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Christoph Fahle
January 23, 2012

Startup Of The Week #24: Somewhere

Few things can be more frustrating than job-hunting - sending out endless generic CVs and repetitive cover letters to eventually find a job we may not even enjoy. Luckily, Justin McMurray, founder of Somewhere, has decided to do something about this.

Few things can be more frustrating than job-hunting - sending out endless generic CVs and repetitive cover letters to eventually find a job we may not even enjoy. Luckily, Justin McMurray, founder of Somewhere, has decided to do something about this.

Founded in late 2011, Somewhere aims to provide an alternative way for companies and talent to find each other, based on factors that are not commonly considered in the standard job search, while aiming to increase satisfaction and “work joy” on both sides.

Companies have been using the same process of recruitment for years. What made you feel the need to develop an alternative to this standard process?

The standard recruitment process – CVs, interviews, and so on – is several decades old, and no longer that effective or relevant, particularly when you see how many people today are dissatisfied with their current jobs. The main reason for this is the lack of cultural fit between companies and their employees. In today’s economy, an increasing number of jobs rely on creativity and other human characteristics, rather than specific skills alone. A CV can list a set of skills, yet it cannot really show whether or not the employee would have a good cultural fit with the company.

You mention a specific need to consider ‘cultural fit’ when seeking out talent. What exactly does this term mean?

That’s a good question. We don’t think it can necessarily be defined, but we see it as a collection of intangible factors related to how an employee interacts with his or her workplace – for example, the company philosophy, the team, the work style, or the attitude, to name a few. Cultural fit refers to these kinds of factors which can’t really be quantified, yet are still important to both companies and employees.

Do you believe the cultural fit of an employee is equally important as his or her skills directly related to the job?

I think it depends a lot on the company and the industry. For professions that rely on a very specific skill set, such as medicine, cultural fit is obviously not that important. However, we are seeing an increasing number of creative companies where the skills required are diverse, and constantly changing. In these companies, employees can no longer be evaluated purely on their skills, but rather on their attitude, and on the chemistry they have with the company. Cultural fit, in that case, would be very important.

Exclusive screenshot of Somewhere. The product is due to launch next month.

How does Somewhere help place cultural fit at the forefront of the recruitment process?

We’re just about to launch our first product which will mainly be targeted towards the creative industry; so towards creative startups, studios, or design agencies, and to create a rich showcase of what both these companies and prospective talent have to offer. We find that companies rarely provide information that is interesting or even relevant to talent, focusing instead on the interests of customers or investors. For example, employees often want to know about things like the working environment, the company philosophy, or even things like what kind of music they play during office hours or if there are any good cafés or bars nearby – things that will affect their satisfaction with the job in the long term.

Likewise, many companies wish to see something completely different from what they normally encounter when searching for talent. Instead of generic CVs that list a person’s skills and educational qualifications, what they really wish to see is their character – what makes them tick, or how resilient they would be when faced with a challenge – things that CVs cannot really show. Different companies look for different personality traits – smaller creative firms, for instance, may look for someone highly autonomous, while larger firms may look for someone who is sensitive to others and works well in a team.

As a new startup, what are some of the challenges you’ve faced in developing and promoting your idea, particularly as an alternative to such a well-established process? What kind of advice would you give to others who are just starting their own companies?

My main advice would be simply to start. Starting something does not rely on having a fantastic idea, but rather on the desire to solve a problem. Even if you do not immediately know how to solve it, you can simply learn more as you develop as a startup. There are, of course, many challenges that come with that, such as planning and coordinating each task, or time management. The biggest challenge, however, is working effectively with limited resources. We managed to bootstrap our discovery of the problem, the solution and our customer base, and we’ve developed our first product which will soon launch in five cities – London, Berlin, San Francisco, New York and Sydney. However, after that, we will need some outside support, either in the form of angel funding or seed investments, so that we can truly reach out to these five cities.

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From 8pm on, we'll open The Club where the DJ booth and the dance floor will turn into our playground. We've invited hip hop and pole dancers to open the dance floor and have a friends-only crazy-cool lineup planned for the night. We'll be mixing botanical cocktails with Fritz Cola and inviting you into our Photo Booth Room so you can take home some silly photos from the night. In The Club, you will also find The Balloon Room and The Zen Zone which will be our chill spot for the night. Check out the timeline in The Club and learn more about The Zen Zone below.

The Club
20:00 - 22:00 Dj Niggo
21:00 - 22:00 Hip-Hop Dancers
22:00 - 22.30 AinTheMachine
23:00 - 01:00: Michal Vagner
01:00 - 03:00: Asia

The Zen Zone
(to be announced): Cacao Experience with Moruga Cacao
19:00 - 21:00: Tea Ceremony with Thirsty Moon

Make sure to join our Facebook Event and RSVP on Eventbrite, so we can put your name into our Happiness Jar. This birthday bash is all about our community, and together with our partners we've prepared a special Prize Draw.

Throughout the whole night, you will find the rooms of The Basement filled with art pieces from our favorite Berlin-based creatives. From illustrations to paintings to wooden sculptures and installations - we've made sure to host an inclusive Berlin-like mix of all things art. Let us introduce to you to some of the artists, who you will meet down in The Basement:

Have you met .. the Softblobs? Since moving back to Berlin from the US, Gesine Krätzner has been making strange creatures out of fabric that she calls Softblobs. They are cute, random, and they'll be waiting in The Basement if you want to try playing around with them.

From toys made of fabric, we’re moving onto wooden sculptures. Matt Danko knows how to bring wood to life and does it amazingly in his free time. In The Basement, he’ll show his latest furniture pieces and sculptures.

In the same room as Matt, you’ll find Lisa Büscher, who has prepared for us a hyper realistic sculpture presentation that gives it the touch of the extreme, surrealistic and absurd. She de- and reconstructs and reorganizes human bodies like Utopia does society.


In our Photo & Video room you will find works from Collette Pomerleau and Ocean.Now.

Colette is a Berlin-based creative working in photography, art direction and set design. Through her visuals she explores intimacy and anonymity. The space that falls somewhere in between.

Ocean. Now! is a collective that accelerates ocean protection. They work with different types of art to motivate our society to protect the Ocean -Now!

In the early afternoon, based in The Garden, you’ll meet Amaury BOUQUET. He’s a Berlin-based French artist from Saint Maur des Fossés, who has a background in social innovation and loves to play with symbols in his works. At 10 Years in beta, he’ll do his special Humanist Tarot readings from 4-6pm.

Parallel to him, also in The Garden, Sebastian Olivares will be painting live a special Mandala created for betahaus. Sebastian is a Berlin-based visual artist who specializes in painting mandala murals and has painted murals in Germany, Chile, Australia and Thailand.

Throughout the day ilan katin will be putting the party vibes onto a mural, specially created for betahaus. He's a Neukölln-based artist with experience in visual work, both static and performative, graphic design, illustration, comics, installations, animation and live video.

We think this one speaks for itself. If you need a little glitz or glitter to get you into the party spirit, come early and we'll do the rest.



Last, but not least, special thanks to our lovely partners who are helping us making this event happen.
Pilsner Urquell and Fritz Cola for the drinks, Emmy, Drivy, FrameRight, CoffeeCircle, Dream Facilitation, Moruga and BioWine for supporting our Prize Draw and our media partners from Silicon Allee, ASK HELMUT, Creative City Berlin and TechCode.

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