FINAL REPORT

ON

“COMPETENCY MAPPING AND BUSINESS DEVELOPMENT AT

EDUMENTOR”

BY:
URZA SAINI
19BSPDD01C218

NAME OF THE ORGANIZATION:

EDUMENTOR EDUCATIONAL SERVICES PVT LTD

1
 FINAL REPORT

ON

“COMPETENCY MAPPING AND BUSINESS DEVELOPMENT AT EDUMENTOR”

BY:

URZA SAINI

19BSPDD01C218

NAME OF THE ORGANIZATION:

EDUMENTOR EDUCATIONAL SERVICES PVT LTD

A REPORT SUBMITTED IN PARTIAL FULFILMENT OF THE REQUIREMENTS OF

MBA PROGRAM OF

IBS DEHDRADUN

COMPANY GUIDE:

MR. GAURANG KHURANA, EXECUTIVE GENERAL MANAGER

FACULTY GUIDE:

PROF. SANJEEV MALAVIYA

DATE OF SUBMISSION: 2020

2
 AUTHORISATION

This is declared that this project entitled “Competency Mapping and Business
Development at EduMentor” embodies the original work done by Urza Saini
(19BSPDD01C218) of IBS Dehradun at EduMentor Educational Services during her
Summer Internship Program in 2020. This Report is being submitted as partial
fulfillment of the requirement of MBA program of IBS Dehradun. The findings and
conclusions expressed in this report are genuine and for academic purpose. The
information given herein is after the due consent of the official workings of
“EduMentor Educational Services” and is not available for the usage of any third
party.

The project undertaken is completed under the guidance of Prof. Sanjeev Malaviya,
Faculty Guide and Mr. Gaurang Khurana, Company Guide.

Start and End Dates of Internship – 15th February, 2020 to 22nd May, 2020.

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 ACKNOWLEDGEMENT

I take this opportunity to express my gratitude to all of them who in some or the other
way helped me in accomplishing this project at EduMentor Educational Services.

With much pride I acknowledge my heartfelt sense of gratitude to my company guide

Mr. Gaurang Khurana, Executive General Manager, EduMentor for his guidance,
supervision and encouragement. I would like to thank him for spending his valuable
time for discussing various aspects of the project and continuously motivating me
with his feedback and encouragement.

I am extremely thankful to Prof. Sanjeev Malaviya, ICFAI University, Dehradun for

his support and feedback at every stage of the internship and for supporting me till the
end of the project.

I am also grateful to the Management of ICFAI University, Dehradun for giving me

an opportunity to work with EduMentor Educational Services, Delhi and for their
continuous support till the end of the project.

I would take this opportunity to thank each and every one including EduMentor Staff
& my co-interns for their positive support throughout the internship period.

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 TABLE OF CONTENTS
Authorisation 3
Acknowledgements 4
Abstract 6
1. Introduction 8
1.1 Education Industry Analysis 8
1.1.1 Key Segments in Education Industry 9
1.1.2 Key Trends in Education Industry 10
1.2 Coaching Industry Analysis 11
1.3 Company Analysis 12
1.3.1 Company History 12
1.3.2 Company Vision 12
1.3.3 Programs 13
1.3.4 Company Structure 14
1.3.5 Centres in Delhi & NCR 16
1.3.6 Growth 17
1.3.7 7 P’s of Marketing 18
1.3.8 3 R’s of Marketing 19
1.4 Competitors Analysis 20
2. Project Description 22
2.1 Objectives 22
2.2 Scope 23
2.3 Limitations 23
3. Competency Mapping 24
3.1 Applications of Competency Mapping 24
3.2 Competency Mapping Process 26
3.3 Tools of Competency Mapping 27
3.4 Competency Mapping at EduMentor 29
3.5 Roles & Responsibilities undertaken throughout the Competency Based
Recruitment Process 34
4. Business Development 42
4.1 Business Development at EduMentor 42
4.1.1 Segmentation, Targeting & Positioning 43
4.1.2 Value Creation Activities 45
4.1.3 Business Expansion Activities 46
4.2 Roles & Responsibilities undertaken for the Introduction &
Management of the New Product 49
5. Correlation between Competency Mapping & Business Development 53
Learning & Recommendations 55
Conclusion 57
References 58

5
 ABSTRACT

I, Urza Saini, was presented with the opportunity to intern at EduMentor

Educational Services Pvt. Ltd. The Organization is into providing specialized
BBA/BMS/IPM Entrance Exam Coaching for students, which was established in 2006
by Mr. Vikas Jain & Mr. Manuj Arora in New Delhi with their Head Office in
Preet Vihar.

My internship is divided into two stages:

STAGE 1: 15th February, 2020 – 20th March, 2020

 Training & critical competitor analysis.
 Estimation of Manpower requirement & identification of competencies
(behavior/ skills) required to perform the job.
 Targeted marketing to acquire competencies/talent.
 Screening of applications & scheduling of appointments for the applicants.
 Coordination between other departments.
 Handling the queries of applicants/faculties/employees/interns.

STAGE 2: 21st March, 2020 – 22nd May, 2020 (Work from Home)
 Knowledge training regarding the new service product i.e, online classroom.
 Management of new service product by coordinating with other departments.
 Work with the content/IT team to provide the students with study material on
time.
 Intern hiring.
 Feedback management.

As part of the SIP, I was assigned to the HR Department which is overseen by Mr.
Gaurang Khurana (Executive General Manager). HR Department is responsible for
scheduling trial classes to check the competencies of the applicants and then select the
best among them as per the requirements. This Department works as a coordinator
between other departments and is also responsible for smooth functioning of activities
throughout the organization.

I, as a core team member, have helped the organization in selecting the best faculties
to provide students with high quality of Education. Also, in managing their new
service product i.e, online classroom.

On account of being part of this organization, I have the opportunity to learn &
develop my skills like team work, influencing, motivating team, decision making,
content writing, handling & understanding queries.

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List of Illustrations –

Figure 1 – Key Segments in Education Industry

Figure 2 – Key Trends in Education Industry
Figure 3 – Details of Permanent Team
Figure 4 – Departments at EduMentor
Figure 5 – Centres in Delhi & NCR
Figure 6 – No. of enrolments over the years
Figure 7 – 7 Ps of Marketing at EduMentor
Figure 8 – 3 Rs of Marketing at EduMentor
Figure 9 – Competitors’ Analysis
Figure 10 – Market Share of Competitors
Figure 11 – Applications of Competency Mapping
Figure 12 – Competency Mapping Process
Figure 13 – Tools of Competency Mapping
Figure 14 – Competency Mapping process at EduMentor
Figure 15 – Process of evaluation of competencies for faculty profile
Figure 16 – Process of evaluation of competencies for intern profile
Figure 17 – Colleges contacted
Figure 18 – Invitation to the applicants through Email
Figure 19 – Daily walk-in count by each member of HR for inviting
applicants
Figure 20 – Data maintenance of applicants through online portal
Figure 21 – Data maintenance of applicants through campus recruitment
Figure 22 – Invitation to the applicants through WhatsApp
Figure 23 – Data maintenance of interns
Figure 24 – Daily update of interview scheduled
Figure 25 – Types of school
Figure 26 – Segmentation, Targeting & Positioning
Figure 27 – SWOT Analysis
Figure 28 – Website image
Figure 29 – PPTs created
Figure 30 – Image of online portal
Figure 31 – Daily update of live classes schedule
Figure 32 – Feedback of live classes on weekly basis

7
 1. INTRODUCTION

This company lies in the Education Sector. Education is an ever-booming industry

and it requires an extreme amount of attention to detail so that one can generate profit.
In my report, you will find the detailed workings of the HR Department with main
focus on Competency Mapping and Business Development, along with suggestions on
how they can be made more efficient.

