This year we bring you a diverse mix of insightful interviews and articles. These articles will explore the realm of market dynamics, delve into data interpretation, and dispense useful insights.
We’ve been privileged to have conversations with numerous distinguished individuals and companies, each contributing a unique narrative. Our discussion topics cover a wide spectrum, from remote recruitment strategies to fostering exceptional organizational culture and offering attractive employee benefits among many other intriguing themes.
Presented below are the 10 most engaging articles from our blog, ranked based on reader count.
#10 – Interview: Nikolai Kabatsikov, Head of Talent at Bolt
One of the interviews that has consistently garnered significant readership over the past few years is once again asserting its popularity by securing a spot in this year’s Top 10. 🔝
Besides shedding light on the company, Nikolai Kabatsikov, the Talent Head at Bolt, also shares evergreen tips on crafting a compelling LinkedIn profile and securing a job in a rapidly expanding tech firm.
#9 – Interview with Mara Steinberga from SmartLynx Airlines
Most-read interview from last year’s top also makes it this year. It hails from the world of aviation, a domain characterized by pace, stressful circumstances, joy, and an ever-evolving day-to-day life that is a norm for all those at SmartLynx Airlines. ✈️
Our conversation with SmartLynx Airlines’ Chief of People & Culture, Mara Steinberga, provided insights into the aviation industry’s distinctive work culture. She shared her perspectives on the unique aspects of working in this sector and gave a glimpse into a typical day at SmartLynx (spoiler alert: there’s no such thing as a ‘typical’ day here).
#8 – Data-driven Hiring: TOP 10 Factors of Employee Motivation
A mere 13% of the tech employers surveyed admitted to successfully hiring and retaining the talent they require. To amplify the appeal of your job offers for superior talent, it’s critical to address the typical motivational factors. 📊
In this article we take an in-depth view, based on survey results of 163 386 users, of what precisely drives individuals.
The IT sector is seeing a trend where talent has the negotiation advantage due to a surplus of jobs and scarcity of talent. Companies like Oxylabs, a tech firm providing web-scraping solutions, are tackling this by nurturing internal talent and initiating development plans. Over three years, Oxylabs has launched new products, caught Fortune 500 companies’ interest, and doubled its staff size.
In our discussion, Web Product Owner Monika Gerybaite shared insights into overcoming these challenges while maintaining rapid growth. 🚀
#6 – Äripäev Salary TOP 2023: Vacancies at the Highest Paying Companies
The Estonian financial newspaper, Äripäev, annually compiles the Salary TOP list, spotlighting the highest-paying companies. MeetFrank presents you with the latest job openings at a range of these top-paying firms. 💰
#5 – Inside the diverse culture driving the success of Entain Baltics and Nordics
We talked to Oleg Karpušenko, the head of the HR department at Entain Baltics & Nordics, about how to build a great company culture that values diversity and inclusiveness and what are the essential elements for creating a friendly and down-to-earth company culture. 🌟
#4 – 10 Ways to Get More Job Applicants when Hiring
Hiring an exceptional team player can be a challenging task. 😖 Posting a job vacancy on a job board might garner about 5-10 applicants. But for the ideal hire, you’d need a pool of over 30 candidates to select from.
So, how can you attract more high-quality job seekers? Regardless of whether you have an extensive HR & Recruitment department supporting you, as a hiring manager, there’s a plethora of strategies you can employ.
#3 – Enabling employee growth through learning at Oxylabs
Fostering employee development and enhancing their expertise, skills, and abilities has become increasingly pivotal in propelling business performance. Oxylabs, a technology firm and a leader in innovative web-scraping infrastructure solutions, stands out in its commitment to Learning & Development (L&D) activities.
We had a conversation with Frederika Dovgal, the Learning and Development Manager at Oxylabs, discussing the company’s strategies in cultivating its in-house talent and fostering growth.
#2 – You’re Recruiting All Wrong — Say Goodbye to Job Boards
Traditional hiring strategies, like advertising job vacancies and awaiting applications, are becoming obsolete and less effective. Recruitment is evolving into a selling process, deviating from the earlier purchasing concept — companies failing to adapt can’t attract or hire top-notch talent. 🔝
In this article we take a look at what the recruiters need to change in order to fix the problem and more importantly, how it can be achieved.
