Zomato's CEO, Deepinder Goyal, has made waves in the industry with his innovative job listing for the Company’s Chief of Staff position. The requirement for the job has left people to wonder if the entire idea had been less about hiring and more about creating the buzz. Zomato is highly recognised for its delivery services, but it has also established a strong reputation for its innovative marketing strategies. Zomato's requirements for the job stated that no salary was to be given for the first year, and an amount of Rs 20 lakhs would be paid as a fee to the company, which was later a "donation” to Zomato’s non-profit, Feeding India. This requirement faced major backlash, primarily centred on the Rs 20 lakh fee, and became one of the highly debated topics in the country over the past few days. The approach raised questions that it created barriers for individuals without financial privilege. However, much to everyone’s uttermost surprise, despite the aforesaid terms, the company had received more than 18,000 applications for the position. Zomato ditched the traditional method of resume and previous work experience and adopted a method that allows the hiring team to simply focus on soft skills and personal values. A significant weakness of the approach is that it locked out an entire cohort of candidates in terms of offers, even though some could possess the work ethic, right skills, and drive to deliver, but lacked the skills/ to meet the requirement. The messaging also had the possibility of creating an environment that induced perceptions of unfairness among those who felt the position was reserved for those with deep pockets. Some complained about whether it was only targeting or hiring the rich. It is, however, difficult to argue that a well-coordinated and implemented advertising stunt is one of the most persuasive tools of brand promotion. It stirs up controversy in society, increases the customers’ appeal, as well as gets popular in the market. There is always a positive side of a coin as well as a negative side of a coin. The hype concerning the job has placed Zomato in the market as it should in a very significant way. However, it also acts as a sort of imperative to point out that while gimmicks have their place in maxing out brand awareness, it is also a good idea to consult and inform with total efficiency and regard for its potential pitfalls.
The recruitment strategy used by Zomato’s CEO, Deepinder Goyal, to look for the Company’s Chief of Staff has recently gone viral. This need for the job has left people scratching their heads, asking if the whole concept was not more of a publicity stunt. Zomato is primarily a delivery service provider, but the company is not less gifted when it comes to marketing.
Later, Goyal clarifies that the fee is not to be collected, and most of the applicants willing to pay will most likely be rejected. This statement shows that he wanted his selection to target serious candidates rather than financially motivated ones. He also said that the process was never designed to be implemented at any point in time. However, this action has generated significant questions regarding privilege, accessibility, and new hiring avenues.
The position of the Company’s Chief of Staff can be compared to a real-world management program. The employees who work with the CEO have mentioned that the job offers unmatched visibility to business operations and leadership since Zomato is a rapidly growing tech company. The role has been meticulously designed for young zealous professionals who are keen to work closely with the CEO himself and facilitate the growth of Zomato’s multifaceted ecosystem. The role also demands qualities like a hunger for learning, empathy, and unwavering commitment to justice, even in challenging situations. Therefore, the main intention behind announcing such a bizarre recruitment process was to ensure that the chosen candidate was truly committed and like-minded to the Zomato mission beyond the monetary rewards.
When competition is fierce it is not very easy to find a niche to occupy in the market sesame. The working conditions mentioned in the advert were strange for that reason they served as an advertising strategy. Regardless of approval or disapproval of such action, what has happened now is that Zomato is at the heart of public debate. Irrelevant to the fact whether people agreed with the approach or not, Zomato is now placed at the centre of public discourse. This means that the brand visibility of the company has gone high from the period of that controversy. By doing this, Zomato signalled readiness to challenge the conventional, which is a highly effective marketing strategy.
Image Source: HT
22 Nov 2024
Swarnim Sethi
