How Genpact is Creating a Gender Balanced Organization
2 likes•2,572 views
Genpact, a leader in business process management, aims to enhance gender diversity, targeting a workforce composition of 50% women. Through their 'Career 2.0' campaign, they effectively utilized social media and content marketing strategies, resulting in over 5,000 applications and 45 hires, while reducing hiring costs by 70-83%. The campaign significantly boosted their employer brand and engagement, demonstrating the effectiveness of their diversity initiatives.
How Genpact is Creating a Gender Balanced Organization
- 1. CASE STUDY Genpact Genpact is a global leader in digitally-powered business process management and services. The company serves approximately one-fifth of the Fortune Global 500, and has over 75,000 people in 25 countries. It started in 1997 as a business unit within General Electric, and is now an independent company with a business of USD2.4bn (as of Dec 31, 2015).
- 2. THE CHALLENGE Attracting talent and striving to be a gender‑balanced organisation across all levels Diversity Matters, a McKinsey study, indicated business units with a higher percentage of women leaders have grown faster in comparison with those that have fewer or no women in leadership roles. Understanding the business benefits, Genpact aligned their recruiting activities to their diversity goals. While they had an overall 37% representation of women in the workforce, when it came to leadership positions, there were only 17% women at the top level. Gender diversity is a business-critical mission at Genpact, therefore the organisation required a robust employer brand strategy to increase the total women in their workforce across all levels of the enterprise to an ideal goal of 50%.
- 3. THE SOLUTION Wearing diversity on their sleeve with LinkedIn Genpact created the R.A.C.E (Research, Articulate, Create, Execute) framework to craft their employer brand go‑to-market. Research Internal methods – surveys, focussed group discussions; External methods – brand perception surveys, social media conversations. Articulate Identified key themes and translated into largely visual external communication. Create Built exciting content and collateral. Execute Adopted relevant channels and platforms, and measured what matters: Awareness, Engagement, Number of applications, Number of hires.
- 4. THE SOLUTION A pilot campaign around gender diversity, Career 2.0, was rolled out in mid 2015 with an ultimate goal of hiring 30 women in mid to senior profiles. Potential hires were engaged through various channels and content formats including Infographic job posts, networking events, employee testimonials, leaders showcasing the organisation’s culture, and media around how the organisation supported and promoted diversity. Career 2.0 was a social-first initiative and Genpact tested various social channels. The first phase results showed that social delivered a high volume of applications, however for skilled professionals with 8-10 years of experience, LinkedIn was a clear winner. Sunanda Malik, AVP Global Talent Marketing and Corporate Communications, Genpact “We are believers in the power of content. Real credibility comes when you give audiences value-add and meaningful content and deliver it in a non-intrusive way right to their screens. LinkedIn makes this possible.”
- 5. Genpact amplified their content reach to the right candidates via Sponsored Updates then leveraged their LinkedIn Career Page to showcase their employer brand and engage these senior candidates. Genpact’s campaign piqued media interest, created a positive sentiment in the industry and led to the company receiving an overwhelming 5000+ applications, not to mention the tremendous boost to their employer brand. The Career 2.0 campaign received over 20M views, 1mn+ acts of engagement, 5k+ applications and 45 hires. In addition to the high engagement, it brought in cost savings of 70-83% compared to the total cost of hiring the same number of women previously. The success increased the faith in social media for Genpact and resulted in a 3x growth in employer brand investment across social channels. 70-83%reduction in cost of hiring 3xgrowth in employer brand investment across social channels
- 6. CAREER 2.0: BOLD CREATIVE In the Press
- 7. CONTENT MARKETING ON LINKEDIN Job Postings Employee TestimonialsLeadership Bytes Engagement Activities Networking Events Diversity News
- 8. LINKEDIN CAREER PAGE Header Image Meet the Leadership team Build a Talent Pipeline with Followers Jobs at the company Employee Perspectives Company overview