1.1-EDUCATION INDUSTRY ANALYSIS

The education sector or education system is a group of institutions (ministries of

education, local educational authorities, teacher training institutions, schools,
universities, etc.) whose primary purpose is to provide education to children and
young people in educational settings. It involves a wide range of people
(curriculum developers, inspectors, school principals, teachers, school nurses,
students, etc.). These institutions can vary according to different contexts.

India’s education sector has approximately 29 per cent of India’s population is

between the age group of 0-14 years. India’s higher education segment is expected to
increase to US$ 35.03 billion by 2025. The education sector in India is estimated at
US$ 91.7 billion in FY18 and is expected to reach US$ 101.1 billion in FY19.
(Ref- www.ibef.org)

India has over 250 million school going students, which is more than any other
country. It also has one of the largest networks of higher education institutions in the
world. A number of colleges and universities in India reached 39,050 and 903,
respectively in 2017-18. India had 36.64 million students enrolled in higher education
in 2017-18. Gross Enrolment Ratio in higher education reached 25.8 per cent in 2017-
18. The education sector in India remains to be a strategic priority of the government.

Governments are expected to develop and implement strategies that promote

education and enrollment of students in higher education. High – enrollment in higher
education can translate into more skilled labor, which can provide a positive impact
on a country’s GDP. Moreover, a bigger number of enrolled students results in a
greater number of job opportunities for educators.

However, this is not the case in many developing countries around the world as
governments fall short of these expectations. Educational institutions there struggle to
deliver required skills for its workforce. This may be attributed to limited resources,
few schools, poor infrastructure, poor management, etc.

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 1.1.1-KEY SEGMENTS IN EDUCATION INDUSRTY

The The
Consumers. Institutions.

The
Workers.
Figure 1 – Key Segments in Education Industry

The Consumers: Students can be thought of as the consumers of the education

industry. They need the support of dedicated educators to achieve their educational
goals and obtain the knowledge and skills they need.

The Institutions: They include the various public and private schools, colleges, and
universities. Vocational education centers also provide job-oriented education through
the apprenticeship. Other institutions include charter schools, special schools,
coaching centres, tuition centres, etc.

The Workers: Workers in education industry include administrators, teachers,

librarians, lecturers, professors, sports coaches, counselors, etc. Textbook publishers
and assessment providers also play important roles in the education industry. All
workers in this industry are tasked with helping students achieve all their educational
goals.

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 1.1.2-KEY TRENDS IN EDUCATION INDUSTRY

The use of
The rise of online
augmented reality
academies.
and virtual reality.

The rise of
textbook rentals
and open-source
textbooks.
Figure 2 – Key Trends in Education Industry

The education industry is undergoing many changes with time. Startups are now
filling in gaps and faults in the industry by leveraging new technologies. They are
bringing forward new innovative ideas which if implemented can help re-shape the
education industry.

The rise of online academics: Online academics are becoming popular because of
the real-time and interactive atmosphere which they provide. While leveraging
available interactive multimedia technologies like live-streaming and video-
conferencing, students can now complete their courses entirely online. Students and
teachers/lecturers interact and hold discussions in a classroom-like environment over
the internet. Universities aren’t being left behind and more and more online programs
and distant learning models are being established.

The use of augmented reality and virtual reality: Augmented reality technology is
now being utilized to enhance learning by displaying virtual 3D models on 2D spaces.
Educators, especially those in science and engineering, can now make interactive
presentations and models without the tedious work of creating physical models. By
use of Virtual Reality, simulations which would have been run only on computers can
now be run in virtual reality space. This allows the users to experience the exact
conditions as they would in a real-world setting, which is a big stride in educational
research and training.

The rise of textbook rentals and open-source textbooks: The billion-dollar

textbook industry is now being challenged by the emergence of alternatives like cheap
rentals and open-access textbooks. Educators are also developing and making
customized educational materials and offering them as free digital textbooks. Students
can then access and read these e-textbooks on their smart phones and tablets.

10
 1.2-COACHING INDUSTRY ANALYSIS

Coaching classes have emerged as the prominent education system in India and with a
median age of 25 years, India has over 550 million people below the age of 25 years.
According to Census figures, over 32 per cent of the 1.1 billion population is between
the age group 0-14 years. This means that the number of people in India needing
primary and secondary education alone exceeds the entire population of the US.

The private sector is estimated to reach US$ 115 billion by 2018, according to the
consulting firm Technopak. It predicts the enrolments into under graduate courses are
growing immensely, requiring an additional 34 million seats by 2018.

The coaching classes market consists of Private Tuitions Market and Entrance
Test Preparation Market. The market is highly fragmented and regional in nature.
Local players still dominate the industry contributing to about 70% of the total
revenues generated by this industry.

Private Tuition Industry involves students from grade 5 to grade 12, who supplement
their formal education along with coaching classes for various subjects.

Entrance test Preparation Industry on the other hand involves coaching for various
entrance examinations like IITJEE, CAT, CLAT, NEET and CA exam levels. This
preparation is very process driven and involves engaging students with proper study
materials. This industry witnesses fierce competitions with various established market
players operating and competing with differentiated strategies. This industry is
expected to grow further due to increasing competition for various competitive exams.

The Indian Classroom Coaching Industry is expected to grow exponentially in the

future due to increase in income of people, the percentage of their spending on
education and increased awareness.

11
 1.3-COMPANY ANALYSIS

1.3.1-COMPANY HISTORY

Mr Vikas Jain (CEO), is an alumnus of Shaheed Sukhdev Singh College of Business

Studies, University of Delhi, he identified that there was a need for a proper guidance
to students that were moving to undergraduate level as at the inception of Edumentor
no company was focusing on these students and many students were making decisions
about their careers without having the proper information. So along with his alma-
mater Mr Manuj Arora, he started the company named EduMentor in 2006 which
solely focused on 12th Graduates and helping them in understanding the choices they
have and for the past 14 years, EduMentor has been showing the best results out of all
its competitors.

