Taurus builds local brand identity for $11.18B global technology company HCLTech
HCLTech helps enterprises reimagine their businesses for the digital age
The Industry Challenge
The year 2022 was synonymous with challenges post pandemic. According to a report by Hays Recruitment, 68% of the local technology industry was suffering from skills shortages, and 64% of employers believed the tech skills shortage would impact the effectiveness of their organisation or department.
About HCLTech
One Company leading the way is HCLTech, a $11.18 billion next-generation global technology company that helps enterprises reimagine their businesses for the digital age.
HCLTech delivers holistic services and technology products built on four decades of innovation, leading enterprises with a world-renowned management philosophy, strong focus on invention and risk-taking with a relentless focus on customer relationships.
Taurus accepted an enquiry from HCLTech to take the well-established Indian Company to the Australian and New Zealand market, create a local narrative and educate the market about the brand and its new TechBee initiative.
Taurus sets PR strategy to educate Australians about the HCLTech brand
The Challenge
Already recognised as an Australian employer of choice, employing more than 208k+ professionals globally across 52 countries, HCLTech wanted their voice to be heard at a time when Government and organisations needed to take the tech skills shortage seriously and upskill local talent. Telling the HCLTech story and convincing the media to listen in what was already a crowded space by local born companies was the challenge Taurus readily accepted. Our task was to highlight how HCLTech was addressing a local and global skills crisis with their TechBee program.
Media responds in a positive way to HCLTech's launch of the TechBee Program
The media were particularly interested in how HCLTech was leading the way investing in the future of Australian employees via their own tech upskilling, reskilling and training program, TechBee. The program stood out, not only for attracting new talent entering the professional world but helping reskill more senior and experienced Australians – a previously untapped market.
The media were invited to learn that TechBee was truly the first of its kind in Australia. It offered students global opportunities, training by industry leaders and opened the path for exciting new jobs. The Taurus PR© and Taurus Profile™ offering raised brand awareness of the program and positioned CEO Michael Horton as the face and key spokesperson for TechBee.
Taurus counselled HCLTech on recommendations for influencer marketing and disruptive event activations – from career events, webinars and university talks and workshop activations to highlight the outstanding benefits of the TechBee program for university students to upskill and work towards closing the IT skills gap.
Taurus assists HCLTech rebrand launching new brand positioning
Brand Transformation
HCLTech launched its new brand identity underpinned by the distinct positioning of Supercharging Progress™ that reflects its commitment to clients, its people, communities and the planet.
As HCLTech nears the $12 billion revenue mark, the rebrand enabled the Company to embrace a distinct global brand identity and accelerate the digital transformation for clients contribute to a sustainable planet and uplift local communities across the globe.
Taurus played an active role in communicating these key messages with media and secured HCLTech’s ‘golden egg’, the CMO Magazine. The piece featured Jill Kouri, Chief Marketing Officer of HCLTech in an article on the brand repositioning and how the HCLTech brand has adapted since its origins in the Indian outsourcing boom of the 1990s.
Media reach exceeds expectations
Outstanding Results
The Taurus team created growing interest in HCLTech and established their chief spokesperson as a subject matter expert. The Taurus Bullseye™ was used to create the themes to educate and build media interest. In a short timeframe, HCLTech and Michael Horton have appeared in over 33 media publications, reaching an audience of over 15 million.
The campaign educated and communicated to the local Australian and New Zealand market about HCLTech and established the executive team as thought leaders and spokespeople in the technology industry.
“Today marks a major milestone in HCLTech’s exciting journey as we carve out a distinct brand identity and purpose that will power us – at speed – on this next chapter of our journey. With such a rich heritage, world-class delivery and emphasis on client service, we [HCLTech] will always embody a spirit of flexibility and commitment to being a true partner, in the trenches with our clients every step of the way.”
– Jill Kouri, Chief Marketing Officer, HCLTech
What Taurus did for HCLTech
- Achieved widespread coverage with Taurus PR©
- Taurus Profile™
- PR planning and strategy through the Taurus Bullseye™
- Preparation of extensive media list
- Built brand awareness/recall with key media
- Financial results and reporting
- Ongoing review of media releases
- Thought leadership
- Established key messages
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