Tamara, a rising star of the Middle East’s fintech scene, has made significant progress with its buy-now-pay-later solutions that are impacting millions of shoppers. The company aims to revolutionize the way people shop and pay. They are surely captivating the attention of regional and global talent interested in becoming part of their mission.

Tamara, headquartered in Riadh – Kingdom of Saudia Arabia (Headquarters), with a presence in the UAE, Egypt, Germany, and Vietnam, has a narrative marked by fierce ambition and the drive to turn the conventional way of doing things on its head. The company was founded by serial entrepreneur Abdulmajeed Alsukhan along with his partners Turki Bin Zarah and Abdulmohsen Al Babtain. The goal? Transforming the fintech landscape in the Middle East and beyond.

ℹ️ Quick facts about Tamara:

Offers a buy-now-pay-later solution with no fees or interest, fully Sharia-compliant.
Aims to give everyone the chance to shop without worrying about big payments, hidden fees or interest.
Raised up to $366 million in equity and debt since its launch in September 2020.
Has over 6 million customers and more than 17,000 partner merchants including leading global and regional brands.

In the current market of fintech startups and considering the reality of the consumer market in the Middle East, Tamara is a name to keep an eye on. While the company is known for delivering forward-thinking financial solutions, it is also able to attract talent across the region. Based on their most recent LinkedIn data, Tamara grew by +200% in terms of workforce volume since May 2021. This remarkable expansion in their talent group is likely not a coincidence, but a reflection of a well-thought-out and effective recruitment strategy

Throughout this article, I will conduct a comprehensive review of Tamara’s employer branding strategy as seen on their Careers page (excluding their social media pages), focusing on their method of employer communication and the market perception they seek to craft with their career messaging. I will, also, share some creative ideas and strategies that could potentially amplify Tamara’s employer brand, making it more recognizable by its unique story.

The goal of this analysis is not to criticize what Tamara’s team has been developing but to shed light on potential improvement areas. The blog post will include some actionable recommendations, with the aim to contribute to Tamara’s journey towards building a robust and irresistible employer brand that truly mirrors its innovative spirit and ambitious vision. It is about creating a powerful magnet that draws top talents from across the MENA region.

Tamara’s Employer Branding Strategy

Tamara’s employer branding strategy is all about their mission: changing the way people pay while building an innovative organization that inspires change. Their Careers page tells their story of ambition, resilience, and vision in a way that’s real and relatable. The primary message here is not about the perks or the job listings—it’s about their strong values and unique work culture. This makes Tamara a hot spot for top talent who want to do meaningful work and make a difference in the fintech space. Let’s dive in to understand more about what makes Tamara’s employer branding stand out.

Values & Operating Principles

Tamara’s employer branding strategy is firmly anchored in their core values and operating principles. These aren’t just pretty words on a website – they shape their culture and define what they look for in their team. Here’s a snapshot of what they stand for:

Values

At Tamara, their core values serve as a guiding light for their operations and culture. The values chosen reflect a dynamic, resilient, and mission-driven organization. Empowerment speaks to their trust in employees’ abilities and their commitment to a culture of autonomy. Perseverance and Urgency and Determination together paint a picture of a team that isn’t deterred by challenges but instead seizes opportunities and pushes through adversity. The value of Find a Way points to Tamara’s problem-solving culture, underlining their willingness to innovate and find unique solutions. Win as a Team showcases their belief in collective strength and shared success, while Excellence in All encapsulates their overarching commitment to high standards and continuous improvement. In essence, these values highlight Tamara as an empowering, resilient, and ambitious tech startup, striving to change the financial landscape with their customer-centric solutions.

Operating Principles

Tamara’s Operating Principles encapsulate their unique approach to teamwork, decision-making, and innovation. They promote autonomy within alignment (Highly Aligned, Loosely Coupled) and ensure every voice is heard (Opinions Matter). They champion an agile, customer-centric approach (Launch Early, Then Iterate) and continually strive for excellence (Turn Good into Great).

Their innovative spirit shines through in their principle of Think Big, Start Small, while their balanced approach to decision-making is reflected in their One Door vs Two Door Decisions principle. Tamara promotes a culture of constant innovation (The Job is Never Done), strategic resource allocation (Resources are Finite), and evidence-backed decision-making (Dive Deep).

Their mission-driven culture is underscored by their dedication to Empower Our Communities, and their commitment to unity in diversity is reflected in their principle of a United Front. Together, these principles create a dynamic and inclusive environment that nurtures individual expertise and collective success.

