Info Edge launches Naukri Creator Hub

New Delhi: Info Edge has launched an in-house creator platform for its recruitment brand Naukri, enabling creators to sign up and collaborate directly with the company.

For years, Info Edge has leveraged influencer collaborations primarily for brand building. Now, it aims to integrate a dedicated platform within Naukri, allowing creators and influencers to join and create content directly.

“We’ve recently launched a programme for one of our brands, similar to early affiliate models, where creators can sign up to collaborate. It’s currently in beta and has already seen over 65 sign-ups in less than a week,” said Sumeet Singh, CMO, Info Edge.

Singh emphasised that influencer marketing is delivering strong results for Info Edge brands. “Unlike traditional ads, influencer marketing has to be a continuous effort. We approach it from both a performance and brand-building perspective,” she said.

Creators under this programme will produce content related to jobs and careers, which will be featured both on Naukri and their own social media handles.

Beyond scaling influencer marketing efforts, Info Edge is prioritising quality and authenticity in creator collaborations. Amid rising concerns over influencer credibility, highlighted by controversies like the Ranveer Allahbadia incident, the company is taking a cautious approach.

"We've always been selective about the creators we work with. If someone is controversial, we avoid them due to potential negative associations. We assess multiple factors beyond follower count—engagement, shares, quality of comments and audience sentiment matter more," Singh explained.

Our team actively monitors comments and audience interactions to assess creator credibility. Analytics tools provide demographics, but qualitative insights from comments and shares reveal a lot more," Singh added.

We also have a few content creators in our team because, as Singh puts it, they bring invaluable expertise from the creator ecosystem. “They know best how to create content,” she said.

Regarding the types of influencers Info Edge collaborates with, Singh shared that the company primarily works with micro, nano and macro influencers, periodically also engaging with big names and celebrity influencers strategically in a quarter across Jeevansathi, Naukri and 99acres.