In 2015, Bdjobs, Bangladesh's leading online job portal, made a strategic decision that would shape the future of the country's employment landscape. Having successfully digitized the white-collar job market over the previous decade, the company set its sights on a new frontier: the vast and largely untapped blue-collar and specialized jobs sector.
The informal job market in Bangladesh, which includes blue-collar and many specialized skills positions, forms the backbone of the country's economy. Yet, it had remained stubbornly analog, relying on word-of-mouth, local brokers, and factory gate hiring practices, limiting opportunities for job seekers while causing inefficiency and increasing costs for employers in this sector.
Bdjobs' foray into this space is a story of market creation, technological adaptation, and persistent education of both employers and job seekers. It's a tale that mirrors the company's earlier success in the white-collar sector but with challenges unique to the informal economy.
Bdjobs' journey into the blue-collar market began with a realization. As Fahim Mashroor, CEO of Bdjobs, explains, "We came to see that many large organizations still do a large part of the recruitment informally, via reference, and sourcing from different places." This informal sector, Mashroor discovered, was not just large—it was the majority of Bangladesh's job market.
The numbers were compelling. Prokash Chowdhury, Bdjobs Director of Marketing and Sales notes, "If you consider a garments company with 5000 employees, the graduate or white-collar employee out of that 5000 would be roughly 100." This ratio is replicated across Bangladesh's manufacturing and SME sectors, presenting an enormous untapped market for digitization.
To address the market, Bdjobs launched its blue-collar and special skills jobs initiative in 2015. It created a "special skills jobs" segment on its platform, encompassing not just traditional blue-collar jobs like machine operators and drivers, but also specialized roles such as nurses, pathologists, and chefs. As Prokash explains, "We call special skills jobs because if you want to do these kinds of jobs, you have to have some type of special skills."
Initially, Bdjobs attempted to create profiles for blue-collar workers through a manual process. As Prokash recalls, "We initially started with a manual process. We would call different places to collect this information. We also had a dedicated number that we promoted where job seekers in these segments could contact us and we had a back end team who would listen to their information and create profiles on BDjobs."
However, this approach quickly revealed its limitations. "When we create a profile for someone, he doesn't use that profile afterward because he didn't open that profile. It means we couldn't use that data later," Prokash explains. This realization led to the development of a separate, simplified CV format specifically for the blue-collar segment.
The evolution didn't stop there. As the company learned more about the unique challenges of this sector, it continued to adjust its approach. Recognizing the importance of digital literacy, Bdjobs shifted to a more hands-on approach, partnering with relevant educational institutions, deploying brand promoters to help job seekers create their profiles, and hosting job fairs. This strategy has proven more successful, resulting in over one million blue-collar profiles in its database as of 2024.
Bdjobs' blue-collar platform offers significant advantages to job seekers in this segment. Primarily, it expands their access to job opportunities beyond their immediate personal network.
The platform also democratizes access to information about job openings, potentially leading to better-matched employment and fairer wages. By creating a digital footprint for their skills and experience, blue-collar workers can build a verifiable work history, which can be valuable for future job searches or career advancement.
Moreover, the simplified CV format and user-friendly interface make it easier for workers with limited digital literacy to participate in the formal job market. The company's efforts to educate users on how to use the platform further empower these job seekers to take control of their career paths.
Employers, particularly those in manufacturing and service industries, stand to gain significantly from Bdjobs' blue-collar solution. The platform provides access to a much wider pool of candidates than traditional hiring methods, potentially improving the quality of hires.
Prokash emphasizes this point: "We told them that we have a huge number of profiles of all kinds of people from TTCs and all other sources and when you circulate on our platform, interested candidates will apply." This broad access can be particularly valuable for positions that require specific skills or experience.
The digital nature of the platform also streamlines the hiring process, potentially reducing time-to-hire and associated costs. This efficiency can be particularly beneficial for SMEs with limited HR resources.
Furthermore, the platform's features, such as off-hours interview scheduling and direct calling options, are tailored to the realities of blue-collar hiring. This makes it easier for employers to connect with candidates who may be actively employed and unable to communicate during regular work hours.
The fulfillment assistance provided by Bdjobs for challenging positions adds another layer of value for employers. With an 85% success rate in finding suitable candidates for blue-collar positions, the platform offers a reliable solution for even hard-to-fill roles.
Lastly, by formalizing the hiring process, employers can build a more transparent and compliant recruitment practice. This can be particularly important for larger organizations or those looking to improve their labor practices.