Ideas to Amplify Tamara’s Employer Appeal

Digital Impressions: Refining Tamara’s Career Page Experience

Building a strong employer brand is not an easy task. It requires a harmonious blend of strategies that shines a light on the company’s culture, values, and unique opportunities, all while maintaining authenticity and engaging potential talent. When it comes to Tamara, they already have a solid foundation in place. Their mission is clear, their values are compelling, and their ambitious vision is inspiring. It’s evident that they’ve cultivated an environment that not only fosters innovation but also empowers individuals to be part of something truly transformative.

Yet, the beauty of employer branding lies in its potential for continuous evolution and enhancement. It’s like a canvas that can always accommodate more colours and depth. And this is where a brand journey becomes truly exciting! There’s so much more that Tamara can do to further amplify their appeal, to not just attract, but magnetize the best talent out there.

Below, I’ll share a set of actionable recommendations, each aiming to add a fresh, engaging, and powerful dimension to Tamara’s employer brand. These suggestions have been crafted with the aim to fine-tune and amplify Tamara’s narrative, making it even more resonant with potential candidates, and thereby, broadening their talent pool. So, let’s dive in and explore these exciting strategies!

📖 Culture Chronicles: Unveiling Tamara’s Story

There’s a unique power in stories that can truly breathe life into Tamara’s mission and values. While they are already articulated effectively, weaving them into compelling narratives can create an even stronger emotional connection with potential candidates. By sharing anecdotes and instances of how these values have come to life in their day-to-day operations and product development, Tamara can lend a more human touch to their brand and give potential talent a glimpse into their dynamic work culture.

For instance, consider the core value of ‘Find a Way’. Imagine a story about an Engineer at Tamara who was faced with a complex challenge in integrating their buy-now-pay-later solution with a new e-commerce platform. Despite the complexities and initial setbacks, the Engineer, motivated by the ‘Find a Way’ principle, relentlessly pursued various innovative solutions. Ultimately, they developed an algorithm that not only addressed the integration issue but also enhanced the speed of transactions, making the experience smoother for customers on the platform. This story not only showcases the Engineer’s tenacity and innovation but also brings the ‘Find a Way’ value to life.

💬 Inside Perspectives: Employee Testimonials

A strong employer brand is built on the voices of its people. Testimonials from current and former Tamara team members can provide an authentic, inside look at what it’s really like to work there. Here are three ways Tamara could incorporate employee testimonials into their Careers page:

💡 Employee Spotlight		A dedicated section on the Careers page could be created for ‘Employee Spotlights’, where team members from different departments share their experiences at Tamara. These could be presented as short, engaging quotes accompanied by a photo of the employee. For example, a Software Engineer could share how they were able to build a critical feature for Tamara’s app and how it impacted the users.
🎥 Video Testimonials		Video testimonials could be a powerful addition to the Careers page. These could feature employees talking about their roles, their team, and the impact they’re making at Tamara. This visual format provides a more personal touch and allows potential candidates to see and hear directly from Tamara’s team.
🏆 Success Stories		Highlighting success stories from employees who have grown within the company can be a powerful motivator for potential candidates. For example, an employee who started as a Junior Product Manager and advanced to a Product Director role could share their journey, highlighting the career development opportunities at Tamara.

🎁 Rewards & Recognition: The Tamara Way

Articulating the benefits and perks of working at a company is a critical part of attracting top talent. In today’s competitive job market, candidates often look beyond the job role itself and consider the total compensation package, including health benefits, flexible working conditions, and other unique perks. A well-rounded and attractive benefits package can be the deciding factor for a candidate choosing between job offers.

Detailing these perks and benefits on the careers page can paint a clearer picture of what it’s like to be part of the team. It’s about showing prospective employees that the company values their well-being and work-life balance.

To make this information easily digestible and engaging, Tamara could create an interactive infographic on their Careers page. This infographic could break down the different categories of benefits (Health & Wellness, Work-Life Balance, Financial & Retirement, Flexible Hours, etc.) and within each category, highlight the specific perks offered. It could be designed in a way that aligns with Tamara’s branding, making it visually attractive while conveying valuable information. This way, Tamara not only informs prospective employees about their benefits but also showcases their commitment to employee satisfaction and well-being.

