Mumbai: Technology-based recruitment marketplace, WorkIndia has appointed Pitchfork Partners Strategic Consulting LLP as its public relations counsel. With this mandate, the company aims to strengthen its position as an organisation dedicated to enabling blue-collar employees to find jobs based on their skills.

WorkIndia has built a fully automated technology platform that enables geo-tagged, dynamic, algorithm-based hiring that requires minimum or no human intervention. Founded in 2015, WorkIndia aims to organise the blue-/grey-collar sector so that employers can connect to the right employees, and that every worker can get a suitable job, said the company in a statement.

Approximately 65 per cent of the Chinese blue-collar workforce uses online recruitment websites for job search; the Indian online revolution in blue-collar is rapidly catching up. WorkIndia's co-founder and CEO Kunal Patil said, the white-collar segment’s behaviour is well documented, but the blue- and grey-collar segment behaves very differently when it comes to recruiting. "Our larger goal is to provide meaningful livelihoods to the 258 million blue-collar workers in India and we believe that Pitchfork Partners shares our passion and beliefs. We see a huge opportunity for sustained growth and Pitchfork has the credentials to assist us," he added.

Pitchfork Partners, co-founder, Jaideep Shergill said, “We are pleased to associate with WorkIndia given its leadership position in this massive blue-collar market. It’s a great opportunity to assist WorkIndia achieve its vision through strategic and insights-driven communication.”