REACHING OUT TO THE POOR WITH BETTER JOBS

CONTENTS
ACKNOWLEDGEMENT SYNOPSIS WHAT IS BABAJOB? COMPETITION/INFLUENCES THE SCOPE RESEARCH ITERATION 1 + USABILITY TESTS ON THE WEB PRINT COLLATERALS CONCLUSION

I would thank a lot of people for this project. Sean, who bore with my idiosynchracies and laziness in the last few months and guided me with his experience and pushed me to come up with a great body of work, at the end of this project. Vir and Maya, who with their valuable inputs to my work, made a huge dierence. My friends, who gave me temporary accomodation in Bangalore when I quit Microsoft and came back to Bangalore to resume working on babajob full time and my parents, who thought this was not such a good decision, but still stood by me. Last, but in no way the least, my mentor for this project, Prof. Manoj Neelakantan who trusted me and added valuable insights and value to make this project turn out the way it has, today.

ACKNOWLEDGEMENT

There are ample number of solutions for the job maket, when it come to the formal job market. Managers, engineers, designers and so on and so forth have no dearth of avenues where they can nd colleagues, companies and people to associate with and maybe even help and collaborate for professional opportunities. But what about people in the informal sector? They still go from one door to another, looking for jobs and negotiating a couple of hundred rupees for their work. Where on one hand, nding jobs is a problem that this sector majorly faces, security and many other concerns are also concerns that employers and job seekers share alike. This project aims to make lives better by solving the above problems for the informal sector. The project will combine print, web and mobile media to reach out to the poor and introduce them to better opportunities in their respective domains. This will guarantee a very far and wide reach, not only in the cities but also, in the rural sector of India, from where people migrate to the cities for making a living. Not only will the job seekers be informed about better opportunities, they will also be guided through, wherever required as this sort of a system might take some time to be assimilated in the lesser literate section of the society. All in all, the aim will be to keep it simple and to reach as far as the eye can see.

SYNOPSIS

WHAT IS BABAJOB?

BabaJob is a company which connects employers and job seekers, positively contributing to the quality of life for each. BabaJob seeks to maximize their potential for quality of life improvements of the employee, such as salary and commute time. Unlike most hiring agencies, BabaJob expends extra resources to post jobs for free, to oer their services to employers listed elsewhere, and to increase the quality of the job seeker inventory (taking pictures, free help, etc) all in all, providing a valuable, unparalleled service. The market potential of these valuable and unparalleled services is to engrain users as devoted fans.

Babajob.com is a Bangalore-based start up that uses the web and mobile technology to connect employers and bottom-of-the-pyramid (BOP) informal sector workers (i.e. maids, cooks, drivers, etc.) with the goal of creating a scalable, replicable and protable solution to combat poverty. Babajob aims to do this by creating greater market eciency in the informal sector through voice and web features such as SMS, UssD, automated voice systems, and operator manned call centres, enabling employers and job seekers to nd each other. The value that babajob oers to both its employers and job seekers is in its ability to provide access to critical job and job seeker information through various technology platforms. By leveraging web and mobile technology, babajob is able to scale and engage a wider audience creating greater eciency for employers and having a social impact on job seekers. Employers can conveniently browse job seeker proles based on salary, location, languages, employment background, skills and references. Babajob oers several fee-based services to help in the matching and hiring of seekers. Similarly, job seekers can discover and access multiple job opportunities based on their preferences of location, salary, job category, etc. They have the added-benet of applying to nearby-jobs using their low-end mobile phones.

Because Babajob oers a scalable form of livelihood enhancement to Indias base of pyramid users, babajob resonates strongly with Indias Telco carriers and handset makers. Why? Babajobs services on their networks and devices allows companies to make credible claims that buying a better handset or additional VAS services will lead to higher incomes and better job opportunities for their customers. As the next 300 million India phone customers are likely to poorer than the rst 400 million customers, telcos and handset makers must enable incomes to increase through the use of their services to maintain growth. Babajob currently has a sta of 16, over 60,000+ customers and sends out over 1 million job alerts per month. Most people nd jobs through people they know namely their extended social network and most employers particularly when hiring employees that work in the home - would like to hire a person who someone they trust can vouch for. Babajob.com is an attempt to digitize this process to eciently get the word out and importantly provide an incentive for the folks in between an employer and employee to connect people together.

COMPETITION / INFLUENCES

Not only as a part of the re-design exercise butalso in our general functioning, we derived inspiration and took a close look at websites who performed the task of helping people professionally in the formal sector.

Quikr.com

Super simple replies and sign-ups - they seem to be doing a good job capturing user content by making responding to ads super easy (almost to a fault given that their prole data is so sparse.) Yes, this page is busy but after clicking "Reply" notice the green inline registration and subscription sign-up:

simplyhired.com
choose from and apply.

Simply Hired uses a simple, big and bold input to get the user started on his job search. Theres also a list of job categories to

EmployoListo

A South American job site. They have a reasonable ow forcing employers to state their job post before.

Another thing to notice is the fact that they suggest, after an employer has mentioned the job category, the number of employees present in that category and also the average wage paid, which gives the employer an idea as to how much to oer.

Labor Fair

The site operates in the same domain in the west as babajob intends to, in India. Nice, clean interface.

THE SCOPE

The project aimed at developing information systems for both the employers and the job seekers in the informal sector. These would comprise of: A web portal, which will be a means for them to connect with candidates and oer them jobs. On the employers front, this face will also be useful to organizations who want to hire in bulk. In another way, this is useful to agencies who would want to tie up with babajob and help people get jobs. Yet another face of this portal is the one open for mentors, who want to help people get jobs. For the job seekers, the portal will also be a means to get themselves registered and more importantly, nd and apply for jobs. They to, might also want to apply for other people. Information booklets for Agents, who will register job seekers and for the job seekers themselves. These will clearly explain babajobs intentions and methods required as knowledge for someone who wants to make use of babajobs services. These comprise of the booklets as well as information cards which have more than just the purpose of informing the job seeker. They also act as holders for debit cards, which help them in being retained, too. Posters and other promotional materials used in popularizing the service and driving trac to babajob.

