Helping GE HealthCare scale as a winning employer brand

THE COMPANY

GE HealthCare is a global medical technology company offering pharmaceutical diagnostics and digital solutions. The HTC vertical of GE HealthCare India is the largest research and development center outside the US, developing healthcare solutions worldwide.

KEY BUSINESS DRIVER

GE HealthCare’s motto has always been to build innovative solutions for a healthy future. The company pioneers in fulfilling healthcare’s tremendous potential through groundbreaking medical technology, intelligent devices, and care solutions with extensive R&D and innovation.

KEY RESTRAINT

The healthcare technology sector requires a workforce with highly specialized engineering skills. However, despite a strong brand name, HTC could not attract and retain top professionals in a competitive market which saw them lose top talent to bigger technology giants.

What did we solve for?

Employer Brand Revitalization

InkSpeak closely worked with GE HealthCare India to develop and communicate a clear and compelling Employer Value Proposition (EVP). We highlighted the key differentiators such as:

GE HealthCare’s leadership in developing cutting-edge technologies in AI, diagnostics, and patient care.

Opportunities for growth, continuous learning, and professional development, particularly in high-tech and leadership roles.

Promoted GE HealthCare’s commitment to building a diverse and inclusive workplace culture.

Showcasing policies that support employee well-being, including flexible working arrangements, mental health support, and family-friendly benefits.

Marketing Campaigns to Drive Key Objectives

InkSpeak deployed a data-driven digital marketing strategy to engage the specific talent pools GE HealthCare required. This included:

VoGE (Voice of GE): The VoGE campaign showcased the exceptional talent pool at HTC and their experience working with GE. Personal stories from multi-patent holders established the presence of extraordinary talent at GE.

VIEWPOINT: This campaign comprised leadership articles and opinion pieces based on interviews with executive leadership at GE on the latest technologies, such as AI and ML, IoT, Deep Learning, and so on.

Topical Days: These were a series of posts around crucial technology-related days, and the days associated with the specific technology. These campaigns were designed to capitalize on the buzz and attention these special days generate.

Continuous Learning and Development Campaigns: Highlight opportunities for professional growth and development and emphasize resources like training programs, conferences, and certifications available to employees.

Strategies through Social Media Engagement

We took charge of GE HealthCare India’s social media handles and foresaw:

Consistent Branding Across Platforms: Ensured that GE HealthCare has a strong, unified presence on platforms such as LinkedIn, and Facebook. This included a consistent visual identity, tone of voice, and messaging that reflected the company’s innovation, diversity, and career opportunities.

Daily Posts Management: Designed and posted SMM posts highlighting GE HealthCare’s cutting-edge work in healthcare technology, AI, and medical devices daily. The SMM posts came with relevant hashtags and people tags.

Career Development Highlights: Our company regularly posted about opportunities for professional growth and development within GE HealthCare, including training programs, conferences, and workshops.

Competitive Reviews: Reviewed activities from Siemens and Philips relevant to the healthcare space on their social pages and provided insights about the same which helped GE identify the strengths, weaknesses, opportunities, and threats (SWOT) in the marketplace.

The Outcomes

The social media campaigns significantly helped GE HealthCare India to attract and retain top-tier talent by deploying a well-rounded digital marketing and employer branding strategy.

Looking for a marketing team to scale your growth efforts?

70% Increase in YOY Growth

in Linkedin followers organically within a year.

Engagement Rate over 2000%

organically during the year on LinkedIn.

By creating targeted marketing campaigns, optimizing the candidate experience, and enhancing internal communication, InkSpeak partnered with GE HealthCare to build its reputation as an employer of choice in the healthcare and technology sector.