MeroJob.

com
Analysis of Emarketing strategy of job
portal site merojob.com in Nepal
Shreya Upadhya Dhungel Usha Budathoki
Budathoki

Table of Contents
Introduction.............................................................................3
Company Overview...........................................................................3
Objective.......................................................................................3

Research Methodology..................................................................4
Primary sources:..............................................................................4
Secondary sources:............................................................................4

Scenario Analysis........................................................................4
Current Scenario and Competitive analysis.................................................4
SWOT analysis................................................................................6
Business and Revenue Model.................................................................8

Marketing Strategy...................................................................... 9
Digital Platform..........................................................................9
Traditional and other Marketing.................................................12

Future Prospect, Challenges and Recommendation.................................12

Conclusion.............................................................................13
References.........................................................................14

Introduction

Company Overview
Back in the year 2002 AD a Human Resource recruit agency named RealSolution was
established .It was founded to act as a HR consulting firm and provide solutions related to
recruitment. In its infancy stage, the firm used to collect resume from people and them
interconnect with the companies . As application process was in printed form, there used
to be massive bundle of unsorted resume. This resulted in lack of data management due
to misplace of worthy candidate ,misuse of document, systematic analysis of each
document and difficulty in managing and shorting proper information . Due to these
challenges the director Mr Sailendra Raj Giri realized the importance of going digital and
in 2009 they started a job portal company called MeroJob.com .
With over five million unique visitors every month from all over Nepal and abroad,
meroJob.com has become an inevitable bridge between the hiring employers and the job
seekers. MeroJob.com has established itself as leading and growing job portals in Nepal.
It is covering almost every job in Nepalese job market with free job posting service to job
provider. RamroJob aims at providing detailed information to job seeker at free of cost.
meroJob also offers different Job Preparation Services that are beneficial to the
candidates to expose themselves in a professional manner with right working attitudes.
The main services provided by the company are :

Placement services
Outsourcing
HR consulting
Job posting service

Mission
To help companies of all sizes to hire the competent candidates for the given position and
offers the best opportunities for job seekers to get hired.

Research Methodology
The main objective of our research is to get insight about the e marketing strategy used
by online job portal company in Nepal. We choose merojob.com as our company because
of its growing popularity among youth in job hungry country like Nepal.
Primary sources:
We interviewed Marketing and communication manager of merojob.com Mr Rajan
Koirala We asked various open ended questions to know about company , its history
,challenges and overall strategy of company .
Secondary sources:
Our research is predominantly based on the primary resources however we did various
literature review and go through sources like news paper , facebook page ,magazine and
various online sites .

Scenario Analysis

Current Scenario and Competitive analysis

Merojob.com has been one of the leaders in the e-recruitment space in Nepal for more
than 5 years now. Still they are coming up with innovative ideas to serve the people in the
best way they can and remain a strong competitor for other job portals. It has launched
various program that could help in recruitment process .Its resume making service is used
by extensive people . It is done by the team of expert and various counseling is done
frequently to help its client for finding desirable job .
According to Rajan Koirala there are more then 30 job portal website . merojob.com
compares favourably with its direct competitors such as jobsnepal.com,ramrojob.com and
rollingjob.com, which provide more or less the same kind of products and services
targeting the same geographical segment. merojob.com is more successful than any other
in this category. It has a much more meaningful global traffic ranking than those
companies. This ranking is not limited to recruitment portals and is across all websites on
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the Internet. It is also more successful in terms of job placements, popularity as a website,
and standing in the market. Mr Koirala argues that these are the main competitors for
merojob.com

JobsNepal.com
Ramrojob.com
RollingJob.com
FroxJob.com
Rojgari.com
EJobNepal.com
GrowthJobsOnline

There was lack of enough information despite our research effort .So using alexia (a web
traffic analyzer ) we have evaluated the competitors being based on the web traffic and
Analysis 1: Based on Web traffic ranking
Website
Merojob.com
Ramrojob.com
JobsNepal.com
Rojgari.com
Rollingjob.com

Web traffic ranking

65th
139th
127th
225th
189th

Analysis 2 : Based on page View

jagire.com; 1794
jobsnepal.com; 27795

rollingjob.com; 1082
ramrojob.com; 9620
merojob.com; 89584

Fig: Daily page view of Nepalese job portal sites

Source: alexia.com(2016)

We can clearly see merojob.com is far ahead of its competitors in terms of web traffic
ranking. Other near competitors is not even ranked among top 100 but merojob.com is
ranked with 65th position. If we analyze the competitors being based on the daily page
view here also merojob.com is a clear winner with the occupancy of more then 70% .Its
daily page view is 89,584 and the second nearest jobsnepal.com has just 27795 view in a
day. So those revels that merojob has been standing in a strong position to its
competitors.

