Brace yourself for a wild ride on the latest episode of Chad and Cheese’s Firing Squad. This week, Hannah Peet—co-founder of Candidly, the white-label ATS is grilled live from a London phone booth. Between mix-ups over kid names (Albie, not Aldi—sorry, Aldi fans!) and snarky digs at outdated HR tech, Hannah lays out her master plan to turn hiring into a kindergarten art project.
Get ready for AI matchmaking antics, absurd marketing rants, and a firing squad session that’s equal parts roast and rally cry. Will Hannah emerge with big applause or end up as HR tech collateral?
Tune in to find out!
PODCAST TRANSCRIPTION
Joel (00:22.709)
All right, let's do this. We are the Chad and Cheese podcast. This is Firing Squad. I'm your co-host, Joel Cheeseman. Joined as always, Chad Sowash is in the house as we welcome Hannah Peet, co-founder at Candidly to the show, live from London. Hannah, welcome to HR's Most Dangerous Podcast.
Chad (00:35.938)
HANAPEET!
Hannah Peet (00:42.598)
Thank you. I am in a phone booth. In London.
Chad (00:44.354)
Live from a phone booth.
Joel (00:49.439)
Built for recording, built for recording. Well, Hannah, for our listeners that don't know you, give us a quick Twitter bio and then we'll get to the down and dirty of the business.
Hannah Peet (01:01.67)
Sure. So as well as having a startup candidly, I am also mum to two small children, Ida and Albie. Gosh, I nearly forgot their names then. Ida and Albie. So they're five and two. So yeah, my life is pretty full with a tech startup and two small kids. Albie. Albie. It does sound like Albie when I say that. No.
Chad (01:20.504)
say Aldi?
Joel (01:23.729)
Aldi. Albie.
Chad (01:24.91)
Ah, okay, I was gonna say...
Hannah Peet (01:30.286)
This isn't a plug for Aldi, his name is Albie. Sorry Albie.
Joel (01:30.517)
I'll be.
I'll be sure.
Chad (01:33.934)
It's gonna say, was your kid sponsored?
Joel (01:38.195)
Hey.
Hannah Peet (01:38.802)
I haven't gotten that far yet. No.
Chad (01:41.469)
That could be next, that's fine. That's fine, that's fine.
Joel (01:45.349)
We have listeners getting tattoos, so anything's possible. anything's possible. Well, Hannah, thanks for joining us today. Hannah let us know in the green room that she's listened to about every episode of Firing Squad, so she knows what's happening. for our listeners that don't know Chad, read them the rules of the show.
Chad (01:48.788)
yeah, I gotta get that taken care of.
Hannah Peet (01:50.246)
No worries.
Chad (02:01.794)
Well, Hannah, welcome to Firing Squad. This is how it's gonna go. At the sound of the bell, there it is, you'll have two minutes to pitch candidly. At the end of two minutes, we're gonna hit you up with about 20 minutes of Q &A. Be sure to be concise or you're hear them crickets, means tighten up your game. At the end of Q &A, you're going to receive big applause. Much like Adele, you won't be just rolling in the deep, you'll be rolling in the cash. Golf clap.
It ain't deep seek, but you have a chance. got a chance. And last but not least, it's the firing squad. Tie an anchor to it because you should throw it in the deep and try again. That's firing squad. Are you ready?
Joel (02:47.765)
By the way, if you have Adele on your bingo card, make sure that you stamp that one. I think that's the first Adele reference of the show. All right, Hannah, us about Candidly in three, two.
Hannah Peet (02:47.962)
Indeed.
Chad (02:55.138)
Do my best, do my best.
Hannah Peet (03:01.487)
Hi everyone, I'm proud to introduce candidly the white label best in class applicant tracking system. HR providers are under intense pressure to deliver seamless all-in-one solutions which cover the entire lifecycle from hiring all the way through to off-boarding. SMB customers want consolidation. They don't want clunky integrations or to pay for costly point solutions.
Yet the absence of a good ATS is the missing piece of the jigsaw for most HR tech providers, and is the number one reason that they're losing customers. Building a good ATS would take them years and cost millions with ongoing investment required to stay competitive. That's why my co-founder Alex and I built Candidly. Our fully customizable API driven solution integrates directly into our HR tech partner platforms.
enabling them to go to market with a powerful ATS under their own brand, offering users a seamless experience. This means that we have some very happy partners because they're winning more customers, they're reducing churn and they're more profitable by generating an increase in revenue per existing customer. Our go-to-market is a game changer. By partnering with HR tech providers, we're unlocking instant access to thousands of SMB customers with our expensive sales and marketing efforts.
