. This service is not so widespread in the world, because HR specialists are more willing to work with those applicants who themselves have shown interest in the vacancy. That is - with motivated candidates. Even taking into account the fact that a large number of specialists respond to vacancies who do not correspond to it. However, at HeadHunter, information access services occupy a significantly larger share. They are responsible for 60 percent of the income. ”

    Further, Yuri Virovets went on to describe the characteristics of competition in the market of job search sites.

    “In conditions of fierce competition, it is necessary to use even minimal differences from competitors for their own purposes,” he said. - “Competition among job sites takes place in several ways.

    1. The brand.The first issue is always appreciated on the Internet. If you take first place in a niche, then your income is much higher than the income of someone who takes second place. If you can’t provide primacy, create your own niche where you will still be the first. A job site is a brand when a user who is thinking about finding a job first of all thinks of this site. If you have made a strong and convenient site, but have not made a strong brand, you are most likely to fail. After all, any technical solution can be copied. On the Internet, business is done in the head, and marketing for an Internet company is at least 50 percent success. One of the most difficult questions is whether to launch new projects under one well-known brand or for each project it is worth developing your own brand. So far, the story does not give an exact answer.

    2. User interface. It is clear that the site interface can be improved endlessly. After all, this is the most important parameter that makes your site attractive to the user. The convenience of the site determines the choice of the user.

    3. Technology. When choosing technology for a site, it is always necessary to strike a balance between development speed, complexity and low cost. It is necessary to think about the future. It is necessary to initially plan the development of a system that can cope with significant loads.

    4. Services provided.It is important that you understand what can be automated, what is technologically simpler to make life easier for the user. Here, your own user experience may be useful for you - you yourself can understand what can be improved and simplified

    . - 5. Business plan and financial plan.It is important not to be afraid to write these plans and take responsibility that you will implement them. I saw a lot of startups with business plans, but at the same time, few people applied a table to them, in which the estimated income would be written for at least the next two years. You need to somehow contrive and think about how exactly you will receive income. Most often, when you present a business plan to investors, this is not a reliable and accurate forecast (everyone understands that a startup is a risk), but an indicator of your psychological self-confidence. ”

    The president of the HeadHunter group of companies also emphasized the critical importance of organizing an effective sales system.

    “There are different sales organization schemes that are located between two extremes.

    1. The scheme by which most job sites work, including us. There are many sales managers who call and persuade customers. A model of this type is very expensive because the time spent by managers is expensive. For this reason, the profitability of job sites is one of the lowest on the Internet.

    2. The sales department may be absent altogether. As, for example, until recently, Yandex had it. Customers come themselves. Whether or not such a model is possible depends on the business. And thank God if you have such a project. In general, competent sales organization is very important (I believe that 90 percent of HeadHunter's success is due to the fact that we initially relied on a good sales system). For example, it is important to provide for the implementation of a CRM system so that your sales will not take away your customer base. "At HeadHunter, we specifically control that the sales managers do not forget to drive their contacts into the system."

    During the lecture, Yuri Virovets answered questions of interest to the audience.

    - What kind of CRM do you use in HeadHunter?
    - Currently we have installed CRM. However, we are going to abandon it and introduce the purchase.

    - By what principle is the classifier of professions compiled?
    - Classification is a very complicated issue. Because it is hard to understand what to choose as a criterion for such categorization. In the beginning, we approached the cataloguer from the perspective of a recruiter. Now we are introducing a system based on groups of synonymous concepts, which will allow the user entering keywords to get a catalog corresponding to his request.

    - How is the company going through the financial crisis?
    - Like most others, we optimize costs. We had to reduce the number of branches. We moved our call center to Yaroslavl, and the development center in Penza had to be reduced - now the Moscow center is responsible for all development issues. Also, traditionally during the crisis, marketing and HR departments were partially reduced.

    - How are vacancies distributed by specialization and region?
    - Of course, Moscow and St. Petersburg are leading among the regions. They are followed by Novosibirsk, Yekaterinburg, Krasnodar. Krasnodar, by the way, is generally a very advanced city in terms of the development of Internet projects. Many successful and interesting projects come from there. By specialization, a greater number of vacancies are in Internet technologies, finance, sales, and logistics.

    - What do you think will happen to the job market for young professionals?
    - I think that quantitatively it will change slightly - employers will still need such specialists. However, the level of salaries offered may decrease.

    - Do you do startup projects?
    - Yes, we are engaged in such projects. There are many less developed projects around our main site. In addition, we buy already existing projects.

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