Tripitakka's Journey with TotallyAwesome: From Start-Up to Scale-Up Success ??

In the dynamic world of digital media and marketing, having the right talent can make all the difference. Our journey with TotallyAwesome began when I was appointed the Fractional Head of Talent, initially dedicating just two days a week, which eventually expanded to three and then four days over the course of two years. This role allowed me to leverage my HR expertise to help scale a pioneering platform that connects kids, teens, and families with brands in a safe and engaging way, positioning TotallyAwesome for significant growth and success.

TotallyAwesome: A Safe Digital Ecosystem for Youth ??

TotallyAwesome stands as the world’s most advanced forum for kids, teens, and 'co-viewing' families to interact with brands across thousands of apps, games, and websites. With a youth-safe ecosystem boasting over 300 million monthly active users across the Asia Pacific (APAC) region. I had the unique opportunity to help scale a pioneering platform that connects kids, teens, and families with brands in a safe and engaging way. This role not only allowed me to leverage my HR expertise but also positioned TotallyAwesome for significant growth and success, particularly evident through its acquisition by SQREEM Technologies .

HR Challenges in Scaling from 30 to 120 People ??

Scaling a business from 30 to 120 people presents several HR challenges that must be strategically managed to ensure smooth growth. Here are some key issues and how they were addressed:

1. Maintaining Clear Direction and Vision: As the company grows, it’s crucial to ensure that the direction and overall strategy are clear. At TotallyAwesome, we identified three strategic priorities and communicated them clearly, sticking to them for a sensible time period to provide a sense of stability.
2. Managing Change and Resistance: Rapid growth can lead to resistance to change. We targeted change management and strategic communication to our audience, ensuring we were attuned to resistance and worked to create a sense of stability within the team.
3. Attention to Detail: With growth, the details can often be overlooked. We developed a strategy to ensure that the details were attended to, particularly in areas like payroll processing, work pass management, and compliance with regulatory standards.
4. Effective Delegation: As the team expanded, it was important to delegate without it feeling like dumping. This involved holding ourselves accountable to plans and commitments, creating focus by slowing down and paying attention to planning and key administrative responsibilities.
5. Balancing Collaboration and Networking: Guarding against overdoing collaboration and networking was essential. While collaboration is vital, it was important to balance it with focused, individual contributions to maintain efficiency and productivity.
6. Evaluating Risk and Multitasking: Evaluating risk before initiating action and reducing multitasking helped maintain focus and effectiveness. We clarified actionable issues versus mere ideas to ensure the team could distinguish between the two and maintain a clear path forward.Building a Human Resources

Strategic Talent Acquisition and Team Dynamics

During my tenure at TotallyAwesome, I focused on building a robust talent acquisition strategy that aligned with the company’s innovative and dynamic culture.

• Market Mapping and Talent Sourcing: Conducted extensive market mapping to understand the talent landscape in the Adtech industry. This involved identifying key players, emerging talents, and potential candidates who could bring innovative ideas and skills to TotallyAwesome.
• Building a Strong Employer Brand: Developed and promoted TotallyAwesome's employer brand to attract high-caliber candidates. This included highlighting our unique value proposition, dynamic culture, and commitment to innovation and growth.
• Candidate Engagement: Engaged with potential candidates through various channels, including social media, industry events, and direct outreach. Focused on building relationships and creating a positive candidate experience from the first point of contact.
• Diverse Talent Pool: Prioritized building a diverse talent pool, recognizing the value of different perspectives and experiences in driving innovation. Implemented strategies to attract candidates from various backgrounds, ensuring diversity and inclusion in our hiring processes

Building a Communication Portal from Scratch ???

One of the critical projects I led was building a Human Resources communication portal from scratch. This portal was designed to streamline HR processes and enhance communication within the organization. Key components and strategies included:

• Effective Communication Strategies: Identifying key strategies to ensure effective communication with all employees. This involved being alert and quick on my feet, indulging in speculation and offering opinions readily, acknowledging the team’s talent for leadership, and maintaining regular, informal feedback.
• Portal Features: The portal included features for end-to-end recruitment, interview coordination, employee lifecycle management, payroll processing, work pass management, and compliance tracking. It also provided a platform for regular update meetings, project progress checks, and informal feedback.
• Integration: The portal integrated various communication methods, including spontaneous and harmonious interactions, promoting ideas and visions, and providing opportunities for team contact. It was designed to be lively, personable, and gave sufficient time to “peripheral” matters.
• User Experience: Ensuring the portal was user-friendly, with a flexible working environment and information presented in a variety of lively formats. The goal was to make it an intuitive and efficient tool for both HR and employees.

Implementing Coaching as a Culture and the Enneagram Across All Levels ??

One of the most transformative aspects I implemented at TotallyAwesome was fostering a culture of coaching and integrating the Enneagram across all levels in management, recruitment, and team dynamics. This approach had a profound impact on our organizational culture and operational effectiveness:

Coaching as a Culture: By promoting a coaching culture, we encouraged continuous learning, self-awareness, and personal growth among employees. This not only enhanced individual performance but also fostered a supportive and collaborative work environment. Regular coaching sessions allowed team members to receive constructive feedback, set personal and professional goals, and develop strategies for achieving them.

