All Posts

Before AI can act for your brand, your data needs to make sense to it. Photo by Adam Nowakowski on Unsplash I wrote yesterday about how agentic AI is shifting marketing and employer branding from prompt-based to goal-based systems. But, none of these will work if your data isn’t ready. Even the smartest AI can only act on what it knows. And in most organisations, that knowledge is scattered, incomplete, or outdated. We talk a lot about being “data-driven”, but the truth is th

AI is becoming the highest-intent traffic channel. Photo by Maxim Ilyahov on Unsplash There’s a fascinating shift happening in digital marketing right now, with traffic coming from AI assistants like ChatGPT, Copilot, and Perplexity are converting at dramatically higher rates than traditional channels. A new Microsoft Clarity analysis (1,200+ publisher sites) revealed (source: PPC Land) that AI-referred visitors convert 11x higher for sign-ups than traditional search. Copilot

In that same conversation with graduates that I mentioned yesterday about being relevant in the AI world, someone asked me, "What can I do to develop the skills?” Photo by Fariz Rizky Naufal on Unsplash Here’s how I believe these are habits anyone can build. 1. Analytical Thinking: Train your mind to question, not just consume - Don’t accept AI outputs at face value. Ask: “Why?” “What’s missing?” “What’s the assumption here?” - Use logic games (chess, puzzles). - Practice the

Last week, I was speaking to a group of new graduates and students, and someone asked me a question I hear more and more these days: “How do we prepare for our careers in an AI-driven world?” Photo by Ansia Lasa on Unsplash It’s a valid fear. AI is evolving fast, and it’s already reshaping the workplace. But here’s what I've seen: The most valuable skills in an AI world are not the ones AI can do. But the ones AI can’t. Based on research from the World Economic Forum (Future

Regional content is rising in India, and it is time for the Employer Brand to catch up. Photo by Saman Me Kala on Unsplash English has long been treated as the “professional” language in India. But there were days when walk-in interviews for pan-India roles were advertised in regional newspapers. With the influx of MNCs over time, employer brands invested in mainly English language content. That is shifting now: 🔹 "EY estimates that time spent on online video consumption i

The missing piece in Employer Branding now is the Risk Narrative. Many organisations talk so much about what makes a company attractive… but almost nothing about what makes it feel safe. Photo by Micah & Sammie Chaffin on Unsplash Some time back, someone asking for a referral to an organisation posed an interesting question: “How do I know I won’t be taking a risk if I join?” It struck me that this is the biggest invisible force shaping talent decisions today, where family in

One thing I’ve learnt in employer branding is this: Content that 'entertains' is not the same as content that 'influences decisions'. Photo by Ben Klewais on Unsplash A lot of brands create posts that look great, get engagement, and perhaps even go viral. But don’t move candidates any closer to consideration or application. That’s because “engagement content” and “conversion content” do completely different jobs. Here’s how I think about the difference: 1️⃣ Entertainment buil

Candidates aren’t chasing dream jobs anymore. They are aiming to minimise career regret. In a slower, more strategic hiring market, I’ve noticed a quiet shift in how people make career decisions. It’s no longer just salary, title, brand name, and perks. It’s more subtle. Today, candidates are optimising for risk. Not the role that looks the most exciting... but the one that feels the most survivable if things change. Many are quietly evaluating: Manager quality – not just the

EB is expected to prove impact. But we don’t actually own the hire. TA owns applications & offers. Business owns headcount. So where does employer branding fit? Photo by Bradyn Trollip on Unsplash Over time, I’ve learnt this: EB ROI isn’t about proving causation (“we made this hire”). It’s about proving contribution (“hiring became easier because EB existed”). Here’s how I approach it. Start upstream where EB works Employer branding operates before a job opens. Instead of “Ho

If candidates are searching for information on your company, then Reddit is already part of the story. Photo by Christin Hume on Unsplash In 2025, the SEO/AEO presence of Reddit has grown exponentially, with visibility on Google up over 1,300% in the past few years and now ranking above traditional content sites for many searches. Reddit threads are now visible on the first page for a majority of high-intent searches, such as product reviews and community information, often r

Lately, if you’re casually browsing Instagram, you’ll notice something interesting. A creator with maybe 10–20k followers, with a very normal, daily-life video. You will most likely stop and watch. No cinematic shots. No perfect lighting. Sometime during the video you will observe at the top: “Sponsored”. Money was clearly put behind it. Targeting was intentional. But the content itself is casual, imperfect, human and relatable. We’re entering a world where AI can generate f

I was reading about how AI is reshaping B2B events, and it struck me how directly this applies to Recruitment Marketing and Employer Branding. Photo by The Climate Reality Project on Unsplash For years, we’ve treated job fairs and conferences as broadcast channels. Show up. Promote the EVP. Collect leads. Hope for conversions. The real opportunity now isn’t more reach. It’s better journeys. With AI, imagine candidates being guided through an event like they have a personal a

Most companies use programmatic in recruitment to push job ads faster. What if its real value is helping us influence talent decisions before they even consider moving? Photo by Samuel Isaacs on Unsplash I came across this piece on how 'Programmatic' innovation is increasingly being shaped by emerging markets, where it shows how mobile-first realities, fragmented ecosystems, and cultural nuance are forcing marketers to be far more intentional about how they engage audiences.

This piece was sparked by a Sprout Social article on WhatsApp marketing for small businesses (https://sproutsocial.com/insights/whatsapp-marketing-for-small-business/) and a question it provoked in me: if brands are finally waking up to WhatsApp as a customer channel, why is talent attraction still largely ignoring it? Every employer branding conversation eventually circles back to the same platforms. LinkedIn. Job boards. Careers pages. Maybe Instagram or Glassdoor. And yet,

Over the years, I’ve had the chance to work alongside some brilliant talent acquisition teams who are focused, fast, and deeply committed...

Across organisations, talent acquisition teams are under pressure to fill roles faster than ever. But hiring isn’t the same as...

We often talk about “reaching talent” in employer branding. But here's the thing... reaching isn't the same as owning. And in today’s...

In marketing, a balanced funnel is critical. You invest at the top to build awareness and brand affinity. Then you nurture and convert....