Corporate communications have undergone a significant transformation over the past 2-3 years, evolving into a pivotal function within Global Capability Center (GCC) operations.

From representing the organization externally to ensuring consistency in messaging and safeguarding the global enterprise brand, corporate communications teams now play a vital role in managing both internal and external engagements.

Here’s what our expert analysts had to say on the topic, as we delve deep into the evolving role of corporate communications in GCCs.

Reach out to discuss this topic in depth.

When I began my GCC advisory journey at Everest Group nearly nine years ago—back when they were still called GICs (Global In-house Centers)—corporate communications was barely on the radar for most GCCs, let alone their parent organizations. It was a different world, where the focus was primarily on cost arbitrage and operational efficiencies. Fast forward to today, and the landscape has transformed dramatically. Most GCCs now either have a dedicated corporate communications role or at least a defined responsibility for it, reflecting its growing importance.

With increasing endorsement for the GCC model, deeper integration with global enterprises, and a value-first mindset driving priorities, there is now a sharper focus on talent, branding, Employee Value Proposition (EVP), and ensuring consistent messaging across internal and external channels. Corporate communications has emerged as a critical function at the intersection of these priorities, playing a pivotal role in shaping perceptions and driving engagement.

An analysis of approximately 200 GCCs across sectors reveals that 25-30% (conservative estimate) now have a dedicated corporate communication role, a significant rise from an estimated 10% just 5-6 years ago. Notably, many of these corporate communication leaders are also taking on global delivery responsibilities within the communications domain.

Why corporate communications is now key for GCCs

Corporate communications in GCCs has evolved from being a support function to becoming a strategic enabler. Here’s why:

1. Consistent branding message
   GCCs are increasingly seen as integral parts of the enterprise, not merely delivery partners. This shift requires messaging that aligns the GCC identity with the parent brand, while showcasing its unique capabilities.
2. Bridging global and local branding
   For organizations with commercial operations in India or other GCC hubs, maintaining consistency in branding across the GCC and the local business entity is crucial. Many organizations have established policies or guidelines outlining specifics, such as the number of social media posts that can be posted from official handles each month, their frequency, and the topics they should cover to ensure a cohesive and aligned brand presence.
3. Differentiated talent branding
   In competitive markets, talent branding is critical. Corporate communications play a key role in positioning the GCC as an employer of choice by emphasizing its culture, growth opportunities, and alignment with global standards.
4. Leadership branding
   GCC leaders are increasingly stepping into the spotlight, not only to showcase the center’s capabilities, but also to build personal brands. This enhances their visibility and fosters trust within the enterprise and the industry.
5. Compliance and governance
   As the gatekeeper of the company’s brand, corporate communications ensures that all messaging adheres to enterprise standards, protecting the organization’s reputation and identity.

What’s trending in corporate communications teams in GCCs?

Corporate communications teams in GCCs are now taking cues from global best practices, particularly in the U.S. Here are some innovative approaches:

1. Expanding PR avenues
   From showcasing leadership capabilities at high-profile events to sponsoring local initiatives like marathons or cultural festivals, GCCs are leveraging public relations to promote their brand identity.
2. Driving thought leadership
   GCC leaders are increasingly contributing to industry discussions through blogs, panel appearances, and white papers, showcasing their deep business understanding and expertise.
3. Double-hatting roles
   Many GCC communication teams support both local branding efforts and the global corporate communications strategy, often operating in a shared services model.
4. Centralized governance
   Centralized communication teams ensure consistency in PR, branding, and related policies, maintaining high standards across all communication channels for the global enterprise.

What’s next for corporate communications in GCCs

As GCCs continue to grow in complexity and prominence, the role of corporate communications is poised to evolve significantly. While corporate communications teams may remain lean, their strategic importance will increase, driving greater influence on organizational strategy and culture. With this growing maturity, these teams are now likely to adopt more sophisticated tools and methodologies to measure impact, refine storytelling, and enhance stakeholder engagement.

In the future, corporate communications will likely build stronger collaborations with talent acquisition and Corporate Social Responsibility (CSR) functions, fostering a unified narrative that resonates across employees, candidates, and the broader community.

Additionally, deeper integration with shared services and global delivery roles is expected, with corporate communications leaders increasingly “double hatting” to support global initiatives. This could include the establishment of communications-specific Centers of Excellence (CoEs), that are set up to guide the enterprise on best practices, policies, and innovative approaches.