Another example being, a ash movie which will be put up at railway stations to guide people on how to register and start receiving job alerts.

RESEARCH

WHO WILL BENEFIT IT AND HOW?

PERSONAS
Informal workers make up over 90 percent of Indias total workforce. According to the Indian National Informatics Centre (NIC), that percent is steadily increasing. The objective of this study is to identify the key segments at work in Indias informal sector in order to understand Babajobs current and potential roles in Indias employment provision and social development. The following is a market segmentation and strategy guide based on primary and secondary research conducted in Bangalore between December 2009 and February 2010. The data and information in this section has been generated through qualitative interviews with job seekers from these top industry groups. Data was collected on workers with varying skills and education levels, and varying geographic backgrounds. These ndings were then used to construct market segmentation personas,that is, useful character proles that represent major segments in Indias informal economy. Some job seekers and employment agencies were contacted through the Babajob website. Other informants were reached through neighbors and friends in Bangalore or through the networks of local NGOs and community organizers. Most interviews were conducted in person, occasionally with the help of a translator. For the purposes of this study, it seemed useful to rst categorize informants by how they get hired or look for jobs (in most cases through word of mouth and social networks, through large sourcing companies, through newspaper ads, or through online services and mobile technologies). While categorizing workers in this way, several metrics arose. How a worker was hired appeared directly related to the level of skill involved in a job, the size of the workers income, and the scale of the enterprise for which they work. This was boiled down into ve major segments, with monthly salaries ranging from less than Rs. 3,000 (US $64) to Rs. 25,000 (US $532). In addition to monthly income, job seeker segments have been distinguished in terms of the work type, business size, hiring routes, level of education, languages spoken, mobile phone penetration and Internet literacy of the people they encompass. The lines between each job seeker segment are not hard and fast. Rather, it is important to see these groupings as exible guides that allow for some overlap of income, education level, and skills between neighboring segments.

WHO WILL BENEFIT IT AND HOW?

PERSONAS
Each job seeker segment in this guide is also accompanied by one or more persona proles. While each personas story resembles that of a real person, no persona is based entirely on a single, existing individual. Rather, they are amalgamations of various lived experiences in this market, intended to represent the lifestyles and hiring avenues of whole segments of the unorganized working sector.

PERSONAS

SEGMENT A : THE UNCONNECTED POOR

Work done by this segment is often temporary, seasonal, or on a one-time basis. People in this segment have limited access to information about job opportunities and rely primarily on word mouth between friends and family. These job seekers would be happy to have their names and contact information in circulation among potential employers or employment agents. Because of limited access to education, many are illiterate or have limited reading skills. Even completely illiterate people in this segment have full number recognition and therefore have the ability to dial numbers and know their own numbers. Income range: < Rs. 3,000 (US $64)/month No. of households represented: ~ 5,000,000 Percentage of Indias non-agricultural Workforce represented: 5% Nature of work: Irregular jobs that do not require highlevel training or possession of own equipment Industries: unskilled manual labor, migrant labor, unskilled carrying/mixing on construction sites, helper at a factory, small-scale street vending, coal ironer, delivery helper, unskilled masseuse/manicurist, garland weaver Size of business: small, self-employed How they get jobs: word of mouth village agents mobile calls between villagers and recent emigrants to urban areas paper postings on job boards outside of factories education: none, or early discontinuation due to nancial needs Literacy: some literacy, in regional languages only Mobile/PC Usage: At least one phone per family of 6. Some numbers are stored in phone. Often children program numbers into phones for illiterate parents. Instead of saving contacts as names, people sometimes save them as numbers (for instance a construction worker has stored her brothers name as 555). Use phones to leave missed calls for friends, works as free paging system. Pre-pay Rs.100 (US $2)/month. No one in this segment has regular access to the Internet or the Babajob website.

PERSONAS

SEGMENT A : THE UNCONNECTED POOR

Babajob Value Proposition Given low literacy, job services be achieved through self-service models such as locallanguage enabled call centers or automated voice systems to hear and apply to jobs or mentors aka more advanced users that aid a job seeker in searching for a job (likely for a fee). This segments family and community information-sharing networks will be natural promoting tools for an aordable, easy to use voice systems or mobile applications/website features that enable mentors in this segment to aid their friends and family in job searches. If viable, babajob should provide walk-in registration services through partners. Recommendations for outreach Mass mobile marketing campaigns to drive voice usage. Establish relationships with village agents and contractors who bring rural day laborers into city for temporary jobs. Establish relationships with local NGOs who work with low-income communities to act as mentors. Tap into international network of womens groups like Mahila Panchayat/ Nari Adalats must be provided in local languages and over voice. This can

