Global Capability Centers: Building a Strong Employer Brand and Employee Experience
As companies expand into new geographies, particularly through the establishment of Global Capability Centers (GCCs), they face the critical challenge of creating a consistent brand identity and employee experience that resonates across different regions. Many organisations, especially those without an existing presence in Asia, are setting up GCCs and need to focus on establishing their brand among local employees—an especially important task when the talent isn’t from the company's primary headquarters or markets. These GCCs, often innovation hubs focused on enhancing one key function within the organisation, play a significant role in driving business success. This makes it essential for companies to build a brand that employees connect with and maintain a consistent experience between employees in Asia and those in other global offices.
Why a Strong Employer Brand is Crucial for GCCs - A strong employer brand is essential for Global Capability Centers (GCCs) because it helps employees, especially those working in locations far from the brand's primary geographies, connect with the company’s core values and purpose. It’s about more than just the physical workspace; it’s about creating a consistent and resonant brand experience across all regions. Employees in GCCs need to feel the same sense of belonging and alignment with the brand's mission as their counterparts in other locations.
This consistency fosters engagement, loyalty, and a deeper connection to the brand, ultimately enhancing retention and productivity. In the context of GCCs, especially for organisations entering a new market for the first time, a strong employer brand is essential. This is because:
Attracting Top Talent: GCCs operate in a competitive talent market. A strong brand helps attract highly skilled professionals, setting the company apart and enabling the GCC to thrive as a hub of innovation. For new entrants, establishing this brand from scratch is vital in order to appeal to local talent who may not be familiar with the organisation.
Creating Brand Consistency: Unlike external client-facing offices, GCCs are internal, focused on enhancing a specific function within the organisation. However, it’s crucial that employees in these centres feel connected to the broader brand and its purpose, just as their counterparts in headquarters do. When teams feel a unified sense of purpose and identity, they’re more engaged and committed to delivering on the brand’s values. This shared culture not only reinforces brand standards but also creates a supportive environment where employees feel connected, motivated, and aligned with the company’s mission.
Employee Engagement and Retention: For GCCs, building an employer brand that resonates with local employees fosters engagement and loyalty. Employees who feel aligned with the company’s mission are more likely to stay long-term and contribute to the organisation's success, reducing turnover in a competitive hiring environment.
Designing for Employee Experience and Engagement - Another distinctive aspect of setting up GCCs is the young demographic of the workforce, which impacts how organisations must approach workplace design. Employees in these centres often view the workplace as more than just a place for work. Therefore, thoughtful workplace design tailored to this demographic is key:
Socialisation and Interaction: For many young professionals living away from home, the office becomes an important hub for social interaction. Designing spaces that facilitate casual interactions, such as lounges, game rooms, or café areas with live baristas, enhances the sense of community and belonging. These facilities are highly valued by employees and contribute to creating a home-away-from-home environment.
Cultural Sensitivity: The office design needs to reflect local culture while also aligning with global brand values. In countries like India, certain facilities—such as on-site food options or wellness spaces—are crucial. Introducing concepts that might be alien to employees in the US or Europe, like chai corners or wellness areas with meditation rooms, shows an understanding of local cultural nuances that can significantly boost employee satisfaction.
Flexibility and Well-being: Offering a variety of spaces for different workstyles is critical. Quiet zones for focused work, collaborative spaces for brainstorming, and informal lounges for relaxation ensure that the diverse needs of employees are met. Young professionals particularly appreciate flexibility in their work environment, which leads to better engagement and overall productivity.
The Role of Consistent Brand Experience - Maintaining a consistent brand experience across global locations is crucial for the success of Global Capability Centers (GCCs). Beyond establishing a strong employer brand, ensuring that employees in different regions experience the same connection to the company’s values and culture is essential.
One way to achieve this is through workplace design, which should reflect the company’s core values. Whether it’s using sustainable materials that emphasise eco-consciousness or integrating cutting-edge technology that highlights a commitment to innovation, the physical workspace should reinforce the brand’s identity and priorities.
Additionally, fostering a connection to global culture is key. Employees in GCCs need to feel just as integrated into the company’s culture as their counterparts in headquarters. This can be accomplished by designing workplaces that mirror the aesthetic and functional elements of primary offices while also incorporating local cultural touches. By striking this balance, companies can create a cohesive brand experience across all their locations, ensuring alignment and motivation among employees, no matter where they are based.
