Positive employer brand perception is crucial to attract and retain top talent in today’s dynamic environment. How current and potential employees view the organization’s brand is critical to business success. Gain insights from our research on best practices by leading Global Business Services (GBS) organizations who have created a superior employer brand perception in this blog.
Why brand perception matters for GBS organizations
In today’s competitive landscape with constant change and evolving workforce needs, having a strong employer brand isn’t just a benefit but an essential asset that can propel GBS organizations toward exceptional growth. For employees and job seekers, perception is reality.
Having a superior employer brand perception is a magnet that attracts and encourages top talent who want to align with the organization’s values. GBS organizations increasingly are recognizing the importance of building and maintaining a distinctive employer brand perception.
Creating a strong employer brand perception is a challenging and intricate task that requires consistent efforts across various fronts. Understanding the complexities involved is important to succeed in this effort.
By drawing on insights and best practices from leading GBS employers that stand out for their employer brand perceptions, organizations can enhance their ability to create a compelling one. Let’s explore the findings from the latest edition of our case study report to learn more.
About the Top GBS Employers™ 2023 Report
To better understand the true differentiating factors that help create a superior employer brand perception, we analyzed the success stories of some of the top GBS employers from our recently published Top GBS Employers™ 2023 Report.
We collaborated with GBS entities of Experian, GSK, and Sun Life in India; Henkel and Northern Trust in the Philippines; and Takeda in Poland to understand nuances of their journeys to elevate employer brand perception to new heights.
In the case study compilation report, How GBS Organizations Build Differentiated Employer Brand Perception, we uncovered how all these organizations adjusted to constantly changing employee needs and fostered a strong sense of camaraderie within the organization.
The study provides profound insights on:
- The key factors that make the top GBS employers stand out in terms of brand perception
- The key initiatives, actions, and practices that create a strong employee value proposition for top GBS employers
- How top GBS employers adjust to the evolving employee needs
- Ways GBS employers can future-proof the employer brand perception
Insights from the report
Every organization’s secret sauce is unique. Our research found that each company adopted a different approach to building a strong employer brand when navigating through specific challenges.
Here are some insights from our analysis:
- Experian’s success can be attributed to its thriving culture, where employees have the autonomy, flexibility, and resources to build their career paths. Experian further bolstered its value proposition by improving the quality of work, offering unparalleled learning and development opportunities, and building a diverse, inclusive, and collaborative work culture
- GSK emphasizes an organizational culture that allows people to thrive and contribute to their fullest potential. This philosophy underpins its efforts that are centered around these five key themes:
- Fostering the GSK culture
- Building an inclusive organization
- Driving impact through performance using data, digital, and an innovation mindset
- Investing in talent and leadership needs and development
- Creating a learning environment for future skills
- Henkel has always prioritized employee needs and fostered a culture of enabling employees. This approach helps it stay ahead of the curve in addressing evolving employee expectations
- Northern Trust believes that collaborative efforts among management, employees, and other key stakeholders build a great workforce. The company believes in ensuring its five key promises:
- A culture of care and collaboration
- A focus on individual career development and growth
- An opportunity to innovate
- Dedication to a more diverse, equitable, and inclusive workplace
- The chance to have a meaningful impact
- Sun Life believes in planning for the future and has created a plethora of learning and development and career progression programs. The financial services company has been nimble in understanding and adjusting to evolving employee needs, earning its position as a top GBS employer in India for the second consecutive year
- Takeda Business Solutions (TBS) is dedicated to being and remaining a best-in-class GBS organization. It continually evolves its captive delivery strategy and ways of working to reflect the evolving business and workforce. This commitment is demonstrated through:
- Creating an exceptional people experience
- Unleashing the power of data and digital
- Investing in and future-proofing the capabilities of its people
These examples show that no one formula exists for creating a strong employer brand perception. The key to creating a desirable image lies in the individuality and distinct character of each organization.
Although every organization’s journey is different, the paths are connected by common threads. By unlocking the workings of the top GBS organizations, we found they each:
- Not only understand but act quickly to address employee needs: With rapidly evolving employee requirements, GBS organization needs to be flexible and autonomous to act with agility
- Provide employee growth opportunities: Offering holistic professional development beyond compensation is valued. Employees are not only looking for compensation but career paths, professional guidance, upskilling opportunities, and challenging and meaningful work assignments
- Align the enterprise culture with local value systems: By integrating local needs and perspectives of employees to foster individual growth, GBS organizations can make a greater impact and significantly improve employer brand perception
From these findings, it’s clear that highly skilled individuals today want more than just a job. They are seeking to work for organizations that value their contributions and encourage collaboration, purposefulness, and achievement. GBS employers who are seen as having a reputation that aligns with these aspirations are likely to succeed in recruiting and retaining top talent.
To uncover the details of each organization’s journey to create a superior employer brand perception, read the report How GBS Organizations Build Differentiated Employer Brand Perception. The report was developed by collaborating with GBS organizations of Experian, GSK, Henkel, Northern Trust, Sun Life, and Takeda.