In this episode of DCC, join us as we delve into Varsha’s remarkable journey, where her roots in engineering unfolded into a thriving career encompassing IT, infrastructure, and education. As the Head of Branding, Marketing, and Communications at Tietoevry, she shares valuable experiences and strategic insights. We’ll explore key moments in her career and gain practical knowledge on the intersection of AI and communication.

Introduction

1:30

Varsha has accumulated over 22 years of diverse professional experience spanning various sectors, including IT, infrastructure, and education. She holds an undergraduate degree in electronics and communications engineering and pursued a master’s in the same discipline. Her journey started in academia as a lecturer before taking a turn to work as a test engineer for Google in the United States, contributing to the enhancement of search engine algorithms. Shifting to the corporate sector, she obtained a postgraduate degree in marketing and communications and worked with companies like HCL Infosystems and Parsons Brinckerhoff. As an entrepreneur, Varsha co-founded Synergiz Global Services, an engineering consulting company. Later, she pursued an MBA in strategy and finance in Montreal, Canada, broadening her business perspective. Her experiences have shaped a well-rounded understanding of the business environment. Upon returning to India, Varsha joined Tietoevry, the largest IT company in the Nordics, where she currently serves as the Head of Branding, Marketing, and Communications for India. In this role, she is responsible for internal and external communications, brand positioning, reputation management, and various strategic projects. Varsha has played a crucial role in revitalizing Tietoevry’s brand in India over the past two years, aligning it with a new visual identity and messaging style. Despite working with a small team in India, she has successfully used the hybrid work models, contributing to the company’s exciting plans for the future.

First Interaction with Data

8:49

Varsha reflects on her early encounters with data in her career, emphasizing the significant evolution in size and scale, especially in the digital age. She vividly recalls using Excel, even authoring a book on Microsoft Excel around the year 2000. In those early days, efforts were dedicated to understanding data through manual processes, creating graphs, and charts to extract meaningful insights. Over the years, Varsha witnessed a transformative shift with the advent of sophisticated tools and platforms. Today, she and her team leverage advanced functionalities within Microsoft 365, including tools like Google Analytics, Google Data Studio, and Power BI, streamlining data analysis and visualization. The evolution of technology has enabled a data-driven approach, empowering decision-making and providing valuable insights effortlessly. Varsha anticipates continued progress in the field, anticipating even more sophisticated uses of data in the future.

Favourite Campaign

13:14

Varsha discusses two impactful campaigns from her recent experiences. The first campaign, named “Come Backers,” focuses on former employees returning to Tietoevry. Recognizing the significance of employee turnover, the campaign highlights the positive aspects that draw individuals back, such as career opportunities, work-life balance, and a supportive work culture. Using testimonials from returning employees, the digital campaign has successfully showcased the company’s strengths, attracting both alumni and new talent.

Varsha’s enthusiasm also extends to an upcoming campaign set to launch early next year. While she doesn’t reveal all the details, she shares that it will center around supporting long-term careers for women in technology. The campaign aims to create awareness about the challenges women in India face when it comes to sustaining their careers. Varsha plans to showcase inspirational stories of women who have successfully returned to the workforce and outline how companies can support and empower female professionals in their career journeys. She expresses hope and excitement for the campaign’s potential impact in early 2024.

Important metrics to measure success

18:14

Varsha underscores the importance of tracking various metrics tailored to specific goals. The team at Tietoevry monitors micro-level performance metrics daily, particularly focusing on digital channels like the website, internal and external social media. Utilizing robust tools for campaign and content tracking, they assess analytics regularly, emphasizing metrics such as visitor sessions, views, and conversions for each campaign. The team examines visitor sources to understand the effectiveness of organic search, direct traffic, or campaign-driven visits. Social media performance is also closely monitored for impressions and engagement on a regular basis.

Additionally, Varsha highlights the significance of macro-level indicators that provide insights into the company’s impact over longer periods, such as monthly or quarterly assessments. The diversity of metrics tracked reflects the multifaceted approach employed to gauge success and continuously refine their strategies.

Impact of AI on Communications

Varsha highlights the transformative impact of AI on communications, specifically in data-driven insights and content generation. She contrasts the manual analysis process with today’s automated tools, emphasizing how AI-driven data analytics and business intelligence tools now offer visual dashboards with readily available insights. Notably, she mentions the evolution of AI features in tools like Power BI, capable of autonomously identifying trends and providing valuable insights. Varsha acknowledges the efficiency and productivity gains achieved through AI, particularly in creative fields like PR and communications.

Discussing AI’s role in content creation, Varsha notes how these tools offer quick solutions, generating human-like content based on provided prompts. While recognizing the time-saving benefits, she stresses the importance of using AI tools to their fullest potential and maintaining a balance. Varsha expresses caution regarding ethical considerations related to AI-generated content, emphasizing the need for responsible usage. She raises concerns about potential homogeneity in content if AI is over-relied upon, urging careful implementation to preserve originality. Varsha also underscores the importance of verifying AI-generated insights, acknowledging challenges such as biases and the risk of similar content outputs from different sources. Overall, she advocates for a judicious and responsible approach in integrating AI into communications processes.

Dream Metric

Varsha expresses her desire for two dream metrics or features in the field of communications. First, she wishes for a metric that measures the quality of writing or content in terms of memorability or stickiness, drawing inspiration from the book “Made to Stick” by Chip and Dan Heath. The book delves into why some ideas stick in the mind while others do not, and Varsha envisions a metric that could quantify this aspect of content.

Secondly, Varsha envisions a metric or feature that can help navigate the overwhelming volume of information in the digital age. Given the prevalence of AI-generated content and misinformation, she dreams of a tool that can assess the authenticity of information, guiding users on what to believe and what not to believe. These dream metrics align with Varsha’s emphasis on the importance of memorable and reliable content in effective communication.

My two cents

Varsha shares valuable insights for professionals in communications and PR, emphasizing the significance of a continuous learning mindset. She stresses the importance of openness to different perspectives, staying informed about trends, and being receptive to learning new skills. Reading extensively is encouraged, not only for broadening awareness but also for enhancing writing skills.

In the dynamic field of PR and communications, Varsha underscores the value of data analytics in understanding the business environment and target audience. Simplicity in communication is deemed crucial, with a focus on genuine and authentic expression. Hard work is highlighted as indispensable, with no shortcuts to success. Persistence, perseverance, imagination, creativity, innovation, agility, and adaptability are identified as key elements contributing to success in PR and communication roles.

Varsha encourages professionals to build capabilities, take on challenging responsibilities, and work diligently, stressing that every task, regardless of size, contributes to one’s path to leadership and success. Her insights serve as a comprehensive guide for navigating the dynamic landscape of communications and PR.