9 Signs Your Global Capability Centers Needs Some Brand Love

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A strong brand is essential for your Global Capability Center (GCC)'s success, but how do you know when your brand needs attention?

If you’re noticing any of the following signs, it might be time to reevaluate and revitalize your branding strategy.

Ravi Dabreo of Origami Creative Concepts (Official) and I are offering GCC communication and branding services that raise the game for new and established GCCs around the world. Read more here: https://www.exchange4media.com/industry-briefing-news/origami-creative-partners-partners-with-branding-expert-aniisu-k-verghese-135950.html

What Are the Signs?

1. Inconsistent Messaging: If what recruiters are saying doesn’t match what’s on your website, or if leaders' #LinkedIn profiles don’t reflect the passion and culture your GCC claims to have, this inconsistency can confuse potential candidates and diminish your brand’s credibility. Research by LinkedIn highlights the importance of consistent messaging across all channels to build a strong employer brand. 72% of recruiting leaders globally believe that employer branding influences hiring significantly.
2. External Perceptions: When your staff hears about their own brand from others rather than internally, or when people rely on third-party reviews or word of mouth, it’s a sign that your internal communication strategy needs work. According to Glassdoor, companies that actively manage their employer brand online are more likely to attract and retain top talent. ?Candidates are almost twice as likely to apply when a job highlights an employer’s branded content
3. Talent Hesitation: If candidates who’ve accepted offers from your GCC are still shopping around, it’s a red flag. This hesitation often stems from unclear or unconvincing messaging about what your GCC stands for. A report by Ere Media shows that candidates are more likely to commit to an offer when they have a clear understanding of the company’s values (45% citing it) and culture.
4. Disconnect in Purpose: If your talent isn’t aware of how their roles contribute to the GCC’s purpose, or if there’s little information about your GCC’s growth plans, it can lead to disengagement. Gallup research indicates that employees who feel connected to their company’s mission and values are more likely to be engaged and productive.
5. Leadership Visibility: When leadership isn’t visible, and talent doesn’t know who they will be working with, it can create uncertainty and reduce trust. A study by Edelman found that visible and accessible leadership is a key factor in building employee trust and engagement.
6. Reputation and Presence: If your GCC isn’t managing its online reputation or has little local digital presence, you’re missing opportunities to engage with potential talent and stakeholders. Research by Brandwatch emphasizes the importance of actively managing your online reputation to protect and enhance your brand.
7. Hiring Challenges: If your hiring process is opaque, and employees are hesitant to refer others, it’s a sign that your employer brand isn’t resonating. LinkedIn’s Global Talent Trends report notes that transparency in the hiring process is critical for building a strong employer brand.
8. Employee Disengagement: Employees leaving because they don't feel heard is a significant warning sign. An engaged workforce is key to a successful brand. A study by the Society for Human Resource Management shows that companies with high employee engagement levels see lower turnover rates and higher productivity.
9. Quality vs. Quantity: If you receive a high volume of applications but the quality of candidates is lacking, it indicates that your brand may not be attracting the right talent. According to an article by Harvard Business Review, employers are facing talent shortages and a majority of CEOs are increasingly concerned about attracting and retaining talent (73%), there is a need for leaders to give more attention to this area.

Taking Action

Recognizing these signs is the first step toward revitalizing your GCC’s brand. Address these issues by refining your messaging, increasing leadership visibility, and actively managing your online reputation. A strong GCC brand not only attracts top talent but also fosters loyalty and engagement among current employees.

Investing in your brand positions your GCC as a leader in the industry, ready to attract the best talent and drive future growth.

Need support with your GCC's communication and employer branding? Connect today.

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Who am I?

I am Aniisu, an award-winning internal communications and change leader helping individuals and organizations discover and develop their 'sweet-spot' through effective communications. As a Linkedin Top Voice for Internal Communications & Personal Branding based in Sydney, Australia, I offer insights, perspectives and solutions at the intersection of these two evolving domains. I believe that organizations are an amalgamation of employees as 'personal brands' and when we include, involve and inspire staff as partners of change, together we can amplify our presence and advocacy.

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Missed earlier articles?

Look them up here:

GCC strategy, communications and branding

Road Mapping Global Capability Centers Communication Priorities and Progression

4 Communication Strategies to Consider when Expand your Global Capability Center Network

Differentiate your Global Capability Center Using These Tips

Five Communication Dilemmas that Global Capability Centers Must Overcome

5 Tips to Turnaround a Global Capability Centers' Communication Team

5 Communication Mistakes Global Capability Centers can Avoid

Placing Communication at the Heart of Global Capability Centers

The Critical Role of Communications at Global Capability Centers

Three Approaches to give Global Capability Centers an Edge

3 Ways Global Business Services Leaders can Build a Strong Social Media Presence

Why Global Business Services Leaders Must Focus on Building Thought Leadership

Culture and Communication - a Missed Opportunity for Global Business Services Leaders (Part 2)

Culture and Communication - a Missed Opportunity for Global Business Services Leaders (Part 1)

Communication as a Center of Excellence - Building a Strategy

Communications as a CoE for Shared Services Success

Five Approaches to Contribute to the Global Business Services Ecosystem

Are Global Business Services Organizations differentiating their Brands Locally?

6 Ps to Differentiate Your Global Capabiluty Center

Integrating a New Global Capability Center - 4 Communication Strategies to Make Change Effective

Tapping the Power of Ideas in Shared Services Centers

Building an Inclusive Shared Services Leaders Communication Plan

Designing a Consistent Business Problem Solving Forum in Global Capability Centers

5 Communication Approaches for Successful Knowledge Transitions

Crafting a Consistent Global Business Services Social Media Strategy

Employer Branding

Employer Branding 101 | Revitalize Employee Confidence

Employer Branding 101 | Rethinking 5 Common Assumptions

Employer Branding 101 | Begin with the Fundamentals

Employer Branding 101 | Address Key Issues Upfront

Employer Branding 101 | Debunking 4 Key Myths

Employer Branding 101 | Live Your Brand Promise

Employer Branding 101 | Is Your Organization Ready?

Employer Branding 101 | How You Engage Matters

Employer Branding 101 | First Fix Your Company Culture

Employer Branding 101 | Are Your Frontline Staff Trained to be Humane Advocates?

Employer Branding 101 | 3 Measurement Aspects You May Be Overlooking

Employer Branding 101 | Six Reasons Why New Global Capability Centers Struggle to Establish Themselves

Take a FREE Employer Branding Readiness Assessment and gauge where your organization stands.

You can also visit my website www.intraskope.com and You Tube channel to know more.

References:

1. LinkedIn. (2016). Global Recruiting Trends for SMB
2. Glassdoor. (2024). Employer Branding 101: Why, How and Proven ROI
3. ERE Media (2023). Global Candidate Experience Benchmark Report
4. Gallup. (2013). The Benefits of Employee Engagement
5. Edelman. (2022). The Trust Barometer
6. Brandwatch. (2023). The Essential Guide to Online Reputation Management.
7. LinkedIn. (2023). Global Talent Trends
8. Society for Human Resource Management (SHRM). (2009). The What and Why of Employee Engagement
9. Talent Acquisition Institute. (2022). "Employer Branding and Quality of Hire.
10. HBR (2015). CEOs need to pay attention to Employer Branding

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