SWOT analysis
merojob.com was one of the first job portals to really achieve success in Nepal. And as it
goes in online marketing the first mover advantage is still strong with merojobcom and it
is still the number 1 job portal in Nepal by far. Here is the SWOT analysis of
merojob.com.
Strengths in the SWOT

merojob.com has the first mover advantage. It is still paying off till date with
merojob having the best brand recall in terms of job portals. When we have to
search for a job in the internet we recall merojob.com as our first priority
website .

The site design has received great acceptance and its user friendly with systematic
placement of job.

It has the experience of being in the market for more then a decade (though it
went digitally in 2009 but the recruitment was done since 2002 )

It has a large market share and It ranked as Nepals number one job site on all
parameters page view, reach, and traffic.

It has the advantage of a clear revenue model since its inception. While it has a
few services that are free to both job seekers and job providers, the recruiters pay
for the majority of their services.

It has a very committed team. This is clear from the visits made by them to
establish contact.

Weakness

Limited access for employees due to limited penetration of internet , as in Nepal

internet is still in infancy phase and use of internet is only limited to urban areas .
As it is growing recruitment agency its employees are growing with enlarged
department so the cost has also increased.

Opportunity

Loadsedding is decreasing and Internet users are increasing with penetration rate
of 44% till now. Approximately, 1.5 million urban are using the net and Internet
service providers are coming with low tariff and high speed internet .

To persuade more companies to utilize the portal by emphasizing lower

recruitment costs

To persuade more employees to post their resume on website and integrate more
closely with the HR department of various companies
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The scope of online recruitment is, therefore, increasing. Like any other online
recruitment company, it has the advantage of being a low cost medium of
recruitment.

Threat

Chances are that many more potential competitors may gain entry into the market.

Till now there are more then 30 registered online job portal sites in Nepal .
It is quite possible that any one of the players may also provide value-added
services to clients .

Business and Revenue Model

Mero job is completely an online job portal site with uniques digitalized service .So, its
important to understand its business model to get more insight abpout the revenue flow in
company and its marketing strategy.
merojob.com business model is divided into two parts:1) B2B .It provides end to end recruitment services to various corporate companies
starting from small to big giants. In merojob.com the companies have a choice among
250,000+ registered job seekers to choose the right candidate they are looking for . Other
services offered to the companies are like resume database excess, vacancy listing, email
marketing, SMS marketing, etc. Major part of the company revenue is generated
through this channel by living service tax to respective companies .
2) B2C-The Company offers various services like resume writing, profile enhancement,
recruiter reach and some premium jobs to the job seekers. The people can look up at
meroJob's 10,500+ partnering organizations for the right place to fit themselves for
free.merojob.com (2017)
According to Mr Koirala : monthly turnover of merojob.com is around 40 lakhs per
month and average recruitment is around 18000 per year . There are about 3 lakhs and 13
thousand job applicant registered till now .The prime source of revenue are from the
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companies like NGO/INGO, education sector

and other small business that needs

employees .Till now there are 15000 companies who coordinate with merojob.com

Marketing Strategy
The marketing head of merojob.com argues that as a marketing tool they have primarily
focused on the two aspects i.e. Branding and promotion . Mr Koirala believes that the
online job search is still growing and there is huge growth prospects for the company .
Taking into consideration about the need and importance of marketing they have
allocated separate department in year 2012 that looks after innovative marketing solution
for company . According to Mr. Rajan Koirala The company believes in cross channel
marketing to increase its visibility and reliability among the target audience. As it is not
possible to see the shore of the sea in the same way their target market is not having any
boundaries. So their marketing strategy is described as follows:

Digital Platform
Being the online site itself ,most of the marketing strategy of merojob.com is based on
digital marketing . Mr koirala argues that use of digital marketing makes it easy to reach
to target audience .In addition to that , the use of smartphone has increased dramatically
in recent year in Nepal so this also adds prospect of digital marketing .

