It has been two decades since GFT started operations in Spain. An important date that the company is celebrating, and which also coincides with another important moment: the change in general management.

The organization began this stage by investing in a way to add value and improve its customers’ results thanks to the development of a more sustainable and environmentally friendly technology.

GFT contacted WTC to devise, coordinate and execute a hybrid event in Covid times (on-site and streaming) that would serve not only as a celebration of the firm’s anniversary but also the historic moment of generational change of leaders.

WTC, as experts in HR marketing and internal communication, designed a virtual event that kept all the company’s employees connected. We proposed to recreate a “Late Night Show” that, with the help of actress and comedian Sara Escudero, connected all 1,800 employees via streaming.

The project began by transforming the Digital Lab at GFT’s offices in Sant Cugat into a space that reproduced a television set in the form of a Talk Show, recreating the experience of a real interview broadcast on television in real time.

The key messages were conveyed through the scripting of the show, starting with a humorous monologue by the presenter, passing through a section of interviews with GFT leaders and motivating employee participation in streaming through interactive dynamics. In this way we ensured that the employee was not a passive agent but played a key role in the mechanics of the event.

WTC, as experts in HR marketing and internal communication, designed a virtual event that kept all the company’s employees connected. We proposed to recreate a “Late Night Show” that, with the help of actress and comedian Sara Escudero, connected all 1,800 employees via streaming.

The project began by transforming the Digital Lab at GFT’s offices in Sant Cugat into a space that reproduced a television set in the form of a Talk Show, recreating the experience of a real interview broadcast on television in real time.

• Due to its good reception, the Employer Brand campaign was extended globally (Germany, Brazil, Mexico, Costa Rica…), replicating the videos and actions with local stories.
• The videos went viral through social networks with the hashtag #gfttalents.
• Several pieces are displayed on the international employment website, which also features employee stories and a blog with interviews (gft.com/readytogrow).
• The campaign has been a success both in terms of recruitment and talent brand, marking an expression with its own personality, and in terms of brand recognition by GFT employees, who feel that their contribution as professionals and people is valued.
• The action has been transferred to the way of communicating its EVP “The next big thing? Your career”, providing it with content that brings it closer to the employee and makes the overall EVP more tangible and personal.