EUROPE: M&A Royalty


Investment dollars are flowing into workforce tech globally, and Europe is no stranger to big deals. You're going to need a bigger boat though, because we have a giant shark on the show to dig into M&A strategy in the space. How big? How about $400 for starters. House of HR CEO Rika Coppens joins the boys to talk acquisition strategy, as well as dig into some numbers behind programmatic solutions and Google for Jobs.


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Chad and Cheese Does Europe Intro (5s):

Some podcasts, do it for the fun. Some do it for the fame, Chad and Cheese they do it for global effin domination. That's why bringing America to its knees was just the beginning. Now they have their eyes set on conquering Europe and they've drafted industry veteran Lieven Van Nieuwenhuyze of Belgium to help them navigate the old country and bring HR's most dangerous podcast across the pond to trash-talk like never before. Not safe for work in any language. The Chad and Cheese podcast does Europe.

Joel (38s):

Oh yeah. I had a dream that France beat the U S in basketball. How ridiculous is that? Right?


Chad (45s):

Gotcha.


Joel (45s):

You're listening to the Chad and Cheese podcast does Europe. I'm your cohost Joel "fromage" Cheeseman.


Chad (53s):

And this is Chad "I told you so" Sowash


Lieven (56s):

And I'm still just Lieven Van Nieuwenhuyze, and you keep trying to pronounce my name correctly.


Joel (60s):

On this episode, MNA, Programmatic landscape and Google for Jobs strictly from a European perspective, buckle up everybody.


SFX (1m 10s):

Europe has a bunch of countries in it.


Chad (1m 13s):

We've got European royalty as a guest host is what I hear.


Joel (1m 18s):

What? Royalty.


Chad (1m 19s):

This is what I hear. It does sound fairly sexy for the Chad and Cheese podcast to have royalty on the show. So Lieven, you have a surprise guest. Who did you bring on the show?


Lieven (1m 31s):

I know you are Americans. You love royalty.


Chad (1m 33s):

Yes.


Lieven (1m 34s):

We have in the studio here, someone uncrowned but royalty altogether, and she could be called the Empress of MNA. So then HR tech, I feel it is Rica Coppens, who happens to be my CEO, my boss. So behave and be even more quietm otherwise


Joel (1m 51s):

Rica, welcome to the show.


Chad (1m 53s):

Tell us a little bit more about you Rica. Tell us, tell us a little bit about you. You, what you currently do, what you've done in the industry. I hear about this royalty part.


Joel (2m 4s):

And more, more importantly, your management style for Lieven.


Rika (2m 10s):

Well, I like bossing around Lieven because that's what he needs, so let's start with that one. Apart from that, I think, yeah, I don't have a big history actually in the industry. I only started four years ago in House of HR and started also as a CEO of Accent one of the main subsidiaries of a House of HR, the best one I do need to say in staffing. Everyone is trying to copy Accent, everyone is taking Accent as a benchmark, so I think that speaks for itself, but yeah, also House of HR CEO since 2017 and very proud to be. We're a bunch of happy rebels in House of HR.


Rika (2m 51s):

And we also say HR stands for human resourcefulness. So the type of person I am.


Joel (2m 56s):

Speaking of happy, what's your favorite Belgian beer?


Rika (2m 59s):

Oh, now it's the Duvel, which means devil six, six, which has the number of these limits. So


Chad (3m 12s):

That just makes it better. That just makes it better. So what makes Accent so much different? Everybody's trying to copy you, love that. You're the rebels. You like the Duvel, everybody likes, loves a good Duvel. Tell us about Accent though, what makes that different? Why is everybody trying to copy?


Rika (3m 28s):

Because we put human first. I think we always believe in, in putting the human first. So there's a very good delivery model towards the candidate, but also towards the customer. So we're very close to them. We mainly also focus on the SME market, Small Medium-sized Enterprises, which is a very good model. And of course, when everyone goes left, we want to go, right? And that's, what's making us a happy rebel. We've always questioned what the industry is doing by actually trying to do exactly the opposite.


Joel (3m 60s):

I love that.


Chad (4m 0s):

Joel and I embraced that in every beer we drink.


Joel (4m 4s):

She's on the right show for sure.


Rika (4m 8s):

Definitely. We're all happy rebels. Excellent. And for example, one of our applications, because this is about HR tech, right? So one of the apps that we developed was originating from a brainstorm session, which we called "Kill Accent." And now it's one of our most successful applications that is on the market. And we're conquering Europe with that. We started in Belgium. We now launched in, as we already previously announced in the previous shows, in the Netherlands and France and Germany is next on the list. So here we come, Europe.


Chad (4m 42s):

Very nice. Very nice. Yeah.


Joel (4m 43s):

Be afraid Europe.


Chad (4m 44s):

Cheeseman. You wanna start out with shout outs or you want?


Joel (4m 47s):

Sure, shout outs man. I mean, I touched on it in the opening, but shout out to the France basketball team. I'm not sure how this happened, but they defeated the not so dream team, I guess, from the U S and I was trying to think of a good analogy of what it would, what would equate that? And I thought, well, maybe if the US beat the France soccer team, that might be a good analogy. So here in the U S that was a total shock. It wasn't like the gold medal game or anything. And there's still a good chance that the US will be in that golden medal running. But holy shit, France beats the US in basketball. I got to give a shout out to them.


