Reputation Over Brand: Why iGaming Employers Must Prioritise Their Reputation to Attract Top Talent 

In PwC’s Future of Recruiting survey, 71% of candidates stated that an employer’s reputation matters more to them than its brand. In the iGaming sector—an industry marked by strict regulations, high customer expectations, and global scrutiny—this insight is particularly significant. A company’s reputation isn’t just a marketing or customer concern; it’s a key factor in attracting and retaining the talent required to thrive in this dynamic market. 

Why Reputation Matters in iGaming Talent Acquisition 

For candidates in iGaming, reputation often carries more weight than in other industries. The regulatory complexities and societal perceptions surrounding gambling make it crucial for professionals to align themselves with reputable employers. Employees are acutely aware that their career trajectories can be influenced—positively or negatively—by the reputation of the companies they work for. A strong positive reputation enhances their professional credibility, while a poor one could limit future opportunities. 

Additionally, being a well-known brand in the iGaming space doesn’t always translate to being an employer of choice. PwC’s survey revealed that while only 33% of candidates would apply to a company they’d never heard of, most agree that a good reputation outweighs brand recognition. This indicates that even lesser-known companies can level the playing field if they actively cultivate a positive reputation in the market. 

The Double-Edged Sword of Brand Visibility 

Famous brands attract attention, but with increased visibility comes heightened scrutiny. Negative employee experiences, candidate frustrations, or high-profile organisational missteps are more likely to be amplified online through platforms like Glassdoor, LinkedIn, or industry forums. Social media can rapidly spread criticism, and in a sector as public-facing as iGaming, bad press can impact both customer trust and employee morale. 

Managing reputation isn’t just about damage control; it’s a proactive process. For lesser-known iGaming companies, this represents an opportunity to compete on equal footing with established names by creating a strong and authentic narrative about their workplace culture and values. For better-known brands, it’s a reminder that their visibility demands a heightened focus on delivering consistently positive employee and candidate experiences. 

Candidate Experience and the Power of Word of Mouth 

An organisation’s reputation isn’t solely shaped by its current employees. Candidates also play a significant role in how a company is perceived. According to another statistic from PwC’s survey, 56% of candidates would actively discourage others from applying for a role if they had a poor recruiting experience. This underscores how critical it is to treat candidates with respect, transparency, and professionalism throughout the hiring process. 

On the flip side, candidates who have a positive recruitment journey—whether or not they ultimately join the company—become advocates, sharing their experiences with their networks and enhancing the company’s reputation in the talent market. 

5 Ways to Build and Protect Your Employer Brand and Reputation 

Here’s how iGaming companies can leverage a strong reputation and mitigate risks: 

1. Monitor Online Feedback

Regularly review platforms like Glassdoor and LinkedIn to understand what employees and candidates are saying about your organisation. Use these insights to address recurring issues and improve processes. 

2. Enhance the Candidate Experience

Ensure that your hiring practices reflect your company’s values. Communicate openly, provide timely feedback, and respect candidates’ time and effort. A well-handled rejection can leave a positive impression. 

3. Showcase Employee Stories

Highlight authentic employee testimonials that reflect your culture and values. These stories resonate with candidates and help them envision their potential experience at your company. 

4. Align Internal Practices with External Messaging

A disconnect between what you promote as your culture and the actual employee experience can harm your reputation. Be authentic in your messaging and ensure that your internal practices align with your stated values. 

5. Address Issues Proactively

If negative feedback arises, respond constructively. Address concerns openly and demonstrate a commitment to continuous improvement. This not only mitigates potential damage but also shows that your organisation values feedback. 

Turning Reputation Into a Strategic Advantage 

For iGaming companies, your reputation is a strategic asset. By focusing on building an authentic, employee-centred culture and ensuring a positive candidate experience, organisations can not only attract top talent but also retain it. Reputation doesn’t just help you hire—it helps you build teams that are aligned with your values and committed to driving your business forward. 

If you’re ready to take your talent acquisition strategy to the next level, let’s talk. At Pentasia, we help iGaming companies build reputations that attract the best in the industry and drive long-term success.