Global professional services firm Genpact sought to establish a strong brand presence within the data science community as they launched their Data Science Practice. They aimed to position themselves as a leading employer in the data science ecosystem and showcase their advanced analytics solutions capabilities.

Essential Objectives:

Genpact had three primary goals:

1. Attract top talent with a compelling employer branding strategy.
2. Educate candidates about the organization’s greater purpose and their role in achieving it.
3. Deliver the employer brand promise through employee stories and experiences.

How AIM helped:

AIM designed a three-phase campaign incorporating multiple touchpoints, leveraging digital and physical media platforms, including emails, social media posts, events, and video content. Key campaign initiatives included:

1. A global hackathon in collaboration with Envision Racing, attracting over 5000 data scientists and engineers.
2. Social media content featuring Genpact’s workplace culture, growth opportunities, and employee success stories.
3. A comprehensive online program targeting potential candidates, including microsites with interactive employee stories.
4. A dedicated Career Day featuring a keynote speaker, hiring drive, and alumni experiences to foster emotional connections with candidates.

Business Impact:

The multifaceted campaign significantly enhanced Genpact’s brand presence within the data science community. Key results included:

1. Increased engagement, views, and followers across all Genpact social media platforms.
2. Strengthened emotional connections with prospective employees, making them more likely to apply for job openings at Genpact.