iGaming is a growing and highly regulated market that represents a real challenge for many companies to enter. At the same time, it’s a golden grail for all go-getters with unconventional mindsets. If you find it fascinating to work with different obstacles in your professional life, it’s becoming a source of huge income.

Alexandra Voronetskaya, the Chief Marketing Officer at EvenBet Gaming, was invited as an expert to “The Gaming Boardroom” podcast. She shared valuable insights on how to attract professionals to the iGaming industry and build an inspired and hard-working team where every individual becomes the company’s ambassador. 

HOW TO ATTRACT TALENT? 

Professional experience outside the iGaming industry brings a completely different point of view on how information is perceived and used in marketing tools. These tools help create non-standard, special products that are tailor-made for a certain market. 

1. Always honestly tell people about all the hardships and obstacles they can meet while working in this industry. 
2. Share the benefits and growth opportunities of working in the growing market.
3. Find go-getters, achievers, and people with the same mindset looking for challenges. 

Managing a group of people who come from different backgrounds, experiences and age groups, and are based all over the world within various cultures, takes a lot of management. However, connecting with people from highly regulated spheres, such as spirits, for example, may be beneficial for both them and the company in the iGaming sector. These creative professionals are already used to overcoming regulation issues and know the path to success. 

At EvenBet, like in poker, we are eager to try something new, move forward, and take risks. Leading and differing from competitors takes a lot of energy, but you can succeed by recruiting a diverse workforce that includes men, women, and people of any gender and culture from all over the world. 

HOW TO MANAGE A REMOTE TEAM

Managing diverse teams takes plenty of communication.  At EvenBet, we have managers based in France, Asia, and South America who come from different cultural backgrounds. And a completely remotely working marketing team located in different time zones across five countries. Despite that, we still successfully bring everyone together around one brand.

There are definitely some peculiarities in our communication. We face and have to deal with detecting early stages of burnout and mental issues. The best solution here is to be in touch constantly and confirm for the whole team a couple of rules that will help everyone be on the same page and actually feel every team member’s emotional status.

1. The ground rule is to use emojis 🙂 They bring a sparkle of joy and a smile to your colleagues and are essential for fruitful communication without any obstacles. 
2. Switch on the camera. Today’s businesses have many online meetings where marketing is impossible without emotions. If you switch on the camera, you can see each other exchanging positive energy and better understand the project’s idea.
3. Blend offline and online meetings. Bring the whole team together, which is crucial for team spirit and energy. At EvenBet Gaming, we have scheduled a 15-minute coffee time meeting every week on Friday. It has become a tradition to chat, get to know each other, and never talk about work. 

It’s also essential for remote teams to have feedback sessions with their leaders, discussing the positive impact they had this month and what the next step of their career development is. 

UNVEILING LEADERSHIP IMPACT 

If we are speaking about brand strategy and how it helps to work with leadership and improve HR issues, we should consider that the HR brand strategy is a part of the company’s branding strategy. When you have a good, well-perceived brand of your company with high brand awareness, you will have plenty of applicants only announcing that you are hiring. These people want to work for a company that creates unique products. With the help of a good branding strategy, you can attract better candidates with high hard and soft skills.

Companies with bigger brands that are better established in the market have higher chances of attracting candidates. But if you are at the starting point, create a unique, valuable selling proposition. It’s also a good decision to shake the community. Go to the professionals in the needed sphere, share the values of the company and the kind of market you are working with, and ask for recommendations. Now, when we live at the centre of tribe culture, and the basis of everything is feedback, it’s an awesome tool to ask for advice. 

One of the company’s values at EvenBet is trust. From the very beginning, we trust the team and any applicants we have. You’re halfway to success if you can create a brand that stands for something. The people that you employ bring the brand to life as they’re the ones who write the words for adverts, clients, and press releases. They’re the ones that the public sees. It’s crucial to create a brand culture and presence built on things like trust and authenticity. If you consistently drive that message through and nudge your team members all the time, then building that brand environment and culture is becoming gold dust. 

CONCLUSION

Bringing in professionals outside the iGaming industry relies on cultivating a dynamic and inclusive workplace culture. Companies like EvenBet Gaming show that using different professional backgrounds can boost creativity and strength. By clearly sharing the industry’s challenges and benefits, businesses can attract motivated people ready to face regulatory and market issues. This strategy brings new ideas to the company and helps develop unique products that excel in the competitive iGaming market.

Furthermore, a strong, value-driven brand presence attracts professionals who are not just employees but ambassadors of the company’s vision and ethos. This happens thanks to a combination of marketing campaigns that present the brand from the right perspective. During the podcast, Alexandra Voronetskaya and Kate Chambers also discussed the role of marketing in HR strategy, what stands behind the brand name, and why social media plays a crucial role during the recruitment process. All these and much more can be found in our recent podcast.