EduMentor specializes in the following undergraduate entrance courses such as-

 IPM – IIM
 BMS
 BBA (FIA)
 BBE
 B.EL.ED
 BCA

EduMentor currently operates in 17 centres with a total strength of over 3000+

students and solely being focused on UG courses. The company also focuses on extra
courses such as (MassCom, Law, and Hotel Management).

For the past 14 years, the main reason for EduMentors’ success is their approach to
mentoring students along with teaching them and focusing on quality more than
quantity. EduMentor hires over 150+ faculty members to mentor their students.

1.3.2-COMPANY VISION

EduMENTOR was established with the goal of providing specialized coaching to the
students who seek admission in BBS / BBA / BBE. Our aim was not just to open a
coaching institute but rather to create a knowledge hub where students are the top
priority. That is the reason why our faculties consist only of those who have been to
the best BBA/BBS/BBE & MBA institutes making us ‘The Only Specialist
BBA/BBS/BBE Entrance Coaching Institute’. At EduMENTOR our core competency
lies more in mentoring our students to the right path of education than merely
preparing them to achieve the best results.

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 1.3.3-PROGRAMS

There are mainly four programs offered by EduMentor

 SOHA
 ROB
 CC
 DROPPERS

SOHA Batch: School of Higher Achievers. This is a yearlong batch running for one
or two years. In this batch students enrolled themselves when they took admission in
class 11th or 12th for preparation of entrance exam for undergraduate courses like
BBA, BMS and BCA etc.

ROB Batch: Result Oriented Batch. This batch is for students who have enrolled
themselves in September 2019 for the preparation of entrance exams starting from
March 2020.This early enrolments help them in keeping the track of different colleges
and necessary information regarding admissions and courses.

CC: Crash Course. This batch is for students who have enrolled themselves in real
time i.e. in the month of March 2020 for the preparation of entrance examinations.

Droppers Batch: This batch is for students who have dropped after their school for
the preparation of entrance exams of undergraduate courses.

13
 1.3.4-COMPANY STRUCTURE

The organization has a centralised management system with head office at Preet
Vihar. The 17 centres are divided into 4 zones i.e., North, East, West and NCR.

EduMentor has a workforce of around 40-45 people with both full-time employees as
well as Interns.

The details of Permanent team are discussed below:

Mr Vikas Jain President, CEO

Mr Manuj Arora President, COO
Mrs Suchna Jain Head of Department- Accounts
Mrs Surbhi Arora Head of Department- Operations
Mr Akhlas Usmani Executive Vice President, Zonal Head-
North
Mr Ashish Jain Sales Head
Mr Nakul Shairwal Zonal Manager- West Zone
Mr Gaurang Khurana Executive general manager
Figure 3 – Details of Permanent Team

Though the employees and the interns have to play multiple roles the company can be
divided into various functional areas:

Human
Marketing
Sales Team Resource
Team
Team

Operations Content & IT

Team Team

Figure 4 – Departments at EduMentor

14
Marketing Team: This team is responsible for planning and execution of marketing
strategies mainly the board centre activity (BCA). After the execution of the
marketing plan, the marketing team is dissolved barring a few people and merged with
the sales team.

Sales Team: The sales team or the counseling team is responsible for converting the
leads generated by the marketing activity. This involves doing the proper counseling
of the student on phone, in a face-to-face meeting and also to convince him/her for
joining EduMentor.

Human Resource Team: The HR team is responsible for the hiring of quality
faculties for product delivery in the classroom. The task of Human Resource at
EduMentor is quite challenging as the team hires faculties by carefully selecting each
faculty member having efficient skills, and this is done by analyzing a huge data and
also by targeting top B-Schools like IIM, IIFT, IMT, etc.

Operations Team: The Operations Team is responsible for handling the centre. They
act as a medium of communication between the students and the core management
team of EduMentor. They are required to solve any issue related to students like
arranging specific classes, providing the students with the study material, conducting
mock tests and continuously motivating them to perform better.

Content & IT Team: The content team is a backhand support team for all the
students studying at the EduMentor. This team is responsible for conducting online
Mock test as well as developing the good content for the students with new material.

15
 1.3.5-CENTRES IN DELHI AND NCR

For better implementation of strategies and good service delivery, EduMentor has
divided its operating area into four major zones. With each zone comprising of
multiple centres. This is done so that the academics, marketing, sales and operations
can be managed by the central core team efficiently.

Given below is the segmentation of the zones in which EduMentor has divided its
operating area along with their respective centres.

EAST WEST NORTH NCR

ZONE ZONE ZONE ZONE
Preet Vihar
(HO) Ramesh Nagar Rohini Sec-7 Noida

Dilshad
Garden Patel Nagar Prashant Vihar Sahibabad

Krishna Nagar Dwarka Pitampura Raj Nagar

Karkardooma Janakpuri Rohini Sec- 9 Indirapuram

Paschim Vihar

Figure – 5 Centres across Delhi & NCR

16
 1.3.6-GROWTH OVER THE YEARS

Edumentor started with just one centre and it kept on increasing with regular intervals
and now Edumentor has 17 centres along with 3000+ students with the best results
amongst its competitors. We have the most number of selections in IIM-IPM which
has only 120 seats every year around 50 students that get selected for GD, PI are from
EduMentor.

EduMentor manages its centres by dividing Delhi into four zones namely
 North
 East
 NCR
 West

We provide our services even in those areas where other institutes avoid entering.

COUNT OF STUDENTS OVER

THE YEARS
4000
3500
NO. OF STUDENTS

3000
2500
2000
1500
1000
500
0
2006 2007 2008 2009 2010 2019 2020
YEARS

Figure 6 – No. of Enrolments over the years

17
 1.3.7-7P’s OF MARKETING AT EDUMENTOR

PRODUCT
•Management (BBA/BMS/BBS)
•Law BA/BBA LLB
•Hotel Management
•Mass Communication
•B.El.ED

PRICE
• Higher for Private Schools
• Lower for Government Schools
PLACE
• East Delhi
• North Delhi
• West Delhi
• Noida & Ghaziabad

PROMOTION
•School Counselling/Seminars
•Workshops
•Board Centre Activity
•Telephonic & Personal Counselling
•Word of Mouth

PEOPLE
•Marketing Team
•Sales Team
•HR Team
•Operations Team
•Content & IT Team

PROCESS
• Data gathering & calling students for counselling.
• Making sure the MIS is updated both at the centre & head office.
• Making sure the fees are paid withing a month after classes have started.
• Handling student queries efficiently.

PHYSICAL EVIDENCE
• Study Material given.
• Receipt given when they pay for enrolling in the classes.
Figure 7 – 7Ps of Marketing at EduMentor

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 1.3.8-3 R’s OF MARKETING AT EDUMENTOR

REACH
Having multiple centres in
each location; all locations
connected through Metro Rail
Service.

RECOGNITION
REPUTE Past year results with
Toppers and top 10% of more than 50%
various schools were conversion rate of
enrolled with students enrolled and
EduMentor. the number of seats
available in each course.

