This document summarizes a study of the recruitment and selection process at FirstCry.com, an online portal for baby and kids products in India. FirstCry uses a hybrid business model with both online and 300+ offline franchise stores. For recruitment, FirstCry searches online job sites, screens resumes, conducts interviews, makes job offers, and performs reference checks. The recruitment process faces challenges with low candidate turnout and turnover. Recommendations include increasing outreach, improving salaries, and dedicating more time from senior managers.

1. Study of Recruitment & Selection Process in
FirstCry.com
PRESENTED BY:
PRIYANKA MONDAL
DM16D28

2. Retail Sector
 Accounts for over 10% of the country’s (GDP) and around 8% of the employment
 India is the world’s fifth-largest global destination in the retail space
 India’s retail market is expected to nearly double to US$ 1 trillion by 2020 from US$ 600 billion in
2015
 Expected to grow to US$ 1.3 trillion by 2020, registering a (CAGR) of 16.7 per cent over 2015-20
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Source: ibef.org

3. E-commerce Sector
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Source: https://yourstory.com/2016/06/e-commerce-iamai-211005cr-2016-study/

4. Baby Products Market
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0
10
20
30
40
50
60
70
2011 2012 2017
44.7 47.7
66.8
BillionUSdollars

5. FirstCry.com
 Asia's Largest Online Portal for Baby and Kids Products
 Over 2 Lakh+ Baby and Kids items from 2 Thousand+ top International and Indian brands
 Not only online, they have their offline stores as well
 In-house brand- ‘BabyHug’
 Warehouses located in Pune, Delhi and Bangalore
 Success is largely due to obsession with providing customers a memorable online shopping
experience
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6. Products
 Diapers
 Baby food
 Infant accessories
 Gears
 Nursery furniture
 Clothes
 Footwear
 Toys
 School products
 Maternity products
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7. Mission & 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
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8. Business Process Flow
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9. Business Models
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10. B2B Model
 FirstCry.com works on a hybrid business model. So, apart from the online presence, it also
has over 300 franchise stores across India
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11. B2H Model
 FirstCry runs a unique programme wherein the brand reaches over 70,000 unique parents
each month by giving out a FirstCry Box
 The box contains the basic necessities like diaper, lotion, oil, etc. from leading global brands
like Mamy Poko and Libero
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12. B2D Model
Stockist Business
Stockist appointed who invest and stock
these products at their hub.
35 Stockist operational in different cities.
Distribution Business
Firstcry has launched in-house Private Label
in different categories- “Babyhug”
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13. FirstCry Culture
 Managers are ‘mentors & communicators’- not bosses
 Provide a sense of family & belonging
 Make work fun, motivate, keep people focused and attain clear targets
They believe and practice –
“ Hire the attitude, train the skill “
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14. HR Department
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Payroll & Grievances
Admin & Facility
Recruitment & EE
VP HR

15. Project Overview
 The internship was based into the study of
and various process associated with it.
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16. Key Highlights
 Search for candidates on search engine (Naukri.com)
 Optimum utilization of web/ reference, job posting, networking site, and sending bulk mail on
jobsite
 Screening and shortlisting resumes for required profile
 Communicating with shortlisted candidates through phone and evaluating their competence and
experience
 Explaining the process and procedures of interview
 Following up with prospective candidate until they complete all the rounds of interview
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17. Key Highlights(contd.)
 Follow up with candidates to get their documents
 Maintain healthy relation between company and candidate
 Follow negotiation process by negotiation of salary, roles and responsibilities, joining time etc.
 Prepared job description
 Did reference check of candidate
 Conduct walk-in drives
 Maintaining database of candidates, daily reports
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18. Preparing JD
 Job title
 Job location
 Experience
 Salary(optional)
 Skill set required
 Job roles and responsibilities
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Sample jd

19. Documents
 10th marksheet
 12th marksheet
 Graduation marksheet & higher degree(if any)
 Driving license
 PAN card
 UAN no
 Voter ID/ any address proof
 Passport (if available)
 Last 3 salary slips.
 Offer/ relieving letter.
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20. Reference Check
 Punctuality
 Behavior
 Target
 Team player
 Re-hire
 Current working relationship
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21. Employee Engagement
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22. Work Summary
Position Turn up Status
Acc mgr Kochi 4 selected
Acc mgr Pune 5 not selected
Purchase Exc. 15 selected
Operations Exc. 12 selected
HR Recruiter Pune 5 not selected
HR Mgr Blore 13 profiles shared 3 shortlisted, on hold
Graphic Designer 44 profiles shared 9 shortlisted, on hold
Photographer 7 profiles shared on hold
DevOps Engg. 7 2 shortlisted
Android Dev. 16 on hold
Ios Dev. 6 1 shortlisted
Moderator 5 not selected
MIS Exc. 5 not selected
CCE 6 selected
PHP Dev. 12 not selected
Acc mgr Solapur 7 profiles shared on hold
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23. Challenges
 Turn-up ratio is quite low
 Inappropriate candidates through job postings
 People not responding to the mails
 Candidates responded late to the walk-in drives
 Turnover rate was high
 Dissatisfied with salary
 Unavailability of the senior managers
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24. Recommendations & Solutions
 More number of calls to be made
 Employee retention programs
 More job portals should be used
 Review the salary according to the current market
 References from candidates & employees
 Senior managers should allocate certain time span
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25. Learnings
 Use of search engine
 Management Skills
 Time management
 Workload management
 Interpersonal skills
 How to pitch in for the job opening
 Negotiation of salary & DOJ
 Corporate behavior
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26. Thank You !
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