Chad (5m 24s):

On Friday's show, you might want to replay it. I told you that the US basketball team was in trouble. They got smacked in their exhibition, prior to. They look like shit. And then they come out against France and dude, they're in trouble.


Joel (5m 42s):

I literally feel like if you rolled out the 92 team with Jordan, Magic, Larry and everybody at their current age, they could have beat France. So the fact that the fact that these bums couldn't be France in basketball is pretty embarrassing. I got to say, it's almost as well. Yeah, no, it's not as bad as Sweden, Sweden beating in the US women's team. But it's awful.


Chad (6m 6s):

Unfortunately, Lieven doesn't like football anymore so we should probably start talking about that. I want to give a shout out to Pink. We talked about on the Friday show that the Norwegian handball team, they opted not to wear those slinky panty looking bikinis.


Joel (6m 24s):

Yeah, lingerie.


Chad (6m 25s):

Right? Yeah. And so they were fined by the IOC, and Pink, said, guess what? The singer Pink said, I'll pay all your fines, you wear what you want. I love this. What now, now I gotta, we got to ask the Europeans in the house. Rica, what do you think about this?


Rika (6m 43s):

Obviously, I support Pink and I do support your shout out. I think indeed, it's all about to diversity and inclusion. And I think the way the women were dressed was almost a disgrace. So I would say if they want to wear it fine, if they don't want to wear it fine, as well. So I'm all up for a free choice.


Chad (7m 2s):

Lieven likes, he likes uniforms though.


Lieven (7m 5s):

Yeah. I'm more of a traditionalist. So I like


Rika (7m 9s):

The shorter the better.


Lieven (7m 11s):

The good old days when they were just nice. I think it's a tradition on, it's kind of egoistic of them not to do it anymore.


Rika (7m 20s):

This is the point where I need to say, as Lievens, both shut up right.


Lieven (7m 24s):

Once in a week, she tells me, listen, when you're in the hole digging, and then I know Lieven shut-up.


Joel (7m 32s):

I have to add, this is like the easiest layup in PR history, because the fine was $1,765 US. Yeah. And Pink makes that before she wakes up in the morning from residuals on. So like this was the easiest PR layup in the history of PR and the fact that not more people were able to grab that opportunity is pretty amazing. So shout out to Pink's I dunno, agent who saw this opportunity for a whopping $1,700 to get on the front page of every news site in the world, Jesus.


Lieven (8m 11s):

It's about not showing bank.


Joel (8m 13s):

I guess I'm like suspending $1,700 for 1.7 million in advertising and marketing. That was a pretty good investment.


Lieven (8m 21s):

You could have paid that.


Joel (8m 23s):

Next time, next time.


Chad (8m 24s):

Lieven. You have a shout out, hit us.


Lieven (8m 26s):

Oh, that's right. Shout out to LinkedIn for creating LinkedIn Creator, which I kind of like, because now everyone can see the big amount of followers I have. Shout out to LinkedIn.


Chad (8m 39s):

Okay. So the Creator mode in itself, LinkedIn gets all of this original content from creators on a daily basis. Right? Do we believe LinkedIn will ever pay for content? Maybe. I don't know. Facebook starts paying creators and then LinkedIn has to follow. Do you think one of them is going to force the other or are they just going to both stay back and hope to get this free content forever.


Lieven (9m 3s):

They kind of pay already for LinkedIn learning platform. If you have a very good catalog of lessons, you can put them on LinkedIn learning and they will pay you for it. And that's the best content LinkedIn has, in my opinion. And the other content on LinkedIn basically sucks. I mean, if you go to LinkedIn and you scroll through all those posts, nine out of 10 will say something silly about being a good leader, being on front of the troops, blah, blah, blah, but really good content, you hardly see it. Facebook from time to time, you can find some funny content and that's the best content Facebook has to offer.


Joel (9m 36s):

Well, you remember, we talked about Bulletin a few weeks ago, Facebook's a medium slash sub stack competitor there they're paying an undisclosed amount of money, which I'm sure is quite a bit when you're talking about Malcolm Gladwell being on the roster, but they added a few more authors, but the Bulletin buzz is pretty much died down. I guess. We'll see what happens, but yeah, you gotta pay for quality and somebody forgot to tell LinkedIn, I think.


Chad (10m 4s):

Yeah. Rica Where do you go for your quality content?


Rika (10m 7s):

Well, we try, of course internally we have quite some powerhouses inside House of HR. So the good things is that we always have someone who has had a great idea because we are so many to do different things. We promote entrepreneurship within House of HR so they can all do their own stuff. And then we exchanged best practices. So I do feel that a lot of the best content is coming from the people that are in the field, day-to-day that do their stuff on a daily basis. So looking internally for best practices is where I really enjoyed the most looking for good content.


Joel (10m 43s):

She also has us on autoplay. She forgot to mention.


Chad (10m 46s):

Yeah, yeah.


Lieven (10m 47s):

Can ask something?


Chad (10m 48s):

Yeah, bring it.


Lieven (10m 49s):

It's the best content we have our vacancies. And we really try to write our vacancies in the best possible way, taking into account search engine marketing, of course, but also one out of eight by now of our vacancies already has a video added to it. So we use video mind shopper tool, which allows all our consultants to regards some kind of a movie about the vacancy. And we have 8,000 token vacancies for Accents in Belgium today. Something like that, maybe 9,000 over 1000 of them have a video next to it. So I'm not sure how this is in the US but in Europe this is.


Rika (11m 25s):