#1 – What Is Employer Branding and How Do Companies Do it?
The most popular article of the past year is about employer branding. Employer branding might feel like an elusive concept that’s often talked about, but rarely fully grasped, much like a mythical unicorn. 🦄
Yet, certain companies seem to have mastered it, magnetizing the best talent. So, what exactly is employer branding? How is it effectively implemented? And who within your organization should shoulder this responsibility?
Understanding why someone would choose to work at your organisation is a crucial part of being able to attract and retain top talent. We are here to help you out! That’s why today’s MeetFrank Data-driven Hiring segment focuses on what impacts employee motivation 💪.
Only 13% of surveyed tech employers said they are able to hire and keep the talent they need. To make your job offers more attractive to top talent, make sure to address the most common motivations. But what exactly inspires people?
The survey results of 163,386 global MeetFrank users show that the TOP 3 motivation factors are:
Solid salary offer,
interesting challenges and
the possibility of growth.
We get that your company’s starting salary may not knock all the other salary offerings out of the game. But you may be able to offer a better work-life balance, greater flexibility, a nurturing culture, and perks. Something that differs from others.
Understand the person you’re trying to attract.
To go into more detail with motivation factors, we decided to compare two specialities in four different countries (Finland, Estonia, Latvia & Lithuania). By picking only one option, we asked 163,386 software and marketing professionals “What motivates you to change jobs”. Here are their TOP 10 motivation factors:
Finland
Finnish results truly prove that employers need to evolve along with what candidates want. Don’t try to be all things to all people and attract “more candidates”. Instead, the key is to know what candidates expect from you – and it varies.
The more technical, software engineering field focuses strongly on salary, as that was their #1 pick. On the other hand, the more creative marketing profession levitates towards greater challenges and growth that make their inspiration flow.
Of course, salary is still important for both, as it lands in their TOP 3.
Estonia
Estonia is #1 in Europe in the number of unicorns per capita. Every Estonian knows someone who knows someone with a stellar startup success story. That may be the reason why stable work life ended up at the end of the list and both professions gave the startup environment the highest rankings compared to other countries.
Latvia
As working is selling your skills and time, salary will always be important in decision-making. However, no €€€ will help if the employee is bored and underwhelmed. Give them tasks that excite them, involving effort and personal development.
All the countries levitate towards growth opportunities and exciting challenges. In small countries like Baltics, growth opportunities usually mean moving away to another country, where notable company headquarters are located.
Lithuania
Startup equity describes ownership of a company, typically expressed as a percentage of shares of stock. It carries exciting opportunities and significant risks.
This is not suitable for all and that might be why all professions (in all countries) have put equity at the end of the lists.
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Perforce Software (previously ZeroTurnaround) is the leading provider of enterprise-scale software for technology developers and development operations teams. Their services are for teams who require productivity, visibility, and scale throughout all phases of the development lifecycle.
We interviewed Hannes Linno, Director of Software Engineering, who told us about the maturity of the DevOps field and how Perforce’s innovation helps developers around the world work smarter. Among other things, we talked about career opportunities in a team consisting mainly of senior level engineers and the challenges of developing a range of products in various stages of maturity.
🔵 ZeroTurnaround originally developed JRebel and XRebel before being acquired by Perforce back in 2017. What organisational changes, if any, did the acquisition bring as both products are still developed in Estonia?
After the acquisition, Estonia has become the European strategic development centre for Perforce, a talent hub for multiple products. In Estonia, we went from being a Java-only company to a company that offers tools for the entire DevOps cycle.
The acquisition brought organisational changes, as would be expected, but Rebels are still a key part of the Perforce family. However, the product portfolio here keeps growing, as does Perforce globally, via new acquisitions. Our newest acquisition is Puppet, a leading software configuration management tool.
🔵 As you mentioned, Perforce is building many products for the DevOps field. Before we dive into more details, could you clarify what you mean by DevOps in your context?
