My ex-CEO used to use the phrase – Onward & Upwards to give us a motivational dope. I have a same feeling about India Sourcing and social recruiting scenario which I wish to cover in this edition of my blog and also disclose the results of my survey earlier this year.
I was glad to be a part of recent SourceCon – the largest sourcing conference in the world to represent the Indian flavor of sourcing to the global audience. Though the sourcing as a concept is universal, it has a heavy influence from the region it belongs. I have worked in both global and domestic sourcing in my career of 9 years and found a great deal of difference in the way we source. Despite of the differences, the “sourcing” as a function has a strong roots in every recruitment eco-system and India is no difference.
In order to understand the philosophy behind India sourcing, I ran a first of its kind survey earlier this season. This survey was aimed to understand the details of sourcing channels, effectiveness and overall India sourcing landscape. I received over 150 responses to my survey from various sourcers / recruiters from all parts of industry. While I have uploaded the results in SlideShare, here are some key takeaways of the survey for me: -
- Over 64% of respondents are from IT recruitment industry.
- Naukri was ranked as the best job portal in India by 71% of recruiters while Monster was at mere 16%. This shows the monopoly of Naukri in this market. There was very negligible mention of any other job portals in this range.
- Over 50% of recruiters say that every second candidate they hire comes from job portals. This shows a dominance of job portals in sourcing channels and this is still the most effective way of hiring candidates in India.
- The share of organized / standardized recruitment database vendors (ATS) is around 25%. Most of recruiters use in-house database. It provides a great opportunity for external vendors to increase their market share.
- Over 56% mentions that there is a room for improvement in the ATSs they use.
- 40% of recruiters generate more than 10 candidates per day.
- Nearly 75% recruiters agree that the quality of passive candidates is better. This also denotes the increasing trend of recruiters using new resources outside of job portals (E.g. Social sites)
- While 49% of recruiters submit 4 to 7 candidates to get one hire, we still have over 30% who submits more than 7 to achieve the successful placement. These numbers shows the influence of “volume hiring” in India and availability of talent (quantity). However, the low ratio of hires also shows the increasing importance of quality and hiring managers’ expectations.
- In the “talent war” scenario, 40% recruiters face the situation of offer/joining ratio below 75%.
- The concept of Boolean sourcing is definitely on the rise where 72% recruiters prefer Boolean over other methods of search.
- In the job portal search, though 53% of recruiters prefer database search as the most effective way to get candidates; surprisingly mass-mailing scores at second place with 24% above job postings at 16%.
- Bullhorn stands at number-1 spot by recruiters in usage at 35% compares to some of the other tools / sites like eGrabber, BranchOut, ZoomInfo, TooStep etc.
- 81% of recruiters support the idea of focused “Sourcing” function in their organization.
- The “Googling” way of hiring is not particularly popular in India as over 70% recruiters says they either have not hired OR not tracked their hire using this resource. This also shows the need of sourcing training in this space.
- LinkedIn scores at 59% as the most effective social recruiting channel in India while only 38% uses LinkedIn recruiter utility. These numbers will be very encouraging for LinkedIn sales team as it has a great potential to increase the utilization of their hiring solutions in India market.
- The usage for Facebook for branding is definitely on the up-side as over 54% says their company has a fan-page on Facebook but only 22% says that it is used for job posting purpose.
- On a very interesting note – around 40% said that LinkedIn is very similar to job portal and other 60% were affirmative on LinkedIn being a pure professional networking site. I would worry about those 40% .
- The hiring mood in India is definitely upbeat as 54% said that their hiring will increase and only 9% predicts less hiring than 2012.
- Over 50% of recruiters showing intent over investing in social recruiting is definitely a good sign for the market.
- In light of Facebook’s job portal, 60% were happy to see Facebook India Job portal but other 40% are still wary over security concerns.
- Around 39% of recruiters see the “Improving employer brand” as a top-most function of social media for organizations following by increasing the quality and quantity of hiring.
Some of the above numbers might be as per industry standards; however the rising numbers towards “Sourcing” and “Social Media” definitely shows the positive trends in Indian recruitment industry. This is an industry which has traditionally used job portals OR third party vendors in the past for a big proportion of the market. There is a definitely air-of-change in regards to having more focused talent sourcing function and enhancing the employer brand to attract candidates. I am happy to see the sourcing industry slowly and surely finding its roots in India and these trends will only but go upwards in near future. While companies are looking to have better control over quality and quantity of talent supply along with enhancing their brand reputation in the market – “Sourcing” as a concept provides a great platform to support this change.