The lights just got off. This means that we're scaling rapidly and in just 12 months, we've secured five major partners reaching 20,000 SMB customers with a strong pipeline path, strong pipeline forecast for 25. With a 10 % attachment rate forecast by our partners for year one, less than 3 % predicted churn, our revenue is both scalable and sticky. Many partners are growing their SMB base by 30 % annually, compounding our sales over time.
Our partners pay a monthly service fee and benefit from a revenue share model. We've also identified enormous opportunities to scale a white label, ATS technology into other HR tech categories. At Candidly, a world-class product combined with a unique go-to-market approach are designed to win. We're not just playing in this market, we're leading it and we're reshaping how HR and providers deliver value and building the future of HR technology.
Joel (05:20.149)
enough. I might have let you go over a little bit, but I enjoy the English accent so much that I let you go on. And she also, if you're listening and not watching this one, the lights went out on her for some reason. So I gave her little bit of a curve on her pitch there.
Hannah Peet (05:22.981)
Thank you. And the light!
Chad (05:24.302)
I love the shuffling of papers.
Hannah Peet (05:38.085)
you
Chad (05:38.242)
And all those that think that you are just a cold-hearted bastard, Cheeseman, right there, you're not. Look at that, you're not.
Hannah Peet (05:41.573)
Joel (05:42.599)
I'm a, I'm a, I'm a gentle tender loving guy that happens to slap a few startups here and there around. all right, Hannah, you betcha, you betcha. So if you've listened to firing squad, know, the first question, why candidly, why not like white label ats.com? it's we are candidly.com, which reminds me of the, we are candidly. got all my sisters with me. so why the name? Why candidly tell me about it.
Hannah Peet (05:49.775)
Thank you, Joe. Much appreciated. I couldn't predict that one.
Hannah Peet (06:11.693)
Okay, Alex and I spent days trying to come up with a name, you know, in the early, early, early days of candidly. And in all honesty, after kind of thinking of every name, deciding it wasn't the right name, looking at the domain existed for it. I literally woke up one morning with the name candidly in my brain, message Alex straight away. And she was like, yeah, that's the name because candidly obviously nods towards candid. Candid means truthful and straightforward.
which is really, you know, embodies us, our values, our technology. we now own, we are candidly.com. We don't have candidly.com before that comes up because I know it will. We have messaged the student debt company that owns candidly.com, but I don't think it's for sale, but we did love the name. So it was a hard one.
Joel (07:00.425)
Yeah, they're, they're, they're CEOs in Davos. I don't think you have a chance in hell of getting, getting that one, getting that one candidly.com. so you need a lot of money to buy domains, from the looks of it. There's no record of on crunch base of any funding. are you guys totally bootstrapped? Are you looking to raise some money at some point? You guys have been around since 2020, according to the research that I did, which five years, you know, going on five years is plenty of time to raise some money. What's going on with that?
Hannah Peet (07:04.685)
Yeah, I don't think so either.
Hannah Peet (07:27.301)
Yeah, I'm not sure what Crunchbase is doing, but we have definitely raised money in total. We've raised about 1.4 million to date. Candidly was launched 2020. We spent a lot of time really in the early days. It was kind of bootstrap trying talking to customers, trying to understand exactly where the pain points existed, but where are the pain points that people are paid prepared to pay to solve. So that was our kind of, I guess, goal number one for Candidly.
Joel (07:55.093)
Okay, I want to reach back a little bit in time. You spent some time at Dice, a company that we really enjoy destroying. I won't ask you about your time at Dice, but I will ask you what about your time at Dice may be influenced candidly and how you guys do business differently or the same.
Chad (07:59.406)
Do
Hannah Peet (08:12.133)
So I was part of the team that scaled the IT job board. We sold two dice. I didn't work for dice for very long because then I was headhunted to actually go up, up and found a business called Energy JobLine. So yeah, I'd say what it did teach me and show me is that by scaling a business innovatively and creatively, you can sell a business for a lot of money. And that was really my kind of first taste of entrepreneurial life.