To answer this question, I would start with what it is not. In recent years there has been a huge increase in job openings for DevOps engineers. Sadly, it is often simply considered a nicer name for system and application administrators when more and more infrastructure orchestration is done via coding and scripting. In reality, DevOps is a wider area, so it is not simply taking care of servers and infrastructure on public clouds or on-premise infrastructure.
So, what is DevOps? It involves Development and Operations tools and processes covering the full spectrum of areas from product planning, development and quality control to execution and stability in production environments.
DevOps is totally focused on doing things smarter and automating wherever possible to have higher quality and shorter development cycles. While DevOps as an area includes both tools and processes, Perforce’s focus is on building the best tools that support DevOps processes.
Our product portfolio already covers all main phases of the DevOps cycle, so we have tools for planning, development, quality control and operating customer solutions.
🔵 How mature is the DevOps market currently and where it is heading in the next few years?
In software development, the digitalization wave is still picking up speed immensely. In Estonia, we are used to everything being digitalized, but the rest of the world is still lagging behind.
In the next several years, more and more traditional companies must increase their IT investments to keep up with stiff competition. To manage the extra complexity, companies that want to remain relevant in ten years must increasingly focus on the full cycle of the DevOps flow.
We can already see the huge gap in the available software engineering workforce and increasing demands will only add to the pressure. In addition to growing digitalization, the new emerging technologies like AI, virtual reality and quantum computing increase the complexity to the next level.
This means that development and operations must improve automation so that developers work smarter and spend less time doing repetitive tasks. Continuing in the same way as we have built software so far is not possible. There are simply not enough software engineers in the world.
At Perforce our focus is to build tools that aid software engineers (developers, QA, system administrators, and tech support) to decrease development time and ensure the quality of the results.
🔵 Who are the users of your products?
At Perforce, we are building tools for other engineers. I would say it is a unique opportunity because, often, we are solving problems that most developers, including ourselves, are facing.
Our engineers have access to all the tools we are building in-house, allowing our employees to work together across products to find insights and provide quick feedback on what to improve. Whether it is about the functionality, usability or simply the documentation that is available for using the products and tools. It also allows us to build the features that fill the gaps between our different products so that the full cycle of tools works together efficiently.
Having a wide selection of products in our portfolio enables us to focus on areas that otherwise could fall between different products or solutions, especially where the market is too small for anyone wanting to invest there. In other words, we fill the gaps to save our customers time, money and reduce stress!
When speaking to our candidates, we often hear that they are coming from industries where the company’s purpose is not interesting for them, or they don’t really understand the problem their product is trying to solve. In our case, it is the opposite: Most engineers love the area they are working in and are eager to have better tools that help them work smarter.
🔵 Let’s talk a little about your organisation. What best describes your engineering teams?
Our teams are mainly built around senior level engineers. The advantage is that even if a team member has been in the industry for 10 or 20 years, they still have interesting challenges and can continue their learning path, as they can discuss the issues and solutions with like-minded people. It allows our teams to be agile, move faster, make quicker decisions and have the greatest innovation potential.
We also try to focus our benefits package on senior engineers. The emphasis is on work-life balance and extra time off because we know how important it is to take time for yourself or spend it with your family and friends. Happy people are best positioned to create innovation.
People and teams have a lot of independence and trust. We also have flexitime where each person manages their own working time, and each team can agree what is the best work routine for their team, like how many meetings they want to have, what kind of meetings, how much office time and what are the team’s working hours in general.
🔵 What kind of technologies can one expect to work with when joining Perforce?
As we have a wide range of products in various stages of maturity, we offer interesting challenges for different tastes.
We have products (such as Gliffy) that are end-user facing, where the focus is on usability and clean design. Then we have products where developers must work on deep tech and solve problems on a very low level, close to operating system features, like Rebel products that interact with code on the compilation level, to make it smoother and faster to execute.
We also contribute a lot to open source communities by addressing all kinds of unexpected user cases and problems. In relation to open source, not many people know that Zend, the trusted tool for PHP developers, is also developed by us. And at the same time, specifically for the semiconductor industry, we are developing an IP lifecycle management solution – Methodics.
