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:
- Attract top talent with a compelling employer branding strategy.
- Educate candidates about the organization’s greater purpose and their role in achieving it.
- 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:
- A global hackathon in collaboration with Envision Racing, attracting over 5000 data scientists and engineers.
- Social media content featuring Genpact’s workplace culture, growth opportunities, and employee success stories.
- A comprehensive online program targeting potential candidates, including microsites with interactive employee stories.
- 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:
- Increased engagement, views, and followers across all Genpact social media platforms.
- Strengthened emotional connections with prospective employees, making them more likely to apply for job openings at Genpact.
