How does a recruiting technology startup compete with the immensity of competition like LinkedIn and Indeed? One strategy is to go after, not a niche, but a micro-niche. A great example of that is TrueUp, a startup which focuses exclusively on accountants with experience in the Big 4 accounting firms.
Just being in a micro-niche isn’t enough; somehow this laser focus has to turn into something that creates value. One way TrueUp has done this is to gamify the experience, most notably with their Excel Wars. These contests give accountants a chance to test their ability in Excel against their peers by attempting to complete an Excel challenge as quickly as possible.