In essence, Bdjobs' blue-collar platform creates a win-win situation: providing job seekers with broader access to opportunities and employers with a more efficient, transparent, and effective hiring process. While challenges remain in terms of adoption and changing entrenched practices, the potential benefits for both sides of the job market are substantial.
Bdjobs' blue-collar solution is not a simple copy-paste of its white-collar offering. The company had to rethink its entire approach, from user interface design to candidate sourcing and employer engagement.
One of the first challenges was the CV format. Prokash notes, "The general CV format that we have, which is about 5 pages long, is not something useful for this segment. Moreover, they would not have in most instances been comfortable going through such a long process to fill out their job application." Bdjobs created a simplified CV format specifically for this segment, allowing easier sign-ups and applications.
But technology alone wasn't enough. Bdjobs realized that many potential users in this segment lacked the digital literacy or access needed to use an online platform effectively. The company's response was to go offline to bring people online.
Bdjobs established partnerships with Technical Training Colleges (TTCs) across Bangladesh. Its team went to these institutes and arranged workshops for students, taught them how to search and apply for jobs online, and helped them create profiles on Bdjobs. This approach ensured that profiles were created by the job seekers themselves, increasing the likelihood of future engagement with the platform.
The company also deployed a team of brand promoters who "meets with people who are already doing these jobs on factory gates and streets and helps them create profiles on our platform."
On the employer side, Bdjobs faced the challenge of entrenched hiring practices. Many factories have set days for hiring, conduct on-spot interviews, or rely on local brokers. To break these habits, Bdjobs focused on demonstrating the efficiency and expanded candidate pool its platform could provide. Prokash explains, "We presented them with the benefits of working with us such as our process being efficient and fast. They don't need to send their HR person everywhere to source candidates."
Bdjobs' approach to cracking the blue-collar market combines technological innovation with old-fashioned market development. The company is essentially creating a new market, much as it did with white-collar jobs in the early 2000s.
One key strategy has been to leverage its existing relationships with companies that hire white-collar workers through Bdjobs. Prokash explains, "We are also currently working with a lot of our existing clients who hire for graduate positions through our platform. These companies also need blue-collar people."
The company has also invested heavily in fulfillment assistance for blue-collar positions. When employers struggle to find suitable candidates, Bdjobs' team steps in to source candidates from various channels, contacting potential hires and facilitating matches. This high-touch service has resulted in an impressive success rate. As Prokash claims, "Despite this challenge, our success rate is not that bad. In almost 85% of the cases, we can supply the right fit for these blue-collar positions to our clients."
Bdjobs is also exploring ways to make its platform more social and localized. Inspired by Indian platforms like Apna, they're considering features that would allow existing users to recommend others from their network, potentially earning a commission if their referral is hired. Prokash explains, "Our ambition is to turn this into a hyper local social network type model... This means now all existing users have an incentive to recommend and refer. This also makes it easier for the recruiter."
Today, Bdjobs' blue-collar platform has become a significant part of the company’s overall offering. The platform now covers a wide range of blue-collar and specialized skill jobs. As Prokash details, "We currently have some 33 categories in this segment." These categories span traditional blue-collar roles, technical positions, and specialized service jobs.
As of 2024, Bdjobs has made significant inroads in the blue-collar job market. Prokash says, "We currently have over 10 lakh blue-collar profiles on our database."
The platform has seen steady growth in user adoption since its inception in 2015. Prokash notes, "What I can say from the number of profiles and applications is that we are seeing a massive change in 2024 compared to 2015." This growth is attributed to increased digital literacy, wider smartphone penetration, and the company's persistent efforts in market education and on-ground user acquisition.
On the employer side, Bdjobs has leveraged its existing relationships with companies hiring for white-collar positions to introduce blue-collar hiring services. Prokash explains, "The 40,000-45,000 companies that take our service regularly, they hire blue-collar employees alongside white-collar."
The platform currently hosts a diverse range of job postings across various blue-collar and specialized skill categories. For instance, Prokash mentions, "We currently have 53 live circulars for peon positions." This indicates a healthy demand for blue-collar positions on the platform.
In terms of business performance, while exact figures aren't provided, Prokash indicates that the blue-collar segment is showing promising growth. He states, "If we don't face any major market changes, this market should reach the same level as our white-collar in the next five years." This projection suggests that Bdjobs expects the blue-collar segment to become a substantial part of its business in the near future.
