
Corporate communications have undergone a significant transformation over the past 2-3 years, evolving into a pivotal function within Global Capability Center (GCC) operations.
From representing the organization externally to ensuring consistency in messaging and safeguarding the global enterprise brand, corporate communications teams now play a vital role in managing both internal and external engagements.
Here’s what our expert analysts had to say on the topic, as we delve deep into the evolving role of corporate communications in GCCs.
Reach out to discuss this topic in depth.
When I began my GCC advisory journey at Everest Group nearly nine years ago—back when they were still called GICs (Global In-house Centers)—corporate communications was barely on the radar for most GCCs, let alone their parent organizations. It was a different world, where the focus was primarily on cost arbitrage and operational efficiencies. Fast forward to today, and the landscape has transformed dramatically. Most GCCs now either have a dedicated corporate communications role or at least a defined responsibility for it, reflecting its growing importance.
With increasing endorsement for the GCC model, deeper integration with global enterprises, and a value-first mindset driving priorities, there is now a sharper focus on talent, branding, Employee Value Proposition (EVP), and ensuring consistent messaging across internal and external channels. Corporate communications has emerged as a critical function at the intersection of these priorities, playing a pivotal role in shaping perceptions and driving engagement.
An analysis of approximately 200 GCCs across sectors reveals that 25-30% (conservative estimate) now have a dedicated corporate communication role, a significant rise from an estimated 10% just 5-6 years ago. Notably, many of these corporate communication leaders are also taking on global delivery responsibilities within the communications domain.
Why corporate communications is now key for GCCs
Corporate communications in GCCs has evolved from being a support function to becoming a strategic enabler. Here’s why:
- Consistent branding message
GCCs are increasingly seen as integral parts of the enterprise, not merely delivery partners. This shift requires messaging that aligns the GCC identity with the parent brand, while showcasing its unique capabilities. - Bridging global and local branding
For organizations with commercial operations in India or other GCC hubs, maintaining consistency in branding across the GCC and the local business entity is crucial. Many organizations have established policies or guidelines outlining specifics, such as the number of social media posts that can be posted from official handles each month, their frequency, and the topics they should cover to ensure a cohesive and aligned brand presence. - Differentiated talent branding
In competitive markets, talent branding is critical. Corporate communications play a key role in positioning the GCC as an employer of choice by emphasizing its culture, growth opportunities, and alignment with global standards. - Leadership branding
GCC leaders are increasingly stepping into the spotlight, not only to showcase the center’s capabilities, but also to build personal brands. This enhances their visibility and fosters trust within the enterprise and the industry. - Compliance and governance
As the gatekeeper of the company’s brand, corporate communications ensures that all messaging adheres to enterprise standards, protecting the organization’s reputation and identity.
What’s trending in corporate communications teams in GCCs?
Corporate communications teams in GCCs are now taking cues from global best practices, particularly in the U.S. Here are some innovative approaches:
- Expanding PR avenues
From showcasing leadership capabilities at high-profile events to sponsoring local initiatives like marathons or cultural festivals, GCCs are leveraging public relations to promote their brand identity. - Driving thought leadership
GCC leaders are increasingly contributing to industry discussions through blogs, panel appearances, and white papers, showcasing their deep business understanding and expertise. - Double-hatting roles
Many GCC communication teams support both local branding efforts and the global corporate communications strategy, often operating in a shared services model. - Centralized governance
Centralized communication teams ensure consistency in PR, branding, and related policies, maintaining high standards across all communication channels for the global enterprise.
What’s next for corporate communications in GCCs
As GCCs continue to grow in complexity and prominence, the role of corporate communications is poised to evolve significantly. While corporate communications teams may remain lean, their strategic importance will increase, driving greater influence on organizational strategy and culture. With this growing maturity, these teams are now likely to adopt more sophisticated tools and methodologies to measure impact, refine storytelling, and enhance stakeholder engagement.
In the future, corporate communications will likely build stronger collaborations with talent acquisition and Corporate Social Responsibility (CSR) functions, fostering a unified narrative that resonates across employees, candidates, and the broader community.
Additionally, deeper integration with shared services and global delivery roles is expected, with corporate communications leaders increasingly “double hatting” to support global initiatives. This could include the establishment of communications-specific Centers of Excellence (CoEs), that are set up to guide the enterprise on best practices, policies, and innovative approaches.
Collaborating and tapping into the experience and knowledge of those we work closest with, I have also discussed with a number of practitioners, who also share incredibly insightful thoughts on the matter at hand.
Hear from leaders…
“Corporate communications has become a strategic enabler for GCCs today. With a growing emphasis on industry and ecosystem collaborations, it ensures companies actively shape and contribute to broader narratives. Strengthening brand reputation and crisis management remains critical in an era of instant responses. Additionally, corporate communications in GCCs plays a pivotal role in aligning global goals with local contexts, enhancing market relevance. Sustainability and ESG communications now serve as a vital avenue to reflect a GCC’s commitments.
The next evolution? Becoming a proactive driver of business strategy—leveraging AI and data to anticipate trends, engage stakeholders creatively, and lead with purpose. Corporate communications must go beyond storytelling to deliver measurable, lasting impact—through people and innovation!”
– Maithili Iyer Roy – Lead – External Communications and Brand – Amadeus
Furthermore….
“With a rapidly growing and transforming GCC environment, corporate communication professionals will be challenged to:
(i) Build differentiation and a distinctive positioning for their respective GCCs in what is evolving into a very cluttered and competitive market, (ii) Look beyond employer branding as the core focus of their communication plans. The inter-connected and more collaborative external ecosystem requires innovative programs that address a larger audience beyond just talent.
“I also believe that collectively, the communication industry needs to address a deep-rooted misconception that GCCs are only tech focused. Many GCCs have evolved much beyond tech, and these stories need to be told.”
– Melissa Arulappan – Director Communication – Target in India
The evolving role of corporate communications in GCCs reflects the transformation of these centers into strategic powerhouses. As branding, leadership visibility, and talent engagement becomes increasingly critical, corporate communications will remain at the forefront, shaping perceptions and driving value for the organization.
For GCCs, investing in a robust corporate communications function isn’t just about keeping up—it’s about leading the way, and I am really excited to see what 2025 and beyond now has in store for this evolution!
If you found this blog interesting, check out our blog focusing on The Evolution And Growth Of Global Capability Centers (GCCs) And The Critical Role Of Providers | Blog – Everest Group, which delves deeper into another topic relating to GCCs.
To learn more about GCCs and other topics relating to the GBS and Shared Services service line, contact Bharath M ([email protected]).