PERSONAS

SEGMENT A : THE UNCONNECTED POOR

GAURAMMA Female Doesnt know her age (approx 33 years old) Migrant construction worker, agricultural worker Languages: Kannada, Tamil Heard about job: Through neighbors who had already migrated to Bangalore Location: Ulsoor, Bangalore Rs.110/day (US $2.30) Gaurama left her village in Gulbarga, Karnataka 4 months ago and came to Bangalore with her family and her sisters family to work on a construction site. They came when a neighbor who had recently migrated to Bangalore called Gauramas husband to tell him that a new apartment building was being constructed and needed extra laborers. The 14-member family came by train, bringing only their clothing and cooking vessels. They are currently squatting on the foundation of the site they are working on. At night, they roll out two blankets and sleep on the ground. They have a calendar pinned on a wall at the site. No one can read the words on the calendar, but they can recognize the numbers and keep track of the date. Gaurama doesnt feel that she or her family is in danger living on the site. What I can do, no? Only we want to live. We have to do hard work, otherwise we are happy. During the day, Gaurama and her sister mix and carry materials on the site. They earn Rs.110/ day (US $2.30). Her husband and son are lifters and earn slightly higher wages (Rs. 150 or US $ 3.20/day) because contractors consider mens work more intensive. The younger children in the family spend their time playing in and around the site. They do not go to school, Gaurama says, because they are here for only a short time and dont know anything about Bangalore schools. Gaurama does not have any particular dreams for her children. She says Nothing is there in my head. Only they should be happy. She plans to go back to her agricultural work and her small plot of land in Gulbarga once the construction of this building is complete. If the rain doesnt come and farming is too dicult, she says, she will come back to Bangalore to do more construction work later in the year. If she needs to, she will she look for work opportunities among her network of friends

PERSONAS

SEGMENT A : THE UNCONNECTED POOR

and relatives working in Bangalore. Those friends and relatives provide links to village agents and informal contractors who source labor to larger construction contractors. Mobile Usage The family shares one mobile phone. They call other family members back in Gulbarga. They do not use SMS. She is not interested in getting job alerts through SMS because she cannot read, nor can most of her friends and family members. She would benet much more from a voice service that could oer her information about job opportunities. She recognizes numbers and could therefore interact with an automated voice service that used numerical responses. Still, the only kinds of urban jobs she would be able to accept would need to oer a place for her and her family to squat/stay while working.

PERSONAS

SEGMENT B : THE CONNECTED LOWER-MIDDLE CLASS

Though workers in this segment have relatively stable security guard, small shop cashier, helper at a tailor, young trainees at up-scale retail chains or hotels, salon girls Size of business: small, self-employed, male- or femaleheaded household How they get jobs: family and neighborhood word of mouth employers social networks workers social network within housing development or apartment complex mom & pop stang agencies international stang agencies in the case of security guards education: early discontinuation due to nancial needsoccasionally up to SSLC (10th grade) According to NCEUS (p17.) Women workers in the unorganized sector have even higher mean years of schooling, 9.6 compared to 8.8 for men. This probably reects the gender bias in womens entry into the organized sector so that even with higher levels of schooling, they are in regular jobs as unorganized workers. (p.19) NCEUS also found that upper caste Hindus have the highest average level of schooling (6.5 years) (p.19)Scheduled Tribesor certain groups of indigenous work schedules and a reliable source of monthly income, they use their family and neighborhood networks to keep tabs on better job options. Employed people in this segment frequently act as agentsfor their friends and family members, connecting people in their employers social networks to job seekers in their own social networks. For example, domestic workers, street vendors, and watchmen in a particular housing complex or residential area are highly aware of other people who are working near them, of other people who are seeking jobs near them, and of employers near them who are looking to hire someone. No. of households represented: ~ 45,000,000 Percentage of Indias non-agricultural Workforce represented: 45% Income range: Rs. 3,000 (US $65) Rs. 6,500 (US $142)/month Nature of work: Low skilled labor, regular employment Industries: oce peon, domestic work, factory housekeeping, in-home childcare, cook, driver, gardener, garment worker, product inspector at a factory, building watchman,

PERSONAS

SEGMENT B : THE CONNECTED LOWER-MIDDLE CLASS

groups were found to have lowest average level of schooling (3.8 years) Literacy: Assume literacy in regional languages, some Hindi, some English (Security Guards around the country are often sourced from Northern India and will speak Assamese, Oria, or Bengali) Mobile/PC Usage: Many people in this segment have their own mobile phones. Some phones are shared with family members. Some have phones and minutes provided by employers. All people in this segment have 100% number recognition. Some numbers are stored in phone. Often children or employers program numbers into phones for the illiterate. Use phones to leave missed calls for friends, works as free paging system. If they are on the higher end of education spectrum, they do send SMSs. They stay up to date on mobile service provider deals, especially for national calling because many have relocated for work and maintain long distance contact with parents, spouses, and children. Pre-pay Rs.100 (US $2)/month. No one in this segment has regular access to the Internet or the Babajob website. Babajob Value Proposition: Given this segments basic local-language literacy and limited English literacy, automated voice systems, mentors and now SMS become viable means to connect users with jobs. Given this segments limited transportation options (they generally take the bus or at least take a shooter) and family roots, nding nearby jobs is particularly important. As compared to the Unconnected Poor, this segment has deeper family and community information-sharing networks which we should leverage to enable mentors to sign up others. recommendations for outreach: Mass marketing campaigns to drive SMS + voice usage and encourage folks to help their friends and family nd better work. Encourage cell phone minute resellers to sign-up their customers for job services. Since children of the unconnected poor are more tech savvy than their folks, perhaps tap local schools and reach out to children of potential Babajob job seekers. Post ads on factory bulletin boards.