Figure 8 – 3Rs of Marketing at EduMentor

19
 1.4-COMPETITORS ANALYSIS

The various competitors of EduMentor are:

• IMS
• Pratham
• Career Launcher
• TIME (Triumphant Institute of Management Studies)
• New Parameters
• Smart Careers
• Singh Study Circle
• Teachwell etc.

Of which IMS, Pratham and Career Launcher are the major competitors and Singh
Study Circle and Teachwell are new and localized competitors.

Every competitor of EduMentor has its own strengths and weaknesses. Some of which
are mentioned in the table below.

NAME CLASS/WEEK COURSES OFFERED SCALE OF

OPERATION
IMS 3 days CAT, BBA, LAW, NATIONAL
HM, BCA etc.
EduMentor 7 days BBA/BMS, NCR
MASSCOMM,
HM, LAW, B.EL.ED,
BCA, B.COM(H)
T.I.M.E. 4 days CAT, LAW, BBA, H.M NATIONAL
Career Launcher 5 days BBA, CAT, LAW, HM NATIONAL
etc.
Smart Careers 5 days BBA, HM, LAW etc. NCR
New Parameter 5 days BBA, BCA, HM, LAW NCR
etc.
Pratham 6 days BMS, BBA, HM, LAW NCR
Figure 9 – Competitors’ Analysis

20
MARKET SHARE OF MAJOR PLAYERS

Sales
4%

6%
EduMentor
7% 27%
IMS
Pratham
12%
Career Launcher
Time
Smart Careers
17%
27% New Parameter

Figure 10 – Market Share of Competitors

21
 2. PROJECT DESCRIPTION

The project primarily focuses on the following:

1. Competency Mapping,
2. Business Development, and
3. Correlation between Competency mapping & Business Development

2.1-OBJECTIVES

Main objectives:

 To understand the process, tools & methods of competency mapping.

 To understand the strategies/methods used by an organization for new product

development to expand their business.

 To understand & analyze how competency mapping helps in the development

of any business.

Other objectives:

 To understand the process of recruitment, selection & training and

development.

 To find the different methods used in recruitment & selection procedure.

 To understand the importance of targeted marketing.

 To understand how human resource department helps the organization to

achieve the aim of teaching 3000 + students on a daily basis.

22
 2.2-SCOPE

Besides getting a birds view of Educational Industry, the study will focus on the
sourcing strategies followed at EduMentor Educational Services. This will involve
understanding of requirements of the Institute and challenges faced by them and
gaining practical experience of the recruitment process undertaken by the company.
The main focus of the project is to know how various tasks of HR are performed in
the organization. The main aim of the project is to understand the competency model
used by the company and how it is helpful for the development of any business. Apart
from this the study will also focus on various strategies followed by the company for
business development and creation of long term value.

2.3-LIMITATIONS

Every study has some limitations. So this study is also bound with some
limitations. Some limitations are

1. Company covers only Delhi and NCR region, so it becomes difficult to schedule
the interview of applicants from remaining parts of India because the process
happens only at the head office of EduMentor.

2. This is a short term opening- only for 3 months whereas many applicants are
willing to work for full time. Therefore, it becomes a challenge to recruit only for
2-3 months.

3. Less number of platforms is used for promotion as company focuses on targeted

marketing, which sometimes makes the hiring process difficult with less number of
applicants.

23
 3. COMPETENCY MAPPING

Competency Mapping is a process to identify key competencies for an organization

and/or a job and incorporating those competencies throughout the various processes
(i.e. job evaluation, training, recruitment) of the organization. A competency is
defined as a behavior (i.e. communication, leadership) rather than a skill or ability.

In other words, Competency mapping is the process of identifying the specific skills,
knowledge, abilities, and behaviors required to operate effectively in a specific job or
organization.

3.1-APPLICATIONS OF COMPETENCY MAPPING

Job Project Performance

Evaluation Planning Management

Succession
Job Analysis Recruitment
Planning

Individual
Development
Plan
Figure 11 – Applications of Competency Mapping

Some of the major practical applications of competency mapping include:

1. Job Evaluation

By analyzing the key skills required to do a job a simple job evaluation can be
prepared. It can help in allocating existing or new resources to the specific job based
on the evaluation process

24
2. Project Planning

What key tasks can be performed by what resources in the project can easily be
identified through the competency mapping process and helps in project planning.

3. Performance Management

A competency mapping exercise results in preparing Competency Framework,

which in turn helps in allocating desired proficiency for the job vs current proficiency
to do the job. By analyzing any gaps the performance management can be seamlessly
conducted.

4. Job Analysis

By identifying the key behaviors required to perform each job role, competency
mapping is really useful in preparing job analysis. Not to be confused by Job
description step in competency mapping process where the job roles analyzed for
allocating competencies and behaviors.

5. Succession Planning

The analysis of competencies required for a leadership role and mapping them with
proficiency shown by potential leaders a clear roadmap for succession planning can be
created.

Any developmental need can also be ascertained by mapping the critical competencies
with the current proficiency level demonstrated by an individual vis-à-vis the required
proficiency level for the position.

6. Recruitment

By identifying key skills required to do the job and also developing a competency-
based interviewing process the organizations can benefit by hiring the most suitable
resources while it helps in all stages of the recruitment process.

25
7. Individual Development Plan

Any gaps in desired and current proficiency levels help in developing individual
development plans and learning roadmap for individuals and even job roles and
categories.

3.2-COMPETENCY MAPPING PROCESS

Competency mapping, irrespective of the sector and organization, follow steps that
are consistent across its different methods. Sharma and Khanna (2015) in their
research article highlighted eight steps to competency mapping which has been
summarized as follows:

• Identify the department for which competency mapping needs to be conducted

Step 1

• Identify the organizational structure and list down the grades and levels followed in that organization
Step 2

• Conduct job analysis and prepare a job and role description

Step 3

• Using any suitable method of competency mapping collect data about the core competencies of the
Step 4 employee

• Classify the obtained data into required skill set and further identify the skill levels
Step 5

• Evaluate and confirm the identified skill set with immediate supervisors and heads of other departments
Step 6

• Preparation of competency calendar

Step 7

• Mapping of competencies
Step 8

Figure 12 – Competency Mapping Process

26
 3.3-TOOLS OF COMPETENCY MAPPING

Assessment
Centers
Critical
Questionnaires Incidents
Technique

COMPETENCY Psychometric
Interview MAPPING
TOOLS Assessment

Figure 13 – Tools of Competency Mapping

1. Interview
Competency-based interviews may be structured, semi-structured or unstructured
depending on the person conducting the competency mapping. Interview should be
carefully designed so as to provide information about both the easily observed
information and the general disposition and motivation of the employee. Questions
prepared should target each competency and give an overview of the tangible skills
and knowledge possessed by the employee, how he or she acts under certain
conditions, and how they behave with other people. The questions focus on relating
past job performance to future on the job performance. Biasness and distortion of flow
should be avoided as much as possible (Balaji, 2011). If handled effectively,
interviews can prove to be a powerful technique for getting accurate details and
obtaining information which may otherwise be unavailable.
2. Questionnaires
Competency mapping questionnaires consist of a list of questions either standardized
or prepared solely for the purpose of competency mapping which the employees are
expected to fill. There may be competency mapping questionnaire for employees or