Collaborating and tapping into the experience and knowledge of those we work closest with, I have also discussed with a number of practitioners, who also share incredibly insightful thoughts on the matter at hand.

Hear from leaders…

“Corporate communications has become a strategic enabler for GCCs today. With a growing emphasis on industry and ecosystem collaborations, it ensures companies actively shape and contribute to broader narratives. Strengthening brand reputation and crisis management remains critical in an era of instant responses. Additionally, corporate communications in GCCs plays a pivotal role in aligning global goals with local contexts, enhancing market relevance. Sustainability and ESG communications now serve as a vital avenue to reflect a GCC’s commitments.

The next evolution? Becoming a proactive driver of business strategy—leveraging AI and data to anticipate trends, engage stakeholders creatively, and lead with purpose. Corporate communications must go beyond storytelling to deliver measurable, lasting impact—through people and innovation!”

– Maithili Iyer Roy – Lead – External Communications and Brand – Amadeus

Furthermore….

“With a rapidly growing and transforming GCC environment, corporate communication professionals will be challenged to:

(i) Build differentiation and a distinctive positioning for their respective GCCs in what is evolving into a very cluttered and competitive market, (ii) Look beyond employer branding as the core focus of their communication plans. The inter-connected and more collaborative external ecosystem requires innovative programs that address a larger audience beyond just talent.

“I also believe that collectively, the communication industry needs to address a deep-rooted misconception that GCCs are only tech focused. Many GCCs have evolved much beyond tech, and these stories need to be told.”

– Melissa Arulappan – Director Communication – Target in India

The evolving role of corporate communications in GCCs reflects the transformation of these centers into strategic powerhouses. As branding, leadership visibility, and talent engagement becomes increasingly critical, corporate communications will remain at the forefront, shaping perceptions and driving value for the organization.

For GCCs, investing in a robust corporate communications function isn’t just about keeping up—it’s about leading the way, and I am really excited to see what 2025 and beyond now has in store for this evolution!

If you found this blog interesting, check out our blog focusing on The Evolution And Growth Of Global Capability Centers (GCCs) And The Critical Role Of Providers | Blog – Everest Group, which delves deeper into another topic relating to GCCs.

To learn more about GCCs and other topics relating to the GBS and Shared Services service line, contact Bharath M (bharath.m@everestgrp.com).

Facilitated by Everest Group

This in-person roundtable will focus on how GCCs are strengthening their value proposition by fostering an innovation-driven mindset to drive impact and growth for enterprises.

Key themes to be discussed include:

• The evolving role of innovation teams within GCCs in driving business, service, and product transformation
• Best practices for scaling and sustaining the growth and impact of innovation teams in GCCs
• Ways to cultivate an innovation-driven culture across teams within GCCs
• Methods to evaluate frameworks and approaches to measure the real impact of innovation initiatives

We invite you to join us for insightful discussions with your peers and our expert analysts. The session will provide valuable perspectives on the future role of innovation teams in GCCs and how India, as a leading global delivery location, continues to play a pivotal role in shaping the innovation program/agenda for the enterprise.

Who should attend? 

GCC leaders, innovation leaders, digital and technology leaders, and operations/functional leaders from GCCs

Roundtable guidelines: 

• Participation is by invitation only
• Attendees are encouraged to actively engage and share their experiences
• The event is exclusive to GCC leaders (no service providers)

When is it happening and where? 

Date and time: 02 December 2024, 10 am – 1 pm IST (roundtable discussion, followed by lunch)

Venue:

Crowne Plaza Today Gurgaon, Sector 29, National Highway-8, Gurgaon – 122001

Request to Attend

The global business services (GBS) landscape is evolving rapidly, and the industry is asking critical questions, including: How are peers structuring their GBS organizations? Is the landlord model gaining momentum? What role do Global Process Owners (GPOs) play? What enabling capabilities are GBS organizations investing in? How is business relationship management integrated within GBS?

Watch an insightful LinkedIn Live session where we’ll unveil findings from a first-of-its-kind, comprehensive study based on interviews with over 50 GBS leaders.

Our GBS experts explored the research findings and share insights on how GBS organizations are planning for success. Participants will learn about key patterns and factors shaping GBS operating structures and better understand how GBS organization’s architectures address challenges.

Don’t miss the chance to watch us discover the trends and shifts driving GBS evolution.

