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July 19, 2013

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HERITAGE FLORIDA JEWISH NEWS, JULY 19, 2013 J i Tomigo brings 'help warned" to the social-media age By Abigail Klein Leichman ISRAEL21c What's the best way to find the right person for a job opening: placing a- want ad, contacting a head- hunter, posting within the company, or asking current employees to recommend a friend? In the social networking era, the last option increas- ingly makes sense, says Tal Moran, CEO of Tomigo, an Israeli startup offering a customized recruitment platform to leverage the social-media connections of employees. Moran points out that leading companies real- ize every staff member has access to a database of personal connections, and many offer rewards for recommending a fiend who turns out to be a good fit for the job. All that remained was to invent a sleek and efficient way for the data to be shared and maximized for everyone's benefit. This is why Moran found- ed Tomigo (a contraction of "to" and the Spanish word for friend, "amigo") in mid- 2011 with his twin brother, Nimrod, and Lior Atias. "I was working in a start- Tomigo's management team includes Tal Moran, right; his twin Nimrod, center;, and I'or Atias. up and saw how difficult it is to recruit new employees, especially when you are looking for specific skills," Moran tells ISRAEL21c. "I saw that wtlen companies asked employees to help, they did it in very simple ways such as email, but there weren't special man- agement tools for this." There was another mo- tivating factor for Moran. "Because I am hard of hear- ing, I am familiar with a community ofver talented people having difficulty finding new jobs, because usually recruiters call by phone and they cannot answer. So we have.a pool of talented job-seekers, and employers needing to find talent that may be only a click away." The company logo is sign language for "pay it forward." Using Tomigo, in-house recruiters post job openings for which employees can invite friends to apply via social networks. Applicants are filtered based on em- ployee recommendations; after all, who knows the applicants better than their own friends? The' employee responsible for recruiting the person who gets the job receives a reward of the company's choosing.- Moran says surveys show that employees recruited through friends stay on the job twice as long as other recruits, resulting in a 70 percent reduction in cost and a 30 percent reduc- tion in recruitment time compared to traditional approaches. He also sees Tomigo as a trust-building tool between bosses and staff. It's an open secret that many employees are already on Facebook, Twitter and LinkedIn dur- ing business hours, so why not provide a legitimate reason for social network- ing on the job? A single platform is ued for referrals and recom- mendations, application status updates and analysis of results. Direct, central- ized communication is much easier than trying to catch a colleague at the water cooler, Moran points out. "Our plan is to provide the solution on a global scope." Tomigo received a major vote of confidence, in the form of a half-million- dollar investment from Tel Aviv Angel Group in 2012. The company has gained international clients in- cluding Matrix, Credorax and SaPiens. Recently, Tomigo won a contract to provide so- cial recruiting services .for the 1,200-employee Is- raeli branch of Perrigo, the to m i 9 o By Hillel Kuttler The logo is sign language for 'pag it forward.' PAGE 15A world's largest manufactur- er of private-label, over-the- counter pharmaceuticals and a leading global supplier for prescription drugs and nutritional products. "Beyond the inriovative technology that Tomigo pro- vides, the positive response it elicits from employees, and the fact that it widens the pool of candidates and lowers the cost of recruit- ment, Tomigo's staff, is amazing and a pleasure to work with--very respon- sive, professional, and quick with answers and solutions," said Liar Mayan, Perrigo Israel's staffing manager. "We live in a world where whole countries are affected by very small companies," says Moran, 28, who oversees How a man nal00Led Macabi helped bring 21 new countrh00s to Maccabiah Games a staff of six at Tomigo's Herzliya headquarters and also relies on a team of freelancers. He is working toward marketing his service to corporate New York next. He is also growing his own business in a socially friendly way. Tomigo staffers enjoy happy hours in order to learn more about one another, and received Amazon gift cards to purchase books for sharing through an office library. "It's all about people, and if you want to change the world you should work with the best and the bright- est," says Moran. "This is the reason we are really invested in developing the people here." BALTIMORE (JTA)--The first arrows Roxana and Rafael Gonzalez launch at the upcoming 19th Macca- biah Games will take flight from their fingertips, but also from Jeffrey Sudikoff's imagination. Roxana, 25, and Rafael, 24, are part of the first Cuban delegation to par- ticipate in the Maccabiah, a quadrennial sports competi- tion that dates back to 1932. The siblings arrived July 3 in Israel from their native Cienfuegos to continue their archery training in advance of the games, which opened July 18. They and hundreds more athletes might never have reached Israel had Sudikoff not been at Ramat Gan