Chad (08:42.126)
First thing I would say is definitely go and see if you can get some of the rights for the sister sledge We are we are family because that that does work. She's been good. Good job on that one. Yeah, so talk to me a little bit about the White labeling because you hit it over and over and over and over so talk talk about white labeling Why and how that's actually affected business, especially from a go-to-market stamp?
Hannah Peet (08:49.753)
Thank
Joel (08:52.019)
like that. Thanks.
Hannah Peet (08:59.704)
Yeah.
Hannah Peet (09:06.393)
Yeah, sure. It's absolutely critical for us. So I guess if we start with a pain point for the SMBs, because ultimately that's where Candidly started, was with the SMB customer. And when we went out to talk to many SMB customers, we were in the middle of lockdown. And even though some SMBs were using applicant tracking systems, they were still using spreadsheets outside of that. The overwhelming feeling that came from these customers is that they didn't know how to hire.
So Alex and I kind of looked at this and broke down all the pain points existed within these SMBs and decided what candidly should feel like, what it should do and the problems that it should solve. As we were talking to customers, guess a growing trend was emerging and that was that customers even, you know, four or five years ago.
were looking at consolidation. Back then, they were looking at recruitment tech stack consolidation. So they didn't want to have to buy an ATS and then plug in interview automated scheduling and then technical testing and all the other parts that combine together to build a recruitment tech stack. As we were building candidly and going to market, what we also then realized is that these SMB customers were saying, we don't just want...
Chad (10:13.27)
Mm-hmm.
Hannah Peet (10:22.095)
to have consolidation within our recruitment tech stack. We want consolidation in our entire HR tech stack. Obviously the market conditions were changing as well and people, SMB customers were not hiring as much. So we had a choice to make at that point, which was do we sell to SMBs directly, which Chad, as you know, is incredibly expensive and is a big no-no, or actually is there a far greater opportunity here, which was to then plug into the HR tech ecosystem as a white label ATS.
Chad (10:51.874)
Mm-hmm.
Hannah Peet (10:51.897)
which then gives huge benefit to the HRIS provider or the HR tech provider, as well as kind of fulfilling our dream of bringing our brilliant technology to the SMB customer without the expense of the sales and marketing efforts that go alongside that.
Chad (11:07.758)
Okay, so talk a little bit about your HR partners. You said you've got these HR partners who you're going to white label into. Who are they currently?
Hannah Peet (11:14.967)
Yeah, I can't say that we're under NDA but that's why that's why they're not plastered.
Chad (11:17.934)
Duh! Duh! Okay, so from a portfolio standpoint, from an aggregate portfolio standpoint, who are they getting you into, customer-wise?
Hannah Peet (11:29.455)
So the majority of our partner customers have between 3,000 to 15,000 SMB customers that they're selling to. And so they have Candidly integrated as their ATS. You would never ever know, looking at their system, that they're using Candidly. It completely looks and feels like their system. So we spend a lot of time on the UI to make sure that it absolutely is a seamless experience for a user.
Typically, the applicant tracking system part of it would be bundled into the cost of buying the HRAS. So essentially, they're highly motivated to sell our technology. Because as I said in the pitch, the number one reason that they lose customers is because they don't have applicant tracking systems. And also, think a really important word is having a good applicant tracking system, which I could talk at length about.
Chad (12:23.512)
That's, yeah, those usually don't go together, to be quite frank. You said going to market, but it sounded like you said glowing to market, which I think you could stick, you should stay with, to be quite frank. Yeah, glowing to market. We're not going to market, we're glowing to market, that's right. So you talked about the point solution side of the house. Obviously with tech moving so fast, how do you, do you really focus on the ATS aspect, maybe ATS CRM,
Hannah Peet (12:33.613)
Ooh, okay.
Joel (12:33.919)
Trademark.
Hannah Peet (12:36.825)
That's the nerves.
Hannah Peet (12:43.567)
Yeah.
Chad (12:53.492)
Aspect and then start to partner with other point solutions to be able to provide more dynamic Partnerships or are you are you guys literally focused on being those point solutions and then what point solutions are they?
Hannah Peet (13:08.847)
So Candidly integrates. So Candidly, guess, is a, well, we're a white label solution that integrates into an HRAS that, for example, offers HRAS payroll, potentially learning and development, but doesn't have applicant tracking. So we can partner with other point solutions, but the focus for us right now is HRAS and HRM, as well as exploring other interesting categories for us, like job boards, for example.
Chad (13:28.942)
Mm.