• Use of the Enneagram: The Enneagram, a powerful tool for understanding personality types, was integrated into our recruitment and management processes. This involved:
• Recruitment: Using the Enneagram to better understand candidates’ core motivations and potential fit within our team dynamics. This ensured we selected individuals whose values and working styles aligned with our organizational culture.
• Management: Helping managers understand their own Enneagram types and those of their team members. This knowledge allowed for more effective communication, conflict resolution, and team collaboration.
• Team Dynamics: Utilizing the Enneagram to enhance team cohesion and performance. By understanding the diverse personality types within the team, we could tailor our approaches to maximize each member’s strengths and address any potential challenges.

Recognising your employees, and Jenny Pham's Exceptional Contributions ??

A key contributor to our HR success at TotallyAwesome was Jenny Pham, our HR Manager. Jenny demonstrated outstanding capabilities and potential to become a Regional HR leader. Here’s how she stood out:

• Building Relationships: Jenny surrounded herself with like-minded, open, and enthusiastic people, promoting harmony within the work group and leading from the front in a “follow me” style.
• Active Listening: Although sometimes failing to listen actively, Jenny worked diligently to overcome this by valuing and integrating diverse views and opinions.
• Optimism and Confidence: Jenny’s optimism and confidence in her team’s abilities sometimes led to overconfidence, but it also inspired and motivated the team to strive for excellence.
• Attention to Deadlines: While not always rigid with deadlines, Jenny’s adaptability and flexibility allowed her to manage time effectively and deliver results.
• Team Spirit: Jenny made full use of every initiative, developed high self-worth through group development and bonding, and provided a spirit of adventure to the team.
• Communication Skills: Jenny’s ability to promote ideas, contribute vigorously, and bring a fresh outlook strengthened the team’s bonding process and responsiveness.

Jenny’s exceptional performance and potential were evident in her ability to handle complex HR tasks, drive team cohesion, and contribute to strategic HR initiatives. Her journey serves as an inspiring example of how effective HR leadership can significantly impact a company’s growth and success.

Building a Regional HR Team in Vietnam ????

A significant part of our expansion involved building a 4-person HR team in Vietnam, complete with resources for Talent Acquisition, Compensation and Benefits, Training, and HR Administration.

These roles were designed to ensure a comprehensive HR function that could support the company’s growth and compliance needs while fostering a positive and productive work environment.

Benefits of Offshoring Regional HR in Vietnam Compared to Singapore ??

Offshoring HR functions to Vietnam, rather than Singapore, presented several notable benefits:

• Cost Efficiency: Vietnam offers a more cost-effective solution for HR operations compared to Singapore. The overall cost of living and wages in Vietnam are lower, which translates to significant savings on salaries and operational expenses. This allows us to free up resources that can be better utilized in more expensive countries where the cost of living and wages are substantially higher.
• Talent Availability: Vietnam has a growing pool of young, educated, and motivated professionals. The labor market in Vietnam is vibrant, with a strong emphasis on education and continuous learning, providing access to a talent pool that is both skilled and eager to grow.
• Regulatory Environment: While both countries have robust regulatory frameworks, Vietnam's labor laws and regulations are generally more flexible and easier to navigate for businesses, particularly for start-ups and rapidly growing companies.
• Economic Growth: Vietnam's economy has been growing rapidly, making it an attractive destination for offshoring. The country's focus on technological advancements and infrastructure development supports the efficient operation of HR functions.
• Cultural Fit: The work culture in Vietnam is increasingly aligning with international standards, making it easier to integrate and manage remote teams. The emphasis on teamwork, dedication, and adaptability aligns well with the dynamic and innovative culture at TotallyAwesome.
• Establishing Good Communication Channels: Offshoring to Vietnam has allowed us to establish effective communication channels that are crucial for remote team management. This includes leveraging technology to maintain real-time communication, ensuring that all team members are aligned and informed, regardless of their geographical location.

An Exciting Opportunity from the C-Suite ?

It was an exciting experience to be given the opportunity by the C-suite to implement these changes in HR and make TotallyAwesome a truly great place to work. The support from the C-suite was instrumental in driving these initiatives forward, ensuring that we could foster a positive and productive environment for all employees.

The Journey Ahead ??

Reflecting on my journey with TotallyAwesome, it’s clear that strategic HR leadership and a focus on talent acquisition were pivotal in driving the company’s success. As I continue to build on these experiences at Tripitakka Consulting, I remain committed to offering Fractional HR Leadership that empowers organizations to achieve their full potential.

Fractional HR Leadership allows companies to benefit from top-tier HR expertise without the full-time commitment, offering agility, cost-efficiency, and immediate access to strategic insights. At Tripitakka Consulting, we specialize in providing flexible, high-impact HR solutions that align seamlessly with business goals.

If you're looking to elevate your HR strategies and drive impactful results, let's connect and explore how we can work together to transform your organization.

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