27
for managers depending on the level at which the mapping is being conducted. One
form of a questionnaire is the Common Metric Questionnaire (CMQ) that makes use
of five domains to examine competencies to improve work performance. These five
domains are as follows: background, contact with people, decision making, physical
and mechanical activity and work setting. Another form is Functional Job Analysis
(FJA) which is a qualitative analysis and breaks the job down to seven parts: things,
data, worker instructions, reasoning, people, mathematics and language. The behavior
and actions of the employees in the seven areas is a part of FJA.
3. Assessment Centers
Assessment centers is a process (and not a location) that helps to determine the
suitability of employees to specific type of employment or job role. Using validated
tests, different elements of the job are simulated. The candidates or employees are
expected to complete a number of assessments specifically designed to assess the key
competencies required for the job role they are applying. These tests focus on
assessing the individual based on their knowledge, skills, attitudes and other
behaviors. An essential feature of this process is using situational test to observe job
specific behavior.
4. Critical Incidents Technique
This technique was developed by Flanagan (1954) and involves direct observation of
the employee in specific situations. The observations should be recorded as accurately
as possible since it would be used to identify behaviors that contribute to success or
failure of individual or organization in a specific situation. First step is to make a list
of good and bad on the job behavior. After this, the supervisors should be trained to
note down incidents when the employee was successful or not successful in meeting
the job requirements. At the end of the year, a balance sheet for each employee is
created to find how well the employee has performed (Balaji, 2011).
5. Psychometric Assessment
These are standardized and scientific tools used to assess the mental capacities and
behavioral styles of employees in an organization. The most commonly
used psychometric assessment is aptitude, achievement and personality testing.
Aptitude tests help to determine the capacity of the individual to acquire with training
a particular type of skill or knowledge. Achievement tests help to determine the level
of proficiency an individual has achieved in a given area. Personality testing gives a
description of the unique traits and characteristics that drive the employee’s behavior.
Apart from these, competency mapping rating scale may also be used as a part of
assessment.

These competency mapping methods can be used individually or as a combination to

provide a comprehensive detail about the competencies of the employee and the job
requirements.

28
 3.4-COMPETENCY MAPPING AT EDUMENTOR

HR Department at EduMentor is responsible for various tasks like scheduling trial

classes to check the competencies of the applicants and then select the best among
them as per the requirements. This Department works as a coordinator between other
departments and is also responsible for smooth functioning of activities throughout
the organization.
One of the main roles of HR Department is to select the best faculties and interns on
board.

A competency based recruitment model is followed by EduMentor.

This responsibility is fulfilled by taking few steps. The steps are mentioned below:

• Identification of competencies required for varoius profiles.

Step 1

• Targeted marketing regarding the job openings.

Step 2

• Screening of applications and scheduling of appointments for applicants.

Step 3

• Evaluation of competencies present in the applicants

Step 4

• Finding the gaps.

Step 5

• Competency mapping.
Step 6

Figure 14 – Competency mapping process at EduMentor

Step 1: Identification of competencies required for various profiles.

Identifying the specific skills, knowledge, abilities, and behaviors required to operate
effectively for various jobs.
Review of the job description to identify the knowledge, skills and abilities required to
perform the critical functions is done. The job description should provide an
indication of the skills necessary for applicants to be successful in a position.
In addition to the tasks performed on the job, the background and experience
requirements can give an indication of the competencies required.

29
EduMentor mainly focuses on hiring faculties for teaching students and interns for
various profiles like operations, sales, HR, etc.

Two types of competencies are identified:

1. Position-specific competencies: abilities and skills required for a specific role.
2. Organizational competencies: skills and abilities an applicant will need to
have to navigate the culture of EduMentor.

List of few competencies that are required for the faculty profile:
1. Interacting Well with Students
2. Creating a Learning Environment
3. Able to Use Varied Teaching Strategies
4. Able to Assess
5. Able to Identify Student Needs
6. Good at Communication
7. Able to Collaborate
8. Maintaining a Professional Appearance
9. Demonstrating a Commitment to the Profession

List of few competencies that are required for the intern profile:
1. Communication
2. Interpersonal
3. Collaboration
4. Time Management
5. Adaptability
6. Critical thinking

Step 2: Targeted marketing regarding the job openings.

 Direct Marketing: For the recruitments we used to send mails and also used
tele communication, cold calling and SMS for giving the information regarding
selection process.
 Through Online Portals: We used online Portals for posting of vacancies and
also reach out to the deserving candidates through these portals like
Naukri.com, Internshala, Indeed, Times job, Linkedin and EduMentor’s
website.

30
  Campus recruitment: In this, EduMentor invites graduate students from
Business schools and Graduate colleges. As these part time faculties become
good mentors.
Interns are also approached through campuses for their Summer Internship
Programs.

EduMentor uses targeted marketing because of the following reasons:

• Saves time
• Saves money
• Save energy
• Based on requirements
• Easy to reach potential applicants
• Helps in acquiring talent

The company believes in hiring faculties from various backgrounds as the

organization deals in preparing students for several entrance exams.

EduMentor hires not only those faculties who have some prior experience but also
provide opportunities to graduate students who are interested in teaching.

Step 3: Screening of applications and scheduling of appointments for applicants.

Screening of applications includes:

• Reviewing of applications.
• Shortlisting of applicants on the basis of eligibility requirements.
• Shortlisting of applicants on the basis of their availability for the course of job.
• Shotlisting of applicants on the basis of other requirements like number of
days, number of classes per week.
Scheduling:
Appointments are scheduled for the applicants as per their availability.

Step 4: Evaluation of competencies present in the applicants.

EduMentor identifies the competencies present in the applicants for the faculty profile
through the following process:

31
 Review of Applications

Written test

Demonstration Round – 1

Demonstration Round – 2

Interview Round
Figure 15 – Process of evaluation of competencies for faculty profile at EduMentor

Each round is an elimination round. Applicants are eliminated if they don’t meet the
needs of the organization at any step. The skills, abilities, knowledge, experience
and/or qualifications are judged by the academic team and HR team at every step of
the selection round.
1. Review of Applications
Screening of resumes for eligible applicants from the ones we receive on the basis of
their qualification and then we are required to contact them for further rounds.
2. Written Test
Applicants are required to give an aptitude test, only for the subject engagements they
are applying for to test their knowledge. Sometimes even class room assignments are
given to solve.
3. Demonstration Rounds
After the test there is a demo session by the applicant to check his confidence,
concepts, way of teaching, and how much ability he/she has to control the class. Most
of the times senior faculty takes this demo and sometimes even students or the interns
are also a part of it.
4. Final Interview Round
Once the demo rounds are done, applicants are required to undergo an interview
round.

