Concert work has grown in recent times and can be attributed to the loss of jobs during confinements. Either that or the fact that more people are willing to work on short-term projects for flexibility and more opportunities.
This has led to an increase in the demand for online promoters and store equipment due to the increase in online shopping habits and the creation of new concert works as well as content creators as well.
It’s a trend set by the now-profitable concert economy platform. Cidekick, which recently launched an app this year to make the most of it. We spoke with founder and CEO Philip Phua to learn more about the motivations behind the site and the app.
Emphasizing the human side of work
Philip is confident that while it has competitors in the field, Cidekick stands out among its 300 clients (and even more) by focusing solely on the B2B marketplace and the preservation of human capital.
To elaborate, Cidekick addresses the B2B market specifically catering to the activation of scale labor with experience in different event needs.
In addition, part of Cidekick’s mission is to create jobs that preserve human capital. This means that the company is not trying to hire concert workers for jobs that could be phased out by automation, such as last-mile deliveries, for example.
Instead, Cidekick is looking for online promoters, video content creators, product and service promoters, and more. Philip believes these are jobs that will still depend on creativity and human connection for years to come.
For example, during the MCOs, Cidekick’s team turned to help its customers focus more on hiring online promoters. These workers can help companies build greater brand awareness online with testimonials and usage.
“It simply came to our notice then [offerings] we added it helped keep us going [the business] during difficult times. Now the ground labor is slowly picking up, and our Cidekicks (workers) [will be] able to play more roles, “Philip explained.
A safer place to do concerts
The turning point that led Philip to found Cidekick in 2016 came after he became aware of incidents in unsafe work environments, late payments and exploitation to which part-time job seekers were exposed.
While working as a marketer, he found that there were no suitable platforms for hiring and selecting concert workers, as he could only do so through agencies. In addition, there was a significant pay gap between what the agencies charged and what the concert workers actually took home. With Cidekick, workers can expect to earn between 100 and 150 RM a day.
Another push for Philip to start Cidekick was his knowledge of unethical practices in some agencies that promote something called “in the workplace.”
“This is a term used to disguise an agreement for a concert work (usually labeled as party girls or usherettes), where there is an additional option for clients to have paid sex with the workers of the concert. concert after completing their main task, “he said. explained.
Philip thought that he would not want his own children to be prepared in this way if they decided to work as students in the future.
Therefore, Cidekick was trained to address these painful points:
- Helping employers find temporary labor at scale;
- Improve transparency and performance when hiring;
- Create a safe environment where concert workers can be present.
An app to do it all
Before launching its own app in November 2021, the combination of Cidekick’s work was done exclusively through its web platform. At the time, the main function of the platform was to match Cidekicks and customers during the payment transaction.
With the application, the team hopes to increase accountability and transparency in the hiring processes and work environments of Cidekicks and employers.
Cidekicks can enter and exit each job using a location stamp, taking a live photo at the workplace, or answering any questions customers may have. Cidekicks can also respond to ad hoc customer requests through the app.
“It simply came to our notice then [Cidekicks] we are not comfortable during a job, we can afford it [them] to report a problem and we will be alerted to investigate by changing the scope of work, date, time, salary, etc. “, said Philip.
At the same time, employers can monitor job performance, as the application’s proprietary dashboard will allow them to track multiple employees, either individually or collectively. Entrepreneurs will also have access to personalized sales reports.
For example, these reports may provide employers with information about how many product samples a concert worker delivered or the sales figures achieved during the job. This allows employers to evaluate which Cidekicks are performers and which are not.
Being equipped with this data can help Cidekick customers analyze and aggregate the average performance of sales, marketing and operational functions in the future.
Working with the state government
To date, Cidekick has acquired 15,000 active users, with a 100% growth recorded during the last 2 years of the COVID-19 pandemic, even with little contract spending.
“Many users in recent times are former Grab drivers and employees in the hospitality and retail industries who have been severely affected financially,” Philip said.
“Aware of this, we have enhanced our cooperation with the Selangor State Government’s Rakan Digital Selangor project, which is driven by our platform and offered successful work with the option to work from home.”
Other clients include Grab, Foodpanda, Touch ‘n Go, Fave, Caring, Signature Market, among others. Previously, Cidekick received an initial financing of RM 775,000 from Cradle Fund Sdn Bhd.
Philip is now looking to attract new investors to fund Cidekick’s international expansion and growth over the next 2 years, seeking to become the groundbreaking platform of choice for corporate clients and concert workers alike.
“This would require exceptional work from us, as we need to create an incredible value proposition to be more than just a recruitment platform. We also need to offer enough jobs for our Cidekicks and constantly create new and different types of jobs. work for the concert job market, “he said.
At the moment, the company is already in talks to expand its business in Indonesia next year, with plans to penetrate the markets of Thailand and Singapore.
- Learn more about Cidekick here.
- Read about other articles related to the economics of the concert we wrote here.
Featured Image Credit: The Cidekick Team