BSE listed Info Edge (Naukri) has inked a deal with Dow Jones & Co, the publishers of the Wall Street Journal to power premium job listings at WSJ’s India website. The listings will be for job opportunities of Rs. 15 lakh and above, and will also be made on WSJs yet-to-be-launched India specific mobile application. Naukri and WSJ will also launch a co-branded newsletter for job-seekers and recruiters within the Naukri.com resume database, and integrated into relevant sections of Naukri.com: this will probably be the premium jobs section.

In particular, the deal offers greater distribution for Info Edge’s job listings. In fact, instead of keeping the listings just within their own portal, why doesn’t Info Edge (or Monster India) try to create a wider network for job listings, by distributing via websites and blogs – much the same way that video content is being distributed online in India. One should keep in mind that job sites make money from providing database access to recruiters, and this could help them acquire more resumes.

With WSJ, it’s a barter deal and no money is being exchanged. It works well for both entities due to a potential overlap between the WSJ India reader base and Naukri’s premium listings. WSJ India has also recently launched India Chief Mentor blogs, featuring many Indian entrepreneurs, particularly from the digital space, including Info Edge CEO Sanjeev Bikhchandani.

In the Indian market, it is common practice for media entities that take money, particularly from startups looking for signups, branding and scale, for powering various sections like auto, jobs and matrimonial. Do these partnerships really benefit the startups? I doubt it.

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