Competencies of the applicants are identified with the help of various steps mentioned
above, which help the department in gaining great results in terms of hiring talent.

And on the other hand, competencies of the interns are checked through the following
process:

32
 Review of Applications

Interview Round - 1

Interview Round - 2
Figure 16 – Process of evaluation of competencies for intern profile at EduMentor

Firstly, applications are reviewed to shortlist the applicants for the other round. Each
round is an elimination round.
Sometimes, due to constraints interviews are conducted on Skype or on other online
platforms. Telephonic Interviews are also conducted to shortlist the applicants when
the applications are in bulk but the requirement is less.
In round 1, basic competencies of the applicants are analyzed by the interviewer like
communication skills, presence of mind, confidence, etc.
Critical analysis of the applicants is done in the final round. It is more of a technical
round.
To hire the interns that meet the competencies required by the company, above steps
are followed by the company.

Step 5: Finding the gaps.

At EduMentor, the competencies of the applicants are matched with the competencies
required by the organization for fulfillment of objectives of the company.
Applicants with maximum number of competencies get selected. And those who don’t
match much of the competencies required by the organization are rejected.

Step 6: Competency mapping.

Once the selection is done, incumbents are placed at the job as per the requirements of
the company. For example, incumbent with good verbal communication and great
working experience would be selected as a verbal trainer while incumbent with
incredible knowledge of math and excellent teaching skills with less experience would
be selected as the quantitative aptitude faculty.

Similarly, interns are placed in the department best suited for them as well as for the
organization on the basis of their competencies and requirements of the company.

33
EduMentor not only hires people with knowledge but also look into other skills that
are necessary to provide students with good quality of education.

3.5-ROLES & RESPONSIBILITIES UNDERTAKEN THROUGHOUT THE

COMPETENCY BASED RECRUITMENT PROCESS

FOR FACULTY PROFILE:

As a part of HR team the main focus was to hire faculties for the three months of
mentorship at EduMentor. Through Emails, telephonic media, SMS, and cold calling
HR team was inviting eligible applicants from IIM, Business schools and graduate
colleges of India. Basically targeted marketing was done to acquire the required
competencies/talent. After generating the data with the help of targeted marketing, we
were responsible for the segmentation of data, scheduling of appointments, follow
ups, maintenance of data, etc.

1. Targeted marketing regarding the job openings/internship opportunities:

Post the job openings on portals like naukri.com, indeed, etc.

Figure 16 – posting of job openings on portals like naukri.com

34
Campus Recruitment

Edumentor hires from campus for opportunities in all their client-serving. Three kinds
of campus hiring takes place:

Graduate campus: Engineering and graduate colleges like Delhi University colleges
and IP University are targeted.

B-Schools: Faculties are hired from B-Schools who have scored well in their CAT
Examinations.

SIP Opportunities: Interns are invited for the Summer Internship Program at
EduMentor.

The campus hiring planning begins by February end and the hiring takes place from
March first week. I contacted 26 colleges including top B-schools like, IIM
Bangalore, XLRI, IIM Indore, FMS, IIFT, etc. and briefed them about the opportunity
that EduMentor offered and mailed them the job description.

Figure 17 – Colleges contacted

35
Invitation to the applicants through Emails for the Mentorship Program at EduMentor

Figure 19 – Invitation to the applicants through Email

2. Segmentation of data collected

Any data is not useful until and unless it was not segmented properly. After the
generation of the data i.e, after posting the job openings, we had decided to
segment it on the basis of their experience in the teaching field, qualification of the
candidate and their academic scores/performance, their subject preference, their
preferred zones.

3. Scheduling of appointments for the applicants

After segmenting the data on various parameters, we started scheduling the
applicants and it is done on the basis of data. If the data is of experienced person
then we followed the different approach to call them for demo directly. Calling
was done on both paid data bases as well as the unpaid data base. Paid data base
36
 involved the one we generated through various sites like naukri.com and all,
whereas Unpaid involved targeting Top B-schools, targeting alumnus groups of
college as well as schools who have good teaching or the subject knowledge and
have the capability to teach.

Figure 19 – Daily walk-in count of each member of HR team for inviting applicants at EduMentor for the Selection
Process

37
4. Data maintenance of applicants

Figure 20 – Data maintenance of applicants applied through Naukri.com

38
 Figure 21 – Data maintenance of applicants applied through campus recruitment

5. Follow ups
After scheduling, there are possibilities that the prospects who agreed to visit the
Head Office for the selection procedure don’t show up due to some reasons. So, to
avoid such complications, we take the follow ups of the applicants every so often.

I was also responsible for handling of queries of the applicants/faculties regarding the
job description, compensation, etc.

FOR INTERN PROFILE:

I was responsible
 to create awareness of internship opportunities through WhatsApp medium
 to schedule the interviews of the applicants
 to maintain the record of the applicants
 to handle the queries of applicants

39
Figure 22 – Invitation to the applicants through WhatsApp

Figure 23 – Data maintenance of Interns

40
 Figure 24 – Daily update of interviews scheduled

I was provided with the opportunity to take telephonic interviews of the applicants
who applied for the Internship Program at EduMentor. My main responsibility while
taking telephonic interviews was to shortlist the applicants for the final selection
round. I was provided with some parameters on which I had to judge the applicants.

41
 4. BUSINESS DEVELOPMENT

In the simplest terms, business development can be summarized as the ideas,

initiatives and activities aimed towards making a business better. This includes
increasing revenues, growth in terms of business expansion, increasing profitability by
building strategic partnerships, and making strategic business decisions.

Since business development involves high-level decision making, the business

developer should remain informed about the following:

 The current state of the business in terms of SWOT analysis (strengths,

weaknesses, opportunities, and threats).
 The current state of the overall industry and growth projections.
 Competitor developments.
 Primary sources of sales/revenues of current business and dependencies.
 The customer profile.
 New and unexplored market opportunities.
 New domains/products/sectors eligible for business expansion, which may
complement the existing business.
 The long-term view, especially with regards to the initiatives being proposed.
 The cost areas and the possible options of cost-savings.

4.1-BUSINESS DEVELOPMENT AT EDUMENTOR

There are various activities/strategies followed by EduMentor to make its business run
smoothly and render better results.

Some of those strategies are segmenting, targeting & positioning.

Dividing the market by grouping the customers with similar tastes and preferences
into one segment is called segmentation. This is more important in a service industry
because of the perish ability and tangibility characteristics, due to which the delivery
of services is different for each customer.

42
 4.1.1-SEGMENTATION, TARGETING & POSITIONING

1. Segmenting

At EduMentor, the kind of segmentation that is done is, segment marketing, based
on –

1. Type of school, i.e. public or private schools.

Segmenting schools on the basis of its ownership, so that economically less

privileged students of government schools can also be targeted, is unique only
to EduMentor. No other player in the market caters to the untapped potential of
government school students.