Chad (13:37.646)
Okay, so take a look at like old, we call them legacy applicant tracking systems where they're literally just forms that you fill out. And then the new age applicant tracking systems, which are more of the paradoxes, the fountains, you the ones that are more chat-based, the ones that are more mobile-based. Which one are you? Do you have chat functionality or are you currently just in a form mode?
Hannah Peet (13:45.582)
Yeah.
Hannah Peet (14:00.973)
Okay, so no, we're not in full mode. have AI features pulled through the platform. So for example, we have AI generated job descriptions, we're automating our interview scheduling, we use AI for candidate screening and ranking. And we have a huge
Chad (14:18.594)
Any chat in there? What's the interaction to be able to do that? Is that email? Is that chat? How are you doing that?
Hannah Peet (14:23.449)
So it's email and Slack. We don't have a chat bot. If that's something that gets requested from our SMB customers, and that's something we would obviously look at, it isn't something that's come up yet that people want, but it's not to say something that we're not exploring.
Chad (14:31.534)
Mm-hmm.
Joel (14:41.045)
Who's your competition? I have to say, I've been in this business a long time and when I saw white label ATS, thought, huh, okay, all right. mean, white label job boards have been around forever. Who's your competition? Who you, you know, who keeps you up at night if anybody?
Hannah Peet (14:43.269)
Good.
Hannah Peet (14:58.271)
And so the competition for us would be a HRS or an HRM that would decide to either build their own potentially, or to acquire a standalone point ATS solution. So there's not a kind of traditional competition. But I think when you look at the HRS and the HRMs from the conversations we've had, they don't want to invest the time and money into building their own ATS and the distraction that that would then be to their kind of core business. So yeah, as a
Chad (15:10.99)
Mm-hmm.
Hannah Peet (15:27.927)
as a business, you know, we're keen to obviously quickly expand in this area.
Joel (15:34.837)
Help me with the messaging a little bit. Again, I've been doing this for a while and like white label ATS I get, can process that pretty easily. But if I go to your site, which I am right now, you're an all in one recruitment platform, virtual recruitment platform, hiring without the hassle. mean, you look like a rippling competitor, Chad mentioned paradox.
Hannah Peet (15:51.363)
Yeah.
Joel (16:00.863)
But then when I go to LinkedIn, it's we're a white label ATS. So help me, help me with why there's a, there's a messaging on your website that's different from what you're saying now and from what, your LinkedIn, like, aren't those more cohesive?
Hannah Peet (16:11.875)
Yeah, yeah, you're totally right. The new website, it was about to go live that talks purely about white labeling. So candidly at the moment, what you can see on the website would be us selling as it was as a kind of point solution, which is obviously where we completely moved away from. We've got a new partner integration that's about to go live. So that's kind of taken up all of our dev efforts. I was on their case to say, guys, I'm going on this podcast. I know that's going to come up. Can we get this pushed out? But it was her.
Joel (16:28.414)
Okay.
Hannah Peet (16:41.093)
Absolutely no. So the new one will be.
Joel (16:42.197)
Okay, then I won't grill you on your trademark date of 2022 on the current site. I'll assume that 2025 will be on the new site.
Joel (16:58.941)
Of those competitors, talk about differentiator because Chad and I talk a lot about the ATS business as being a race to the bottom. How are you going to not be a commodity that anyone can just download open source on the web?
And that's Chad's church bells. That is not like some, some omen of death to your startup. Don't worry. It's God telling, it's God telling Chad to go to church. Yeah.
Hannah Peet (17:21.157)
Bye.
Chad (17:24.762)
That was a message coming down from up on high is what it was.
Hannah Peet (17:31.269)
Okay, so I'm trying to think the right way to kind of go about answering this question. I think candidly integrating fully into our HR partner and other categories of HR technology means that as a solution, customers are embedded and entrenched into using our ATS technology. And what we then get to do is completely invest our time and resource because we don't have to worry about sales and marketing into keeping candidly
really at the forefront of ATS technology. I think the problem for SMBs right now is that they don't get access to great quality ATS because of the price point. But because of the way we've structured the business, we're able to really build out candidly in a way that customers really want to be using it. And SMBs want simplicity, but they want innovation and they want intelligence to make their lives easier. So I don't know if that answers the question, but...