During this collaborative LinkedIn Live session, we discussed:

How are other GBS organizations structured, and is the landlord model becoming more prevalent?
What is the role and placement of GPOs?
Which enabling capabilities are GBS investing in?
How is business relationship management organized within GBS

Facilitated by Everest Group

This roundtable will focus on how Lifesciences GCCs enable technology-powered transformations and maximize strategic value for global businesses.

Key themes to be discussed include:

• The evolving role of Life Sciences GCCs in driving technology transformations
• Tech ownership in GCCs across the Life Sciences value chain
• Investment strategies for emerging technologies and approaches to quantify value
• Optimizing operating structures to help GCC teams enable tech transformations

We invite you to join us for insightful discussions with your peers and our expert analysts. The session will provide valuable perspectives on the future role of GCCs and how India, as a leading global delivery location, continues to play a pivotal role in shaping the life sciences industry, especially in the technology space.

Session Details:

• Date: Friday, November 8, 2024
• Venue: Sheraton Grand Bengaluru Whitefield Hotel & Convention Centre Prestige Shantiniketan Hoodi, Whitefield Bengaluru
• Time: 8:00 a.m. to 11:00 a.m. IST

Who should attend?

GCC leaders, Digital and technology leaders, and Function leaders from Life Sciences GCCs

Roundtable guidelines:

Participation is by invitation only. Attendees are encouraged to actively engage and share their experiences. The event is exclusive to GCC leaders (no service providers).

Request to Attend

Life Sciences GBS

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Life Sciences

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Shared Services membership: https://www.everestgrp.com/memberships/gbs-shared-services-membership/

GBS (Global Business Services) organizations have established themselves as strategic partners for the enterprise – playing a pivotal role in identifying avenues of growth and creating momentum for forward-looking and innovative change. Today, enterprises and GBS organizations are exploring non-traditional approaches – ones that are anchored on customer centricity and outcomes – to take advantage of the GBS model. However, with increased capabilities come increased responsibilities.

Watch our GBS experts for an insightful webinar examining what lies ahead for the GBS model. They discussed the model’s remarkable resilience, its rising preference, and the shifting conversations from a value-first to an outcomes-centric approach. Participants will gain valuable insights into the changing dynamics of GBS and how it plays a pivotal role in shaping enterprise-level strategies.

What questions will the webinar answer for the participants?

• What are GBS leaders’ strategic priorities for 2024?
• How can GBS organizations drive closer alignment with business and the broader enterprise?
• What capabilities will become crucial as part of evolution?
  

Who should attend?

• GBS leaders
• Enterprise executives
• COOs
• GCC leaders
• IT/BPO department heads
• Global sourcing mangers
• GBS / Shared services center heads
• Global services leaders
• Locations heads

October 18, 2023 |
11:00 AM ET

Everest Group is excited to be sponsoring an upcoming webcast with The Conference Board. Everest Group analysts, Abhishek Sharma, Partner, and Bharath M, Vice President, will serve as presenters.

The webcast will focus on the most important pricing and commercial themes observed in the first half of the year, emerging trends and how enterprises can incorporate them into their forward-looking planning for 2024 and beyond.

Register Here

Key Takeaways:

• How has pricing for outsourced services evolved in the first half of 2023?
• How are these trends expected to play out till the end of the year?
• How can enterprises use these to inform their ongoing planning?

Who Should Attend:

• GBS leaders
• Category Leaders
• Strategic Sourcing Leaders
• CIO, IT/BPO Strategy Heads
• Procurement Managers
• Vendor Management Leads

Register Here

WATCH THE LINKEDIN LIVE ON-DEMAND

Everest Group and nasscom will host a dynamic LinkedIn Live event spotlighting the achievements, best practices, and success stories from a few of the 2023 nasscom GCC award winners in the Rising Star and Innovation with Impact categories.

This event will illustrate the transformative path of these GCCs and how they have elevated themselves by strategically integrating innovation, effectively addressing business needs, and successfully delivering significant business impact. Join us as we uncover learnings from their journeys and hear valuable insights from the best in the industry.

The presenters will discuss:
• Strategies to drive innovation to solve challenges and pave the way for sustainable and quantifiable impact
• Approaches to accelerate value for the global enterprise with a high degree of ownership and accountability
• Methods to implement seamless integration within the larger enterprise framework
• Ways to enhance brand presence and elevate the employee value proposition