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- Parent company GE had been challenged by more digitally-orientated competitors and the inconsistencies associated with decentralized software development groups across the enterprise
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- The business required simultaneous commitment to building a new platform and to becoming an early leader in the Internet of Things
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- GE wanted to launch a new software division in a new location with a new management team, and to acquire the needed staff while taking on these development challenges
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- Specifically, GE Digital required a rapid buildout of its software development team, needing to add nearly 1000 software development staff in a very short timeframe
- Lacking a track record in the digital space, GE’s employer brand had limited engagement with software developers
- It required appropriate levels of visibility, accountability and risk mitigation to satisfy corporate concerns