Here’s the interview snippet from the interaction with Ms. Amandeep Kaur, Founder & CEO, Phoenix TalentX Branding
Saumya: What is the concept behind launching the business?
Amandeep: In India, employer branding is a pretty new field. It was a smart business decision to take over an open position in the industry because there is a lot of demand but little ability. Employer branding has taken on a crucial role in the current era of rapid digital revolution brought on by the Corona disaster and India’s abrupt emergence as the world’s talent nation. Therefore, anyone with expertise or prior experience will have an advantage.
Saumya: How did Phoenix TalentX Branding contribute to the development of new technologies?
Amandeep: Almost every industry has been revolutionized by these new technologies. Robotics and artificial intelligence (AI) are freeing humans from menial labour, allowing them to reach their full potential.
The biggest trend we’ve noticed with AI and robotics is that they’re making businesses, technology, and the workplace more intelligent than ever. Businesses are becoming more resource and talent efficient as a result.
Saumya: What goals and objectives guided the establishment of the company? Briefly describe your experiences since the company’s inception.
Amandeep: Phoenix TalentX Branding was founded with the specific goal of “transforming brands,” including both large and small brands. the living and the dead. both in India and throughout the world.
We firmly believe that everything, alive or not, on this world possesses a brand—an image, a perception, or a reputation that motivates an association with it. And our goal is to maximize the potential of these brands.
Our two fold goal is:
In order to “make India a shining talent brand,” top employers must be partnered with on an annual basis, and their employer brand equity must be continually increased in the global talent market.
The second goal of our organisation is to “Resurrect Phoenixes”; we want to help as many entrepreneurs and founders as we can. We want to collaborate with owners of small and medium-sized businesses all over the world to help them uncover their unique talents and realign their brands and companies for a world that is always changing. We recently assisted a Singaporean business owner of a home store in discovering her unique talents and changing her business plan to incorporate trading, home styling, and home decor. She is currently working on growing her business internationally!
Saumya: Big Data Analytics and AI are becoming increasingly important in the sector. How do you think these new technologies will affect the corporate world?
Amandeep: Employer Branding Is Affected by Disruptive Technologies
Numerous businesses have been disrupted and transformed by technology. It should come as no surprise that the recruitment sector is currently going through a disruptive phase as HR technology becomes more prevalent and artificially intelligent.
According to KMPG’s 2019 Digital Trends Survey, two-thirds of HR executives think that HR is going through a digital revolution. However, businesses believe that the only way to accelerate digital transformation is to invest in a significant software acquisition, which calls for a considerable budget and executive support.
The fact is that the HR technology market is evolving so quickly that new products are always being released, surprising and delighting organizations of all sizes. Although many HR professionals are aware of these tools, integrating them into routine procedures is a significant step.
Saumya: What sets Phoenix TalentX Branding apart from other players in the market?
Amandeep: There are numerous ways Phoenix has set itself apart from the competition:
One, we are a hybrid brand that promises advertising agency-like execution and consultancy type business impact. We are neither an overworked advertising agency nor a plain jane consulting unit.
Two, we are built to function like a full-service marketing agency, which means that we first define or clarify your brand challenge, conduct talent research, develop an employer brand strategy, and then guide our customers through creative execution on important promotional channels.
We integrate the strength of three brands—your business brand, the employer brand, and the employees’ personal brands—that have an impact on how the market perceives you as an employer today, and we then develop your employer value proposition (EVP)
Four We are a digital-first company that heavily utilises ai, xr, vr, and ar to engage talent.
Five, we regularly conduct research on talent from every angle and are therefore aware of their motivations and driving forces. We can learn, for instance, what drives data scientists from data analysts and data engineers. Now, not every agency can guarantee this level of layering and talent insights.
Saumya: What are the advantages of using real-time decisioning platforms and data analytics for business?
Amandeep: The primary benefit is revenue generating, but there are many others as well.
Your teams will be able to take advantage of market opportunities much more quickly if they have the proper data operation tools. The data analytics team can extract sharp insights on business management and consumer behavior, resulting in prompt cost savings or promoting advertisements at the right time and generating the most sales.
Saumya: Do you agree that finding the right talent is difficult in this field?
Amandeep: Yes, the sector faces a hurdle in finding the right kind of personnel. One, because there is less supply and higher demand. Two students are still receiving standard academic training rather than the kind of skill development required by the sector. It is difficult to continually upskilling or upgrading talent because three definitions of rights are always shifting for every business. Even though the right talent is available in the market, four companies don’t invest in employer branding, brand promotion, or sponsored advertisements; as a result, they are unaware of job or career opportunities.
Saumya: What are your future growth goals?
Amandeep: We are a specialized consulting firm. We aren’t a standard employer branding consultancy or a stressed-out ad firm that constantly posts pointless stuff on social media.