🔵 What kind of career opportunities does Perforce offer?
Having such a wide stack of technologies provides numerous opportunities for long term growth for our people. It is common that if an engineer would like to work on a different product or with a new tech stack, they will receive support from their managers on finding another project within Perforce.
The experience we have is that people with long tenure want to stay in the company, as they love our culture and benefits, but simply want a new challenge and continue improving their skillset. And the only opportunity is not just moving between projects and technologies – since we are growing rapidly, we also have many opportunities to grow from engineering roles to management roles.
Check out Perforce’s career page and open positions:
🔵 Could you briefly describe your hiring process? Do you have any tips to be successful in the process?
After an initial quick meet and greet on the phone with our recruiter, we typically have a more in-depth interview where we look for the technical knowledge needed for the position. Assuming that goes successfully, there is a meeting with the team and the direct manager.
My primary advice is to do your research about the product and the company. The interview process is not there to find your weaknesses, but rather to see where your skillset will best advance the Perforce vision. We are looking for people who are genuinely interested in our products and the problems they are there to solve.
As businesses around the world start heading towards a data-oriented approach, they are looking for automated ways to analyze publicly available data. Such is the solution provided by Oxylabs, a company that provides data API platforms like scrapers and proxy-related infrastructure.
Recently we sat down with Zydrunas Tamasauskas, Head of Product Development, to learn about how they manage fast-moving engineering teams, their go-to technologies and the overall approach to developing new products used by Fortune 500 companies.
🔵 Tell us a bit about Oxylabs as a company. What are your products and what’s unique about them?
Oxylabs really stands as a great, fast-moving tech company developing data services. We work with world-class engineering solutions and product development activities, where uniqueness comes in many forms. Our engineering department builds solutions that are yet to be patented or even applied in practice with high load and distributed computing systems.
Our main products are proxy and web-scraping tools. To put it simply, we provide an infrastructure to gather large-scale public data using web-scraping technology. What’s distinct about our services is the quality – our clients are among the largest companies in the world, many being listed in Fortune 500.
🔵 What drives you forward in the competitive market?
Being one of the top 3 products in the field is a great motivation by itself. The question is how to move up from there?
We have no singular path forward, which is why we love to experiment, innovate and fail fast to stay competitive. I’d say this drives us the most. The notion of building something faster, more effective, and completely new to the world drives engineering teams forward and thus affects product and marketing too. This makes us feel like inventors that bring change to the market.
🔵 Are you a product or a data-driven company? How do you measure the success of your products?
I believe as a company, we are product-led and data-informed. Data can be inaccurate and misleading, so sometimes, we just need to trust our hearts and minds. Being one of the leaders in the industry means that there are no footsteps to follow. That’s why we use our qualitative and quantitative data to get an idea of what we are going to build next.
As we strive to build better products, we measure metrics like customer satisfaction, ease of use, adoption rate, support issues, and similar. Of course, from the business perspective, product revenue always plays an important role. On a personal level, positive feedback from our customers who use the product daily and love it makes us proud and drives us to do even better.
🔵 Is there a way to predict the next big thing in the market that might just be the game-changer?
Since we are pioneers in our field, a large share of the innovation comes from our own people. Most of the developers at Oxylabs have been using proxies or data scraping at some point in their careers, so we try to build products for ourselves. This helps us figure out new product ideas and use cases. Then we start with building an MVP (minimum viable product) and check if something sticks. If it doesn’t, we scrap it and go for another big idea.
Some MVPs can be done even without writing a single line of code by using no-code or low code tools. We live by the idea of failing fast, improving faster. So, to answer the question: we don’t try to predict the next big thing. We just observe what features our users adapt and keep polishing them.
🔵 What, if any, are the go-to technologies at Oxylabs?
We don’t consider ourselves ‘tech-purists’, so we constantly incorporate something new to our tech stack, but it also depends on the hiring market.