In the rising era of social media, Indian recruitment industry – especially, job portals segment is going through a bit of struggling though an interesting period. Though the Indian numbers of Social Media penetration are much lesser (5% India Vs 60% USA), it has certainly made top job portals to take a notice of this trend and respond to it rather re-actively.
The traditional job portal industry in India is heavily dominated by Naukri.com (InfoEdge Ltd.) and MonsterIndia.com (Subsidiary of Monster.com). The other players like TimesJobs.com, Shine.com, Careerbuilder.com etc has been on the edge, struggling for their market share for a long time. Today corporate companies are looking at social media channels to lower their sourcing costs, increasing candidate engagement and enhancing employer brand. In fact, a professional networking site like LinkedIn has been keeping a strong pressure on job portals. The effect of this trend has been felt by job portals significantly in past couple of years. Naukri.com and Monster.com has been under pressure to increase their profit shares and market value in the current scenario. Both of these houses contributes to an overall INR 600 Crores (120 Million USD) turnover in between them.
This market trend has definitely led a paradigm shift in a way job portals are looking at their internal business model and diversifying their service stream. The days are gone when job portals were happy to maintain their candidate database and earn yearly service contracts. Today they can not simply depend on their traditional model and there is a greater need to diversify their service streams. Market is already witnessing some of the new equations that are being tested by many of these players. Here’s a run-down of some of the most notable diversifications: -
Naukri.com – Segmentation and Referrals Tool
Naukri is by far the biggest job portal in India with around INR 330 crores of yearly turnovers. Recently they have launched FirstNaukri.com and NaukriPremium.com as new services for the segmented and focused target audience. FirstNaukri.com – as name suggest is targeted for graduates. In this case, Naukri is offering assessment tools, on-boarding platform and employer branding options for employers. Similarly, they are also providing options like events employer-connect / engagement tools, contests and consulting for students. On the other hand, they have also targeted high-end segment of executive / leadership level candidates through NaukriPremium.com. This portal is a focuses on senior level candidates who are typically above INR 15 lakh CTC.
Interestingly, Naukri has also launched the Internal Referral Tool that is integrated to their job portals. This tool lets recruiters to open their Naukri jobs internally to employees and receive candidates. This move certainly suggests that Naukri is looking at a different segment of business. This may be a good option for small to medium enterprises that do not have in-house system for referrals. Nevertheless, this certainly raises the risk of exposing internal associates to Naukri and other related data security concerns.
MonsterIndia.com – Integrating Social and Segmentation
Monster’s BeKnown, the social media networking tool is around for past one year or so, but have not earned much success globally. They are now trying to integrate BeKnown in their job search results page to gain momentum. I recently learned that Monster has added Social Connections to their job listing which lets candidate to view who all in their BeKnown network works in that company. This feature is yet to release in India, but it certainly shows the path going ahead.
In addition to above, MonsterIndia has recently launched Monster College in their service offerings. Monster College connects colleges to recruiters. It offers to strengthen a relationship between college T&P officers with company HRs. They also have assessment tools for filtering candidates presented to HR.
Shine.com / MyParichay Partnership – Social Referrals Meets Job Portal
MyParichay is a Summit HR start-up is a social media employee referral tool in Indian market. It has announced a partnership with Shine.com to let recruiter shares their jobs on MyParichay through the network of company associates. This is an interesting development indeed as a “Job portal meets Social Media meets Employee Referrals” scenario. This partnership will definitely give a way to new equations in the industry if it creates a successful case-study.
Headhonchos – Senior Hiring Job Portal
One of the oldest and largest executive search company ABC Consultants Ltd has initiated HeadHonchos last year to build a new job portal that is targeted to senior / leadership / executive level candidates. Interestingly, they used “LinkedIn” in big way initially to promote HeadHonchos to lure candidates into their database. They work on the candidate-drive pricing model and provide premier level services to candidates from consulting perspective.
I am sure this is a start of new partnerships, relationships and diversification in until now a very traditional job portal market in India. Job portals are slowly, but surely acknowledging the entry of new-age social media and choose to work with them rather than competing.
