Case Study: CGI achieves scalable AI-driven talent content and 250% advocacy growth with The Martec

How A 90k+ Employee Global Consultancy Firm Used AI Talent Marketing

CGI, a 90k+ employee global IT and business consulting firm, faced a one-person Talent Brand team and struggled to produce consistent, targeted employer-brand content at scale—agency work was costly and slow, workflows could take up to two months, and benchmarking ROI was difficult. To address this, CGI partnered with The Martec and its AI-driven talent marketing platform to scale authentic employee storytelling and advocacy.

The Martec automated content creation, employee video and copy collection, advocate recommendations, translations and recruiter-ready assets, eliminating long production delays and enabling targeted campaigns for graduates, cybersecurity and women in tech. The results: 400+ employees creating and sharing content, 700+ employee responses, a 250% increase in advocacy, an average of 35k impressions, ~15 employee reposts and ~10 comments per post, and substantially lower cost versus agencies—accelerating hiring and improving measurable social ROI for CGI.

CGI

David Phillips

Director of Talent Brand and Recruitment Marketing