Here in Vilnius, PHP is the most popular language, which is quite a nice language for writing APIs. We use Python for parsing, scraping, and data analysis due to its awesome libraries. In the front-end, React is a no-brainer as we also build browser extensions, mobile apps, and desktop apps (Electron, React Native). Golang is a fast language, so it was crucial to use it in our infrastructure, which gets an insane amount of load. As our front-end developers are switching to full-stack, we are now also incorporating Node.js, which gives them a lot of new cool stuff to learn.
🔵 How do you know what is the right technology to go with? How to stay relevant?
The choices depend on what we are doing with the technology, the appliances or goals that we strive to achieve, and what talent pool we have internally to use it. We already have a stable technology stack, and we evaluate new ones if we see them potentially beneficial for the product or the engineering community.
At some point, there might be a situation where previously widespread technology or framework falls in popularity, degrades in quality, or the hiring market dries up. Then we have to take action and replace it with something new and more exciting. Relevancy is an important topic for us given the scale of operations – we currently provide services in 216 countries and sell over 100M IPs while offering 24/7 service reliability.
🔵 Technology, engineering, and challenges – Is it a golden ratio for tech employees?
Yes, I tend to agree. Times have passed when you could impress potential employees with the latest hardware. For tech people to feel appreciated is to create conditions for personal growth, trying new things, and bringing new ideas to keep boredom away.
Tech talent wants to contribute, to have colleagues that support them throughout, and probably most importantly – they want to solve challenges that expand their knowledge base. People naturally want to grow. What makes you thrive as an employer is providing talent with challenges and tools so they can achieve personal growth.
🔵 How do you maintain this golden ratio? What are the management challenges?
The management challenges are relatively small. Most of the management at Oxylabs has a technology background, so they have faced similar challenges and know both inefficiencies and best practices. Specifically, in engineering teams, we thrive in a feedback culture. We listen to people, help them remove any roadblocks, and welcome all internal initiatives.
This lets us make fast decisions and allows pivoting from one technology to another if engineers are looking for a change of pace. Some examples might be switching from PHP to Golang, React.js to Node.js, Python or Django to Fast API. The best thing is the absence of a lengthy approval process – in most cases, only the Project Manager’s or Tech Lead’s approval is needed before an engineer can change the tech they’re working with, as long as it will do its job and is stable.
🔵 And what about quality & customer satisfaction? What part does it play in product development?
Quality and customer satisfaction are interrelated and cannot be separated, as we are a product-led company. At Oxylabs, we employ dedicated teams for parts of the product life cycle. Technology, product metrics, product-market strategy, sales, and all other relevant fields – these are all just pieces of a single puzzle. Our people stand united and motivated to deliver the very best possible product.
It is reflected by our Trustpilot rating of 4.7 with over 300 reviews from paid customers. Since we are led by our product and not necessarily the market, user feedback is crucial. The e-commerce self-service world is harsh, and customers tend to turn away if they are not happy. When thinking about our delivery to the end-user, we always strive to make it as user-friendly as possible.
Check out Oxylabs’ career page and open positions:
SmartLynx Airlines is a charter airline based in Mārupe, Latvia, operating flights on wet-lease out (ACMI), holiday charter flights, and ad hoc passenger charter flights across Europe, Africa, and Asia. In 2022 SmartLynx Airlines will celebrate its 30th anniversary.
We talked with SmartLynx Airlines Chief of People & Culture, Mara Steinberga, about what does it mean to work in the aviation, what are the most exclusive things about working in this industry, and how does the average daily routine looks like at SmartLynx (spoiler: every day is unique).
🔵 What exactly does SmartLynx do?
We are an EU-based airline with headquarters in Riga, Latvia, and two subsidiaries in Estonia and Malta. Very soon we’ll open up our office in Vilnius. SmartLynx Airlines specializes in full-service ACMI aircraft lease services and is an acknowledged ACMI, cargo, and charter provider in the EU on Airbus A320, A321, and A330 aircraft. Recognized as one of the top choices for aircraft lease solutions, we support leading airlines with short and long-term ACMI services by operating flights in Europe, Asia, and Africa.
🔵 How is your business model different from your usual airBaltic, for example?
