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Olga Safina is Director of Employer Branding and Employee Engagement for Growe
Attracting and retaining the best talent in the highly competitive iGaming industry is crucial to achieving sustainable business success. This comes with its unique challenges. How can you be sure you’re sourcing the best people for the job. How can you get them to join your company? How can you make sure that they stay with your company for a long time?
You can answer some of these questions in a variety of ways. Growe has found that a strong employer brand is essential to distinguishing a company from its competitors and attracting the brightest and best in the industry. We’ve seen first-hand how a strong brand can transform an organization by attracting top talent and delivering remarkable business results.
Attracting top talent
A strong employer brand can be a powerful magnet to attract top talent. This shows current and future employees what you stand for as a business, your core values, and how it is to work with you. First impressions are important, as the old saying goes. This initial impression can affect whether someone decides to join your business. Take this opportunity to show them all the reasons your company is an excellent employer.
Growe’s HR strategy has always been about highlighting who we are as employers. We have positioned Growe as a leading employer in the iGaming sector by clearly communicating our values and mission. We wanted to ensure that our brand story resonated with potential employees by highlighting both the exciting career options and the supportive, inclusive work environment we offer. This has been achieved in various ways:
Transparent communication: Transparency will help you build a strong relationship with your team. We maintain an open and honest dialogue about the company’s values, goals and expectations at Growe. This builds trust, attracts candidates who share our vision and strengthens our team.
Sharing Success Stories We share success stories from our current employees both internally and externally. (e.g. on the company’s Medium Blog and through “Ambassadors of Growth”, a brand ambassadorship program). We want to showcase their successes and show the opportunities for growth and development at Growe.
Strong online presence: We have a strong presence on various social media platforms, including Instagram LinkedIn and Facebook. This allows us to reach a large audience and increase our visibility.
Impact of HTML0 on business success
It is impossible to overstate the positive impact a strong employer branding has on business success. Employer branding has a positive impact on all aspects of a company, from external reputation to performance commercial and employee engagement. Our focus on Growe’s employer brand has brought us many benefits, particularly in terms of talent recruitment and business performance.
Expanded Talent Pool Our employer brand allowed us to expand our talent pool significantly by more than 25 percent in the past 12 months. We now have more than 1,000 specialists spread across 40 countries. We had over 60,000 unique visitors on our website in 2024, and more than 300 visitors a day. This shows the increasing interest that our company has.
Higher retention rates A strong employer brand fosters loyalty and a sense belonging among employees. We are confident that our company culture encourages employees to pursue their careers and explore new opportunities, which may not be available in other companies. The result has been a reduction in turnover and recruitment costs. We are particularly proud that our internal events and initiatives with a participation rate of 80% have played a key role in this success.
Improved Employee Engagement Engaged employees produce more and are more innovative. Our brand helped us maintain a 82% average employee rate of visits to our internal portal with 31 articles published each month. This engagement leads to higher performance, which contributes to the growth of our business.
Reputation in the Market A reputable employer’s brand is not only important for our internal reputation, but also helps us to be more visible within the iGaming sector. We have established ourselves as a leader in the iGaming industry through our participation in nine external conferences, which included speaking on expert panels and attending as delegates.
Case study: Growe’s success in action
Growe’s journey demonstrates the power of an employer brand to transform. Here are some highlights of our experience.
Internal Engagement : Between June 2023 and June 2024 we organized 103 events within our global hubs with 80% participation. This high level has strengthened our culture internally, fostered a community and brought our team together.
Content creation: Each quarter, our brand ambassadors produced expert articles for our internal portal as well as public industry media. This reinforced our brand’s position of thought leader and innovator.
Publications: In 2024, we published over 20 thought leadership articles in global media. Our partnership with industry-specific media outlets has further enhanced our brand’s presence.
You can see that creating a strong brand for your employer is more than just adding benefits to your employees. This is essential to attracting top talent in a highly competitive industry. Our commitment to creating and maintaining a strong employer brand at Growe has resulted in significant benefits. From expanding our talent pool, to improving employee engagement, to improving financial performance, we have seen a number of positive outcomes. We are confident in our ability to maintain our competitive advantage and achieve long-term success by investing in our employer branding.