PERSONAS

SEGMENT B : THE CONNECTED LOWER-MIDDLE CLASS

SAROJA Female Maid for three families in one apartment complex 30 years old Total Income: Rs. 4,500 (US $96)/month Languages: Kannada, Tamil, some Telegu, some Hindi Education: had to drop out of school when she was 10 and take care of her brothers. Cannot read in any languages. Marital Status: married at 15 and now has two kids: a son who is 12 and a daughter who is 10. Heard about job: Through family Employment History: Saroja lives with her family in a one-room at in Anapalliya, Bangalore. After marriage, she initially learned tailoring, but then became a maid because it was more lucrative. She is currently employed by three dierent households in a Richmond Town apartment building: the Das family, the Khan family, and the Singh family. Three years ago, Sarojas brother Suresh was hired to be a driver for the Das family. When the Das family was looking for a maid and childcare assistant, Suresh suggested they interview Saroja. Saroja was hired and began coming to the apartment building daily. In subsequent years, the Khans and the Singhs moved into the apartment building. The Singh family asked their neighbors, the Das family, for a recommendation and they suggested Saroja. The Khan family asked the watchman for a maid recommendation. The watchman, having seen Saroja around the building, sent her to the Khans. This operational model highlights the importance of the Intermediary Agentin various hiring/getting-hired processes of domestic labor. The chain of command ows from the Employer to the Intermediary to the Job seeker. In these common scenarios, the Maid Job Seekers role in getting hired is primarily a passive one. However, now that she is employed by several families and has established connections in this apartment building, she is in a position to become a more active intermediary to help other people in the area nd work. A day in the life: Saroja normally wakes up at 6 a.m. to collect water for her house. She cooks breakfast, sends her kids to school, works until the evening, comes home to cook dinner for her kids and husband, and gets to sleep around midnight.

PERSONAS

SEGMENT B : THE CONNECTED LOWER-MIDDLE CLASS

Saroja wants her kids to grow up and become engineers. She sends them both to an English school that costs a total of Rs. 700 (US $15)/month, just over 15% of her monthly income. Her husband has been out of work for six years. He was previously employed as a sweeper in a factory. Now she says, he is only boozing.Saroja now supports her entire immediate family on her own salary. She says that she and her husband ght because he makes many demands of her, like mutton for dinner every night.Saroja says she cries frequently because of their ghts and feels that she is alone in this situation. She says she would like more work, but does not appear to be actively looking for any new jobs. When asked how she would go about getting more work, she said she would talk to her friends and neighbors or ask the watchman. Her older brother is a driver. Her younger brother is an auto driver who also works as a courier. They live close by to Saroja. Mobile Usage: Her employer gave her a mobile phone last year. She does not use it to make calls or send SMS. She has 6 numbers stored, which were programmed in by her children and her employers. She has her own number memorized. She only receives calls from her employers about her work schedule. She says she does occasionally let her friends who dont have phones use the phone to make or receive a phone call. Her employer maintains the phones Rs.100 (US $2) balance.

PERSONAS

SEGMENT C : THE MID-INCOME ASPIRERS

Compared to Segment B, workers in this segment have, on average, higher education and a better grasp of English, which lends them to having higher job security and mobility within their trade. Hard-working oce clerks can move up to more involved and challenging duties in their place of work, construction contractors can organize more workers and grow their income, retail sta can move up to management positions at their restaurants or stores, drivers who speak English can track job demand among a high-paying pool of employers and often raise their rates as they gain experience. Even if a job seeker is currently employed he/she remains a job seeker, open to the idea of a better-paying, better-located, B, people in this segment can aord to be slightly pickier about the location and convenience of their job. Income range: Rs. 6,500 Rs. 12,000/month (US$ 140-250) no. of households represented: ~ 22,000,000 Percentage of Indias non-agricultural Workforce represented: 22% Nature of work: Most of the employed workers in this segment have stable work schedules and a reliable source of monthly income Industries: experienced drivers and domestic workers who speak English, driver for a travel agency, oce clerk/data entry, call-center for small to medium-sized company, contractor or manager in construction or manufacturing, small-scale retail management, in-home nurse Size of business: employed by small- to medium-sized business or agency How they get jobs: family and neighborhood word of mouth workers social network within housing development or apartment complex mom & pop stang agencies newspaper classieds discontinuation due to nancial needs. Literacy: Assume literacy in regional languages, Hindi, and English Mobile/PC Usage: Most have their own phones with 50+ contacts saved. Use phones to leave missed calls for friends, works as free paging system. Sometimes send SMSs. They stay up to date on mobile service provider deals, especially for national calling because many have relocated for work and

more inspiring, or more convenient job. Compared to Segment education: frequently up to SSLC (10th grade). possible early

PERSONAS

SEGMENT C : THE MID-INCOME ASPIRERS

maintain long distance contact with parents, spouses, and children. Pre- pay Rs.100-150 (US $2-3)/month. Only some people in this segment have regular access to the Internet or the Babajob website. Babajob Value Proposition: Freshers and young job seekers in this category seem more particular about the salary a potential job can oer than the type of work it requires. They would benet from a mobile search tool where they could search job postings by salary, education requirements, and location. Most people in this segment have their own mobile phones and are comfortable sending and receiving SMSs. This segments family and community information-sharing networks would also be natural promoting tools for an aordable, easy to use text-based job alert system. Regional languages would be helpful but are not a must for IVR and text. Recommendations for outreach: Mobile mass marketing driving SMS/UssD usage. Connect with mom & pop stang agencies as well as travel agencies who hire. Advertise in regional newspapers or on television.