While airBaltic’s primary customers are passengers, SmartLynx is a B2B business, meaning our clients are other airlines that don’t have enough aircraft at a specific time.
In the previous answer, you may have noticed the letters ACMI, which stands for Aircraft, Crew, Maintenance, and Insurance. Meaning, when other airlines contact us, we provide them with the complete service – aircraft, crew, maintenance, and insurance. This business model allows us to serve clients globally.
For example, during the COVID-19 crisis, all airlines started to get rid of their most expensive asset – aircraft, but once the business picks up, it is not that quick to add aircraft to one’s fleet, so we as a service provider can quickly jump in.
🔵 How is working for the airliner and in the aviation industry different from the rest of the career opportunities?
I would like to believe that not many industries are as dynamic as aviation – every second counts, and the whole company needs to operate as well-oiled machinery. That’s the only way to provide the end result – flights on time. I would say that aviation is not for everybody – you either love it and never want to leave, or you hate it from the first second you start working. There is no in-between. The dynamic, the speed, the stressful situations, the fun, and the everchanging daily life is the new normal for all those working in our company, and we don’t know how it can be different?
🔵 What’s the most exclusive thing about working in the aviation industry?
You get to see the other side of aviation. Usually, we fly as passengers, and we tend to be irritated about delays and different hick-ups. Once you are on the other side of the aisle, you start to understand how everything works, and so many things begin to make sense. When you work in aviation and fly frequently, you still hear passengers being irritated, and it makes you want to sit down next to them and start explaining what aviation is all about.
🔵 Could you name the three most exciting challenges people could expect when working for SmartLynx?
Firstly, every day is different, and you will never experience a routine at SmartLynx, no matter the position.
Secondly, growth opportunities – we are proud to see how our employees develop and grow. We are also pleased to see the leaders we have developed and will continue developing in the future.
Last but not least, you have the possibility of working in a very multicultural environment – we are proud to have 40+ cultures represented in our company, and we are glad to explore the different cultures in our daily lives.
🔵 How has SmartLynx adapted during the Covid-19 pandemic situation to survive and come back bigger and stronger than before?
Covid-19 has significantly changed both what and how we do. Things we thought couldn’t be done remotely before the pandemic are now easily doable. This change has opened doors to international recruitment – we are happy to have new colleagues from all over the world, and we can still communicate with them through online platforms.
Additionally, I’d like to give big thumbs up to our management team. Thanks to their great strategic thinking and planning, we managed to secure our business and come out of the crisis even bigger than ever. We are currently experiencing the biggest expansion in our 30-year history.
🔵 What kind of specialties and expertise are you currently looking for at SmartLynx?
We want people who love a dynamic environment. We want people with positive energy and a smile. We want people who love changes and challenges. We want people who love to work in a team and achieve great results together. We want people who want to reach new heights both personally and professionally. We want people with ambitions and goals. We want people who are not bystanders and just let things slide past them – we want people who are not afraid to speak up and react. This is SmartLynx Airlines DNA.
🔵 What does the future hold for SmartLynx? What are your ambitions?
There are no limits for us – we want to grow and become market leaders globally. We are not having the “if that will happen” mindset, but the “when it will happen” one, so we are working very hard to get there. We celebrate our 30th anniversary this year, and it’s hard to contain our excitement for what this year and all following years will bring for SmartLynx – continuous growth and expansion in multiple directions.
Check out SmartLynx Airlines’ open positions on MeetFrank:
🔵 How would you describe your recruitment process?
Our recruitment process is pretty simple – once the candidate applies for a specific role, we review their CV and see if they are fit for the position. If the candidate is chosen for the next stage, they get a link for a one-way interview via our Hirevue platform. We are so happy to have this platform, as it gives the candidate the flexibility to do their interview whenever they are ready and available.
If the one-way interview is successful, the candidate is invited for a live interview and/or a practical task. Candidates for management-level positions have to get through additional tests, such as cognitive and psychometric tests.
And then voila – you are becoming the new member of the Smart Team!
🔵 Any tips on how a candidate could stand out in the process and increase the chances of being hired?
