HomeInsideHow GCCs Are Adapting to Attract and Retain Top Performers

How GCCs Are Adapting to Attract and Retain Top Performers

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Global Capability Centres (GCCs) in India have evolved and moved away from their traditional identity as a center for IT support, Operations, or Contact Centres.

GCCs, also known as Global Business Services or the Global In-House Centre have successfully metamorphosed themselves as knowledge partners, as Centres of Excellence for innovation, research, and development. They have established themselves as strategic partners for the global organizations they belong to, prompting leadership teams across industries to rethink their strategies to reimagine these centers.

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According to an industry report, India has over 50% of the global GCC market share. As of 2022-23, India had 1,580 GCCs, employing a workforce of 1.66 million. This can be attributed to a compelling combination of a skilled workforce, a robust startup ecosystem, and consistent governmental backing, making India the preferred destination for establishing GCCs.

Adapting to Change Amidst Challenges

In light of the evolving landscape of GCCs, it’s crucial to adapt promptly to these changes. The COVID-19 pandemic serves as a stark reminder of the challenges businesses face in establishing GCCs. They not only had to meet the existing demands of the GCC ecosystem but also navigate unforeseen circumstances. Virtual hiring became the norm, presenting a novel challenge for all businesses, both established and newcomers. This shift was particularly daunting for brands new to the market, making hiring a steep uphill climb. However, as time progressed, investing in local brand building paid off, sparking increased interest, and visibility, and most importantly, offering a wealth of opportunities for talent nationwide.

Fostering Talent Engagement and Retention

Businesses worldwide have faced the daunting challenges posed by the pandemic, requiring swift adaptation to meet talent demands while maintaining competitive compensation structures and benefits. Recognizing employees as the cornerstone of organizational success, businesses strategically utilize employee referrals and incentivize programs to attract top talent, complemented by a strong social media presence to reach targeted audiences.

Establishing meaningful relationships with top talent enables businesses to seize opportunities as they arise. Rigorous evaluation processes reflect organizational values, fostering positive candidate experiences even in cases of initial unsuccessful attempts. In an ever-evolving digital landscape, businesses continuously refine their value propositions through close engagement with their workforce, aligning with employee expectations.

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Acknowledging that talent retention transcends monetary incentives, businesses invest emotionally in their employees, fostering loyalty through tailored skill-building programs and opportunities for professional development in emerging technologies.

Additionally, businesses prioritize the cultivation of future leaders capable of driving transformation and growth. Operating in virtual environments underscores the importance of collaboration, creativity, and compassion within teams. Employee engagement initiatives are meticulously crafted to nurture these attributes, with employee committees and resource groups serving as tangible evidence of highly engaged workforces.

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By leveraging the diverse strengths and expertise of their workforce, businesses cultivate cultures of collaboration, innovation, and growth. This not only boosts morale but also enhances the ability to attract and retain top talent. An industry survey found that 8 out of 10 people work remotely or in a hybrid setup. This trend is expected to continue, with 8 out of 10 CHROs planning to keep remote work options over the next year. By implementing diverse initiatives and perks, businesses honor the distinctive input of every team member, nurturing lively and inclusive workplace environments.

Driving Impact Through Corporate Responsibility

A business must foster a culture that champions environmental stewardship, community engagement, and sustainable development, aligning with its fundamental principles. This commitment is crucial for inspiring innovation and driving meaningful change within teams. Businesses embracing this ethos consistently report high engagement levels, affirming the effectiveness of an open culture approach. Central to our success narrative and maintaining competitiveness lies an unwavering dedication to unleashing the full potential of every individual within the enterprise.

In the evolving landscape of GCCs, prioritizing the harnessing of human talent remains indispensable. By embracing change, nurturing talent, and spearheading impactful corporate initiatives, GCCs not only attract and retain top-tier talent but also ensure their continued relevance in a fiercely competitive environment.

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Ravi Tangirala
Ravi Tangirala
Ravi Tangirala, Head of MassMutual India
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