2. The segmentation can also be done on the basis of subjects studied at the +2
level. For example, on the basis of streams Commerce, Science or Humanities.

Type of
School

Private Public
School School
Figure 25 – Types of School

Though a student from any stream can apply for these entrances, but the target
market becomes a little specific when considering commerce students, because
often these entrances and other related courses are the first choice for them.
Likewise, even within commerce students, the market can be segmented on the
basis of subjects, especially Mathematics, studied at the +2 level. Mathematics
is essential for the entrance exam of BMS hence, students with mathematics as
their subject can be motivated in that direction.
43
2. Targeting

Since BMS is a management related course, it is a primary option for commerce

students, so the biggest target students for the organization is students with commerce
background. Humanities as a stream are going out of fashion, and the courses like
Mass Communication and Hotel Management have examinations based on the same
pattern as of BMS. So, BBA training can help a student aspiring to clear a Mass
Communication entrance test and also BBA entrance, like a backup option.

After the primary data collection, the strategy used to reach to the prospective
customers was done on the following segmentation.

3. Positioning

The organization has managed to form a niche for itself, in presence of strong
competition from established players in the market. The positioning of the brand has
been done from the very beginning, on two important propositions-

1. The organization being the only institute for providing specialized coaching to
the students who seek admission in BMS / BBA / BBE. That is the reason why
the faculty consists only of those who have been to the best BBA/BMS/BBE &
MBA colleges, making us- ‘The Only Specialist BBA/BMS/BBE Entrance
Coaching Institute.’ At EduMentor, the core competency lies more in
mentoring the students to the right path of education than merely preparing
them to achieve the best results.
2. The core team comprises of alumni of Shaheed Sukhdev College of Business
Studies and the leading MBA institutes which enable the organization to guide
the students and do the right thing at the right time. Plus, the team, being CBS
alumini, are more aware of the changes which have taken place in the pattern of
the written test, GD and PI over the years. In fact, the core team consists of
members who are involved in suggesting ways of improvement in the selection
process at CBS in capacity of being Alumni of Shaheed Sukhdev College of
Business Studies.

44
 Segmentation Targeting Positioning
• Subjects, type of • 12th Class • Only specialist
schools, age, etc. students with for management
commerce coaching
background • Value proposition
of more prices for
more benefits

Figure 26 – Segmentation, Targeting & Positioning

4.1.2-VALUE CREATION ACTIVITIES

To create long term value, EduMentor execute following activities.

 EduMentor provides counseling support to 200+ schools in Delhi.

 Counseling services to more than 60,000 students is provided to stay ahead of
the competition.
 One-to-one counseling sessions to students.
 Free career guidance.
 Periodic test series.
 Provide test lab based material.
 Experienced teachers.
 Feedback system.

45
 4.1.3-BUSINESS EXPANSION ACTIVITIES

To expand the business, EduMentor has been executing following activities.

• Constant market research.

- SWOT analysis.
- Competitors’ development.

Constant market research: Constant market research is very essential for every
organization in order to expand their business or to create long term value. Market
research keeps the organization updated with all the activities that are happening in
the company’s whereabouts.

Through market research it was realized that competitors are providing online classes
to the students in addition to offline classroom teaching. EduMentor looked at it as an
opportunity to grow and expand their business.

So, to adapt with the competition EduMentor designed its new service product i.e,
online classroom, which provide students an online platform to learn and explore their
interested areas.

In sucha way, EduMentor is coping up with the competition.

46
 STRENGTH WEAKNESS
7 days classes/week Less visibility and awareness
Strong Product Research and Presence only in Delhi/NCR
Development team
Only operational for 6 months
Young and energetic faculties from top
Colleges Marketing focused on bca activity
provides monitoring to all students Lacking intra-company communication
Provide test lab based materials

SWOT
ANALYSIS
THREAT
High Competition
OPPORTUNITY
New entrants, region specific, like
Diversification to other coaching markets presence of Singh Study circle in West
More visibility, with mass media Delhi
marketing tools More reliable on interns
More permanent centres New entrants with more modern
Formation of online classroom approach

Figure 27 – SWOT Analysis

47
 THE ONLINE CLASSROOM

Figure 28 – Website image

After analyzing the market, the new service product was launched recently by
EduMentor on 25th March, 2020.

Online classroom provides students the option to study from home with many benefits
like: Flexible schedule and environment, zero travelling cost, Self-discipline and
responsibility, etc.

EduMentor provides two new services to the students, namely, Online classes and
Live classes.
Online classes- recorded videos are provided to the students for the basic
understanding of the topics.
Recorded videos are uploaded on the portal on regular basis.
Live classes- live interaction between students and teachers, help the students to clear
their doubts and provide them with better understanding of the topics being an
interactive session.
Live classes are conducted with the help of zoom app.
In addition to the recorded videos and live classes, recording of live classes is also
provided to the students for better learning and easy understanding.

Daily schedule of the online & live classes is done and uploaded on the portal for the
convenience of the students. The same day it is informed to the faculties and other
departments for the ease of functioning of activities.

Daily online study material in form of PPTs, PDFs, word file, etc. is provided to the
students depending on the schedule. Practice questions and homework is given to the
students on regular intervals.
In addition to above activities, regular doubt clearing sessions take place.
Proper guidance is also provided to each enrolled student.
48
 4.2-ROLES & RESPONSIBILITIES UNDERTAKEN FOR THE
INTRODUCTION AND MANAGEMENT OF THE NEW PRODUCT

I worked with content department to provide students with online study material in
form of PPTs, PDFs, Doc files, etc. Working along with the content team I was
responsible to help our senior employees in coordinating with other departments for
smooth functioning of activities that are newly installed.

Creating PPTs
I was responsible for creating effective PPTs for the students.
The objective behind providing the students with study material in the form of PPTs,
PDFs, etc, was to make learning a fun experience & to provide them with effective
content for the preparation of entrance exams.

PPTs were made keeping the following points in mind –

 Must contain engaging content
 Easy to understand
 As per the requirements of the students
 Stick to the schedule

PPTs, PDFs & DOC files were uploaded on the portal everyday for the students.
A proper time table/schedule was followed for delivering the best services to the
students.

Figure 29 – PPTs created

49
Management of the online portal

Another task that was allotted to me was to manage the online portal.
It included enrolling the students for various courses so that they can access the study
material on the basis of courses registered.

Figure 30 – Image of online portal

50
Management of live classes

Another role that was allotted to me was of a coordinator, which means I was
responsible for managing live classes.

Tasks that I had to perform for the smooth functioning of live classes include:
1. Informing the faculties about the class in advance
2. Reminding the faculties about the class
3. Staying in touch with the faculties throughout the live session so that if any
technical error occurs, it can be solved within few minutes
Apart from these, I was also responsible –
- To ensure interaction
- To ensure decorum
- To ensure students get error free classes
- To ensure recording of live classes are provided to the students on
regular basis

Figure 31 – daily update of live class schedule

51
Figure 32 – Feedback of live classes on weekly basis

52
 5. CORRELATION BETWEEN COMPETENCY MAPPING AND BUSINESS
DEVELOPMENT

One of the objectives of my report was to understand & analyze how competency
mapping helps in the development of any business.
To accomplish this objective, I collected data from:
 Secondary data sources

Secondary data sources include information retrieved through pre-existing sources,

such as, research articles, internet, library searches, etc.