🗞️ Tamara Times: Your Window into Our World

Tamara can consider creating an engaging blog named “Tamara’s Talent Tribune”. The blog could be an effective tool in Tamara’s employer branding strategy, helping to create a more engaging, transparent, and relatable image of the company. It would provide potential candidates with a wealth of information and insights about the company, aiding them in their decision-making process. Here are some exciting sections that could be included:

🎙️ Founders’ Forum		Here, Tamara’s founders could share their thoughts, visions, and experiences. Whether it’s discussing the origins of Tamara, sharing their personal insights on the fintech industry, or discussing their leadership philosophies, this section would provide a personal touch that allows potential candidates to connect with the company’s leadership.
🌍 Culture Chronicles		This segment would delve into the vibrant culture at Tamara. From highlighting team-building activities to showcasing how the company lives its values, this section would paint a picture of the day-to-day life at Tamara.
🎥 Behind-the-Scenes at Tamara		This section could provide an insider’s view of the different roles, teams, and projects at Tamara. It would give potential candidates a sense of the exciting work being done at the company and the impact they could have.
🎖️ Business Titans		This segment could feature stories of employees who have achieved significant milestones, overcome challenges, or made notable contributions. It would serve as a platform to recognize and celebrate success and inspire potential candidates.
💡 Innovation Insights		Given Tamara’s commitment to innovative solutions, this section could delve into the company’s latest products, technologies, and strategies. It could include articles or interviews with key team members sharing their insights on innovation in the fintech industry.

Revitalizing Recruitment: Innovating Job Descriptions at Tamara

Job descriptions are crucial in attracting top talent, serving as the first impression candidates have of the business and the role. At Tamara, job descriptions should go beyond a mere list of duties and requirements. They should captivate and engage candidates, providing a comprehensive and authentic view of the role and the company culture.

When reviewing the job descriptions for different positions at Tamara, it’s evident that there is room to enhance the overall messaging and create a more unified and engaging experience for potential candidates. This is an attempt to explore the potential to add life and excitement to these roles.

To create exceptional job descriptions, Tamara may consider incorporating the following key elements:

🚀 Craft a Compelling Introduction: Begin each job description with a captivating introduction that conveys the purpose and impact of the role.
🌟 Emphasize the Unique Aspects: Highlight the unique aspects of each role by providing concise summaries that showcase the most important responsibilities and contributions.
🤝 Paint a Picture of Team Dynamics: Give candidates a glimpse into team dynamics and collaboration opportunities by describing the collaborative environment and the chance to work with talented individuals.
🌱 Infuse Company Culture and Values: Incorporate information about the company culture and values, showcasing what sets Tamara apart as an employer.
⏰ Provide a ‘Day in the Life’ Section: Offer insights into the daily activities and challenges of the role to help candidates understand the nature of the work and visualize themselves in the position.
🎙️ Share Employee Testimonials: Include testimonials from current employees to provide authentic perspectives on working at Tamara.
🎨 Enhance with Visual Elements: Incorporate visual elements such as images or infographics to enhance engagement and understanding.
✨ Highlight Benefits and Perks: Clearly outline the benefits and perks offered to employees.
📣 Include a Call-to-Action: Conclude each job description with a compelling call-to-action that encourages qualified candidates to apply.

By implementing these suggestions, Tamara can create job descriptions that are not only informative but also captivating and aligned with the company’s overall employer branding strategy. This unified messaging will attract top talent and convey the excitement and passion that Tamara embodies as an employer.

My Thoughts on Tamara’s Employer Brand!

🎯 Vision & Purpose ★★★★★
🌎 Culture & Values ★★★★★
📈 Employee Growth Opportunities ★★★★☆
🌟 Diversity & Inclusion ★★★☆☆
💻 Innovation & Tech Focus ★★★★★

Tamara’s employer branding strategy showcases their strong vision, values, and commitment to innovation and technology. Their mission to revolutionize the way people shop and pay is inspiring, and their core values reflect a dynamic and resilient organization. They have successfully created a work culture that fosters growth, empowers employees, and encourages collaboration.

While Tamara highlights the importance of growth opportunities for their employees, there is room for improvement in their communication and highlighting specific details. The messaging around growth opportunities could be more concrete and specific, providing potential candidates with a clear understanding of how Tamara supports and fosters professional development.

Similarly, Tamara states that they embrace diversity and are a global team deeply rooted in their regions. However, the specifics of their diversity initiatives and how they celebrate diversity are not clearly highlighted in their messaging and job ads. Providing more transparency and examples of their commitment to diversity and inclusion would help potential candidates understand Tamara’s approach and create a more inclusive employer brand.

Overall, Tamara’s employer branding strategy is compelling, with a clear vision and values that resonate with potential candidates. Their focus on innovation and technology sets them apart in the market, making them an attractive destination for top talent. By further refining their messaging to include specific details about growth opportunities and diversity initiatives, Tamara has the potential to create an even more powerful and magnetic employer brand that draws in the exceptional talent from across the MENA region and beyond.

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