Faye Holland, HR Tech World and #disruptHRtech blogger interviews Susanna Rantanen, founder and CEO of Heebo Oy Ltd, about how their new organizational culture mapping tool is solving a business critical challenge for today’s business leaders.

FAYE:  Who is Hee.bo and what do you do?

SUSANNA:  Heebo is a software company. We develop and market an online solution, the HeeboApp for matching organizational cultures and people. We originally started with introducing the match & meet -concept for recruiting scenarios and developed the Culture match Hiring App (part of HeeboApp). The next step was to find a way to automate how to recognize what culture a company has and should have in order to support the execution of the business strategy. We did more than 2 years of work before finally coming up with the current OCM – organizational culture mapping tool of which a beta was privately launched in December and publically launched at the end of January this year.

Our mission is to match minds and missions!

FAYE:  Why did you decide to take part in disruptHRTech this year and what would you like to achieve as a result of your participation?

SUSANNA:  For the past years during the intensive development phase, we have been operating at our home market Finland only. With a new strategy, we are going international and this event felt like the perfect way to come out with Heebo and OCM. I’m excited about the opportunity to present HeeboApp and the organizational mapping tool, and see the reactions and how it will be welcomed.

FAYE:  How do you define (your marketplace) today? And how do you see it changing?

SUSANNA:  Based on many surveys and especially the Deloitte study last year, organizational culture has become one of the top 3 business critical challenges to tackle for business leaders. The future of work is so much about the experiences people have about companies as workplaces. Information is out there and available, and according to Talent Board study, more than 40% of job seekers are looking for company culture related data before they decide if they want to apply for a job with the company. Based on our experiences, companies cannot quite put their finger on the culture and explain what it actually means and is. Our solution helps companies to not only recognize the current culture and put a name on it, but also recognize how the culture must change when the strategy changes.

FAYE:  Give me an example of how a customer would use your service and what kinds of benefits will they achieve?

SUSANNA:  Right now we have a Finnish organization of 800 employees going through a significant strategy change after several mergers & acquisitions, in a market that is going through significant changes due to digitalization. They mapped their current culture based on the current strategy and the required culture based on the new strategy and saw immediately how the culture must change for the strategy to become executed. Right now they are mapping employees (for development discussions) to the new strategy to evaluate how their preferences, motivation and views compare with the new strategy and culture, and whether they will have holes in the organization where people are not willing or eager to go to the same direction with the company. They are using this data for workshops and planning concrete actions with their people on how to change the organizational behavior, values, processes etc. for the new strategy to become possible.

FAYE:  What is your view on the buyer market – its ability to innovate, engage and contract for new technologies?

SUSANNA:  Part of the market is definitely ready and eager. This part is the innovators themselves and the followers of the innovators. The transformation forces people (and companies) to engage with new technology and this part are already using various other apps and solutions for personal purposes. They are ready and eager. But there will always be people and companies with more risk averse cultures by the way, who will not try new things until they become commodities. In the HR tech market there are so many changes going on and companies are increasingly in the need of exchanging the old hardware type of information blackholes into new apps and software that engage all employees and are able to help make impact to the business.

FAYE:  What do you believe are pre-requisites in any new HR Tech?

SUSANNA:  Easy to use, modern and engaging. We’re also working on the engaging part. It’s not that easy goal!

FAYE:  What are your plans for expansion?

SUSANNA:  We are right now taking our baby steps and looking for customers in Europe. We are targeting especially Netherlands, Sweden and Denmark as being a startup, we don’t have the resources to go full on to the entire continent. But we’re definitely looking forward to the HRTech and getting better insight into our potential in Europe and in which specific markets.

FAYE:  Are you seeing differences across Europe? Around the globe?

SUSANNA:  No, I think this is a global trend.


For more information on Susanna and Heebo check out these links and resources

Susanna Rantanen

Twitter: @RantanenSusanna and @HeeboApp
Linkedin: https://fi.linkedin.com/in/susannarantanen
Instagram: @CareerHeebo