April 30, 2025
In 2025, talent acquisition is no longer a numbers game—it's a narrative game. As Global Capability Centers (GCCs) grow their footprint in India, their biggest challenge isn’t just filling roles. It’s attracting the right talent with speed, relevance, and credibility. And in this new talent economy, perks and packages alone won’t cut it. Top candidates—especially in tech, product, and design—are asking: Why should I build my career here?
The GCC Challenge:
Identity, Visibility, and Perception While GCCs bring global credibility, they often face three core challenges when it comes to employer branding in India:
- Overshadowed by the global parent brand – Many GCCs struggle to establish a distinct local identity, making them less appealing in India’s hyper-competitive talent market.
- Perceived as service hubs – Despite being product or innovation-led, many GCCs still battle a dated perception of being back-office or support centers.
- Low brand recall among niche cohorts – Whether it’s engineering, UX design, or AI research, Indian talent isn’t always aware of the cutting-edge work being done within these centers.
Narrative Alignment:
Bridging the Global and the Local A successful GCC EVP (Employer Value Proposition) doesn’t mean copying the global playbook. It means translating it. Langoor Digital helps GCCs align their global employer narrative with India’s unique talent mindset. Through data-led storytelling, cultural nuance, and market-specific insight, we help GCCs articulate:
- The real impact employees create in global markets
- The culture of innovation, ownership, and career growth
- Local leadership vision and ecosystem relevance
Why Purpose > Perks in 2025 Across our work with GCCs and tech firms, one truth stands out: purpose is the new currency. Candidates want to know:
- What does the company stand for?
- What problems am I solving here?
- Will I be building, leading, and innovating?
GCCs that can authentically answer these questions attract higher quality talent, build stronger communities, and see real ROI on their employer branding investments.
GCC Growth: What the Data Says
- India is home to over 1,580+ GCCs, employing 1.66 million+ professionals, with projections crossing 2 million by 2026 (NASSCOM, 2024).
- 75% of GCCs in India plan to expand their talent base in the next 18-24 months.
- There’s a 30% YoY increase in demand for product and digital talent across GCCs.
But to capture this demand, GCCs need to move beyond job posts—they need powerful, purpose-led storytelling.
Langoor Digital:
India’s Trusted Employer Branding Partner for GCCs Langoor Digital has helped transform employer brands for some of the world’s most ambitious GCCs in India. Here are two success stories from clients we've worked with that illustrate the ROI of narrative-driven talent branding:
Case Study 1 – Tech-Led Retail Transformation GCC
When a global retail leader set up its innovation office in India, the mission was bold—to transform the global retail tech ecosystem from the ground up. But how do you attract the best minds in tech when your category is traditionally seen as “retail”?
Our approach was to flip the narrative. We repositioned the India office as a product and technology powerhouse, not a satellite function. The employer brand told a story of scale, autonomy, and global impact—one that resonated with engineers and product leaders alike.
The results?
- Referral hires increased 4X, showing a rise in internal brand advocacy
- Employees voluntarily returned to the office, driven by a sense of ownership and pride
- New benchmarks were set for employee engagement and workplace satisfaction, with word spreading organically across tech communities
The magic wasn’t in the perks—it was in the purpose.
Case Study 2 – Digital Infrastructure GCC Entering India
When a global digital infrastructure leader entered India, it faced a unique challenge: low brand recall despite a strong international reputation. For a company trusted by digital innovators worldwide, building a strong local employer brand was critical to attract top-tier tech talent for their new Center of Excellence.
We partnered with their teams to craft a high-impact employer brand strategy, using a mix of data-led storytelling, targeted messaging, and media placements across platforms frequented by tech audiences. Every piece of communication focused on positioning them as a mission-critical company where careers are built at the intersection of cloud, data, and innovation.
The results?
- 87% increase in ‘Apply Now’ clicks
- 3X higher engagement across campaign platforms
- 2140+ quality leads driven to the India careers microsite
- 59Mn impressions served, generating 9.5X more sessions than the industry benchmark
- Career page engagement quickly reached and surpassed industry standards
- Increased traction among senior-level tech professionals who had previously overlooked the brand
By combining strategic brand storytelling with deep market insight, the company was able to cut through the noise, raise awareness, and build a credible, compelling employer presence—fast.
Why Employer Branding Is a CEO/CMO Priority in 2025
Many still think employer branding sits in HR. In truth, it’s a core brand function—and a strategic lever for growth.
Here’s why every CEO and CMO should care:
- Cost-per-hire drops by up to 50% with a strong employer brand (LinkedIn)
- Purpose-driven cultures are 21% more productive (Gallup)
- Peer advocacy improves hire quality and reduces attrition
- High engagement workplaces outperform competitors by 202% (Business Insider)
In India’s hyper-competitive talent landscape—especially in tech—your narrative is the moat. If you want to win at innovation, you need to win the talent war first.
What a Winning Employer Brand Looks Like in 2025
For GCCs and tech-forward companies, the blueprint includes:
- A clear narrative that communicates global vision, local impact
- Messaging tailored for engineers, designers, and data scientists
- Media and content that shows, not tells—like videos, testimonials, and behind-the-scenes culture
- Strong leadership visibility, because people follow belief, not just brands
- Integrated campaigns tying together innovation, culture, DEI, and growth
Langoor helps brands do exactly this—with story-first, data-backed strategies that move the needle.
Final Word: Your Employer Brand Is Your Growth Strategy
GCCs are no longer support arms. They are innovation engines. But only if talent sees them that way.
The job of employer branding in 2025 isn’t to promote open roles—it’s to articulate your brand’s soul. The right story doesn’t just attract talent. It ignites ambition, belonging, and long-term loyalty.
So, what’s your story? And is your talent hearing it?
📩 Want to build an employer brand that inspires, not just informs?
Langoor Digital partners with GCCs and tech brands to create scalable, authentic, and future-ready employer branding strategies. Let’s build yours.
Reach out at www.langoor.com.
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