Employer Branding & EVP Pulse Report 2026

Why GCCs Must Win the Talent Narrative

India’s Global Capability Center (GCC) ecosystem has entered a new phase of talent competition, one where compensation alone is no longer enough.

With over 1,900 GCCs and a workforce exceeding 2.1 million professionals, the talent landscape has become intensely competitive. Crucially, this competition is no longer external, it is increasingly within the GCC ecosystem itself.

ANSR’s Employer Branding & EVP Pulse Report 2026 uncovers what is driving this shift. Based on insights from 3,000+ professionals, combined with extensive market and industry analysis, the report highlights how GCCs must rethink their talent strategies to stay competitive.

The Talent War Is Now Internal

More than 50% of GCC hiring is sourced from other GCCs. At the same time, over half of GCC leaders identify retention as their most pressing challenge.

Compensation has become the baseline, not a differentiator. The real battle is being fought on perception, growth, and experience.

Employer Branding Is Still Underserved

Despite India’s position as the world’s largest GCC hub, only 25-30% of GCCs have made meaningful investments in PR, communications, and employer branding.

This signals a critical gap between strategic intent and execution, especially in a market where talent decisions are increasingly brand-driven.

Career Growth: The Biggest EVP Disconnect

Career growth has emerged as the most significant gap in the Employee Value Proposition (EVP).

• Importance score: 4.62 / 5

• Satisfaction score: 3.63 / 5

This nearly one-point gap underscores a clear misalignment between what talent expects and what organizations currently deliver.

AI Is Transforming Hiring Expectations

AI is reshaping hiring processes, but not replacing human decision-making.

70% of professionals prefer a collaborative hiring model that blends AI efficiency with human judgment. The expectation is clear: faster processes, without compromising trust or experience.

Strong Employer Brands Deliver Measurable Impact

Organizations with strong employer brands can reduce attrition by up to 28%.

In a market where replacing senior tech talent can cost 1.5–2x annual salary, employer branding is no longer optional, it is a business-critical investment.

Build a Future-Ready EVP

The findings make one thing clear: GCCs that win the talent narrative will lead the next phase of growth.

This report provides actionable insights on how to:

• Close critical EVP gaps

• Strengthen employer brand positioning

• Align talent strategy with evolving workforce expectations

Download the full report to understand how your GCC can build a differentiated, future-ready employer brand.