LinkedIn is becoming one of the fastest growing recruitment solution providers in India. They now have a special “India pricing” to cater domestic needs. Recruitment organizations are definitely inclining towards their recruitment solutions which offer a unique combination of passive candidate search, job postings and employer branding. Job portal needs to continue driving towards diversification and being more “Socially-Connected” with their audience in order to sustain and grow. They need to realize that they can no longer just expect candidates to visit their portals, but rather they need to be proactively follow the candidates wherever they are .
It all started way back in July for me, when I heard of a news about Facebook venturing into Job Portal business. As a recruiter, my first reaction was – WOW! I have always been struggling to use Facebook as a direct medium of talent search / job posting due to very nature of this platform and unstructured though huge data. I have been trying to effectively use third party apps like BranchOut, BeKnown but with no tangible results. This may be due to the regional constraint and I’m happy to hear from any other recruiters who have successfully hired from these apps. Put things short – I was anxious and excited to see if this would a right step in the door for Facebook.
On 14th November morning (IST) the news broke out about Facebook confirming the release of the job portal functionality. The news also mentioned that it will be an extension to their Social Jobs Partnership program with US Labor ministry and possibly be a job aggregator than an actual job portal. A very idea about reaching out to a billion people through a social platform with most number of active users was enough for me to still ride on “excitement” wave.
The next morning I could actually see the first glimpse of so called Facebook “Job Portal”. It was like having a half baked breakfast with no taste, no appeal and got me worried about my diet . Here’s what it looks like: -
Functionality / Structure
- Facebook has released a “Social Jobs App” which is embedded into their “Social Jobs Partnership” Facebook page – with no immediate notification and access to users. People will have to find these apps deeply buried in the system to use it.
- This is not a direct job portal but a job aggregator like Indeed.com. It sources jobs from JobVite, Work4Labs, BranchOut, Monster and US.Jobs.
- JobVite, Work4Labs and BranchOut are Facebook apps which uses Facebook as a platform to publish jobs, search jobs and refer jobs in individual capacities.
- You can search via keywords, location proximity and category / sub-category.
- Once you search with fields, it sources jobs from each of the portal and aggregates them as a list. You need to go to individual apps / portals to apply for those jobs.
I do not wish to be overly critical about this app here as this is a first step of Facebook into unknown territory for them. People label Facebook as strictly personal and LinkedIn as strictly professional. In fact, I started a “poll” earlier this year to understand people’s sentiments about Facebook starting a new job portal. With sample size of over 300 responses, 61% of people said they are not comfortable with using Facebook for jobs / careers. Though recruiters will be excited about this move; this is a big mindset change which Facebook will have to manage for their users. This may also explain their move to go as “Job Aggregator” than a job portal.
OK, saying this – I have a big apprehension about the beta version which they have opened up. Going job portal way officially surely should be a big decision for Facebook eco-system and I am thoroughly surprised they are very ill-prepared in this release.
Here are my questions which I hope to get answers in coming days with their subsequent releases to this app.
- Why would Facebook release an “In-House App” without proper testing? The search functionality is not accurate and you end up getting results with rubbish job matches.
- Why there is a difference searching from this app VS searching internally in the vendor apps? I searched java, spring in the monster tab with 30 odd results while searching the same on Monster gave me over 50 results.
- Why would they restrict this functionality only for US jobs only? I understand about this being part of “Social Jobs Partnership” page but Facebook being “global” would not this be bit unfair to other countries?
- Why have they tied this app to specific initiative like “Social Jobs Partnership” only? This could have been very well a global initiative with much wider users.
- Why Facebook has not made an official announcement of this platform on Facebook itself?
- There is simply no information available on public domain about who / what / how’s of this app. This announcement on the FB page has received over 111 comments and lots of them are asking relevant questions. Why Facebook is not answering OR clearing their stand over here? This is supposed to be Facebook’s official initiative.
- Facebook also have not published this link anywhere in their promotions. Does that mean they wanted this to be released under closed boundaries only?
In my opinion, Facebook has to decide on their next steps as part of bigger strategy and take it to the next level. Their move has been heavily criticized in the market as it lacks a thoughtful approach, tried and tested preparations, long term insights and user experience. They need to position themselves as a platform where people are comfortable searching jobs and it should be secure enough to protect their activities from being public. I do not expect them to go LinkedIn way as it is a different platform altogether but they need to have a well-thought out plan to venture in this market.
