Interview with Ms. Amandeep Kaur, Founder & CEO, of Phoenix TalentX Branding

Phoenix TalentX Branding is an employer branding partner that caters to the joint agenda of CXOs in propelling their company’s status as an Employer of Choice. The company uses artificial intelligence, bots, virtual reality, 3D animations, 360-degree videos, and the latest marketing, and graphic trends to run campaigns.

As per Phoenix, they are not a traditional employer branding consultancy or agency. They develop agency-style ideation & execution and deliver consulting-type impact. Riding on the power of global best practices, talent insights, and specialization in integrated media – create custom build one-of-a-kind, talent branding campaigns, and interventions to both create and showcase a great place to work.

Phoenix offers various solutions as per the branding needs such as Employer Value Propositions, social media engagement, campus engagement, advertising campaigns like Troublemakers, change management communications, internal branding, employee engagement interventions, retention programs, alumni connections, thought leadership events, candidate experience, etc. –

To know more about the company we recently have an email interaction with Ms. Amandeep Kaur, Founder & CEO, of Phoenix TalentX Branding

Ms. Amandeep Kaur is the Founder of Phoenix TalentX Branding, India’s Out of the Bulb Digital employer branding agency with clients ranging from Fortune 500 companies to several start-ups, and products companies from India, the Middle East, the UK, and the US.

Ms Amandeep min
Ms. Amandeep Kaur, Founder & CEO, Phoenix TalentX Branding

She has 20+ years of experience in identifying talent insights, strategically maneuvering, and impacting employer brands in India. She specializes in developing a brand’s India entry strategy and crafting employer value propositions (EVP) that resonate with Indian and global talent.

Over the years, her company has developed its own unique model of crafting EVP which channelizes the exponential potential of a company’s Business Brand X Employer Brand X Employee’s Personal Brands. She holds a Masters’s in Human Resource and Organization Development (MHROD) from the Delhi School of Economics and Certificates in Brand Management from the Indian Institute of Management, Ahmedabad, and in Employer Branding Leadership from Employer Branding College, Australia.

What is the idea of starting the business?

Employer branding is a very nascent field in India. There is a lot of demand but very little skill so it made business sense to claim an unclaimed spot in the industry. Now with rapid digital transformation happening post corona and India suddenly becoming the talent nation of the world, employer branding has assumed a critical form. So anyone with a skill or past experience in it will have an upper hand.

With what mission and objectives, the company was set up? In short, tell us about your journey since the inception of the company.

Phoenix TalentX Branding was set up with a clear vision to “transform brands” – brands that are ‘Big and small; living and nonliving. In India and the rest of the world.’

We believe everyone and everything on this planet whether living or non-living has a brand – an image, a perception, a reputation that drives an association with them. And we exist to transform these brands to their truest potential.

Our mission is twofold:

First and primarily to “make India a shining talent brand” and work with top league employers each year and keep boosting their employer brand equity in the global talent market.

The other is to “Resurrect Phoenixes” – Our company also exists to resurrect as many entrepreneurs and founders as we can. We aim to work with small, and medium sector owners across the globe, to help surface their special gifts, and realign their brands and businesses for a forever-evolving world. We recently helped a Singapore home store owner unearth her special gifts and transformed her business strategy to include home styling, home decor, and trading also. As of now, she is busy expanding her business to global shores!

What is your biggest USP that differentiates the company from competitors?

Our biggest USP is our understanding of the Indian market and the motivations and drivers of Indian tech talent.

Our two-decade-long journey in employer branding in India has given us an edge in the market – our deep understanding has enabled us to create our own models of employer branding where we pair or rather multiply the power of 3 brands of our clients ie their business brand (what is their edge in the product or services market).

X employer brand (what they offer as an employer)

X their employees’ personal brands (how people’s careers transform after joining their company).

How is IoT/Big Data/AI/Robotics evolving today in the industry as a whole? What are the most important trends that you see emerging across the globe?

These new technologies have transformed almost every industry. AI and robotics are taking away mundane tasks from humans and thus enabling them to push their potential to do more and be more.

The biggest trend we have spotted with AI and robotics is that they are making offices, devices, and the world of work smarter than ever. It’s making businesses cost-effective and talent-skill efficient.

How is Machine Learning (ML) shaping the IT/Big Data/Robotics industry today? How is it changing the role of CIOs and Leaders?

CIOs are now expected to use these technologies before their competition and help brands uncover newer revenue-generating opportunities. messenger commerce (WhatsApp shopping) or quick commerce (blinkit, dunzo), or intelligent cars (Tesla) wouldn’t have been possible if tech leaders had not used these new technologies creatively. Electric vehicles are a whole new industry that came forth because tech leaders focused on innovation.

What are your growth plans for the next 12 months?

We are a boutique consultency. We are NOT a traditional employer branding consultancy or an overworked advertising agency that is churning out meaningless content after content on social media. We offer ADVERTISING AGENCY STYLE EXECUTION X BRAND CONSULTANCY TYPE IMPACTWe are small and we intend to be small so as to work with fewer clients for the long term and keep transforming their business, employer, and personal brands.

Growth for us is the variety of clients i.e. varied business domains or industries and the variety of work i.e. different talent problems solved through employer branding services. From glassdoor to social media hiring to employee engagement initiatives to campus branding to brand strategy – we do it all!