PERSONAS

SEGMENT C : THE MID-INCOME ASPIRERS

Prabhu Driver Male 36 years old Rs. 9,000/month (US $ 190) Marital Status: Married, 2 children Languages: Kannada, Tamil, Hindi, and English Monday through Saturday, Prabhu and his wife wake up at 6 am, cook breakfast, and leave their home in Kolar Gold Field to board the local train to the Bangalore suburb of Whiteeld. For the past six months Prabhu has been working for the Shahs, an NRI family living in an upscale Whiteeld gated community. Prabhus wife is a maid for two other families in a gated community nearby. Prabhu had spent the previous three years working for a German family living in the same complex as his current employer, but was released when that family relocated to Hyderabad. When they left town, Prabhu went back to work as a driver for a travel agency in Whiteeld, where he had previously spent many years working. After three months, he got a call from another driver who was working in the gated community, telling him of a job opening. After an interview with the Shahs, he was hired. The Shahs had found Prabhu through their neighbor, Mrs. Chandru. Mrs. Chandru remembered that the German family who had just moved out of the complex had recently released a driver who was friends with their own driver. The chain of command went from the Shahs, to Mrs. Chandru, to Mrs. Chandrus driver, to Prabhu. Prabhu is earning a slightly lower wage than he was with his former German employer, but he is happy to have a salaried job and not have to split his earnings with a travel agency. Prabhu is no longer working for the travel agency, but he maintains a close relationship with the other drivers working there. When the Shahs have guests in town who need drivers for a week or for a days errand, Prabhu acts as an intermediary for the travel agency, sourcing clients for them. He calls the agency drivers directly and arranges the pick up for his employers friends. The drivers have to share a cut of their earnings with the agency (for use of the car) but they share nothing with Prabhu. Prabhu is aware that there is no imme-

PERSONAS

SEGMENT C : THE MID-INCOME ASPIRERS

diate nancial incentive for him to do this; he says he does it on good will, because of friends, only. (There is an assumption on his part that when his situation changes again, he can be dependent on their good will.) Mobile Usage Prabhu and his wife both have mobile phones with Airtel plans and talk to each other or SMS each other constantly throughout the day. In his down time, he will call her and tell her where he is or where he has driven to. In her down time, she will call him and ask if he has eaten and what time he will be coming home. If they can arrange it, they will ride the evening train back to KGF together. Many nights, however, Prabhu is kept late and has to take a bus and walk part way home instead.

PERSONAS

SEGMENT D : THE STRIVERS

Compared to Segment C, workers in this segment are better educated, have more formal vocational training and are therefore more attractive hires for large-scale, up-scale establishments. Employed people in this segment say they like working for a big company because the work is stable and there is mobility within the company. Even more so than those in Segment C, workers in this segment can aord to be picky about the location and convenience of their job. Income range: Rs. 7,000 Rs. 15,000/month (US $150-320) (High degree of mobility within this income range. Motivated freshers can start at a retail chain and move to higher paying management positions) no. of households represented: ~30,000,000 Percentage of Indias non-agricultural Workforce represented: 30% nature of work: skilled work for a medium-large scale employers i.e. retail food/hospitality chains, garment and auto manufacturers Industries: factory machinist, stewards/kitchen sta/hospitality at 5-Star hotel, oor jobs at large retail chain, oor jobs at chain restaurant or up-scale grocery, receptionist at medium- sized company, accountant at medium-sized company How they get jobs: Friend or family member will refer them to a large placement agency or training institution in a particular industry Social workers, religious ocials, or community organizers and mentors working in specic neighborhoods will refer young people to training programs in particular industries Will come across newspaper ads for ITIs that train and guarantee job placement education: SSLC (10th grade) or 2nd PUC (12th grade) completed, sometimes Bachelors in Engineering, Commerce, Business Management Literacy: Regional languages, Hindi, English Mobile/PC Usage: Have their own phones and regularly call and SMS family and friends. Stay up to date on mobile service provider deals. Pre-pay Rs. 150200 (US $3-4). Some people in this segment do have regular access to the Internet and the Babajob website. Babajob Value Proposition: Job seekers in this segment most highly value jobs with the potential to oer a higher salary, but other elements such as location and status orbrand value of a particular employer also matter. They would benet from a mobile search tool where they could search job

PERSONAS

SEGMENT D : THE STRIVERS

postings by salary, education requirements, and location. Even though they have a wider range of sources for job information than Segment C, people in this segment still use their family and neighborhood networks to keep tabs on better options within their trade. For example, a 24-year old woman with her BBM, who works as a supervisor at a large-scale grocery chain, originally found out about the job opening from a friend who was employed by the same chain. Most people in this segment have their own mobile phones and are comfortable sending and receiving SMSs. This segments family and community information-sharing networks would also be natural promoting tools for a textbased job alert system. Regional languages are not a must for IVR and text. Recommendations for outreach: Mass marketing campaigns that drive mobile application and website usage. Connect with training institutions (who routinely target this customer segment with the promise of better jobs) Advertise in national and regional newspapers or on television

PERSONAS

SEGMENT D : THE STRIVERS

Munni Supervisor at Food World Grocery Store Female 24 years old Rs. 6,000/month (~US $130) Place of Residence: Wilson Garden Marital Status: Single Languages: Kannada, Hindi, and English Heard about job: Through a friend Education: BBM Employment History: Munni has a degree in Business Management and has worked at Food World on and o for the past 3 years. She just earned her current position as a supervisor in a store close to her home in Wilson Garden. She began working part-time at this large grocery chain while she was still in school. It was just after 10th Standard. One friend named Gupta was working here and he told me there was an opening for a part-time job.Munni visited the Food World head oce on Bannerghatta Road, sat for an interview, and was given a job as a cashier. While nishing her degree, she worked part-time, 6 hours a week, earning Rs.1,500/month (US $32). She now works full-time for 4 times that original salary. She has also worked at smaller retail stores for short periods, but says she prefers working for a big company In August, she saw an ad in the Times of India for a nance training course at the Indian Institute of Job Training (IIJT). like Food World because the job is stable and there is mobility within the company. She is, however, still looking for other work.