It is a huge opportunity for Facebook which they can not afford to miss; however, their start has certainly not made things easy for them to chop out next steps. This App is just a “start” and Facebook needs to roll up their sleeves to compete in “All-Star” league. Make no mistake – the moment they make their bases loaded, it’s just a matter of time to hit a “Home Run”.
For long time, I have been searching for an Indian community on Social Media recruitment. My following on Social recruitment mostly comes from western world and conferences where the concept is relatively more mature and wide-spread. I was very curious to understand how India HR community looks at Social Media, especially from talent acquisition glasses.
That’s when I came across People Matters conclave on Social Media Talent Management. I was more delighted to see focus on talent acquisition, as most of times HR conferences sadly do not cover this part of people process. I also saw many familiar speaker names such as Gautam Ghosh, Aadil Bandukwala and many others with whom I had interacted on twitter but never met. On 13th of June 2012 I travelled all the way from Pune to attend this conference inBangalore with an open mind and inquisitive set of ears. This is a summary of a conclave from my table.
Unfortunately I arrived a bit late at conference and missed out welcome address by Dr. Madhukar from Alliance University. EsterMartinez, (Founder – People matters) successfully set up the context by specifying why Social Media matters in today’s talent world. She said that by 2018 there will be more Gen Y who will be more “Social” savvy. This means every company should have a “Social” component in their strategy.
Elango R (CHRO, Mphasis) was on the stage then to elaborate “Why” and “How” today’s HR should embrace social media for their talent strategies. He shared a case-study from Mphasis where HR simplified an idea about creating a social platform for programmers to share their “Re-Usable” codes on AppStore look-a-like application to save duplicate efforts and increase overall productivity. They now have 65% of re-usable codes in their directory. He also mentioned that we are 5-6 years away from opening Social Media tools like Facebook, Twitter to employees in office but HR should find other “Social” ways to drive effectiveness using this powerful medium at enterprise level. Sangeeta Lala (Co-Founder, TeamLease Services) presented how recruitment agency can help their candidates and clients through Employer Branding and Social Hiring.
Next was one of the most awaited sessions for me by Aadil Bandukwala (Talent Acquisition Advisor, Dell) on Social Recruiting. Aadil presented a great case-study on how DellIndia has used various social tools to attract and recruit candidates effectively. He presented a layer-like structure where Dell has a Career Site, Job search site, social media channels and recruitment CRM which is connected with one anfother. Today, recruiters are able to send jobs to social media channels with one click. He also showcased about how people can search jobs through Facebook apps and effective usage of twitter to broadcast open requirements. He demonstrated an interesting study where user-generated video got more hits than their marketing video. It emphasizes the fact about people on Social Media “likes” human generated content than automatic one. They also have a strong “listening” ability to their target recruiting audience with their Social Media Command Centre. Clearly, Dell has set an example in Social Recruiting space inIndia. It was an amazing overview of how Social Recruiting can be implemented if done in right way. Kudos to Dell!
One of the most well known figures in Indian Social Media space, Gautam Ghosh moderated a track on Employee Engagement & Recognition. Gautam presented a “Gamification” model to engage employees in Social driven HR environment. He introduced a concept of giving badges and expert tags to internal employees for recognition. C. Mahalingam (EVP & CPO, Symphony Services) pointed out that “fun” is not necessarily an engagement and companies really do not need Chief Fun Officers. Rohit Rawal (Co-Founder, QuadMo Solutions) mentioned how their solution SPOTLIGHT is helping companies to socialize Rewards and Recognition internally. Panel also pointed out that companies should not take rewards and recognition in same bucket. Most of times people are really looking for recognition than just monitory rewards.
The post-lunch slot was given appropriately to Abhijit Bhaduri (Chief Learning Officer, Wipro) who kept audience on their toes about the concept of employer brand and learning. He mentioned today employer brand is not owned by companies but by employees and potential hires. Brand is what your people and potential employees say about your company. In today’s world with talent war scenario, it is two way reference check with candidates doing their own due diligence to find out what people say about the company before joining. A great branding is one where Alumni say good thing about his / her ex-company. He mentioned that today’s learning is static and it is an event. People can not learn in fix time at fix locations. Their learning should be social, virtual and ongoing. With social media – hiring, brand building and learning is been driven by people which requires zero investment. This session was an eye-opener for everyone in the room to change their perspective of employer brand and learning.