Make sure your CV is fresh, updated, neat-looking, and English. If you have a detailed description of main achievements in the roles, it will allow us to understand your background better.
During the one-way interview:
Do not worry and be yourself – this is even better than a live interview because you have a chance to re-record yourself if you don’t like the response. And each question gives you preparation time.
Make sure there are no distractions around you.
Try out the test video to make yourself comfortable by tweaking your sound, surroundings, and appearance.
We still appreciate candidates who participate in this one-way interview as if that would be a real-life interview – meaning that the candidate is dressed to impress.
When we have our live interviews, the main tips for candidates are:
Do some research about SmartLynx Airlines – we like it when candidates are prepared;
Prepare any questions you have about the job or the company – we will gladly answer all of them.
Try to keep your answers to questions short but saturated – answer all questions so that they’d be relevant to the role.
Be yourself and smile a lot – one smile generates at least one smile in return.
Surfshark is a cybersecurity company originating from Lithuania, and offers products such as a VPN (virtual private network service), a data leak detection system Alert, Antivirus, and a private search tool – Search.
Surfshark has over 3000 servers in 65 countries, and in 2020, they were named the best VPN of 2020 by CNN. By the end of 2020, they were among the top three most popular VPNs globally.
We talked with Regimantas Urbanas, Chief Marketing Officer of Surfshark, about its most significant achievements, stellar growth, cybersecurity trends, and much more.
🔵 Could you tell me about Surfshark’s journey – how did you get started, and what are some of the top achievements/milestones you’ve achieved to date?
The most significant milestone I’d say is that we managed to reach our first million paying customers in just 30 months. When comparing growth patterns with other companies, it’s similar to Spotify. Meanwhile, we’ve grown even faster than Netflix because it took them 42 months. So, we managed to get into the top positions of the VPN market very quickly. Within the first year of marketing, we established ourselves among the top five VPNs globally, and by the end of 2020, we were in the top three most popular VPN companies.
This is all thanks to our team of professionals. When I joined in the summer of 2018, we had only three people working in marketing. Now, it’s close to 60.
But we are not a VPN-only company. We’ve entered the broader cybersecurity and privacy field and launched three more products (Surfshark Alert, Surfshark Search, and Surfshark Antivirus) to offer our customers the complete security and privacy package. All of those products are also available in a package called Surfshark One.
🔵 How did you achieve such fast growth?
There have been internal and external reasons, but I’d say that we were in the right place at the right time. The world has been going through turbulent times over the past few years. For example, China increasingly started making aggressive actions in Hong Kong, and suddenly, all the neighbouring countries of China wanted to protect their internet searches, social media, etc. That’s when we saw a massive spike in adoption in countries like Taiwan or Hong Kong. Currently, we’re the number #1 VPN brand in Hong Kong.
We also operate in an industry that grew massively during the first wave of Covid. People stuck at home were both working and doing other things online. Many people got more interested in using VPNs, and we capitalized on that.
We had the capital to grow and take aggressive steps at the right time. Our goal was to humanize security and make it accessible to everyone. That’s why we started using comics and similar content in marketing, trying to be more human and relatable without overwhelming people with complex terms.
🔵 The foundation of a successful company is usually built upon a real-world pain that founders discovered because they experienced the pain or their market research was top notch. What kind of pain did you find when Surfshark got started?
The idea for Surfshark came from our CEO, Vytautas Kaziukonis. He discovered VPN technology 11-13 years ago, but it was a very niche product at that time. However, he is a visionary and saw where the world was moving – the time spent online was increasing, and there are always potential security threats tied to the internet. So he saw vast potential.
VPNs have historically been very complicated to use. His idea was to launch a product that is easy to use, which speaks the language of everyday customers and still offers all the security benefits of a classical VPN. Also, unlike our competitors, we were the first VPN brand that never had the word VPN in our brand, because we didn’t want to be defined by these three letters and knew that we would be willing to offer other security/privacy solutions.
🔵 Why is the cybersecurity field currently so trendy, not only for cybersecurity experts, but also for aspiring marketers, developers, etc?