Review of Literature:

Robert Zaugg & Norbert Thom (2002) established that organisational success can
be achieved only through the establishment of implicit competencies in human
resource management, organisational development and knowledge management.
Competencies help to promote a configurationally model of change and further result
in the excellence of a company. If implicit competencies are successfully developed
into success potentials, and in addition to core competencies, then competitive
advantage can be attained. Authors identified that there is a considerable need for
organisational generalist who have a broad knowledge of organisational work. It
therefore seemed reasonable to speak of a need for organisational competency on all
levels a company, for all categories of employees. Implicit competencies do not
generate themselves; rather, they must be constantly developed and converted into
competitive advantage.

Seema Sanghi (2006) discovered that human competence is undoubtedly the key and
critical element for the success of an organisation and the individual. It calls for a
right blend of right Literature Review 44 person with right competencies. Corporate
core competencies were identified and efforts were made to establish core
competencies throughout the organisation. The author has discussed the personal
competency framework which embraces 45 competencies discussed under six broad
parameters such as intellectual, personal, communication, interpersonal, leadership
and result-oriented.

Lucian Cernusca and Cristina Dima (2007) in their research essay explained the
concept of competency and how competency is linked to performance and one‘s
career development. The authors also look into some models of competency mapping
and appraisal tools for performance management. A business might possess extremely
capable human resources, but they might not work on the position that suits them.

53
This is where competency mapping and the appraisal tools come to help the HR
experts choose who should work on what position.

Gaspar (2012) found that Competency based selection method is healthy, structured
and comprehensive. Candidates are evaluated on the competencies they need to
demonstrate, when inducted into the organization. The performance management,
competency system diagnoses the future training and development needs of the
employees and it helps the HR executives assist employees in decisions like
promotions and transfers.

From Review of Literature, it can be contemplated that competency mapping

offers several benefits to the organization.
Some of the benefits include:
 increase employee’s self-awareness and aid in career management
 identify new leaders and support organizations in succession planning
 helps in making promotion and internal mobility decisions more accurate
 helps in performance management of employees, individual departments and
overall organization
 provides scope for designing goal-directed training interventions
 assist in job evaluation
 develop a competent workforce by making recruitment and selection structured
and objective
It can also be contemplated that competency mapping is used in various functions of
HR like recruitment & selection, career planning, succession planning, training &
development, potential & performance management.

All the above benefits help the organization in some or the other way.
According to the research and observations, following points can be concluded

1. A company that follows Competency Mapping Model renders better & effective
results in terms of job/tasks performed.
Placing the right or best suited competencies at right job not only helps the
business move in a positive direction but also maximizes the profits.
Better rendered results mean increase in the performance of the employees which
further means more productivity that lead towards earning more profits.
In this manner Competency Mapping helps in the growth of the employees as well
as the organization.
Managers and business owners need to be aware of the impact that
an employee can have.

54
2. In case a company wants to expand a business, defined skill sets/competencies,
would make it easy for the company to create new jobs and assign these new
created jobs to existing employees as competencies of each employee is well
evaluated in advance.
Competency mapping can be considered a tool to expand business as it not only
helps in evaluation of skill sets present in the organization but also helps in
creating development plans. So if the employees of any company are aware and
working on the development of required skills, then any expansion in the business
would be easily tackled by the staff.

In the light of above points, it can be said that competency mapping is somehow
correlated with business development.

LEARNING AND RECOMMENDATIONS

Problems faced:

1. Due to the seasonal nature of the business which lasts from April to June, it was
difficult to attract applicants for interview as a substantial number of candidates
wanted a full-time job with EduMentor.

2. Less number of platforms is used for promotion as company focuses on

targeted marketing, which sometimes makes the hiring process difficult with
less number of applicants.

3. While working on different types of data like IIM Call-getters, IAS Aspirants,
final year students of top B-Schools, the same sort of pitching about the job
profile didn’t work.

55
Learning:

1. As major part of the internship was spent on competency-based recruitment,

hence better understanding about the various steps & methods involved in this
process.

2. Learned how to deal/tackle with applicants who back out at the last moment.

3. A well drafted competency based Job Description is a prerequisite for effective

sourcing. Lack of JD leads to wastage of sourcing efforts, because it becomes
difficult to determine whether the applicant is correct fit or not.

4. Importance of constant market research.

Recommendations:

1. More promotional tools can be used to increase the range of potential

customers.

2. Services can be provided to students from other states too since now the new
service product is online classroom, there is no location constraint.

3. New employees should be hired for managing online classroom for the smooth
functioning of activities.

4. Proper training should be given to existing employees & interns about the new
service product.

56
 CONCLUSION

EduMentor Educational Services Pvt. Ltd. has been growing rapidly ever since its
inception. The Company has been extremely successful in differentiating its product
with those of its competitors. The research and efforts put in while preparing the
material can easily be analyzed.

It can be contemplated that EduMentor:

- Identified the problem

- Analyzed the market
- Adapted according to the market
- Successfully running its new product with minor drawbacks

The company is proactive in its approach and is always ready to experiment with new
marketing strategies to market their product well. The online campaigns and strategies
implemented this year have been of huge success.

The Company is doing well in terms of business but it still has to beat the market
leader. All strategies adopted by it have been fruitful and it has been able to carve a
niche market for itself. Year after year, it’s gaining reputation and a strong foothold in
this industry. The fact that it has just spread in Delhi /NCR in past few years is bitter
but for a new entrant in the market, there couldn’t have been a better strategy. The
way it has firmly put its footsteps in this market, even the market leader IMS doesn’t
feel safe.

EduMentor Educational Services Pvt. Ltd. had enrolled more than 3500 students this
year which is an achievement in itself. This year company has highest no of
enrollments of B.El.Ed.

EduMentor was successfully able to recruit more than 150+ best faculties on board.
Faculties with incredible teaching style and brilliant knowledge from the top colleges
in India were hired.

Hence, the journey of EduMentor Educational Services Pvt. Ltd. has been great till
now with its revenue growing year after year. No wonder the Company will soon
occupy the number one position in the market with its differentiated product, quality
service, and focus on customer satisfaction.

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REFERENCES

Employees of EduMentor

http://www.edumentor.co.in/

www.imsindia.com

www.careerlauncher.com/

http://www.prathamonline.com/

http://www.time4education.com/

http://www.newparameter.com/

https://trainingindustry.in/

https://www.predictiveanalyticstoday.com/what-is-education-industry/

https://www.wikipedia.org/

Investopedia

https://scholar.google.com/

EduMentor information booklet

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