Naukri.com India’s largest job portal has gone international. Even earlier naukri.com had job postings from overseas locations but now it has acknowledged the overseas potential and created a separate section for international job postings. After study abroad if there is another trend thats catching on really fast in India is Work abroad. Lots of Indian middle management staff in financial, it services sector are being offered lucrative positions in UAE, US and UK countries and the demand is just increasing day by day.
This initiative by naukri is been taken specially to position itself as a jobsite that can cater to this increasing demand. According to Mr.Hitesh Oberoi, COO, Info Edge (India) Ltd “With globalization of services, there is a lot of requirement for white collar talent across countries. At Naukri, over 10% of individuals are open to working abroad. At the same time, there is a huge demand for Indian talent. Thus, creating this new section is a logical step to cater to the demand and simplify search further.”
We have written about earlier of how social networking sites are a threat to jobsites and naukri seems to be acknowledging this fact by both investing in business networking (Brijj.com) and also going international with its job portal (As social networks like facebook, orkut and business networks like linkedin are inherently global in nature.).
The problem naukri faces is that its domain name naukri (which means jobs in hindi) would be understood by primarily by an indian audience even in US, UK and UAE. Its difficult for naukri to become a truly global brand for jobs which will become a certain gap that these social networking sites are able to service especially at middle and higher level positions in companies.
Naukri meaning wont be understood by south indians, its a hindi word , You cant generalize by saying that Indians would understand the meaning of the Word “naukri”,
You can say, those who speak/understand hindi can understand the word.
Monster is no-way related to jobs in any language. similarly Dice is also not known. LG does not mean electronics and nokia no way mean anything similar to mobile and communication in any Indian language. I am sure we see a great number of such companies and brand.
I dont foresee the name being a problem, provided Naukri leverages on its core strength and acquire new technological advantages. marketing sure will be an agenda for them.
The idea is to make naukri synonymous to jobs in other languages which sure is possible.