B2B Strategy for Hiring

bot

Submitted by: (Group 9)

Sumeet Bhatere
Diksha Yadav
Akhil Tripathi
Nikhil Choudhary
Saptharshi Mandal
Shubham Kumar
 Abstract
• Organizations are recruiting talent in increasingly complex and competitive talent acquisition (TA)
environment—one that requires a more significant market, candidate, and process intelligence.

• Quantitative approaches can provide that intelligence, enabling insights critical to improving operational
and business outcomes, much as they do in marketing, sales, supply chain, and finance.

• From better awareness of candidate fit to process and technology optimization to increased understanding
of TA’s impact on the business, analytics is a powerful force in the quest to source and hire top talent.

• Hiringbot is solving the problem in the recruitment area with Big Data to ensure that the companies get
the candidates that are the right fit for them. Some of the critical aspects that have been discussed in this
project :
1. The decision-making units and the
4. Key account management engaged in the
process involved in an organization
process,
to buy the tool
5. Strategic issues arising from the recruitment
2. Segmentation process involved in
and staffing industry and
this industry,
6. Marketing channels involved in the buying in
3. How branding plays a key role in
B2B context are.
this segment
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The three main segment for recruitment and
staffing industry

Client
Candidate
• To maintain and deepen • Branding differentiates
relationships your firm in candidates’
• Competitive advantages minds
and white spaces • Demonstration of care
• Unique candidate • Understanding their there
screening techniques strengths, personalities,
• Superior customer career ambitions and
service compensation
• Time-to-fill expectations
• Segment specialization • Enhances your ability to
deliver quality talent to
your clients
Employee
• Attract high-quality
employees
• Employees need to buy
into and deliver on the
brand promises in
everything they do
• Development
opportunities,
compensation, work-life
balance and other factors
Communication by firms
Brand attributes should be communicated consistently
across all three groups and should be categorized as:
• Costs of entry (what all staffing firms need to do to
compete)
• Competitive advantages (what your staffing firm
does better than others)
• White space (open opportunities for differentiation)
Benefits of branding in the recruitment and staffing industry:
▷ Maintain and deepen relationships
▷ More business
▷ Attracting the right candidates
▷ Position of Strength
▷ Profitable
▷ Lower recruitment costs
▷ Return on Investment
 1. The company squarely focuses on data and
advanced intelligence to help recruiters spot and
engage the right candidates with almost zero
effort, auto-personalise every outreach with
unique social insights – thereby delighting the
candidates, saving up on time and improving the
response rates.

7.The SaaS-based startup monetises 2. Analyzing the digital trails of

through a subscription model where potential candidates, Hiringbot is
companies pay for the number of users who able to gain verified insights into
use the product or for specific modules such whether they are open to new
as a marketing module or a HR module.  opportunities.

3. Once identified, Hiringbot

6. The platform reduces hiring time by sends an accurately targeted,
almost 50%, helps companies save personalized email on behalf of
hundreds of recruiting hours by the recruiting company to each
eliminating wasteful screening and potential candidate. Companies
interviewing, and ensures recruiters can also kick-start engagement
significantly increase their efficiency in with candidates through
creating a robust hiring funnel. personalized interactions backed
by social insights.

4. Additionally, it also conducts preliminary

5. It also offers companies access to reference and background checks,
both passive and active talent by quickening the process. This way, by
aggregating candidate data from focussing on outbound hiring, Hiringbot
hundreds of public and social negates the need for relying on CVs (which
sources. might be fudged or out-dated or similar to
many other candidates’). 6
 Marketing Strategy

Targeting through LinkedIn

Consistent SEO
Strategy
• SEO strategy takes time. A strong presence
comes gradually. To get proper result
consistent keyword research and strong
content on website is must to boost ranking
on search engine
First individuals and companies are identified for potential
accusation, then specific content to sent to these users
Facebook and Twitter
These platforms play a important role in engaging with the target
audience. Both platform provide powerful marketing systems that
allows company to grow and follow quickly
LOREM IPSUM YouTube
YouTube has become second largest search engine therefore is great
platform to post tutorials, webinars and entertainment content

• it is seen that companies

that blog, generate 67% • Traditional sales process is also used, digital content
more leads per month than LOREM IPSUM is shared with sales team to keep them updated, it
those that do not helps the sales team to create content for their sales
pitch.