PERSONAS

SEGMENT D : THE STRIVERS

She spent Rs. 25,000 (US $532) to enroll in the course, an investment of more than 4 months salary. When she nishes the course, IIJT will guarantee her job placement in the nancial sector. At that time, she says she will leave Food World and expects to earn what she says is the going rate for freshers in nance, Rs.12,000 (US $255) to Rs.15,000 (US $320)/month. She also aspires to work abroad at some point in her life and follow in the footsteps of her uncle, who moved to Australia to work in management. Munni says she is focused on her career and is not interested in getting married right now. She lives with her parents, her mother is a housewife and her father works in the hotel industry. She passes her time reading books, listening to music, and going to the movies with her friends. She has a mobile phone with a Reliance plan, which she uses to receive calls from friends. She says she hardly sends SMSs and usually only keeps Rs.30 (US 60) on her phone at a time. For that reason, she wouldnt be interested in paying Rs.1/day for a service that would send her job alerts on her phone. She doesnt have a computer in her house, but surfs the web on a cousins computer.

PERSONAS

SEGMENT E : THE GLOBALS

The workers in this segment are young, relatively high earning, and have access to and interest in new gadgets and new forms of social networking. Like all other segments in this study, they still rely heavily on their family and neighborhood networks to nd out about career opportunities. But their social networks are becoming increasingly mediated by mobile phones and web applications. Freshers use job search websites to search for work and regularly forward job leads to batchmates or relatives who are looking for work in their same sector. Even if they are currently employed, they continue to look for better paying work in their desired industry. Many are willing to relocate to dierent cities for work. At the higher earning end, some are also potential employers on Babajob.com. Young IT or BPO professionals are often new to a city and looking for part-time maids and cooks. Income range: Rs. 12,000 to 25,000/month (US $255-530) no. of households represented: ~12,000,000 Percentage of Indias non-agricultural Workforce represented: 12% nature of work: Degree-level work for mediumto large-scale companies Industries: BPO/sales for large, multinational corporations, IT, programming, high-level retail or hospitality management positions, marketing for medium to large-scale companies, general oce management. How they get jobs: For freshers, degree programs provide mentors and social links to potential employers Read newspaper want ads Use web resources like Yahoo! India Job Search, Naukri.com, Monster India, Times Jobs education: Bachelors in Business Management, International Business, Information Technology, and Engineering Literacy: Regional languages, uency in Hindi and English Mobile/PC Usage: High mobile and Internet literacy. Have high-end phones/ smart phones, regularly text and call family and friends, download music and apps regularly. Monthly post- pay Rs. 500 (US $10). Do have access to the Internet, though not necessarily at home, meaning that many sites like babajob.com, may be blocked from work based computers. Babajob Value Proposition: As job seekers, they would benet from a job search tool they could access through both computer and phone. Such a tool should let them easily search job

PERSONAS

SEGMENT E : THE GLOBALS

postings by industry, education requirements, salary and location. It should enable them to contact an employer directly or forward alerts to friends (perhaps with a personalized message attached). Given work-related computer restrictions, many users here would benet from a web experience they can post a rich prole (often completed once at an Internet caf) AND a rich mobile experience where they can search, get notied of and apply to relevant jobs. In their dual role as employers, some informants in this segment have suggested discomfort with the idea of their help using the same job search tool as them. (A denite class Babajob should take into consideration in its branding to Indian consumers outside the unorganized sector) recommendations for outreach: Mobile and PC online advertising, including social networking sites.

PERSONAS

SEGMENT E : THE GLOBALS

SUDEEP Male BPO/Sales 25 years old Rs. 25,000/month (US $530) Marital Status: Single Education: Bachelors, IT Languages: English, Hindi, and Punjabi Household Employees: 1 Maid who comes a few times a week Sudeep lives alone in his 1 BHK apartment in Ulsoor. He grew up in Delhi and moved to Bangalore in 2007 when he got rst job at Convergys, a BPO center that manages businesses for international Fortune-500 companies. Reading a Delhi newspaper, he had come across a Convergys ad looking for IT freshers to work in Microsoft technical support. He applied and interviewed over the phone and landed a job in Bangalore. His starting salary was Rs.14,000/month (US $300). He says he moved to Bangalore without hesitation. Several of his school friends had already been living here and working in the IT sector. His mother had also recently relocated to Bangalore. She is a widow and a live-in childcare assistant for a wealthy NRI family (two entrepreneurs who left the California Bay Area and returned to Bangalore to start companies in the technology sector). Sudeep rented a at close to the center of the city and immediately established a social network of recently relocated friends and family. His work shift began at 7pm and ended around 4 am. He kept his Convergys job for two months but continued to look for better paying work on the Internet, using sites like the Yahoo! India Job Search and Naukri.com. When he saw a posting from AAyuja, Inc, for a sales representative in Bangalore, he applied. AAyuja is a sales acceleration company that works with clients ranging from Startups to $50m companies. Sudeep met with an AAyuja HR rep, interviewed, and was oered Rs.25,000 (US $530)/month to head a team that sells enterprise software to international business houses. He has been at this job for more than two years now and recently got a raise. He is about to put a down payment on a 3BHK in Marathahalli. He is not presently looking for more work, but he does not envision himself at AAyuja forever. In the next 10 years, he says, he hopes to be running his own company in the Bay Area, or at least working in one. His mother is helping him with the down payment and would like him to get married soon.

PERSONAS

SEGMENT E : THE GLOBALS

Mobile Usage Sudeep has a Nokia smartphone, which he uses constantly throughout the day to call and text friends and co-workers. He has a pre-paid Vodaphone card.

PRINT COLLATERALS

PRINT COLLATERALS

THE INFO CARD

In most cases, when a piece of informaion is disbursed to the masses, it is discarded in almost a minute of being procured and the problem begins when you want to make use of the information again. The problem that we were trying to solve was very similar and in a way, a little tough because the general literacy and awareness levels of this section are low and convincing them to retain a piece of information, specially something that has no real utility after being read, is very tough. The specic problem was to help understand job seekers how babajob can help them nd jobs and make them keep this piece of information. So we came up with this solution. The solution is simple. This card helps the job seekers use it in 3 ways: Reading and understanding how babajob works for them. Using this as a debit card/pan card holder. Using it as a calendar.