The last session of the day was moderated by Dayanand Allapur (Head – HR, Tesco) with B. Venkataramana (CPO – Landmark Group), Pallab B (Director – HR, Citrix) and Raghavendra (VP & Head – HR, Infosys BPO). The panel shared some great views about how “Social” as a concept is becoming a strategic phenomenon to drive an effective employee engagement. Speakers shared various examples of using social channels as part of their HR strategy.
Networking Breaks gave me an opportunity to meet some interesting people in this space. In fact, I met one of ex-colleagues after seven years . It was great to see HR fraternity is going beyond “Curiosity” to “Enthusiasm” for using social media in HR and recruitment. The event was well organized by People Matters with great line up of speakers. I would love to see more recruitment angle next time. Special mentions of sponsors –Alliance University, Shine.Com, quadMo and rupeepower for their support.
As many of the speakers said, we may not using Social Media effectively on the ground just as yet as it will take us few years to reach that maturity levels. However, it is more important to create the “Social Environment” among employees and employers for creating the mindset before we implement radical social efforts in our HR / recruiting areas. I strongly believe next year same time, we will see many successful social usage case studies from India HR Inc. For people oriented functions like HR / Recruitment “Social” is not a choice but a question of “When” and “How”.
Each day I speak with recruiters about Social Media who shares their enthusiasm about using this channel for sourcing. The next question is – how soon they should expect to get profiles and where all they can post the jobs. Social Media is being viewed as a next best thing in recruitment as well as a “magic wand” which will produce profiles from thin air!
There is a definite wave about “Social Recruiting” in the air which needs a proper understanding, strategy and implication rather than blanket usage. It’s imperative that we understand the real power of Social Recruiting with a broader spectrum than just a short sighted approach.
I have compiled a list of what I think the real Social Recruiting is and what it isn’t.
I get so many queries like can you post this in Facebook and LinkedIn. Well, are you treating them as job portals for posting? Do you even know where and how to post? Is this a “readymade” tool for job searching? Any new concept brings along a need for learning and exploring. Social Media is more than a tool and not even a strategy in itself.
In short, recruiters should not to see Social Media merely as a tool. They need to see this as an opportunity to reach out to bigger target audience, engage them in meaningful dialogue and create a talent pool to gain a distinct competitive advantage over competition. Social gives enormous opportunities to create proactive and long term candidate pipeline along with building a great employer brand. This is so much more than just posting in groups, pages and twitting like “Job Robots”.
So next time, do think “long term” and “strategic” while using Social Media. One thing more – it’s there to stay, so use it before your competitor does
I would love to get your opinion on the above list. Any additions / changes you suggest? Let’s open up a discussion…
The recent entry of Google+ has stirred the entire Social Media space in a big way. Facebook has just changed its interface and introduced various concepts like Groups to counter-attack Google+. I think it is just a start. This is a hot boiling place to watch…
We have the two big (if you consider it BIG enough) news coming from Google+ and Twitter this morning. These updates / changes suggest that both of them taking on Facebook aggressively. Let’s look at them from sourcing / recruitment angles too.
This is Google’s answer to Facebook Fan pages. In recent times, fan pages have become a great tool for recruitment / corporate companies to enhance their employment brand as well as to reach out to wider social media audience. Google+ is now riding the wave by announcing Google+ pages. The page structure is very similar to Facebook Fan page where you can post your openings, comment, engage etc. Instead of “Liking”, you can add this page to your “Circles”. Other utilities include “About” section, Photos and Videos.
One of the interesting functions is Google+ Direct Connect. You can connect your websites to Google+ page. If you are able to convince Google+ algorithm about authenticity and quality of content, they would award you a +operator. This makes your page searchable on Google with + operator. There are few live examples like +Pepsi.
Although at this point of time though the structure looks pretty simple and much like Facebook, I am sure that Google has bigger plans in overall social media strategy. This platform gives Google+ a huge advantage for attracting company / individual brands to connect and engage audience. For recruiters, it is just another online place to showcase brand and jobs for now. However, keep watching this space.
