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

Background

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.

Brief

  • 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.

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.