London, UK
London, UK
The Stars Group / FOX Bet


The Stars Group is a Canadian gaming and online gambling company traded on Nasdaq and the Toronto Stock Exchange and headquartered in Toronto, Ontario.

The Stars Group is the ultimate owner of industry-leading gaming brands such as PokerStars, BetStars, Full Tilt, and through its partnerships also the FOX Bet & Sky Bet gaming brands. Collectively, these and other brands of The Stars Group have millions of registered customers globally, forming one of the world’s largest publicly listed online gaming companies.


  • Activating employer brand to support the hiring of marketing talent in the US for FOX Bet.
  • Running campaigns to support the need to staff up technology talent in a highly competitive UK location.
  • Create general employer brand awareness of The Stars Group and FOX Bet.
  • Drive qualified applicants to the career site, to learn more and apply.
  • In parallel, developing an EVP for FOX Bet to underpin a long-term talent strategy.

What we did

  • Conceiving, creating and running advertising campaigns with the objective of attracting talent.
  • Managing activation across Google, LinkedIn, Instagram, Facebook, Spotify and more.
  • Creating landing pages for specific talent personas to apply directly to the company ATS.
  • Gathering, analyzing and reporting on status and campaign results.


  • The number of applications to The Stars Group / FOX Bet has doubled.
  • Crucially, the quality of candidates has stayed the same after the amount doubled.
  • Awareness of both The Stars Group and FOX Bet as employers has increased dramatically.
  • Link Humans has been appointed to develop the EVP of FOX Bet, to further enhance the talent attraction strategy in the US.