As a consultant at Pentasia for the last 10 years, I’ve seen an increasing trend in what candidates prioritise during the recruitment process. Today, according to a PwC study, 72% of candidates won’t accept a role until they fully understand the work culture. This trend highlights how culture has become a critical driver for employee engagement and an essential element of the candidate experience. 
For the iGaming sector, which is evolving and maturing at a rapid pace, work culture is no longer just an afterthought—it’s becoming a decisive factor in attracting and retaining top talent. 

Why Culture Matters in iGaming Recruitment 

Culture influences how employees engage with their roles, their teams, and the company’s mission. A well-aligned culture nurtures collaboration, innovation, and loyalty, while a misaligned culture can lead to disengagement and high turnover. Increasingly in the iGaming sector, culture is becomming the deciding factor that sets leading companies apart. 

As the sector continues to mature, candidates increasingly view employers through the same lens as tech or eCommerce companies. They want transparency and want to know: What does it feel like to work here? Will I fit in? Does this environment align with my values and expectations? 

How Leading iGaming Companies Differentiate Through Culture 

Forward-thinking iGaming companies are taking proactive steps to embed culture into their recruitment strategies. Here’s what they’re doing to stand out: 

1. Aligning Employer Brand With Culture: These companies don’t just talk about culture—they live it. They ensure their employer brand reflects their authentic values and day-to-day work environment, from job postings to company social media. 
2. Providing Firsthand Experiences: Many companies are giving candidates opportunities to experience their culture during the hiring process. This might include informal team introductions, tours of the workplace, or collaborative exercises that simulate real job scenarios. 
3. Making Culture Central to Onboarding: The work culture doesn’t stop at recruitment. Successful onboarding programs immerse new hires in the culture from day one, reinforcing their decision to join and setting them up for long-term success. 

By integrating culture into every stage of the candidate journey, these companies attract talent that aligns with their values, which leads to higher engagement and retention. 

Adopting Best Practices in Your Organisation 

To leverage culture as a competitive advantage, it’s important to adopt the following strategies: 

• Define and Align: Clearly articulate your company culture and ensure it’s reflected in your employer branding and throughout the hiring process. Be honest—this isn’t about painting a picture-perfect image but about being authentic. 
• Show, Don’t Tell: Go beyond describing your culture. Invite candidates to experience it. Consider hosting “culture days” for shortlisted candidates or integrating real-world simulations into your interview process. 
• Onboard With Purpose: Use the onboarding period to deliver on the cultural promises made during recruitment. This helps manage expectations, boosts engagement, and ensures new hires feel at home. 
• Be Authentic: Candidates are quick to spot when a company’s culture claims don’t match reality. Misrepresenting your culture may win you hires in the short term, but it will likely lead to disengagement and turnover. 

Building Long-Term Engagement Through Cultural Alignment 

When companies embed culture into their recruitment and onboarding processes, they don’t just attract top talent—they attract the right talent. Candidates who feel connected to a company’s culture are more likely to be engaged, productive, and loyal. This alignment is particularly critical in the fast-paced iGaming sector, where the stakes for retaining skilled employees are high. 

The 72% statistic is a reminder that culture isn’t just a buzzword; it’s a cornerstone of effective talent acquisition and retention. By prioritising culture in your recruitment strategy, you can differentiate your organisation, foster long-term engagement, and build a team that drives meaningful growth. 

If you’d like to explore how to align your talent acquisition and human capital strategies with your work culture, get in touch with Pentasia. Together, we can help your organisation stand out in a competitive market.