Beyond the Tech: Why Employer Branding is the Key to India’s GCC Boom

There’s been significant attention around the rapid growth of Global Capability Centers (GCCs) in India lately. And while I’m thrilled to see the remarkable strides we’re making, I can’t help but feel there’s a part of the conversation that’s being overlooked. It’s not about the tech or the infrastructure—we’re nailing that. It’s about the people.

A recent article in The Times of India mentioned that 20-25% of the work currently sent to GCCs involves AI, data science, and cloud computing, and this figure is expected to hit 40-50% by 2030. That’s impressive! But here’s the question I keep asking myself – Are companies also focusing on the culture and the people driving these centers forward?

The Times of India article rightly highlights the shift towards more complex work like AI. But if these teams are still seen as remote extensions of headquarters, we might be missing an important opportunity. These aren’t just workers—they’re thinkers, innovators, and collaborators. They need more than a paycheck and a desk. They need a sense of belonging. And this is where employer branding comes in. For a long time, we’ve been talking about employee engagement. But what we need now is a shift from engagement to genuine connection. It’s not just about sharing updates or celebrating birthdays—it’s about creating meaningful experiences that foster a sense of belonging.

Take workspaces, for instance. I see companies spending heavily on creating “agile workspaces” and “hybrid models”. The article mentioned that Microsoft’s Hyderabad campus offers about 200 square feet per person. That’s fantastic—but it’s not enough. We can’t just build beautiful offices and expect people to feel connected. It’s about bridging the cultural divide.

Imagine a real-time feed that connects workspaces across the globe—something like a “Wormhole” where teams can see live interactions, brainstorming sessions, or just casual coffee chats. Or how about a rotating “Global Bazaar” showcasing crafts, stories, and flavors from different locations? These aren’t just ideas—they’re ways to create shared experiences that foster a sense of belonging.

What we often forget is that employer branding is not just about what we say—it’s about how we say it and how it resonates. It’s about creating a narrative that feels real and relevant to each team, in every location.

To achieve this, employer branding needs to reinvent itself, moving from mere fun engagement to becoming a more purposeful and integrated strategy. It’s about creating cohesive brand messages that resonate with local teams, fostering a sense of ownership and making the remote workforce feel part of something bigger.

At toss the coin, we focus on bridging this gap, helping companies create employer branding and communication strategies that resonate with local teams and make them feel truly part of something bigger. This is what I get excited about! I think it’s time we stopped seeing employer branding as a nice-to-have and start thinking of it as a necessity – a crucial part of how we build successful, global teams.

The rise of GCCs in India is not just about technology or numbers; it’s a human story. It’s about creating connections that cross borders, time zones, and cultures. And when we do this right, we don’t just build workplaces—we build communities.

So, what’s your take? How are you bridging the gap in your own organizations? Let’s talk—I’d love to hear your thoughts.

Storyteller