Joel (18:26.965)
Well, it leads me to the question of SMBs, a lot of them at least, certainly here in the States, maybe it's different. You have a little bit different environment in the UK, but for a lot of small companies, just having Indeed and all their applicants go through Indeed and tracking them there or LinkedIn is enough. And it just comes with using Indeed. You're built differently in that you're partnering with systems they're already using so they wouldn't...
duplicate on my link indeed and also doing it here. I'm just going to do it here. I just want to make sure that I'm clear on that on that process.
Hannah Peet (19:00.741)
Okay, so our customers, so the SMB customer would be using candidly as an ATS, but within the brand of our HRAS partner. So it's hard to say this without saying a name, but I'm really trying hard not to lens it.
Joel (19:12.052)
Okay.
So they have to be using your partner in order to use you.
Hannah Peet (19:20.087)
Absolutely. Some some of our HRAS partners are looking at how they potentially might sell Candley as a standalone solution. But that's kind of to the side. I think really,
Joel (19:21.182)
Okay.
Joel (19:29.745)
Okay. And how does a typical relationship work? Are you an API first business where they just plug in your APIs? Are you like a sub domain where they go to a different site? Is there a revenue incentive for them to choose you over someone else? Like talk about that partnership because it sounds really integral to your success and how many partnerships do you have?
Hannah Peet (19:47.695)
Yeah.
Hannah Peet (19:51.683)
Yeah. So we're deeply integrated into the partner. It would be a sub domain that would be created, but then, APIs to essentially enable a user to seamlessly come through. So a user has to be approved and pre-authenticated to come through from an HR system into the candidly part of the system. And then there's obviously APIs where we're pulling and pushing data between the two platforms. So we would create a white label integration in under six weeks.
And in that time, all the APIs and the integrations would be set up. All the UI would be configured to make sure it looks completely on point. And just going back to your point about Indeed, what we would also be doing is looking at a partner's users to understand which job boards they want to be using to make sure those integrations are in place from Candidly to push their jobs, for example, onto Indeed. And then those applications would be pulled back through into Candidly as our white label partner.
Chad (20:50.936)
So let's go ahead and jump into some of the, some of the technology itself. Let's, let's talk a little bit about matching. How does your system match or score candidates into roles?
Hannah Peet (21:01.079)
Okay, so we're using AI to match the job description to the candidate. So we give a score out of five, essentially, to the recruiter so they can see how good a score is. We don't then make a hiring decision based on the AI. But what it does do is give a guide. When we were speaking to SMBs very early on, they were in the middle of lockdown and they
were spending up to 75 % of their time on screening CVs and interviewing scheduling, which is insane when you think that in the middle of lockdown, they should be focusing on employee wellbeing. So what we're trying to do is through candidly is to make it simple and guiding and to give them the how as to essentially how to hire. So as an SMB, you'd be able to look at all your candidates, hundreds of applications that are coming in from your job boards and be able to look at who we're saying
are the top performing candidates.
Chad (21:59.896)
So AI says nothing there. What does the AI actually use to be able to discern whether Chad or Joel actually meet the requirement?
Hannah Peet (22:09.401)
So it's reading the CV and it's looking at the job description to essentially form a match.
Chad (22:14.592)
Okay, okay. See how easy that was? That was so easy. So interview scheduling, same kind of thing. So interview scheduling, technical tests, how are those performed? Are you sending emails to candidates saying next step in the process, click this link, et cetera, et cetera. How are you currently doing that with your providers?
Hannah Peet (22:18.309)
you
Joel (22:26.549)
you
Hannah Peet (22:35.705)
Yeah, sure. It's like Calendly, not candidly, Calendly, but on steroids. So essentially, what it will do is it works across different time zones, and it will look at multiple people's diaries, and it will pull out available time slots. The user can say, obviously, if there's days that they don't work, or times that they want to block out, for example, that they don't want interviews to happen in, and then those times will be sent to the candidate. The candidate will then select
Chad (22:40.494)
Ha ha!
Hannah Peet (23:02.667)
which times they want to select or for their interview. And then it will just automatically arrange the interview and schedule it into everybody's diary. And that's all through the system. it's trying to basically take all of the pain points that we identified out of the issue, out of the hiring process. Technical testing is obviously another one. We've pulled through thousands of technical tests within the platform.
As a user, you would then select which technical test and the system would automatically send it to the candidate if they're at that stage of the interview process. They would then come. It's auto automated. Yeah, all automated. So the user then completes the technical test. It's even recorded when they're completing the technical test to make sure they're not going off to search on chat GBT for the answers.