Fig: The use of digital medium by merojob.com

1) Search Engine Marketing:It includes both organic marketing as well as inorganic. Organic means from where the
traffic is coming naturally that is Search Engine Optimization (SEO) while inorganic
means the traffic is coming from the paid form. About 20% of total traffic is coming from
Search engine marketing and SEO contributes about 96% of total searches while the rest
of the traffic to its website comes from a paid form of search engine
marketing.merojob.com has a good website and it made changes with time as indicated
earlier such as including job listings on the first page. It had a sales force to contact
business clients offline to get the job listings. It also tied up with other sites for traffic
increase. Merojob.com has tied up with onlinekhabar.com, arthiknews.com for publishing
banner of its brand in these sites .
2) Social Media Marketing:According to Facebook media ads the social networking site Facebook has around 5-6
million monthly active users in Nepal. Back in 2014 there were only 4.1 million

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Facebook users in Nepal. gurkhatech.com (2016). So the prospect of user is growing with
the increased internet accessibility in rural areas as well . In Nepal many youth are
attracted to the social media .So merojob has also made its presence in the social media
.Social Media marketing contributes about 1.25% of total traffic to its websites in which
Facebook contributes about 70 % of the traffic and rest 30% comes from Twitter,
LinkedIn, and YouTube etc. The density of users in social media are as follows

3) Email Marketing:Email marketing is one of the best ways to build the relationship with the prospect client
by sending them regular updates as per their need and in the case of merojob.com it
contributes about 5% of the total traffic to its website. Email marketing makes it an easy,
fast, and affordable way to send monthly newsletters, special offers, invitations, and
social posts that deliver message to the customer and clients easy and in minimum cost
Major part of the traffic is coming from Kathmandu, which contributes about 92% of the
total traffic while the rest of the traffic comes from Pokhara, Dharan and Biratnagar.

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Traditional and other Marketing

Merojob.com has also been using the traditional marketing but its comparatively low to
the digital marketing. Mr koirala believes that the usefulness of traditional media like
television and news paper cant be ignored in Nepal. Most of the Nepalese still prefer
Newspaper and television as the source of information these days . So owing to this fact
merojob.com has been using these sources to market its brand periodically. Besides other
platforms used by merojob.com are given below respectively.
i.
ii.
iii.
iv.
v.

Newspaper
Television
FM
Sponsorship
Banners

They also have been involved and participate in various college fest and seminars
conducted by many college to increase representative through various interaction,
sponsorship and training .

Future Prospect, Challenges and Recommendation

Nowadays people depend more on social sites for recruitment like that of LinkedIn and
Facebook which is major threat to these job portals. Merojob.com should be always be
ready to adopt to these changes . In Nepal we can see there is increase in the internet
users . Accroding to Kathmandu Post (2015) Now the internet penetration rate has
increased to 44% which is growing in a fast rate . The governments policy to make
510kbps internet as average speed by 2018 also seems to be an appealing opportunity for
various ecommerce site .
There are numerous challenges in this site like the scams linked to these portals should
be taken care. There are many a times when database hacking have been tried by asking
clients to give their mail ids or sending fraudulent mails and asking for passwords.
Keeping all those factors in mind the Job portals like merojob.com should start creating

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its own value and differentiation in order to compete with its distant competitors instead
of competing amongst others.
The key is to have fully satisfied job seekers in increasing numbers. More job seekers
will make it more attractive for recruiters. That is, strategies must be developed and
implemented to acquire and retain job seekers even after they have got jobs. So, job
seekers satisfaction becomes the key issue. Hence , More focus should be brought in to
the rural market as it is a huge market which is still very much untouched and can be
tapped as great opportunities lie in the rural markets too.

Conclusion
With the cut-throat competition in the sector, all sites have been striving hard to attract
the job-seekers and recruiters. They are coming up with different innovative ideas to
stand out from the crowd and prove to give exclusive services. They are also adopting
different marketing strategies to promote their site and convince their target to believe in
them. The major advantage of merojob.com

portals are that it provides numerous

facilities apart from recruitment possibilities and this should be marketed properly. So
merojob.com is always striving to act with the innovative solution and adopt marketing
strategy accordingly to compete with these dynamic environment of innovation.

References
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KathmanduPost, K. (2016). Over 11 million Nepalis have access to

Internet. Kathmandupost.ekantipur.com. Retrieved 11 January 2017,
from http://kathmandupost.ekantipur.com/news/2015-11-29/over-11million-nepalis-have-access-to-internet.html
Alexa,. (2016). Hamrojob.com Traffic, Demographics and Competitors Alexa. Alexa.com. Retrieved 11 January 2017, from
http://www.alexa.com/siteinfo/hamrojob.com
Gurkhatech.com,. (2016). Facebook Users In Nepal 2016
[INFOGRAPHIC] From Bibek's Blog - Gurkhatech Blog. Gurkhatech
Blog. Retrieved 11 January 2017, from
https://gurkhatech.com/blog/facebook-users-in-nepal-2016-infographicfrom-bibeks-blog/
merojob.com,. (2017). meroJob.com | Jobs in Nepal | Innovative Job Site
of Nepal | Search Jobs in Nepal. Merojob.com. Retrieved 11 January
2017, from http://www.merojob.com
Interview with the marketing manager of merojob.com Mr Rajan Koirala
.

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