www.timejobs.com, one of the most dependable jobs portals in India, provides free job assistance to the aspiring candidates. It also offers "Magic Resume", a paid proffesional resume building service specially designed for freshers and less experienced people. Ironically, there is a huge registered user base with its free job-assistance service, but very few opt for the paid resume building service. Their task was to popularize the service among the registered user base as well as new user conversions by stressing the importance of building a perfect resume. In this downturn, a better resume is crucial as jobs are few and far between. On the basis of this core thought they decided to use the most common element of a recruitment process - A Curriculum Vitae, as a communication device and flat mailing as the communication strategy. CV of unequivocally talented international achievers from diverse fields (APJ Abdul Kalam, Barrack Obama, Stephen Hawking, Dr Manmohan Singh, Oprah Winfrey and Indra Nooyi) were mailed by post to TG with the message at the end of each CV - "Until your CV looks like this, use timejobs.com-Magic Resume". More than 90% of the existing user base targeted, registered for the service along with more than 75% new user conversions. The "Magic Resume" info space on the portal got around 1,15000 hits in a month's period. But equally important was the word of mouth publicity that the service got from sending these CV's as it was shared by the recipients with their friends, they were pinned to office boards and did the rounds in corporate circles across India.
Agency: Mudra Communications Mumbai, India.