Uber: Tech turnaround

Uber, a transport company, launched a campaign in India to support hiring and retaining top tech talent, position the brand as a preferred employer and dial-up tech quotient in media stories.

Situation Analysis

Uber, a leader in the ride-sharing industry, despite its continued growth in India marked by its foray into new cities and expanded offerings, faced a unique challenge. Seen as a 'taxi-hailing' app, its technology leadership was often missed in public discourse. This resulted in low visibility in industry forums and media stories. But more importantly, Uber was not seen as a first choice by top tech talent looking to join a 'Big Tech' company. This led to low applications to open tech positions, which hurt the company's big bet on Indian tech talent.

Uber's 'Tech Turnaround'...

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