GFT, a multinational specialist in financial services technology and innovation, was faced with the need to generate an employer brand in a sector in which it competes with organizations with an extensive tradition in the world of human resources communication and in an area, technology, in which there is an intense battle to attract talent.

The challenge of building  GFT’s Employer Brand  pursued three objectives:

• Create brand awareness among its target audience and traffic to its employment channel based on a clearly differentiated proposal.
• Generate an emotional connection: “GFT employees should feel proud of the way we talk about our work and who we are”.
• Maintain congruence between GFT’s Employer Brand and brand positioning.

WTC came up with the idea of communicating their Employer Brand in a different way than usual. We proposed that their employees should be the sole protagonists of the brand and talk not only about their talents and the good work they do in the company, but we also wanted them to show their “anti-talents”, those little things that they are not so good at in their lives outside of work.

With this message we managed to combine the idea of the excellence of the company’s employees in producing IT solutions with the human side of the organization, transmitting a differentiating, original feature that brought GFT closer to its employees.

Para transmitir este concepto, el video de la campaña se construyó a partir de vídeos testimoniales en los que los empleados mostraban sus talentos y antitalentos, generando una línea de relato que podía adaptarse a diferentes realidades personales y culturales, a distintas unidades de negocio y a varios momentos en la experiencia del trabajador en la organización.

• 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 current personality, as well as in terms of brand recognition by GFT employees, who feel how 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.