While most startups aim to address issues within businesses, Bandana, a New York City-based startup, has a distinct mission: to help low-wage workers find better-paying jobs with improved benefits and reduced commuting times.
Today, the company announced an $8.5 million investment, increasing its total funding to $12.3 million.
In a conversation last year following the startup’s seed funding announcement, CEO and co-founder Timothy Makalinao described the company’s mission as follows: “Our goal is to create a platform that revitalizes the working class in America by simplifying the process of finding better jobs and, ultimately, enhancing their livelihoods.”
Bandana’s platform features not just job listings but also a map showing job locations to minimize commuting distances. Each job listing includes a detailed description, pay range, estimated take-home pay after taxes, benefits, and a location map.
Despite its altruistic aims, Bandana operates like any other startup with performance objectives. “Since our last conversation, the major development has been the successful launch of Bandana.com,” Makalinao reported.
The website currently lists between 18,000 and 25,000 jobs daily and has attracted over 150,000 job seekers from New York City since its launch, with minimal advertising expenditure. “More than 130,000 of those 150,000 users came to our platform organically,” Makalinao said. To date, it’s estimated that between 10,000 and 15,000 individuals have secured jobs through the site.
Bandana has achieved these results through innovative content marketing, leveraging TikTok and Instagram to drive website traffic. “We’ve produced videos that not only showcase specific jobs but also highlight outstanding businesses in New York City,” Makalinao explained.
For instance, a video detailing the career path of a Costco cashier has garnered over 12 million views on TikTok. Another video spotlighting a Puerto Rican restaurant in Harlem has attracted over 150,000 views and significant engagement, directing traffic to the featured business.
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