Godrej Properties Limited
Godrej Properties Limited is a renowned real estate company, founded in 1990 under the able leadership of Adi Godrej. Headquartered in Mumbai, it is estimated to develop projects over 89.7 million square feet.
With the aim of building positive engagement for a real estate brand, SPRD identified as well as analysed multiple platforms for positioning the brand to gain maximum impact. Projecting an all-encompassing and holistic image of the brand, building on both business and people strengths, we selected topics that would further strengthen its employer branding. Giving a personal touch to the communication that went out to the consumers, based on respective leader expertise, we integrated thought leadership articles into LinkedIn, as well as across other publications.
Execution Technique & Excellence
For work spanning the period between August 2018 to June 2019, we adopted a content-driven three-fold approach for driving the brand positioning and visibility.
1. Location specific projects: Articles across publications focussed on GPL’s new ventures – An approach that cemented its reputation in catering to a diverse target audience with a presence across locations, from modern city-dwellers to premium occupants.
2. LinkedIn driven thought leadership: Based on geographical locations and designations, each leader had authored articles that showcased an eclectic blend of their personal interests and professional expertise.
3. Brand outlook: Capitalizing on Godrej’s legacy and goodwill, the content pieces revolved around its mission to deliver supreme
customer-centricity. Content crafted emphasized on the importance of making an investment for post-retirement, provided personal experiences, tips on buying property online, and much more; that projected GPL as an industry veteran.
In addition to PR coverages based on individual profiles of company leaders, we did a deep dive into analysis; giving rise to effective recommendations for leaders’ LinkedIn profiles that would further add to the credibility of the individual as well as the brand.
Godrej Housing Finance
The Godrej Group’s foray into the world of home finance, Godrej Housing Finance specializes in home loans and LAP services. As the youngest member of the Godrej Group, the company prides itself on its unique combination of a start-up approach under the umbrella of a legacy brand.
As a newly established company, it was important for Godrej Housing Finance (GHF) to establish itself as a strong employer brand, thereby attracting new and enthusiastic talent on board. While the Godrej Group’s legacy was to be leveraged, it was also important to portray the start-up as an entity of its own that enjoys autonomy and an independent personality, while still aligning to the values of the Group. With LinkedIn as the platform for communication, we strategised and executed a range of campaigns that established the brand voice from scratch. Through value-based posts, hiring initiatives, interactive creatives, images of employees, and much more, we created a truly balanced brand image – One that stood out with its youthful, fresh character, but also remained grounded in the legacy of the conglomerate.
Execution Technique and Excellence
The primary platform for communication has been LinkedIn, from the outset. We started off with this ongoing mandate in November 2019, with an emphasis on leader insights and established Manish Shah and Ruhie Pande, the CEO and the CHRO respectively, as brand ambassadors and thought leaders. The channels ranged from short videos to bite-sized quotes and even book recommendations from these leaders. Alongside these, we also initiated rich value-based communication to spread the message of the kind of team GHF sought to build. With employee stories, hiring initiatives, celebration posts and milestones celebrated, the page garnered a large following in a very short time, as the GHF team gathered increased employees quickly as well. for Ruhie Pande, specifically, we also contribute blogs on an ongoing basis, that have received very positive responses from the HR community.
Our Content strategy and active understanding of the platform has led to a phenomenal increase in the number of organic followers on LinkedIn. The brand has achieved this without spending a rupee on advertising on the platform and we are happy to be a part of this story.