PRINT COLLATERALS

THE AGENT INFORMATION BOOKLET

The agent handout helps agents help job seekers, better. It is an information guide telling them about: What babajob is How it will benet them and the job seekers How to convince and help the job seekers into registering with babajob.com Typical types of job seekers which they will encounter (personas of job seekers) Clear instructions on how the registration is done and the complete illustrated procedure

PRINT COLLATERALS

THE JOB SEEKER INFORMATION BOOKLET

The job seeker handout helps job seekers understand information guide telling them about: What babajob is How it will benet them. How to register with babajob.com as a candidate and start receiving job alerts Going a step further than the general instructions and information, it even tells the job seekers on how to communicate with the job seekers. registrations and behavior of the system, better. It is an

PRINT COLLATERALS

THE POSTER
The poster is a quick introduction of babajob to anybody and so it underwent a lot of iterations, because of constant feedback and observations from the user-base (job seekers) side and has evolved to be a piece of material that does 3 primary tasks: It catches the job seekers attention by telling them that better jobs are now easy to get. alongwith a clear estimate of what kind of salaries they can expect. It also tells them the fact that giving a missed call to a certain number can help them get registered for jobs. The missed call functionality also takes care of the concern that the seekers will be spending money on calling babajobs oce or on messaging, which might even not yield results.

PRINT COLLATERALS

THE CARTOON
The cartoon was published in 3 versions, English, Hindi and Kannada and circulated in cities in the north and in Karnataka. The aim was to tell the people that they have better jobs waiting for them, not very far away and available just an SMS away!

PRINT COLLATERALS

THE DANGLERS
The danglers are a supplement to the agent and job seeker handouts. These stick outside stores and attract the attention of job seekers.

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Dhanalaxmi Iyer
Female, 36 yrs | Cook in Yeshwantpur Will change for Rs 2500/month I am Dhanalaxmi looking for a similar job. I am 26, reliable and trustworty. Please call me for a talk. I know Tamil, Kannada, Hindi.... more Last active 1 day ago

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Netra Shri

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I know Sweeping, Mopping and Dusting. I can do all House Hold Works. I know Tamil, Telugu and Kannada Last active 1 day ago

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Male, 37 yrs | Cook in Yeshwantpur Will change for Rs 2500/month

Instant Phone Access Contact 30 candidates of your choice + see their phone/email Premium Ads Your job will be listed at the top of our search results Police + Address Verification Ensure that your potential hire has a clean police record and their address is up-to-date. Employee Health Insurance Babajob has researched a variety of plans.

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I know Sweeping, Mopping and Dusting very well. I can do baby care like feeding and bathing. I know Tamil, Kannada and Hindi. Last active 1 day ago

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Subbalaxmi

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Female, 41 yrs | Cook in Yeshwantpur Will change for Rs 2500/month

FOR ORGANIZATIONS

I have experience of hotel industry for last eight years and I have completed my Diploma in Hotel Management and Catering Technology in 2002 fr ... more AGE @ ba b ajo b Q U E S TIO N S ? S U GGE S TIO N S ? BU GS ? 22 years to 36 years Last active 1 day ago

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B E C O M E A M E N T O R ! help someone get a job.

Before the UI that exists on the web now, we went through one more iteration and conducted a user testing on it, through paper prototypes and also on the live UI on the web. There were a lot of humbling insights, which have been documented and presented as is, in the form of reactions by the users and our own observations.
LA T E S T B U ZZ E X TRA C ARE E RS @babajo b Q UESTI O NS? SUGGESTI O NS? BUGS?

Want to help job seekers around your area? Have job seekers in your area who you think you can help nd jobs. Find out how.

Babajob wins at the International Development Marketplace! Learn more

About Us Contact Us The Team Team Blog Babajob for Agencies Babajob for Mentors babajob

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Ever heard of the carbon footprint? You probably have, but how about the #poverty footprint? Coke measuring it! http://ow.ly/4yq02
2 hours ago

Mail us at support@babajob.com or call +91 80 4262 2777 We're a Social Enterprise in Bangalore, India helping the informal sector find better jobs using mobile technology.

Would the year 2011 be the turning point for world poverty? China to raise national poverty lines http://ow.ly/4ypJo
20 hours ago

Micro-credit dead and gone? http://ow.ly/4ypEb #MF

1 day ago

better jobs for everyone

ON THE WEB

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ON THE WEB

ON THE WEB

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NAME

We need some more information to contact you Housemaid

IN

Bangalore Bangalore
MY CONTACT DETAILS Email / Mobile No.

AREA (PIN CODE)

Bangalore
DESCRIPTION Timings, Eating Habits etc

Post your job

completely free!

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and SMS them.

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from candidates

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raj.kanna@gm

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Im a job seeker. How does it work for me?

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Add more details

SALARY OFFERED in Rupees

per month

The Landing page of babajob follows one basic assumption: That the primary user is the employer, wholl be looking for job seekers in various categories. The landing page welcomes the employer telling him the steps on how babajob works, both online and oine to help them nd the best candidates.

As a rst step, the employer enters his requirement, the city hes located in and his contact details. He can also add more than one contact details (email/phone) to facilitate better communication. In the next step, the employer enters

Post my job

< Back

The second step in entering the details for posting a job

more information like his name and a little more elaborate description of what he requires and the salary etc.

ON THE WEB

GETTING STARTED
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Information on Housemaids in Bangalore

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FIND ME A

1,324 3,375

Matching job seekers on babajob.com

Housemaid
IN

Average salary of a maid in Bangalore

Bangalore Bangalore
MY CONTACT DETAILS Email / Mobile No.

