In the last decade, Diversity, Equity and Inclusion (DEI) has shifted from a “nice-to-have” to a critical component of any successful hiring strategy. This change is particularly evident in the iGaming sector, where the industry’s rapid growth and increasing competition for skilled talent have made DEI not only essential for organisational culture but also a significant factor in attracting and retaining top talent.

 

A PwC Future of Recruiting survey revealed that 62% of job seekers are more likely to apply for a job at a company openly committed to improving diversity and inclusion, with this figure rising to 72% among C-suite candidates. For iGaming organisations, where attracting high-level talent is key to sustaining growth, these figures underscore the importance of integrating a transparent and proactive DEI strategy into every stage of the recruitment journey.

 

The Evolving Role of DEI in Talent Acquisition

Across many industries, DEI has evolved to become a strong pull factor for candidates. Today’s talent is looking beyond salary and benefits—they want to work with companies that share their values and reflect the diversity they see in society. The desire for an inclusive workplace is particularly pronounced among senior-level candidates who often have the influence to enact change and are therefore drawn to organisations where they feel aligned with the company’s culture and mission.

 

For companies that may not have yet prioritised DEI, it’s crucial to understand that a proactive commitment to diversity isn’t just about policies on paper. It’s about visibly demonstrating that DEI is woven into the fabric of the company culture. Here are four ways companies in the iGaming sector can create a strong DEI brand that resonates with top candidates.

 

1. Commit to Transparency and Consistency in DEI Efforts

To be genuinely attractive to candidates, DEI initiatives must be visible, authentic, and consistent. Job seekers are savvy, and they can distinguish between companies that are committed to DEI and those that treat it as a checkbox exercise. Ensure that your DEI efforts are well-documented, communicated across all channels, and backed by tangible actions. This could be as simple as sharing diversity metrics, DEI initiatives, or even including employees’ voices and stories that reflect an inclusive environment.

 

Practical Tip: Use your company’s online presence—website, LinkedIn, and job portals—to showcase your DEI journey. Regular updates on goals, achievements, and initiatives can strengthen your credibility and make a lasting impression on candidates who share these values.

 

2. Design an Inclusive Recruitment Process

Candidates start forming impressions of your organisation from the very first interaction. A recruitment process that reflects inclusivity can set the right tone. This might include using blind CVs for initial stages, ensuring diverse hiring panels, or offering flexible interview options for different needs. By embedding inclusivity into recruitment, you not only open doors for a broader pool of candidates but also show that your organisation values diversity in practice, not just in policy.

 

Consideration for iGaming Companies: iGaming’s global nature means that top talent comes from diverse cultural backgrounds. An inclusive recruitment process that respects and celebrates these differences sends a powerful message to candidates, especially those looking for organisations where they can be themselves.

 

3. Engage Leaders in DEI Initiatives

With 72% of C-suite candidates more likely to apply to companies with a visible diversity and inclusion commitment, it’s clear that senior leadership engagement in DEI is essential. Candidates want to see that DEI is not just an HR responsibility but a company-wide priority. When senior leaders advocate for diversity and make it part of the organisational goals, it reflects an authentic, company-wide commitment. These leaders serve as champions for an inclusive culture, setting an example that resonates across all levels of the company.

 

Insight: Encourage C-suite executives and senior managers to take an active role in DEI, whether by speaking at industry events, sharing personal insights on DEI initiatives, or participating in company diversity training. This visibility can inspire trust and confidence in candidates considering your organisation.

 

4. Build a Culture That Prioritises Inclusivity and Belonging

While attracting diverse talent is important, retaining them is equally critical. Organisations need to build a culture of belonging, where employees feel valued and respected. Creating employee resource groups (ERGs), conducting regular DEI training, and encouraging open dialogues on diversity are all ways to embed inclusion into everyday operations. Candidates are more likely to stay with an organisation where they feel a genuine sense of belonging and can contribute to building an inclusive workplace.

 

Long-term Impact: When candidates see a strong, inclusive culture during the recruitment process, it reassures them that they’ll be joining a company where they’ll be supported and celebrated. For iGaming companies, creating this environment helps to future-proof the organisation with a resilient, engaged workforce.

 

The Strategic Advantage of DEI in Recruitment

Beyond the moral imperative, DEI has become a clear business advantage. Companies with strong DEI frameworks tend to experience better employee engagement, greater innovation, and improved decision-making—all crucial for the fast-paced iGaming sector. By prioritising DEI, you’re not only meeting candidates’ expectations but also building a resilient, competitive workforce capable of navigating industry shifts and leading change.

 

In an industry where talent is a critical differentiator, a strong DEI commitment doesn’t just benefit current employees; it appeals to the next generation of talent and creates a sustainable foundation for growth.

 

At Pentasia, we’ve seen how an authentic, values-driven approach to DEI can transform recruitment and talent management outcomes. If you’re looking to enhance your DEI strategy to attract top iGaming talent, let’s discuss how we can support you in creating an inclusive, high-performance team.

 

Contact us today.