Stadium fox the opening ceremony at the 18th Mac- cabiah four years ago. Sudikoff was struck then by the realization that Jews live in lands he didn't expect. His "aha moment" came upon seeing Azerbai- jan's flag, which got him wondering which countries with Jewish populations did not send delegations to the Games. Sudikoff, a venture capi- talist in Los Angeles, ap- proached the Maccabi World Union with a proposal to bring countries into the fold that had never participated. The result is the Small and Lost Communities project being funded by Sudik0ff. Of the 78 delegations and 9,000 athletes march- ing into Jerusalem's Teddy Kollek Stadium to open the Maccabiah Thursday, 21 na- tions were participating for the first time. Some, like Bosnia and Uzbekistan, are only tech- nically newcomers, hav- ing participated previously under the flags of the for- mer Yugoslavia and Soviet Union, respectively. Others, like Cuba, Mongolia and Nicaragua, are true first- timers. The man who helped bring them there is an Israeli with a name out of central casting. Macabi Carasso, 61, visited 18 coun- tries between June 2011 and January of this year, some multiple times, in an effort to recruit Jewish athletes to participate in the games. Carasso runs an automo- bile-import business started by his paternal grandfather in 1924 after emigrating from Greece to prestate Is- rael. He paid for his visits to the former Yugoslavia, Latin America and the Caribbean, among other places, from his own pocket. In Nis, he was shown the Serbian town's restored but unused synagogue. In Bitola, Macedonia, he saw a Jewish cemetery with "the most beautiful entrance," but nothing visible beyond it. Both towns, Carasso said, are devoid of Jews. Commu- nities with minuscule Jew- ish populations, he realized, would meet similar fates without connecting to their coreligionists elsewhere, particularly in Israel. "What we're looking for in these communities is not a super-athlete--someone who jumps the highest or is a tennis champion--but to create a link between these communities and the Jewish world," Carasso said by phone recently from his home at Moshav B'nai Tzion, near Raanana. "We want to adopt them back into the Jewish world. Facebook Cuban softball player Alberto Tacher, left, and coach Roberto Saria Popowsky, both living in Israel, welcome ar- chery siblings and fellow Cuba natives Rafael, second from right, and Roxana Gonzalez upon their arrival at Ben Gurion Airport to participate in the Maccabiah Games. I don't think these com- munities are lost, but if we don't do something soon, they will be lost." Carasso started with the countries of the for- mer Yugoslavia, traveling throughout the region to promote the Maccabi move- ment and often screening a video of the 18th Macca- biah for those with whom he met. Bosnia, Croatia, Macedonia, Serbia and SIo- venia--constituting nearly. all of Yugoslavia's former republics--will all send del- egations to the Maccabiah. In Havana, Cuban Jewish leaders were convinced a half-hour into their meet- ing with Carasso. Within three weeks he received a list of willing athletes from throughout Cuba. Cuba's 46-member del- egation includes 11 folk dancers set to perform at the opening ceremony, then at a dance festival in the north- ern town of Carmiel. Besides the Gonzalez siblings, the delegation includes a men's softball team and athletes in karate, table tennis and futsol (indoor soccer). The "whole Jewish com- munity in Cuba ... is very excited" to be represented a the games, Rafael Gon- zalez said Sunday from Kfar Hamaccabiah, the training center near Tel Aviv where he and his sister are based. "I go to a university where the Jewish community is me," said Gonzalez, an industrial engineering stu- dent. "Here there are many Jews. You're more at home because the customs are the same." For Carasso, the most heartfelt experience in his travels was in Nica- ragua, where he rented a hotel meeting room and a dozen people--perhaps one-fourth of the country's Jews--came to see him. "Nicaragua was the most difficult emotion- ally because if it were up to me, I'd bring them all here," Carasso said. "It is a lost community. They are doomed. There are so few. For other countries, maybe I can foresee some future. There, I cannot." Nicaragua's delegation will be among the smallest at the Games: two long- distance runners and a chess player, Curacao will send a rower, El Salvador a squash player. The entire endeavor does not come cheaply. ringing just the first-time delega- tions to Israel and covering their in-country expenses runs between $700,000 and $850,0001 said Eyal Tiberger, Maccabi World Union's executive director. Most of the cost will be paid by Sudikoff, who met Carasso only a year ago and knew he was the right man for the job. "Macabi was just fantas- tic, energetic and with a big smile on his face," Sudikoff said. "Ideas are worth noth- ing without execution." FIRST WE LISTEN... THEN WE DELIVER! LET MY 41 YEARS OF INSURANCE EXPERIENCE REVIEW YOUR COVERAGES AND DESIGN A PACKAGE THAT PROTECTS YOUR BUSINESS BY MEETING YOUR SPECIAL NEEDS! All Forms of Insurance Products for Business Retailers, Manufacturers, Contractors,- Service Industries, Restaurants, ChildCare, Physicians, Attorneys Call Today To Schedule An Appointment At Your Convenience Marshall L' Helbraun Representing The Sihle Insurance Group, Inc. An Independant Insurance Agency Phone: 1-800,432-6652 (407) 761-3521 (cell phone)