Twitter adds News Feed (Activity Tab)
One of the reasons Facebook has been successful to attract and engage large audience is due to their “News Feed”. This feature lets user know more about what their friends are doing with 2nd level friends. Thus resulting into knowing new people, what they do and enhanced engagement overall. Even though this feature has come under some criticism due to security concerns, it is like a “Newspaper” putting up hot stories from their friends which you can not resist to read.
Twitter has been very conservative till today by adopting a very simple and straight forward philosophy of showing only twits from your connections. Starting today, Twitter has powered “@username” tab displaying various activities for your own account. This includes people who re-tweeted your twits, newly followed people along with your mentions.
The more important change for me however is their introduction of “Activity” tab. This tab tells you about what your twitter connections are up to J. You can now view new accounts they are following, any favorite twits they have added, new addition to lists etc.
Utility for Recruiters?
- You can now keep a tab on new accounts your candidates are following. A great way to know their friends / colleagues / connections in a same industry / company.
- Uncovering new lists they are been added to.
- Any other advantage you can think of .
Social Media is slowly but surely is establishing as a big buck business. LinkedIn and Facebook has already proved their market worth. The good part – this competition will provide a gate-way to some great innovations and experimentation in social media space. Businesses are learning from one another and providing better value proposition for customers. Enjoy them until they are free….
Have you ever been to open house which says get approval on your questions and comments before speaking out it in open? Sounds weird? Well, is this a mindset you are carrying to your social media strategy?
Social Media is slowly but surely coming to an age where it is more of a strategic component than just “Riding a Trend”. It is a medium that exposes your brand / company to open crowd which can give any company an advantage to reach out larger audience. However it does bring in a risk component with itself as it can attract negative comments / sentiments of their employees as well as customers. This may be fear of company management which restricts the open use of social media.
As they say – everything has its pros and cons. Here’s what best you can do to maintain and enhance your brand on social media while curbing an “evil” effect.
Involve Your Employees – Best Brand Ambassadors.
While you look outside to market yourselves and brand your company name, you may tend to forget that your employees are the best brand ambassadors of your company. It is a great idea to involve them actively on your social networks to tell their experiences / views about your company / brand. People would rather listen to human stories than standard marketing brochures. Yes, you may attract some negative sentiments from “never-to-be-satisfied souls”; however, there are more chances that you attract positive vibes if you involve larger audience.
In current social media channels, you get do get admin rights where-in you can actively moderate your groups, comments, postings etc; however use this right diligently. It is not advisable to delete OR react strongly to every negative / non-sense comments. Remember, it is an open platform – a democracy J. Let people have their own say and you can counter them with the positivity which can showcase your brand value. If your community members start thinking that you are deleting negative comments, they will definitely shy away from your group. You can always re-direct those negative comments subtly. Your brand also carries your company’s characters and values.
Be open for Improvements and Suggestions
Social media is a two way conversation and needs to have “ears”. You would always want your followers / group members to listen great things you have to say. Never close the communications gates though. You would also carefully need to listen what your followers have to say. Sometimes, they may have a complaint, a suggestion, a crappy experience about your service / product etc. Please make sure you route their views to appropriate department and consider them valuable. Do not forget to thank them for their valuable suggestion. Give them an honorary feeling which they will associate with your brand.
Be careful on what you say
We have seen enough examples of big goof-ups on some Fortune 500 company’s social media communities where one word OR sentence can destroy your brand image. Do not get intimidated or carried away by comments of other people. Respond such comments with proper business etiquettes and sentiments. Please do not take them personally. Remember, it is not you (as a person) commenting on them but you are representing an entire company.
“Feel Good” Factor
The community should always carry a “Feel Good” factor about company, people, clients and their services on social media. There should be a consistent effort for company to engage your audience into new developments, updates, news etc on your company. Also, try to run various contests and quizzes (even if without any rewards) on your page and give credits to the winners. It always creates an attachment of the person to the brand and helps to neutralize any negative feelings.
Social media as a channel needs openness and transparency from employer’s point of view to bring long term effective results. You just cannot expect goodness if you are not prepared for the risks. It does expose an opportunity to attract some rough comments but it also provides to clear an air publically to help brand-building. Moreover, this cannot be a reason to not to open to use this excellent channel for people engagement and brand-building.
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