Whether your dream job is being a chef or Kris Jenner’s assistant, Bumble Bizz is helping people make those connections.
Written by Jordana Colomby
Bumble, the female-first dating app, is bringing swipe-based technology into the professional world with Bumble Bizz, a new addition to their existing app that works the same way, but serves an entirely different purpose. Just like Bumble’s dating and friendship platforms, Bizz allows users to swipe left or right on professional profiles from the area. Both men and women can use the app, but sticking to the values of the brand, the woman has to make the first move.
Evolving the Brand
Alex Williamson, Bumble’s Chief Brand Officer, says the idea for Bizz evolved naturally. “It was something our users were asking for,” she says. After developing a space in the app for users who were looking for platonic relationships (BFF), Williamson and her team noticed a gap in the market for female-oriented networking platforms. The idea has been developing for about two years at Bumble HQ and it finally launched in October 2017.
“Right around the time that we started talking about Bumble Bizz, a team member received an inbound message on another networking platform that said, ‘professionally speaking, you’re very beautiful,’” Williamson recalls. “And it was jarring.” Williamson says there’s a grey area in business, and that’s where this inappropriate behaviour happens. “I feel like most women have this experience where you go and meet up with someone for networking and all of the sudden you feel like you’re on a date.” With Bumble, users are able to set their intentions from the start. No guessing games, no misunderstandings.
Bizz is all about giving people opportunities to connect and build relationships. Whether users know what they’re looking for in the app or are simply swiping through hoping to find inspiration, Bizz is a unique space with an open-minded approach to networking. “The main goal of Bizz is to connect people who wouldn’t have a chance to connect otherwise.” And that’s certainly the case. Kardashian momager, Kris Jenner, announced last week that she’d be searching for her new assistant on Bumble Bizz. She called it the “perfect platform” for finding a new addition to her team.
But Bumble’s mission is much bigger than helping people land jobs. The platform aims to eradicate misogyny and promote a kinder world, whether that’s through a romantic, platonic, or working relationship. Having more women in the workplace moves us towards this type of world. Bumble’s team is 85 percent women, and according to Williamson, this creates a workplace culture that’s supportive, productive and respectful. “Working moms are the most productive women I’ve ever come across in business,” Williamson gushes. Women are compassionate and detail-oriented, and they bring that to work with them every day.
With all three verticals, women send the first message. “The ball is completely in your court and you can control the conversation,” Williamson says. Being able to make the first move empowers women and sets the tone for the whole conversation. The app challenges existing gender dynamics with their tagline: Be the CEO your parents always wanted you to marry. Williamson says the quote strikes a chord with her. Growing up, it was always assumed she would marry a man who could take care of her. She says there’s a lot of pressure to find the right partner, but Bumble wants women to focus on finding the right job.
Bumble hosted a pop-up event in Toronto over the weekend, where powerful and successful businesswomen gathered for a panel. Bumble users were welcome to enjoy a piercing party by Mejuri, live music, and refreshments. “The Hive,” as Bumble dubs their space, lets users experience the digital world of Bumble in real life and make face-to-face connections.