The company's success rate in fulfilling blue-collar job postings is notably high. The company says, in almost 85% of the cases, it can supply the right fit for these blue-collar positions. This high success rate is likely a key factor in attracting and retaining employer clients in this segment.
The jobs available on Bdjobs' blue-collar platform can be broadly categorized into several groups:
According to Prokash, some of the most popular categories include cleaner, wielder, beautician/salon worker, physiotherapist, fire-fighter, interpreter, boiler operator, caregiver, nanny, plumber, and a long list of others. He also notes emerging trends in the job market including caregiver, nanny, beautician, salon worker, salesman, sales representative, delivery man, chef, driver, and physiotherapist.
Interestingly, the platform has also started to cater to individual employers for certain roles. As Prokash explains, "In many of these categories, individuals can also hire a caregiver, nanny, etc." This opens up the possibility for Bdjobs to expand into the consumer-to-consumer (C2C) hiring market in the future.
The evolution of Bdjobs' blue-collar platform reflects the company's commitment to addressing the unique challenges of this market segment. From its origins as a strategic decision to explore a vast untapped market, it has grown into a comprehensive solution catering to a wide range of jobs and skills.
Bdjobs' pricing model for blue-collar job postings is largely the same as for white-collar positions, with packages and subscription tiers remaining consistent. However, recognizing that many employers in this segment are SMEs, Bdjobs offers a lower-priced SME package.
The business model faces several challenges. The margin on blue-collar placements is lower than for white-collar jobs, while the effort required is often higher. Prokash acknowledges, "We are still in the investment phase in this market. Of course, at this stage, the margin we get in this segment is not comparable with our margin in the white-collar segment."
Another significant challenge is the reluctance of some employers, particularly smaller businesses, to pay for hiring services they previously accessed for free through informal networks. Bdjobs has responded by offering free blue-collar hiring to some existing white-collar clients, aiming to demonstrate value and build dependence on the service.
Perhaps the most fundamental challenge is the need for a hybrid approach. As Prokash notes, "Pure tech solutions wouldn't work in this market. You have to create a hybrid solution. The manual aspect has a greater role in making this solution work than tech because the market is not tech-savvy."
Despite the challenges, Bdjobs sees enormous potential in the blue-collar market. The company predicts that within five years, the volume of blue-collar placements could equal that of white-collar jobs on its platform.
The company sets making blue-collar hiring as simple and efficient as white-collar recruitment its long-term vision. Prokash explains, "Our strategic goal is to make blue-collar hiring simple for employers and companies so that they can hire for these positions as easily and efficiently as white-collar positions."
Bdjobs is also exploring expansion into consumer-to-consumer (C2C) hiring, allowing individuals to post jobs for roles like caregivers or housekeepers. This could dramatically expand the platform's reach and utility.
Similarly, Bdjobs' push into the blue-collar market is more than just a business expansion. By bringing transparency and efficiency to blue-collar hiring, Bdjobs could help improve job search experience for job seekers, reduce exploitation, improve job mobility, and provide valuable data on workforce trends.
For employers, particularly in manufacturing and SME sectors crucial to Bangladesh's economy, this digitization could lead to more efficient hiring processes and access to a wider pool of qualified candidates. This, in turn, could enhance productivity and competitiveness.
However, the company's journey in digitizing the blue-collar job market is still in its early stages and is not without challenges. The success of this initiative requires a delicate balance of technology and human touch, as well as a long-term commitment to market education and development. Bdjobs will need to continue innovating, both in its technology and its approach to market development, to fully realize the potential of this sector. It's a reminder that the most impactful innovations often come not from creating entirely new markets, but from bringing the efficiencies of the digital age to existing, analog-dominated sectors.
The upside for Bdjobs is that the company has done this in the past — it has single-handedly transformed the white-collar job market in Bangladesh from an offline market to an online one. To that end, it will be doing a similar thing in a new market. The company understands the challenges. The experience provides the insights and confidence that it can transform the blue-collar sector. As Prokash puts it, "We have digitized the white-collar job market in Bangladesh. We know how to do it. It was a completely offline market. We educated the market and built it. We are now doing the same thing in this vertical."
As Bangladesh continues its economic development, the digitization of its blue-collar job market could be a crucial step in formalizing a significant aspect of its economy, improving labor conditions, and unlocking new avenues for growth. If successful, the Bdjobs initiative has the potential to play an important role in this transformation.