Chad (23:37.25)
Is that manual or is that automatically attached to the job description? Okay. Okay.
Hannah Peet (23:53.613)
And that technical test score is then pulled back through intercandidly. So as a recruiter, I can look at my system and I can see either the AI match score to the job description, or if they've moved through the different stages of the interview process, you can then see the interview score that they may have had, the technical test score that they've received. And we also have video Q &A pulled through into the platform as well.
Chad (23:53.666)
Mm-hmm.
Chad (24:17.614)
Okay, so you've got soft skills. That's kind of hard to match. Hard skills, which we just talked about to some extent. Areas of concern. Talk a little bit about that and then suitability because those are usually kind of like gray areas for companies. How do they tweak that to be able to meet their culture versus what your platform says are areas of concern and suitability?
Hannah Peet (24:47.589)
OK, so we're not showing areas of concern. From our perspective, it would be the interviewer that would then interview the candidate and then through the digital scorecards, write their notes in terms of cultural match, et cetera. So we haven't gone into that area just yet. From our perspective and talking to SMBs, and now we obviously have feedback from lots of customers using the platform.
Chad (24:58.499)
Gotcha.
Chad (25:04.642)
Mm-hmm.
Chad (25:12.334)
Mm-hmm.
Hannah Peet (25:12.389)
I think one thing that is coming through is an SMB customer wants simplicity in terms of hiring and the hiring process. So there's lots of really cool features that Alex and I would love to put into the platform. But the key thing for us is, is it something that a customer is actually going to want and is going to pay for? So that's the kind of, I guess, the starting point for us when it comes to our product roadmap.
Joel (25:37.107)
Any idea what the total addressable market is for your product?
Hannah Peet (25:41.709)
I work this out as 13 billion. So what I'm looking at is the the size of the SME market that are using HRIS customers. So globally.
Chad (25:53.132)
Is this only Europe or is this also US? Okay.
Joel (25:57.119)
Globally. Globally. Talk about threats. Maybe it's simple minded. Don't you forget about me, Chad. It's simple minded to think that why doesn't smart recruiters just create a product that, smart recruiters for HRIS, and it's a white label thing that any ATS does. We know that their businesses are challenged in the race to the bottom. Talk about threats because that seems like an obvious one to me.
Chad (26:00.088)
She was glowing to market, by the way.
Hannah Peet (26:02.637)
I am glowing.
Chad (26:07.054)
You
Hannah Peet (26:25.221)
Sure. So we have obviously considered whether existing ATSs would want to white label their own product. I think if they were to do that, they would be cannibalizing their own direct customers. And HRAS, we will sell an ATS solution at a much lower price point than a standalone solution. So I think it would be pretty hard for smart recruiters with the thousands of customers they have.
Joel (26:46.773)
Mm-hmm.
Hannah Peet (26:52.197)
they would have to say to their HRAS partners, hey, you can do this, but don't sell to all of these customers because we're already selling to them at a higher point. Also with our HRAS, remember they're doing a revenue share model. So our HRAS partners are super motivated to obviously be selling candidly as their own solution. I...
Joel (27:11.829)
Do you any plans to have a marketplace like them where people can build on your platform or no?
Hannah Peet (27:17.921)
Not yet, but it could certainly be one to consider. Not yet. I will consider anything if it's going to increase the value of candidly.
Joel (27:18.739)
Not yet, not yet, not yet, okay.
Joel (27:24.991)
We'll consider it. Talk about marketing. A new website, I assume, means new plans and strategies around how do we get this thing out there? I can certainly look at maybe SEO is a weakness. There's no, when I search white label ATS, you're not there, you're not advertising, but you don't have a website yet. So talk about what's coming from the marketing standpoint as you launch this new phase.
Hannah Peet (27:33.733)
Yeah.
Hannah Peet (27:45.007)
sure. Yeah, so so we definitely need to make sure the market is more aware of the solution. I think because we're pretty much creating a new category within HR technology, we need to educate people first on why they should be white labeling candidly. So
We are increasing obviously our LinkedIn presence because that is where a lot of people go after we've initially reached out to them. The new website, as you said, and making sure that it is SEO. anyone puts in a white label ATS, that we should come up as being kind number one for that. But I think more than that, people don't think of white label ATS because it's never occurred to them because it's not a dumb thing in the market.
Joel (28:17.333)
Mm-hmm.
Joel (28:25.781)
Mm-hmm.
