This presentation is based on SCPS model of Firstcry.com along with my finding and suggestions.

1. Effectiveness of E-Recruitment and
Selection at Firstcry.com
Submitted By:
Divyani Gupta
MBA 1

2. SECTOR ANALYSIS

3. RETAIL SECTOR
• The sector accounts for over 10% of the gross domestic product
(GDP) and contributes to 8% of the total employment.
GROWTH RATE IN INDIA
• India’s retail market is expected to nearly double to US$ 1.3
trillion by 2020, registering a Compound Annual Growth Rate
(CAGR) of 16.7 per cent,driven by income growth, urbanisation
and attitudinal shifts.
• India’s population is taking to online retail in a big way. The
online retail market is expected to grow from US$ 6 billion to
US$ 70 billion during FY15-FY20.

4. FirstCry.com
E-Tailing
Franchisee
stores

5. BABY CARE INDUSTRY
Baby care market in India has experienced growth over the
past few years due to changing
• consumer mindset
• increasing penetration of baby care products
• rise in disposable income level,
• superior product availability
• increasing awareness
have significantly revolutionized the baby care products
industry landscape.
GROWTH RATE - 13.66% CAGR

6. COMPANY ANALYSIS

7. FIRSTCRY.COM

8. IDEA GENERATION
Idea Generation
There was a huge demand-supply gap in the domestic market for
children-focused brands, including many international brands as
well.
As he began researching further, he figured that, the baby and kids
industry in India had an approximate turnover of about Rs.50,000 Cr
and 95% of these sales were offline.

9. Launched in 2010, FirstCry.com is Asia's largest online portal for
baby and kids products and offers a range of top brands for babies,
kids and moms.
FirstCry has an inventory of more than 70,000 items from over 700
top International and Indian brands like Mattel, Ben10, Pigeon,
Funskool, Hotwheels, Nuby, Farlin, Medela, Pampers, Disney,
Barbie, Gerber, Fisher Price, Mee Mee and more.
They had also launched its own private label called BabyHug
(apparel brand) and CuteWalk (footwear brand) which was adding
to about 20% of their revenues.
FirstCry.com

10. MISSION AND VISION
Mission
“Provide huge range of products at lowest prices
with a prompt customer service”
Vision
• Grow more than 100% every year.
• Scale up the offline store from 100 stores to 400 stores by 2017.
• Be the only Market Leaders for baby products market in India.
• Constant efforts to innovate, improve and value add to leverage Customer
Experience.

11. BUSINESS MODEL
FirstCry.com works on a hybrid business model. So, apart
from the online presence, FirstCry.com also has over 250+
franchisee stores across India.

12. FirstCry Story – the B2B business
• Franchisee’s appointed who afford to invest
• High Return on investment and faster payback

13. FirstCry Story – the B2H model
FirstCry runs a unique programme wherein the brand reaches over 70,000
unique parents each month by giving out a FirstCry Box.

14. COMPETITORS
• Lilliput
• Flipkart
• Snapdeal
• Amazon

15. PRODUCT ANALYSIS

16. PRODUCTS
Baby Clothes
Kids Clothes
Footwear
Toys, Books
Diapering
Feeding and nursing
Bath and skin
Health and safety
Gear and nursery
Mom’s and maternity

17. PROJECT DESCRIPTION

18. RECRUITMENT
Recruitment is the process of searching the candidates for
employment and stimulating them to apply for jobs in the organization
E-Recruitment is using the internet to recruit through corporate
websites, specialized websites or online advertisement

19. Methods used in the process of E-Recruitment
E-Recruitment can be done through:
1. The corporate website
2. Commercial job portals or job boards
3. Mass Mailing
4. Conducting Walk-ins

20. RECRUITMENT AND SELECTION PROCEDURE
AT FIRSTCRY

21. REQUISITION
JOB ANALYSIS
SOURCING
SCREENING OF RESUMES
INTERVIEW INVITATION/SCHEDULING
INTERVIEWS
WRITTEN EXAMINATION
INTERVIEW
REFERENCE CHECK
MAKE THE OFFER
DOCUMENTATION
OFFER LETTER

22. CHALLENGES IN E-RECRUITMENT
• Tier II & Tier III cities people don’t have enough access of
internet so it creates problem in recruiting from there.
• The next challenge is that the people who are active on job
portals they don’t read the JD’s before applying.
• Criteria of “ACTIVE”.
• For niche profiles may be you will not get enough resumes
for sourcing.
• While doing sourcing from E-Recruitment, one can’t be sure
about the verifiability of the resumes of candidates.

23. FINDINGS
• E-recruitment saves time.
• Conducting walk-ins for the profiles it takes less time to close the
profile.
• E-recruitment helps company to reach many candidates in fraction of
seconds.
• There is difference between line-ups and turn-ups.

24. RECOMMENDATIONS
• They should conduct the exit interview for the employees
who are leaving.
• They should use other portals as well.
• Organization must also perform recruitment through
campus hiring for the profiles which are often in demand.

25. CONCLUSIONS
• The internet and e-recruitment therefore face a very bright future.
• Companies in the future will see e-recruitment as their main business
tool; a tool with which they can control the job market.
• The paper era is rapidly coming to an end and electronics and
computers are going to take over many processes in the international
business world in particular.

26. Experience At Internship
• Learnt how to use Naukri portal.
• Learnt how to do sourcing.
• I had worked on profiles like Business Development Executive for
various location, Warehouse Executive, Data Entry Operator, Content
Writer, Social Media Executive.
• Coordinated Walkins for the profiles like .net, Android Developer and
iOS Developer.
• Successfully closed five position among which one profile was open
from last 8 months.

27. THANKYOU