Heidi Arkinstall, Chief Marketing Officer at G-P
By Exec Edge Editorial Staff
G-P is a leader in the Employer of Record (EOR) industry and helps companies hire talent globally powered by its AI-driven, automated, global employment platform and supported by in-house HR experts worldwide. After 10 years, G-P has today re-launched its brand to reflect the company’s ongoing commitment to breaking down barriers to global business and enabling employment opportunities for everyone, everywhere.
ExecEdge sat down with Heidi Arkinstall, Chief Marketing Officer at G-P, to discuss what inspired the company’s new branding and positioning, how companies in any industry can successfully hire globally to scale their business, and how borderless talent is the Future of Work.
Tell us about G-P’s journey and momentum thus far – and how that inspired the re-launch of the brand? Why did you choose now to re-launch?
G-P was founded on the mission of making it possible to hire employees around the world quickly and compliantly. Back in 2012, our founder, Nicole Sahin, realized that the ability to hire great talent shouldn’t be limited by physical location, which is why G-P aims to unlock opportunity for growing companies and talent through our Global Employment Platform™. Our SaaS-based Global Employment Platform™ shifted the paradigm to enable companies to find, hire, onboard, pay and manage team members across the globe, eliminating the hassle of setting up local subsidiaries or branch offices – and we’ve been seeing demand for this technology explode as the world shifts to remote-first work.
The past few years have proven that people can work from anywhere, be highly productive, and deliver remarkable results so we’re doubling down on our mission and continuing to drive innovation through our platform to enable what we call the ‘everywhere workforce’. It’s clear that the future of work of work is here, and the work that G-P is doing to offer greater access to talent, the ability for companies to scale remote teams and grow revenue faster anywhere in the world, is more important than ever before.
Can you explain the meaning behind the new look and feel of the company?
We’re in an environment where our category, customers, competitors, and culture are all shifting rapidly, and it’s important that our branding keeps up with and ideally, ahead of those changes. We created this category, and we continue to lead it, so it’s important that our brand continues to reflect that leadership.
As we reimagined the brand, we wanted to evolve our identity in a way that draws from where we’ve been but reflects us as the innovative, tech-forward company we are and expresses itself in a way that is more modern, vibrant, and bold. Our color palette draws inspiration from the sun, sea, land and sky.
We’ve retained our globe icon which embodies our name, but have but refined it to 24 rays, representing the hours of the day, made of three interlocking circles which reflects the partnership approach we take with customers and talent. When the logo animates, it moves from right to left, reflecting the movement of the sun from east to west.
We have evolved our naming to refer to ourselves by our initials, G-P. The hyphen ‘locks in’ to our G-P monogram representing connection.
Globalization Partners has been established for over 10 years and pioneered the Employer of Record industry. How does this re-imagined brand better represent the company?
As soon as I started with the company, it was clear that internally, we referred to ourselves, as G-P. Let’s be honest, it’s just easier to say! We started building that into how we referenced ourselves in our external communications so as we undertook the rebranding work, it made sense to fully evolve our brand name to G-P.
Re-launching ourselves as simply, G-P, gives us the opportunity to re-express the meaning behind our name, which we’ve articulated though our new tagline — “Global Made Possible”. It reflects our goal of being the go-to partner for companies that want to grow beyond conventional borders and boundaries.
The new brand exemplifies our corporate values which are to:
- Be transformative: We courageously lead the charge, reinventing ways of thinking, working, operating, and scaling a global, remote workforce. We are unafraid of pushing the boundaries of what’s possible.
- Be universal: We enable growth and opportunity across a range of businesses, industries, and countries. We are open-minded, culturally intelligent, and inclusive.
- Be partners: We don’t brag, we help. We lead with our deep understanding while keeping our customers’ best interests at heart.
As we enter our next phase of growth, we’re excited to align our key stakeholders with our mission and our long-term vision to unlock access to new opportunities to create a world that taps into the fullest of human potential.
More broadly, the past few years have shown an increased appetite for businesses to hire globally – gaining access to talent everywhere and adopting a global mindset. What are some of the trends that G-P is seeing?
We’re seeing more companies turn to technology to help them hire, especially on a global scale. They’ve shifted their mindsets around hiring and recognize that talent searches and job roles don’t need to be restricted to how close you are to a company’s physical headquarters – and that’s changed the game for everyone. And now with tumultuous factors, including, “The Great Reset”, quiet quitting, and economic uncertainty, having an impact globally, it’s important for companies to expand their talent pool, including in countries that they might not have established a presence yet. Geography isn’t a barrier if companies leverage the right partner and technology platform to build and manage global teams.
What’s next for the company?
G-P has always been an innovation-driven company striving to break down barriers to growth and opportunity. We strongly believe in the phrase “behind every hire is a human being” and work to ensure that our technology benefits people on both sides of the equation – companies and talent. We’re a technology-driven company, but we never want to lose sight of the human component to this industry. As the leader in the EOR category, our plan is to continue driving innovation though our platform, product and people and we have some exciting updates to our products coming in the near-future.