Average salary offered by employers to Maids

4,700

raj.kanna@gm

Offer this salary

Share my mobile number with job seekers Your information is safe with us!

Next

In between the employer entering his details and posting his job, there is a special feature of suggestions that aids the employer with useful information on availability of job seekers in the category that hes looking for job seekers in and also suggestions on what kind of a salary to be oering to them.

The employer can choose to oer, also, the average salary oered by most employers for that category (pre-lled).

ON THE WEB

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CATEGORIES Housemaid Cook Baby-sitter

SALARY RANGE Rs 3,000 to Rs 7,500

Housemaids in Bangalore
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Dhanalaxmi Iyer
Female, 36 yrs | Cook in Yeshwantpur Will change for Rs 2500/month I am Dhanalaxmi looking for a similar job. I am 26, reliable and trustworty. Please call me for a talk. I know Tamil, Kannada, Hindi.... more Last active 1 day ago

Short-listed candidates for

Gardener

EXPERIENCE 4 years to 13 years

0 years

22 years

Dhanalaxmi Iyer
Female, 36 yrs

SALARY RANGE Rs 3,000 to Rs 7,500

Varalakshmi Thyagarajan
Female, 36 yrs | Cook in Yeshwantpur Will change for Rs 2500/month I Completed B.A. I have good experience in Baby Care like feeding and Bathing. I can do baby care also. I know English, Tamil, Kannada, Telugu.... more Last active 1 day ago

Varalakshmi Thyagarajan
Female, 36 yrs

TIMINGS

Part time - Mornings

Rs 2,000

Rs 10,000

Netra Shri

Female, 31 yrs

LANGUAGES SPOKEN Hindi Telegu Sanskrit

EXPERIENCE 4 years to 13 years

Netra Shri
22 years

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0 years

Female, 31 yrs | Cook in Yeshwantpur Will change for Rs 2500/month

see all

I know Sweeping, Mopping and Dusting. I can do all House Hold Works. I know Tamil, Telugu and Kannada

TIMINGS

Last active 1 day ago

Part time - Mornings

SMS them my job

GENDER

Doesnt matter

LANGUAGES SPOKEN Hindi

Babu Behera

Male, 37 yrs | Cook in Yeshwantpur Will change for Rs 2500/month

AGE

In theTelegu step, the results for the query are displayed, next
Sanskrit
Last active 1 day ago

I know Sweeping, Mopping and Dusting very well. I can do baby care like feeding and bathing. I know Tamil, Kannada and Hindi.

The Employers add candidates to a short-list to then send them a message of their job details.

22 years to 36 years

see all descriptively telling the user about their Gender, current

18 years

46 years

occupation and a description about themselves. A lter for GENDER this search also allows the user to narrow down his search
Female, 41 yrs | Cook in Yeshwantpur Will change for Rs 2500/month

Doesnt matter

Subbalaxmi

Show me candidates with atleast 1 reference(s)

(whats this?)

AGE based on years extra parameters like experience, timings prefer22 years to 36

I have experience of hotel industry for last eight years and I have completed my Diploma in Hotel Management and Catering Technology in 2002 fr ... more Last active 1 day ago

ence etc. Candidates can be selected and short-listed from this list, to be contacted later.
Show me candidates with atleast 1 reference(s)
(whats this?)

Only show candidates whove been active in the last 1 week

18 years

46 years

Show More

The lter bar allows an employer to narrow down his search

ON THE WEB

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Management Finance Engineer IT Pro Teacher
1 2 3 Select a job category Select a job you like Register and apply!

Nanny Nurse-maid

The other primary function that the website allows, is enable job seekers to look for jobs and this is facilitated by the Find Jobs tab. The messaging on this page clearly communicates o the job seeker the amount of jobs present as well as the cities in which these jobs are present.

The seeker can register with babajob, which will in turn enable him to start receiving job alerts or just click on a job category and start looking at available jobs and apply.

ON THE WEB

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Srimati Kumari
Looking for Driver jobs in and around Richmond Town, Bangalore

Short-listed candidates for

Gardener

About Me
24 years, Female from Bijapur. Speaks Hindi, Marathi, Kannada & Gujarati. See more I have completed My 10th standard now I am working in IBS as a driver for a period of 4 years my family consists of 4 members I am married. I have 2 childrens. Now I am looking for job in Bangalore.

Varalakshmi Thyagarajan
Female, 36 yrs

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Email / SMS Srimati Already hired him? Mobile no Show Email Show

Jobs applied for

Driver for Rs 8,000/month posted by Ankur Singh Driver for Rs 10,500/month posted by Vinay George

SMS them my job

Employment History
1

Position Driver Employer Shiv Kumar Job Category Job Category Salary 8,000 Rs/month Description I am working as a Driver with owner Shiv Kumar for 1 month

Position Driver Employer Taj Residency Job Category Job Category Salary 6,000 Rs/month Description I am working as a Driver with owner Shiv Kumar for 1 month

The prole page is an elaborate description of anybody on babajob, be it an employer or a candidate. Especially for candidates, where they have to describe their contact details, eating habits, preferences etc, the information is of use to employers.

CONCLUSION

Working on this project has been a real hunbling experience as this is a totally new domain to be explored. The project is still on and there are many minor tweaks that are happening every now and then. What I learnt from this project was immense, more so because it was a small team and all the onus for anything design was on me. There were a few limitations like time, money etc which made me adjust things, specially in the area of the print collaterals but that was a learning of its own. All in all, it was an awesome feeling to have contributed to the society in some way and I hope there will be a lot more projects of the same kind for me in the future, which will help me give back alongwith open new areas of learning for me.

NOTES