A new employer brand that lifted hiring and retention by 40%.

At a glance

• Completed in under 5 weeks
• ~40% increase in hiring and retention in the first quarter
• Higher-quality candidate applications
• Company-wide message consistency adopted post-engagement

The challenge

Our client is the India GCC of a US-based B2B financial services company. It was aiming to double its headcount within a year. Despite its parent company’s strong global reputation, it was struggling to attract and retain top-tier talent in the domestic Indian market.

The core issue wasn’t visibility. It was the absence of a compelling, recognized employer brand at the local level. A harder problem sat underneath that one, too: there was no internal alignment among the leadership team on what the Employee Value Proposition and employer brand should even say. Without that consensus, any campaign built on top of it would have been guesswork.

What we did

1. Primary Research

We ran org-wide surveys and one-on-one and group discussions across the workforce, to understand real employee experience, expectations, and perception of the existing, unbranded employer identity, not just what leadership assumed was true.

2. Leadership Alignment

Rather than let disagreement stall the project through endless back-and-forth, we brought the entire leadership team into a single Impact Workshop. This structured session was designed to surface consensus on culture, values, goals, and EVP in one sitting.

3. EVP and Messaging

We combined the workshop’s findings with competitive and market research to build a compelling EVP statement and a full culture and values narrative. We then worked directly with the marketing head to translate it into ongoing internal and external messaging.

4. Implementation Roadmap

The strategy shipped with a detailed 30-60-90 roadmap, phased, and milestoned. This gave the new employer brand a clear, owned path to execution, rather than leaving it as a one-off presentation.

The results

The entire engagement, from the first workshop to a fully implementable roadmap, was completed in under 5 weeks. Paired with the client’s own hiring initiatives, the new employer brand contributed to an almost 40% increase in hiring and retention rates within the first quarter alone.

The EVP resonated immediately with candidates, visible in a marked increase in the quality of applications received. The core messaging was also adopted across the client’s internal and external communications going forward, giving the brand a consistency it hadn’t had before.