Hireproof | Launch of a B2B SaaS

SaaS for running and coordinating job interview processes. Hireproof improves the job interview process by decreasing bias and increasing the quality of hires.

Project Preview

Project Overview

Job interviews are often unreliable and discriminative. According to multiple academic findings, companies would make over twice as good hiring decisions and halve discrimination using a structured interview methodology. Hireproof was founded to productize this framework.


March 2021


Founder & CEO



Problem & Opportunity

AI in recruitment is facing increasingly tough challenges. New legislation is being put forward by governments to protect candidates, and recruitment professionals see dehumanization as a huge risk in the future of recruitment. Furthermore, candidates are demanding more humane treatment from companies.

Adoption for new recruitment tech such as one-way video interviews and online hiring tests hasn't removed the need of human-to-human job interviews. There is a growing amount of research demonstrating the utility and validity of structured job interviewing - a human approach to employee selection that surpasses all current recruitment technologies in predictive power of future job performance.

Regardless of the overwhelming evidence preferring structured interviews over the most common unstructured interview style, a series of unreliable and bias-prone unstructured interviews is the world's most common way to select new employees. Interviewers preferring unstructured interviews have false confidence in their interview skills and unstructured interviews are easier to prepare for than structured ones.

Structured interviews are amazing: they beat free-talk interviews, intelligence tests, and skill assessments hands-down in most metrics, but they are rarely used. Why? The main reason is a high barrier for adoption. Structured interviewing requires expertise, preparation, and training.

What if these barriers of entry could be drastically lowered?


We built Hireproof, a B2B SaaS for planning, preparing, and managing structured job interview processes. The tech stack we used was Scala + Vue.js.

First, the user defines the new job opening through job-related skills, knowledge, and attributes. We throw gut feeling out of the window and require the user to dig deep into what is really required to perform well in the job.

Next, an interview flow is created. Every candidate in the process needs to go through the same steps to keep the process fair and measurable.

Hireproof candidate profile. You can see the interview flow, skill profile, and overall algorithmic evaluation of the candidate.

After building the interview templates and adding questions to the templates from our question database, it is time to add candidates and run interviews!

Interviews are conducted through Hireproof's interactive interview assistant. Each question has a set of evaluation criteria that the interviewer conversationally evaluates during the interview through active listening.

After interviewing all the candidates involved in the process, the user can dig deep into the conversations that were had. When each job role is defined through job-reelated skills and all questions exist to measure these skills, each candidate will get a skill profile. The user can rank candidates based on skills and competencies (groups of skills), and at the end of the process, Hireproof will make hiring recommendations.

Hireproof's candidate comparison helps users make sense of the candidate skill profiles and ranks candidates based on job-related skills to guide hiring decisions.

By following the structured interview framework, we can expect about 2.2x better predictions of candidates' future job performance, 39% less discrimination, and overall more meaningful and fair hiring decisions that are made based on humane conversations between the employer and the candidates.

At its current state, Hireproof is a standalone solution, although integrations with popular applicant-tracking systems is the next logical step in increasing the adoption and potential customer base.

Target Audience

The standalone Hireproof product is built for hiring managers. The hiring manager is the person who makes the final hiring decision on who to add to their teams. Hiring managers generally want to build a strong team of people who match their team cultures, but are often frustrated because they don't have visibility or control over the interview processes. Hireproof brings hiring managers a complete interview framework, and gathers data from the job interview process that hiring managers can use to control the quality and understand what goes on in their interview processes.

Moving forward, when ATS integrations are available, the main points of contact will be the recruitment leaders. They are responsible for championing the framework to all the hiring managers of the company, thus drastically increasing the scale of the customers Hireproof can adopt.

“Hireproof showed us how all over the place our interview process was and that we need to train our interview skills. We all know that we need Hireproof for our interviews and unbiased processes" -Carina Wetzlhütter, Marketing Lead at Selma Finance

Team & My Role

I wore many hats during Hireproof, but the main activities I was responsible for were:

  • Market and competitor research to evaluate business viability
  • User research to understand problems of our target audience
  • Feature ideation and educating my technical cofounders on the target audience
  • MVP feature scoping
  • Overall business and product strategy and decisions
  • Building a product analytics dashboard with Mixpanel
  • Running marketing campaigns and A/B tests to improve website conversions and build a lead pipeline
  • Fundraising strategy and creating a compelling narrative around Hireproof

I started building Hireproof by myself early 2020. After conducting a comprehensive market analysis and running about 30 interviews with potential customers, I drew rough wireframes of how a product solving this particular problem could look like.

In March the same year, I joined Kiuas, a Finnish startup incubator, and started looking for cofounders. Soon I found two fantastic techncal cofounders, Nick from the USA and Niklas from Germany, and we started polishing the product idea.

Around the same time, I searched for potential investors for the product because we wanted to start working on the product full-time. Icebreaker, a well-known Nordic pre-seed investor, got onboard, and we quit our jobs and started working on Hireproof.

My role for the rest of the year was helping my cofounders understand our customer and their needs better and guide the product development through my industry expertise and the conversations I continued to have with potential customers.

Additionally, I was responsible for running all business operations, and finding pilot customers through various online marketing strategies. Main platforms were Google and LinkedIn ads.

I also built a comprehensive analytics platform on Mixpanel to better understand our pilot customer behavior.

Overall business strategy was my responsibility moving forward, as well as continuing to run business operations. We hired a Customer Success Manager to help us with some customer responsibilities, and I shifted my focus to fundraising as we started runnign out of runway due to being slower than expected to get to product-market fit.

Results & Impact

In the end, we had over 30 teams - mainly software development teams -using Hireproof weekly for their job interviews. We got a lot of positive feedback and felt like we made a real difference!

However, we failed the race against time and ran out of funds before properly monetizing the product. We had to close down the business, and found a buyer for the product and IP.

We did demonstrate, that structured interviews have utility in candidate selection context. With a product that would be a bit more streamlined, there is potential for real impact in the recruitment sector that would improve the quality and human touch of interview processes.


You should lead with the problem, not the solution. The original idea for Hireproof was based on a clear idea of a solution before properly understanding the customer problem. Hireproof ended up being a vitamin piller rather than painkiller for some urgent customer need. By focusing on the problem first, Hireproof could have gotten to product-market fit considerably faster.
Monetization is a priority. Customers vote with their wallets. We offered a complete product for our pilot customers far too long. When we finally did ask for money, we learned that we're not offering enough value to justify our proposed price point. Had we monetized the product earlier, we would have learned this much sooner, giving us time to an additional pivot.
Prototyping is a crucial design method for validating product ideas - especially when the budget is tight and the team works under a time constraint. It sounds counter-intuitive! Who has time to do iterations and build mockups that will probably be thrown away anyway? Well, instead of prototyping, we spent €100K and several months to build a polished product, only to learn that the value we provides was not something our users wanted to pay for.
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