Hannah Peet (28:25.827)
So what we're trying to do is work with HR tech influencers who have strong connections in the market to introduce us to the CPOs and the CEOs of these kind of HR asses and leveraging our networks and those of our investors to make introductions. Because as soon as we have conversations with HR as partners.
they completely get what we're doing and we have a very high conversion rate. So it's just making sure we get that out as quickly as we can to make more people aware of what we're doing.
Joel (28:49.717)
Mm-hmm.
Joel (29:00.053)
Okay. Chad, I don't know about you, but this sounds really fucking expensive. Like really pricey. This, whether it's in pounds, euros or dollars, this sounds really, really, really pricey. Hannah, talk about the pricing structure. How much am I going to pay? Is the, is the fee on the, the, customer, the employer, is it on like who's, who's paying and how are you getting yours?
Hannah Peet (29:20.847)
sure.
Chad (29:20.876)
And can I pay in Florence? That's the question, because I only have Florence.
Hannah Peet (29:24.229)
Let me check that one with Alex. So I defer the difficult questions to her. So our partner will pay a monthly licensing fee, which starts at around two and a half thousand pounds, depending on obviously the size of the HRS partner. And then we have a revenue share model with that partner. And that all depends on how many customers they can essentially
Chad (29:29.262)
Ha
Hannah Peet (29:52.741)
take candidly out to the SMB partner will SMB customer sorry will pay anywhere between kind of 1800 pounds for the year up to 5000 plus for the year obviously depending on size of customer. have to
Joel (30:06.975)
So as a partner, I could just pay you and give it to my customers, but the incentive is you pay, but then also charge your customers and market it as yours. So then that's more money for both of us. Okay.
Hannah Peet (30:20.165)
Exactly, exactly that. Because if you look at the HR IS market that has their own kind of, I guess, inbuilt ATS, they charge their customers as an add on for that. The challenge is, I have talked to one well known HR AS who actively say not to buy their own ATS and to go and buy a point solution. So it's incredibly expensive. So what we're trying to do is give the benefit of
Joel (30:41.277)
Right. Yeah.
Chad (30:41.304)
Yup.
Hannah Peet (30:46.745)
brilliant ATS, the quality of standalone ATS technology to the HRAS so that the SMB partner can have the SMB customer can have the beauty of that kind of consolidated solution. So they get best in breed at each point of the process, which is the key to this.
Joel (30:58.601)
OK.
Joel (31:03.665)
All right. All right. Hannah, take a deep breath. You are done with the Q &A portion of the firing squad. However, the toughest part may still be in front of you. It's time to face the firing squad. Are you ready?
Hannah Peet (31:07.989)
Hannah Peet (31:17.405)
I think so. I am. Bring it on. Bring it on.
Joel (31:18.965)
I think so. Where's the confidence Hannah? Where's the confidence? All right Chad. All right Chad you're up.
Chad (31:26.446)
Sorry, I had to finish the last of my do-ville. Okay, so I have three words for you, Messaging, messaging, messaging. This is not just about the individuals using the system from the standpoint of the employer, but it's also about the candidates, right? And that's where we're moving. So focus on messaging. Love the Slack piece. Email's great. Not enough? Not enough? 2025. Looked on YouTube.
Joel (31:29.407)
Doodle.
Chad (31:54.446)
It's been two years since you put any content out there. Come on, it looks sweet, it looks great. Get out there, do some more marketing. 1.4 million in five years, not much. And if you don't need a lot, that's great. If you're bootstrapped, that's great. If your burn rate is low, that makes me happy. You've listened to this show before so you know. SMB and SME sucks, kids. Everybody knows it.
spending money hand over fist for SME markets just to be able to get those little bitty crumbs that are out there. Now a lot of those crumbs is a pretty big pie, although it's very hard to get to unless you're white label and partner. Find pain points for those bigger platforms, create fluid and white labeled integrations. Then you have smaller sales forces and salespeople are a headache. I know, cause I was one.
Joel (32:38.985)
partnerships.
Chad (32:51.628)
Less marketing people, less spend, right? Less people asking you to open up the wallet, less spend. Now, HCMs, they buy applicant tracking systems all the time and they fuck them up. And we're about in the cycle right now, right? Where they're looking to prospectively buy new ones to be able to acquire. And I think that you are in a great position because so many of these platforms have bought applicant tracking systems that
are now known as what we hate to call, but like to call, legacy. You can be the new kid on the block, you can be the white label kid on the block, you can be the one that actually stealths in for that acquisition with low amount of funding, which means higher amount of return for you. I love this, I can't wait to become an investor. This is a big applause from Chad.