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Decision Making Unit (DMU)

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Influencers are those who have a persuasive role in relation to the deciders. They make recommendations based upon experience and
their knowledge of products and services. In our case, it is the HR practice leads in the organization who make recommendations on the
candidate-sourcing tools (Hiringbot) to the HR director to fill up the vacant positions in the company.

Initiators are the HR recruiters who recognize the need for the problem (recruitment of personnel) to solved. They continuously search for
tools that will make the recruitment process faster and efficient

Gatekeepers are the HR managers who decide on the data provided by the HR recruiters. They are proactive in searching for information
and delivering recommendations for those decision-makers further up the line. On other occasions gatekeepers can be stalling the flow of
decision-making process.

Buyers in the recruitment and staffing industry are the accounts and procurement team who are responsible for taking the final decision
on buying. They are given a brief with a series of criteria against which to judge potential products or services and their suppliers. They are
responsible for sourcing and negotiation.

Deciders are HR consultants/managers who are responsible for making the final deal or decision. Their role carries the responsibility of
placing the final order for the tool. They will review the information provided from lower down the buyer decision process from the buyers,
gatekeepers and the initiators.

Users are those who will use the service or product into operation once the deal has been clinched. In our case, they are the recruiters
who are using the tool for sourcing the candidates and processing them further for recruitment. Their opinions are important as they set the
benchmark for customer satisfaction and are usually involved in the post-purchase evaluation phase of the buyer decision process.

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Decision Making Process
B2B decision making process and units are more complex in a way that the decisions are made by
several employees each specializing in a different field. The product being offered to the
consumers are important in two ways: the percentage of budget spent on the product and the
strategic importance level placed upon it.

Strategic importance: If the product is

Spend: If less than 5% of the annual
budget is spent on the product, the
classification is ‘low’. If the spend is more
than 5%, the classification is ‘high’.
important to the consumer’s operations
High strategic importance, Low spend:
and not immediately replaceable by
The offering is not that expensive, but it is
another, classify the offering as ‘high
important for the customer’s business
strategic importance’. If the product does
operations. This makes them extremely
not meet the above conditions, the
loyal and ultra-cautious..
classification is of ‘low strategic
importance’.

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Segmentation

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▷ With an enormous number of companies looking to hire employees, it is vital to
segment first and then target them for opportunities
▷ For Hiring Bot, segmentation could be done under the following heads:

Demographics:
• Demographics include the
nature of the industry,
company size, and
locationMany recruiting
firms end up working in a
particular industry or two
• People within a given
industry talk and a strong
reputation can be built via
word-of-mouth
• Currently, Hiring Bot
specializes in recruitments
for IT and Manufacturing
industry. Until it specializes
in recruitment for other
industries Hiring Bot
should focus on IT and
Manufacturing  somewhat technology
Situational Factors:
• These factors include the
urgency with which a
product or service is
required, the quantity in
which they are required
and their application
• A firm could also have
centralized, region-based
or a mix of both
recruitment processes with
a different approach of
recruitment for all the three
categories
Buyers Personal
Characteristics
• While data on the people
making the purchase
decision is difficult to
collect, but is very useful in
segmenting when there is
a huge sales potential
• Metrics based on content
marketing should be used
to segment on a broad
level
Purchasing Approaches:
• This includes Purchasing
function organization,
power structures within the
firm, buyer-seller
relationships, general
purchasing policies and
purchasing criteria
• More often than not, the
purchase decision for
Hiring Bot will be made by
the HR head in
consultation with CXO
responsible for hiring on
the basis of the hierarchy
of the recruiting firm
Operating Variables:
• These variables include
company technology,
product and brand, use
status, and capabilities
• Segmenting on the basis
of operating variables such
as company technology
can be done as High-tech
firms and Non-high-tech
firms
• Companies which have a
record of embracing
technology to run their
operations will be more
open to using Hiring Bot as
a recruitment sourcing tool
when compared which are
averse

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Key account management (KAM)

