GE Capital is a leading global credit and lending organization with $7.5B in net revenues.
In an intensely competitive market for top technology talent, GE Capital was eager to position the company as a great place for rising IT stars to begin and grow their careers. A key objective was to position GE Capital’s global CIOs as transformational leaders.
Through a series of CIO input sessions, we identified a story with tremendous appeal: GE Capital’s innovative Software Engineering Apprenticeship Program (SWEAP), designed in partnership with The University of New Orleans in the wake of Hurricane Katrina to bring talented new hires into New Orleans to address the stricken city’s skills gap at a critical time. To capitalize on the story, we:
- Identified and cultivated a high-profile Forbes reporter covering the intersection of technology, talent, careers, and interesting personalities.
- Developed a plan for effectively telling and “selling” the SWEAP story against the backdrop of a New Orleans in recovery.
- Worked closely with GE Capital and University of New Orleans spokespeople to ensure they could articulate the story effectively, prepping them with talking points and conducting mock interviews.
- Facilitated interviews with university administrators and attendance at a SWEAP class, persuading the client of the benefits of this level of access.
The LPP strategy led to national exposure that clearly positioned GE Capital as an innovative technology employer, including:
- A two-page spread in Forbes magazine on the SWEAP program titled, “The Silicon Swamp: GE Capital Bets It Can Help Turn New Orleans into a Technology Hub One Apprentice Programmer at a Time.” The feature also appeared online.
- Regional coverage, including two pieces in The Times-Picayune and one in The Advocate, giving GE Capital further exposure.
- Company-wide recognition of the successful program, promoting the coverage at a GE Capital all-hands meeting for 4,000 global IT executives.