Joel (33:29.311)
sexy.
Joel (33:42.161)
my God. my God. He's already putting his money where his mouth is. Good God. Euro, euro chat is out of control. Everybody hero too much sunshine and beer. go to, go to church, go to church, man. Go to church. All right. All right, Hannah. How do I follow that up? Look, I, I love the idea too. I love when we come on this show and their ideas that are sort of in plain sight that we never think about.
Chad (33:49.035)
You
Hannah Peet (33:56.453)
Keep drinking the beer Chad, this is awesome!
Chad (33:56.942)
It's beautiful.
Joel (34:12.429)
white label job board. Sure. you know, my long time ago when I was in the job board space, we built little career sites for people. put them on sub domains and they clicked a little jobs link and they went to, to search for jobs. it was a great idea then it's still a great idea. Now I just, there's just not a lot of businesses that are doing this white label ATS thing. Like I had to go to Google and see who, who does this. People like Jonathan Duarte at go hire, you know, that's been probably that's
Chad (34:38.413)
Yeah.
Joel (34:39.433)
That's probably been a landing page since 2003 on his website. That's still there. He doesn't even offer it as a service probably. so I love the idea. mean, my only, my only issue is just. You pivoted there somewhere. you made a decision like this is where we're going. And it looks like you're just starting to get on that track. You need to put up a website that mess that messaging what you guys do.
Chad (34:44.44)
Yes.
Hannah Peet (35:02.703)
Yeah.
Joel (35:05.17)
You need to market this in a way you don't spend a lot of money, like get the SEO, right? Get some pay per click stuff, do a little stuff on your LinkedIn. Like I don't think you need a lot of partners. One partner could make this business and you were, you were pretty, you're pretty coy about who this partner was. maybe they're huge and they're going to like launch you into the stratosphere. But well, five, like you don't need a lot and don't put all your eggs in one basket. But I mean, look, SMB suck, but they're doing the selling for you.
Hannah Peet (35:17.464)
Absolutely.
Hannah Peet (35:21.631)
Bye, five partners.
Chad (35:23.928)
Five partners, kids, five. Woo.
Joel (35:33.397)
All you are is a little radio button that says, yes, I want an ATS and your partner makes money. You make money and everybody's, you know, fat and and giggly. So I love the idea. just, would like to have seen you farther ahead with the website and the marketing and the messaging and maybe a sales staff. I don't know if you need to raise more money, so I'm not going to, I'm not going to ding you on that one. I think that with a few good connections and you could, you could have this thing off, right? So.
I would be with Chad on the big applause if you were like maybe six months down the road from now and had some things to show for it from a marketing and messaging standpoint. for me, it's a golf clap, but I'm totally leaning towards the big applause in six months when, when you, when you come back and let us know that the, new website is up. So, so a little split there.
Hannah Peet (36:21.413)
Thank you.
Chad (36:21.902)
We'll see you at Wreckfest.
Joel (36:24.085)
But leaning on, just can't do it without a website. know, the trademark of 2022 on the footer just does it in for me. Uh, correct that. And, maybe we'll, maybe we'll talk. so congratulations, one big applause and apparently a new investor, uh, in Chad and, you've survived, you've survived the squad.
Hannah Peet (36:31.333)
you
Hannah Peet (36:39.255)
I've literally, Chad, let's chat after this. I'm honest, I can't tell you how happy I am. My son is going to be delighted I didn't get the firing spot, so thank you. Aldi, Aldi.
Chad (36:48.046)
Is that Aldi? Aldi is gonna be?
Joel (36:51.793)
I'll be sure.
Hannah Peet (36:53.869)
I'm never going to live this down, but anyway.
Joel (36:55.673)
I'll be sure the unibrow sensation of the 1980s. All right, Hannah, for those that want to know more, don't, don't go to candidly.com. Don't do that. We, we are candidly. I got all my sisters with me. Chad, that's another firing squad in the books. Hannah, thanks for joining us. Congratulations. We out.
Hannah Peet (37:06.007)
No, we are Candidly. I should sing that.
Chad (37:10.744)
sisters and me.
Hannah Peet (37:16.569)
Thank you so much. Thank you. Thank you.
Chad (37:19.874)
We have to vote.
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