Research reveals that 33% of C-suite candidates are willing to take a pay cut to work for a mission-driven company that aligns with their ideals—a powerful insight that challenges the traditional assumptions about what leadership talent prioritises when considering a career move. Purpose is becoming as important as compensation. 

Why Leadership Candidates Value Purpose

Leadership roles demand not only expertise and decision-making but also alignment with an organisation’s values and vision. For many leaders, the opportunity to make an impact outweighs the benefits of a higher paycheck - particularly when it comes to moving jobs. A company with a clearly defined mission that resonates with their ideals can be a compelling proposition, offering them the chance to shape meaningful change and leave a legacy. 

In iGaming—a sector often characterised by its fast pace, high stakes, and intense competition—this presents a unique challenge. Leadership candidates are looking for more than just a lucrative role; they want to work for companies that contribute to broader societal or industry goals. The ability to articulate and live these values authentically is a critical differentiator when attracting and retaining top talent. 

Defining “Mission-Driven” in iGaming 

A mission-driven company in iGaming doesn’t just focus on revenue growth and market share. It’s a business that stands for something bigger, with clear goals that extend beyond financial performance. For example: 

• Promoting Responsible Gaming: Advocating for player welfare and implementing robust tools to prevent problem gambling. 
• Driving Innovation: Leading advancements in technology, creating cutting-edge experiences for players, and setting industry standards. 
• Nurturing Diversity and Inclusion: Building an inclusive culture that values diverse voices, not just within the company but across the industry. 
• Supporting Local Communities: Contributing to community development through sponsorships, education initiatives, or charity partnerships. 

However, being mission-driven requires more than just a public statement. Authenticity is paramount. Companies need to demonstrate a genuine commitment to their values through their actions, decision-making, and company culture. Candidates, particularly at the C-suite level, are adept at recognising when these values are superficial. 

Challenges for iGaming Companies 

The iGaming sector faces unique challenges when it comes to establishing a mission-driven identity. Negative perceptions around gambling’s impact on society, regulatory scrutiny, and the need for constant innovation can make it difficult for companies to communicate their values effectively. For some iGaming companies, this can be an obstacle to engaging prospective leaders and may need resolving before they can really compete for the talent that does prioritise working for organisations with a clear, authentic, and purpose-driven mission. 

While these conversations need to be had at board level, to overcome these hurdles, businesses must focus on transparency and proactive engagement: 

• Transparency in Practices: Demonstrating ethical behaviour and compliance with regulations builds trust and credibility. 
• Proactive Communication: Engaging stakeholders, including candidates, with clear messaging about the company’s mission and achievements. 
• Industry Leadership: Taking a visible stand on issues like responsible gaming or technological ethics to position the company as a force for positive change. 

Leveraging Mission and Values in the Candidate Experience 

For those iGaming companies that have a clear and authentic mission, that mission and values should be integrated into every stage of the candidate experience. Here’s how to do it: 

1. Tailored Messaging

During recruitment, emphasise the company’s mission and the leadership role’s potential to contribute to it. Use authentic examples, such as projects or initiatives, to illustrate how the company is making an impact. 

2. Engage Candidates in the Mission

Give leadership candidates opportunities to experience the company’s values firsthand. This could involve meeting team members involved in mission-critical projects or seeing how the company’s initiatives have delivered results. 

3. Align with Leadership Aspirations

Understand the candidate’s personal values and career goals. Highlight how the company’s mission aligns with their ideals and offers opportunities for them to make an impact. 

4. Build an Authentic Employer Brand

Consistently showcase the company’s values through social media, thought leadership, and public relations. Ensure that the employer brand reflects a genuine commitment to the mission, not just marketing spin. 

The Long-Term Benefits of Mission-Driven Recruitment 

While the 33% statistic suggests that a significant proportion of prospective c-suite candidates are willing to take a pay cut to work for mission-driven companies, we anticipate that this group will continue to grow. This is particularly relevant for leadership talent coming into the iGaming industry from related sectors like payments and eCommerce, who are looking for factors that differentiate potential employers and give them a compelling reason to make a move. 

By defining and authentically living their mission, companies can differentiate themselves and attract leaders who are not just skilled and experienced, but also deeply committed to driving meaningful impact. 

If you’re looking to attract leadership talent that aligns with your company’s mission and values, it’s worth reflecting on how your recruitment strategy communicates your organisation’s purpose. Contact us today to explore how you can align your candidate experience with your core mission, and build a leadership team that’s not only skilled but also passionate about driving meaningful change.