Chantal Cooper: The 2025 TIARA Talent Tech Star Awards has just launched, so what are you most excited about for this year’s campaign?
Alex Evans: Every year since they were first launched in 2020, finalists and winners have demonstrated continued innovation and enabled greater adoption and optimisation of HR and Recruitment tech. After a challenging year for employers and recruiters, who have both looked to their tech partners to help their talent work smarter, I’m excited to see examples of impact across a wide spectrum of applications. Each year, we see the biggest providers proving why they are market leaders and the best challengers disrupting and creating new categories.
The UK tech sector hit a £1 trillion valuation in 2024, after 20% growth in a year, and boasts 31% of all European startups valued at over $1bn. Talent tech has become an important sector in its own right, creating economic value and employment whilst enabling this across UK plc. That’s why TALiNT Partners is proud to celebrate the contribution of talent tech and recognise the stars of the sector.
CC: Why is it more important than ever for companies to differentiate themselves in a competitive and evolving market?
AE: The explosion of solutions across HR and Recruitment tech has created an intensely competitive marketplace, with pressure on both established brands and new entrants to differentiate. They also need to educate the market about what sets their solutions apart, the problem they’re fixing and why it’s the most important and relevant to fix. When so much marketing is designed around the solution and its benefits, those that stand out tend to be the best at articulating the problem they solve, with proof of impact from clients and an independent endorsement.
CC: In today’s challenging market, how can being a TIARA winner or finalist help a business stand out?
AE: The TIARAs were designed to be more than an endorsement because we collate comment from a diverse range of judges to explain why winners won, what set them apart, and the problem they solve. We also guarantee feedback to all finalists so whether they win or not they gain insight about what stands out and how to position their solution to make their marketing and business development more effective.
CC: What are the common misconceptions about entering awards, and how would you address them?
AE: Firstly, there are industry awards and then there are the TIARAs. From the outset, we have set the TIARAs apart from any negative perception of awards as being fixed, paid for, or given to those who pay the most for their tables by having a large and diverse panel of independent judges who score and debate winners and one price for a ticket or table anywhere in the room.
Some people resent paying a fee to enter, but we have always justified our entry fee with guaranteed feedback. This combines judges’ comments with advice from TALiNT Partners based on client insight across its HR and Recruitment leader networks. This is not only valuable but potentially game-changing for sales or even investment strategies.
CC: What tips would you give to companies preparing their entries, especially those participating for the first time?
AE: There’s a word limit so focus on the best examples, include success metrics that demonstrate impact and improvement and make sure they are relevant to each question. Judges will always be frustrated by entries that read like they haven’t read the question or just cut and paste promotional text from their websites. Think of it as a pitch to an investor and what they would expect to see.
CC: Can you elaborate on the judging criteria for the awards and what judges are particularly looking for in submissions?
The TIARA Talent Tech Star Awards recognise the best solutions based on demonstrable impact and the commercial success of the business, so the questions have been designed to enable entrants to explain how they have delivered value with relevant metrics. These don’t always have to be financial measures of success, and judges want to see client ratings and testimonials proving why it’s valued.
Whilst we are always conscious of commercial sensitivity about financial performance, especially if the business is PE backed, overall revenues and profitability numbers give judges context into size of business and stage of scale. In a market where flat was the new growth last year, judges will be mindful of the impact on sales generally and focus more on innovation, client service, resilience and foundations for future growth.
Ready to start your 2025 submission?
The 2025 TIARA Talent Tech Star Awards represent a unique opportunity for companies to gain recognition, industry validation, and actionable feedback that can shape their future success. In an increasingly competitive market, those who can clearly articulate the problem they solve, the impact they’ve had, and the innovation they bring will set themselves apart.
Whether you’re an established provider, or a disruptive challenger, now is the time to enter, showcase your achievements, and position your business as a leader in the ever-evolving HR and Recruitment tech space.
For those considering entering, the entry deadline is 21st March – explore this year’s categories and start your submission today!
