Death Match Europe: CandidateID's Adam Gordon

Four companies entered the ring to duke it out for European supremacy at TAtech in Lisbon for The Chad & Cheese Podcast.

Here’s contestant No. 3, Adam Gordon CEO of CandidateID.

Enjoy this Uncommon exclusive.


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INTRO: Welcome to Death Match Europe Part three of four. This Chad & Cheese Death Match episode features Adam Gordon, CEO of Candidate.ID. Death Match took place at TAtech on May 9th in Lisbon, Portugal at 5:00PM with a room full of Tatech practitioners. The bar was open and Chat & Cheese snark was a flowing. Enjoy this special edition, Death Match, from Europe after a quick word from our sponsor.

Chad: Dude, we're always talking about cool, new, tech, but it's hard for hiring companies to change. I mean, adoptions a bitch.

Cheese: Yep.

Chad: New tech can get them to qualified candidates so much faster.

Cheese: I know man, but recruiters already have their routine in place and nobody wants to jump into another platform especially when it's expensive and also requires hours maybe days of training.

Chad: Exactly. But that's where Uncommon's new service comes into play. Uncommon pairs expert recruiters with in-house kick ass technology.

Cheese: All right. Interesting, Interesting. It sounds like Uncommon understands the problem of change.

Chad: That's why they hand select veteran recruiters, train them on this kick ass technology that has access to over 100 million active profiles.

Cheese: Yeah, yeah, but I bet they're expensive and I bet it requires some kind of annual commitment or contract, right?

Chad: No, man. Uncommon is not an agency, they don't require a contract, any contingencies. All they do, they charge one flat fee per project. Saving, I don't know, anywhere from 50 to 80 percent on each hirer versus the average agency cut.

Cheese: Oh snap. Companies could save big stacks of paper especially if they're rapidly scaling and need hires today.

Chad: Yep. And all you have to do is reach out to Teg and the Uncommon crew at That's

Cheese: Change doesn't have to be a pain, if you're using Uncommon.

Announcer: [music] All right, Lisbons.

Chad: I need a beer.

Music: Ladies and gentlemen please would you bring your attention to me.

Chad: Hello everybody, hopefully, hopefully everybody have drinks. I mean, the bar is open. Hopefully, you're there, hopefully, you're on your second one or third at this point. Who's ever seen the Chad & Cheese Death Match? Anyone, anyone? All right. Excellent. So this it-

Cheese: Bad ass, right?

Chad: Not first for some of you. What about Firing Squad? Anybody listen to Firing Squad? All right, all right. So today-

Cheese: What happened to the last Death Match winner?

Chad: They were acquired. [crosstalk 00:02:57]Yeah. Yeah, yeah, yeah.

Cheese: Big money. So there's big money and potential winnings-

Chad: You have mic right there.

Cheese: Oh there's a mic, okay.

Chad: There's a mic. Yeah. So today we have four, count them, four start-ups coming up to Death Match. They're going to have an opportunity to have a two minute pitch, no demos, no robots. Okay? They're going to come up, they're going to pitch two minutes. Then with the balance of the 15 minutes that they have we're going to belt the hell out of them with Q & A, okay?

Chad: He's the reason why we're wearing these silly things, they actually feel kind of good. We have Adam Gordon [music] from Candidate.ID... Bring it.

Cheese: All right. Aside from being really disappointed you didn't pick the Bay City Rollers to come in to, are you ready?

Adam Gordon: I'm ready.

Cheese: Two minutes starting now.

Adam Gordon: When the world's biggest pharmaceutical company told me that 70 percent of the people that they hired through LinkedIn were already on Twilio at the point that they reengaged with them unbeknown to the recruiter, I thought that sounded crazy. So I asked some other multinational employers if they had this same scenario. And they said, "Yes." So I knew we needed to fix it.

Adam Gordon: Fast forward three years and our customers our hiring 50 percent more people per recruiter. I'm Adam Gordon, I'm Co-Founder and CEO at Candidate.ID. Candidate.ID allows employers and agencies to distribute content to its candidate database through email, text message, and social media. Crucially, it tracks every interaction with your content when you open an email, when you open a text message, when you click a link on a social media message, or other social media posts. When a candidate clicks a link through a landing page on a career site or a corporate website. It's tracking all of this activity and each touch point awards points based on a balanced scorecard.

Adam Gordon: The benefits of doing this, number one, you reduce your time to shortlist by 50 percent. Number two, you know what each candidates done, what their history is been, therefore, recruiters know what to say to them when pick up the phone. Number three, because Candidate.ID is learning what each person's behavior is and what therefore they like in terms of content each person's getting a personalized experience. Number four, from a source of hirer perspective you've got very, very detailed tracking.

Adam Gordon: Number five, from a GDPR perspective you can show legitimate interest as the legal basis of processing because you know what each candidates been doing and they have a relationship with you. There's 23 of us based in Glasgow and London. We work with... some companies I might tell you when I get some questions.[applause]

Tanya: Hi Adam, I heard you say earlier about long term nurturing. What is the scalability of long term nurturing? As a business, how do you measure the effectiveness? What if that lead does not turn into a conversion for me so... Are you helping businesses focus on specific metrics? Or are you encouraging long term nurturing with the hopes that this turns into a possible conversion?

Adam Gordon: So a few different questions in there. Well, a few different answers for that question.

Tanya: I know, I know.

Adam Gordon: So the first thing is, yeah absolutely. If somebody has been inactive for a period of time they come out the database and you start nurturing them. So if they haven't done anything for 12 months, they are automatically encrypted or deleted. And what that means is that automatic GDPR compliance. So the only people that should be within your talent pipelines on Candidate.ID are people who have been displaying some kind of interest even if its only that they been opening occasional emails to do with noncareer related things.

Adam Gordon: So in terms of scalability, with automation scalability is infinite. You can put a million people into your talent pipeline on Candidate.ID and Candidate.ID knows what each person is going to respond to based on that person's behavior. So completely scalable.

Tanya: How do you weigh the generational gaps or the difference between blue-collar work or specialized professional skilled candidates that are coming through your pipeline?

Adam Gordon: So Candidate.ID is absolutely most effective in what we would crudely call the white-collar area where candidates are not acting like consumers. And they're not making decisions on Diet Coke. They're making decisions on a much more considered purchase kind of basis. So those people that are really, really hard to move, you've got to do a lot of long term kind of... or maybe medium and long term nurturing with. That's the people who Candidate.ID is most effective in terms of shifting. The first aspect of the question was to do with waiting generational-

Tanya: Or is there a generational difference?

Adam Gordon: No, there's no generational differences, but if I've got a talent pipeline for software engineers and there's people who are in their twenties and there's people who are in their fifties in here it doesn't make any difference because it's all about the individual's behavior. It's highly personalized. If I'm responding to content about skills in a video format through email and you're responding to content about industry insights in an infographic format through text message, you and I get different behaviors. Our age doesn't make any difference. It's automated, so highly, highly scalable.

Cheese: You recently announced an infusion of investment capital. What are you currently doing with that capital? And what do you intend to do with that in the future to grow the company?

Adam Gordon: So we don't intend to do anything with that in the future to grow the company because we're spending it all now. We spent it on accelerating our product road map-

Cheese: You get points deducted for snark, by the way.

Chad: No.-

Cheese: No, we don't.-

Chad: -Points added on.

Adam Gordon: We have... We've spent it on accelerating our product road map. So we've created a CRM, which will be available for free to anybody who wants free recruitment CRM as of July. And... And the second thing that we spent it on is building a sales team. Up until now we haven't had one. In order to generate our Fortune 500 customers like IQVIA and IBM and and companies like that.