Zillion Games' CMO, Kseni Viatkina, and HRD, Irina Rimmel, share their experiences on how a strong employer brand attracts top talent, fosters lasting partnerships, and drives business growth in the competitive iGaming sector. The executives explain that aligning HR strategy with marketing can position companies as industry leaders and secure the best minds for success.
What role does the employer brand play in the success of an iGaming company and how does it affect your specific department?
Irina Rimmel
- The employer brand plays a significant role in attracting and retaining top talent in iGaming. At Zillion Games, we understand that in such a fast-paced and innovative sector, it's important to stand out and show that we are a place where people want to work.
When a company has a strong employer brand, the hiring process becomes easier. We can communicate with candidates in a more personal way, building real connections. At Zillion Games, we strive to be open and honest in our communication, sharing what's important to us and what we value in people. This not only helps attract new talent but also contributes to the company's growth and strong relationships within the team.
Kseni Viatkina - A strong employer brand enhances overall brand awareness, positioning the company not just as a desirable workplace but also as a trusted industry leader.
For a CMO, this translates into significant advantages. First, it increases the visibility and credibility of the company in the market, making it easier to attract and engage potential partners. Companies with a strong employer reputation naturally attract more interest, facilitating partnerships and collaborations that would otherwise require extensive outreach efforts.
Moreover, a well-conceived employer brand also supports talent acquisition, ensuring that the organization attracts top-notch professionals who, in turn, contribute to innovative campaigns and business growth.
What challenges do you face in attracting top talent in the competitive iGaming sector and how does a strong employer brand help overcome these challenges?
Irina
- At Zillion Games, attracting top talent in the competitive iGaming sector is always a challenge due to the high demand for skilled professionals. Many candidates are looking for companies where they can make a real impact, not just follow instructions. They want the freedom to bring their ideas to life without unnecessary bureaucratic barriers.
We create an environment where teams have autonomy to influence processes and make important decisions. For example, our teams often define how the development process will be structured and what decisions should be made, which allows us to work more quickly and flexibly. This approach helps us attract talented individuals who seek more decision-making freedom and the opportunity to grow within the company.
Kseni - Attracting top talent in the competitive iGaming sector brings its challenges, especially in meeting the expectations of marketing professionals. Many candidates seek roles where their ideas can be implemented without unnecessary delays, but larger or more structured companies often face internal barriers to executing new initiatives quickly. This can lead to frustration and hesitation from creative specialists considering such roles.
At Zillion Games, as CMO, I see this as an opportunity to differentiate our company. As a young and agile organization, we are committed to providing our marketing team with the freedom to propose and test innovative hypotheses, shaping strategies that resonate with our audience. This openness empowers specialists and creates a sense of ownership in their work, making us an attractive choice for top talent.
For example, we recently hired a talented marketing professional who joined us with fresh perspectives and a deep understanding of audience engagement. Although we have not fully implemented her ideas yet, we are actively integrating her vision into our long-term planning. Our goal is to launch a bold new marketing strategy in 2025, demonstrating how Zillion Games values innovation and collaboration to drive future success.
Can you share a recent example of an employer branding initiative or campaign that generated significant results and what lessons were learned from it?
Irina
- A successful employer branding initiative involved sharing real employee stories: how they overcame challenges, worked on projects, and celebrated achievements. We used short videos and social media posts to show the real day-to-day, rather than an idealized version.
The campaign was successful because it was authentic. We showed what it's like to work here, resonating with both candidates and current employees. The main lesson: authenticity matters. It helped attract great talent and made the team proud of their work.
Kseni - A recent example of an employer branding initiative that yielded significant results was our recognition at the EGR Italy Awards, where we won the "Rising Star" category. This achievement not only elevated our brand's visibility in the industry but also served as a powerful endorsement of our company's growth and potential.
From a marketing perspective, this award reinforced our reputation as an innovative and fast-growing player in the iGaming space, which directly impacts our employer brand.
Source: GMB