All successful people want to work on products that are or can be successful because that’s your opportunity to make the most significant impact in the world. As a marketer, my personal reason for joining was the ability and chance to build a household name — a brand known for all the people who want to take care of their protection and security.
It’s quickly becoming a mass market, where our products are used by millions of customers. Since the beginning of Covid, an even larger share of our life has moved online. The more we depend on the online world, the more important it is to protect the data. There is no corporate office network that can protect your computer access at home, so you should be in charge of protecting that.
🔵 Could you talk a bit more about how Surfshark as a company works and functions?
Currently, over 300 people work at Surfshark. Our company consists of customer service reps, the marketing department, the infrastructure team, and developers.
Our customer-facing team is working with our customers to ensure that they have the best experience and understand how to extract value from Surfshark.
Our marketing team takes care of our messages to appeal to potential users across the world and makes sure that we’re communicating the value of our products. We’re a global company with users in more than 140 countries, so we want to be relevant and understandable in different languages.
As a VPN service provider, our primary technology is operating loads of servers (over 3000 worldwide), and Surfshark’s infrastructure team makes sure that they are as fast and reliable as possible. When planning the locations for our servers, we want to ensure that there’s always a physical server not further than 300 km from our users.
Surfshark is available on all possible platforms – Android, iOS, SmartTV, Windows, macOS – and we offer our customers a seamless user experience. This is possible because our developers and large UX team optimize each step of the customer journey of our products.
These are the key teams in Surfshark. In addition, there are supporting administrative functions like HR, Finance, and others.
🔵 What unique challenges does your industry present for developers, product managers or marketers?
Every team has different challenges. From the technical point of view, when offering security and privacy-related services, you need to take extra care of the security of your product because you would never allow your product to be compromised in any way. We’ve promised our users that we never collect any data about them, we don’t log their usage, and no one can intercept our connection or service. It’s a big challenge to keep the product as secure as people expect.
From a marketing perspective, it’s different from products that have a lot of data about their users and can upsell or cross-sell to specific segments. As a VPN provider, we don’t collect any specific data about our users.
🔵 Why should someone come and work for Surfshark?
We’re a disruptive, challenger brand, and we came here to change the status quo in that industry. It’s always more enjoyable to work for a company that wants to redefine and shift the industry by setting new standards. As a brand, that’s what we’re doing, and we have people who want to be the best in what they do.
As a CMO, I would love for Surfshark’s brand to become synonymous with online privacy and security. To build a brand that would pop up on top of your mind when thinking about internet security.
From the technical side, the leading product requires different solutions. It’s easy to be a mediocre product, but it takes a lot of mastery and skills to become number one.
When talking about benefits, there are plenty. Since the beginning of Covid, we’ve adopted a hybrid work model to give people the opportunity to combine the best of both worlds. We also offer two months of working from anywhere. And of course, there are many other typical benefits such as physiotherapists, loads of training, etc.
I’d say that Surfshark as a start-up is the best-kept secret of Lithuania at the moment. Many people know the product, but not so many know the connection to Lithuania.
🔵 What are three cybersecurity trends to watch out for in 2022?
People want to prevent the damage instead of fixing the damage. We’re developing products based on that insight, such as creating an alternative identity or reclaiming your data from websites to prevent them from getting exposed in a hack or data leak.
One trend that I see is the possibility of not putting your actual data in danger while surfing the web by using a one-time credit card and an alias instead of your real name. That’s just one idea on removing personal data from your online activities.
The second trend is that people don’t want to engage with security products actively. They want the security products to be effective, powerful, and work in the background without disturbing them.
Last but not least, companies that started as VPN or antivirus companies may now expand into neighboring territories. Everyone is trying to take a more significant share of the cake and offer full-service packages.
We want Surfshark to be like the Revolut of cybersecurity. Revolut became the super app for personal finance – enabling people to trade crypto and stocks, exchange currencies, put money into a savings account, and get insights about their savings, all in one place.
I would love it if Surfshark became a super app for privacy and security. A central app for everything related to your data and online privacy, where you can control what’s happening with your data and toggle various layers of protection.
Check out Surfshark’s open positions on MeetFrank:
