employer branding awards

The Start of an Exciting Journey!

We’re thrilled to have been appointed as Tata Consultancy Services’ (TCS) EVP and employer brand partner. After a full pitch, we were tasked to help this amazing company bring their employee stories to life and show the world why TCS is a great place to work.

Today, nearly two-thirds of people changing jobs say that they are looking for a better match in values and beliefs with the company they choose to work for – a view reinforced by the pandemic and their employment experience during it. In fact, that’s nearly twice the number who list better compensation and career advancement as a reason for leaving their current role, according to the Edelman Trust Barometer. Work plays a bigger role in people’s lives than ever, and because of that, employees want more from their job than just earning money and moving up the career ladder.

At TCS, they are committed to this reality.

Building on belief

The TCS business has always been built on belief. Since their founding in India in the 1860s, they believe in making a truly meaningful difference through the work they do. They passionately care about helping their customers achieve real-world impact that can be felt by the people and communities they serve.

Through an extensive programme of research, we discovered that TCS employees can make more impact, tackle more interesting challenges and find more opportunities to grow and progress. Moreover, TCS’s direct support for social causes means they also do more for the local communities they serve and the planet as a whole.

Their ambition is for all employees to feel that ‘It means more‘ to work at TCS.

To bring the EVP to life in the real world, we have creative a new employer brand identity, fully consistent with the look, feel and guidelines of the main corporate brand. We initially launched the employer brand internally on a company-wide call delivered by the Exec team. Supported by promotional email communications, intranet collateral and internal posters, the call celebrated the new employer brand and ensured it had increased levels of employee engagement who are after all TCS’s most powerful advocates.

During the launch we presented the following video to celebrate the employer brand.

It has subsequently been rolled out across many different recruitment marketing assets, and TCS have seen some significant improvements in their direct hiring practice, with the rate reaching nearly 75% (from less than 50%) saving the business nearly £1million in agency fees alone. They have also observed a remarkable 60% increase in applications from women which reflects ongoing efforts to create a more inclusive workforce by actively promoting gender diversity. Additionally, the job posting click-through rate has doubled reflecting the increased interest and engagement from potential candidates.

We’re also delighted to learn that the EVP methodology, creative outputs, and the results to date have been recognised by the prestigious Tiara Talent Attraction Awards where It means more has been shortlisted in the Best Employer Brand category.