A Proposal To Adapt A Social Media Recruitment Service To Fit Local Indian Customers Needs

Abstract

The thesis aims to improve the online recruiting services that are offered by the Finnish based case company to the Indian market by adapting it to the local needs. The Nordic-based case company wants to adapt the service to the Indian market as it wants to grow globally by capturing new markets. Product/service adaptation is a problem that most of the companies are facing presently and an analysis on the challenges and requirements of the local market is the key international marketing strategy that the companies need to adapt in order to establish in the foreign market. Adaptation of the 4 P’s of the marketing mix is considered by many Multinational Companies as an important and crucial aspect in winning the confidence and trust of the local markets.

The study was conducted as a qualitative case study approach and started with the current state analysis focusing on the service that is offered by the case company and gathering information on the critical needs of the recruiters. The key findings have led to the literature review on the product/service adaptation focusing on different aspects such as the physical appearance, consumer behavior and the service attributes that are influenced by the culture and the case company needs to focus on these issues to be able to adapt to the local Indian Market and service innovation in the online recruitment.

The outcome of this thesis is a set of suggestions to improve the service that is offered by the case company including the new tools in the IT services, new features in the service offerings and lastly improvements in the web design and user interface adapting it to the Indian recruiters’ preferences. The study proves that a popular phrase “Think globally and act locally” also holds true to this recruiting business in order to grow internationally.