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▷ Key account management (KAM) is a practice to evolve and establish a relationship
between your business and the customers you are selling to. It focusses on the individual
approach of sales people to their customers in order to create a long everlasting
relationship.
○ Key account management can drive more value than traditional sales for the following
reasons:
○ Higher buying frequency and larger ticket size
○ Sustainability helps the companies to protect the revenue margins and enables them
to be competitive
○ Key account management helps to decipher the target customers effectively which in
turn helps sales team to prospect and sell more effectively.
○ Key account management builds trusted relationships with clients, leading to greater
satisfaction. These key customers help in further word of mouth promotion by giving
better feedback to the industry
○ B2B sales revolves around multiple stakeholder, therefore it’s good to record
pertinent facts about decision-makers
○ It’s imperative to have access to all this account information in order to engage with
customers effectively and grow key accounts into profitable long-term relationships
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▷ Key process followed for Servicing the Key Accounts:
○ Classification of the accounts:
■ The clients for the Hiring bot are classified under 3 categories based on two
important parameters:
● Revenue generation and Frequency of using the platform
○ Class A customers: Revenue contribution> 10% & Searches > 400
○ Class B customers: 3% >Revenue contribution > 10% & 100 >Searches
>400
○ Class C customers: Revenue contribution <3% & Searches < 100

○ The organisation chart also delineates

the characteristic of each individual of
the DMU to understand their level of
influence in the hierarchy

○ Using Key Account Management and

Org Chart the company is also able to
make notes about each contact’s
behaviour as applicable and as
discovered
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Responsibilities of Key Account Manager
▷ Facilitating the relationship b/w the client
and the company
▷ Recording the buying frequency of the client
and regular follow ups for order during each
cycle
▷ Monitoring the performance of the
candidates selected by the client using hiring
bot tool
▷ Serving as an interface between the
software developers and client in case of any
technical issue with tool
▷ Recording the changes in HR practices of
the client in order to suggest better
solutions
▷ Follow ups on the payment
▷ Communicating the client about new
technologies or new features added to the
tool
Class A
▷ The Class A customers are then assigned the key
account mangers according to their geography
▷ The selling happens to a group of decision-makers
who hold different position and have different
preferences for the services they want to purchase.
Also, it is important to understand the level of
influence they wield on the purchase decision which
differs from company to company
▷ To address the above issue the key account manager
is tasked with the detailed analysis of the account
which starts with the development of key account
organisation chart which is more over similar to DMU
Class B
▷ The Class B customers are assigned Key Account
Executives (KAE)
▷ KAE report to the KAM of each territory
▷ KAE to covert the Class B customers into Class A
customers
▷ They follow the same approach as KAMs but are
tasked with more number of accounts 16
Strategic
Challenges for
Hiring Bot
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 Effective job
Sensing the disruptive Capitalising this
To empower description is a
market opportunity and opportunity, however,
companies to find cornerstone on which a
the on-demand nature will be a different ball
those passive recruitment strategy is
Traditional players of economy, a number game altogether. Hiring
candidates who are not built and a major
have dominated the of online recruitments, Bot has to remain on
actively seeking out for reason for ineffective
recruitment market, start-ups have top of its game and
a job on social and hiring can be pointed to
creating stagnation and mushroomed which ensure that they adapt
public sites and could outdated and banal
in efficiency adds to the existing and evolve regularly to
be a right fit for their description which
competition making cater to the demands
culture and skill rarely entice a
survival the toughest of the constantly
requirements candidate to apply for
challenge evolving talent pool.
the job

By focussing on outbound
hiring rather than the
traditional approach of
inbound hiring will help to
compete with traditional
players who are still
inbound hiring driven and
disrupt the marketplace in
a bigger way.Dearth of
Special consultants, who
can improve the sourcing
process is also an
obstacle 
Determining the sources
depending upon the scale
Concept of time cannot be For Key Accounts volume
of the business of the
differentiated for different is another such challenge
client. Building credibility Employer branding is
roles such as sales, tech, where it becomes negative
among the candidates as another challenge which
marketing which makes it to send a large number of
there are plethora of impacts a candidate’s
challenging to ascertain candidates, which further
recruitment companies choice while applying for a
time required for different raises a scepticism on the
sending vague mails which certain role
domains, functions and quality of candidates who
makes the candidate
designation. have applied for the role
sceptical about such online
hiring options

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 Recommendations
Outsourcing of Hiring Bot to other recruitment agencies and

05 companies could prove to be another source of viable revenue

option
Company should focus on building a team of technical experts

04 to help design algorithms which will seek better candidates and

at the same time increase the objectivity of the selection
process
Our findings suggest that the brand equity of Hiring bot is
03 significantly lower than its peers, therefore the marketing efforts
should be strategically increased.

02 Recommended segmentation system to be followed and

customers to be targeted by Key Account Management

01
We recommend Hiring Bot to go for outbound strategy rather
than focusing on inbound strategy

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Thank You!

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