GVC tackles internal silos with new employer brand campaign
London-listed operator launches “For the Good of Entertainment” to weave together internal brands
GVC has launched a new employer brand campaign called “For the Good of Entertainment” to showcase career opportunities externally and help bring the company together internally.
The new employer campaign will seek to address employee fragmentation at the operator, with the aim of knitting together the Ladbrokes Coral, Gala, bwin and Foxy brands under the GVC umbrella.
For the Good of Entertainment will also focus on promoting diversity and inclusion at the London-listed firm, while attracting new talent.
GVC director of resourcing Graeme Johnson told EGR Intel: “Internally there was a bit of confusion around who people actually worked for, due to the fact we had two very strong brands in Ladbrokes Coral and GVC.
“We conducted a huge piece of research across all our brands and locations to figure out what unites us as a group in terms of company culture.”
According to GVC, “For the Good of” is a nod to the operator’s aspiration to lead responsible gambling initiatives within the industry, while “Entertainment” was chosen to address negative media coverage of the sector and to reiterate that gambling is first and foremost a leisure activity.
https://www.youtube.com/watch?v=Sra0ttLjOXM
Johnson said: “We have a great story and we want to focus on the fact we provide entertainment and enhance experiences.
“The entertainment part also alludes to the pace of working for GVC. If you work in tech here then you will cut your teeth on truly market-leading technology, so if you make it here, you can make it anywhere.
“We still want people to be passionate about the brands that they work for. If they work in a shop for Ladbrokes Coral or for bwin in Vienna then be proud of that, but the career proposition you have is with GVC.”
GVC’s head of US trading Dave Main
GVC highlights the career trajectory of several employees as part of the campaign, including head of US sports trading Dave Main.
Main began his career in the customer services department of Sportingbet back in 2000.
“We want to showcase our international, multi-brand career opportunities,” added Johnson.
Rival UK bookie Paddy Power Betfair launched an external recruitment campaign to challenge employer brand perception in June.