In many companies, a single PR department handles external relations (media, public communications) and employer branding. However, this approach can be inefficient given the vast scope of both areas. At RISK, we've found success in separating these functions into distinct teams that work in close collaboration. This article explores the benefits of this approach and offers insights that can be applied to any organization.
At RISK, we've recognized that this siloed approach no longer serves the needs of a modern, fast-paced iGaming company. Our rapid expansion strategy, built on off-beat solutions and strong internal expertise, demands a more integrated approach to communication.
Kristina Storozhyk, Head of PR at RISK, explains the importance of this collaboration: "In today's interconnected world, the lines between external and internal communications are increasingly blurred. Our external reputation directly impacts our ability to attract top talent, while our internal culture shapes how we're perceived in the market. By aligning our External PR and Employer Branding efforts, we create a powerful, cohesive narrative that strengthens our position in the industry."
This synergy between PR and Employer Branding manifests in several key ways.
1. Unified Messaging
Ensure that your external communications align with your internal culture and values to present a consistent image to all stakeholders. This unified approach reinforces your brand identity and helps build trust with both potential clients and prospective employees. At RISK, this strategy has significantly strengthened our brand identity and improved trust with our clients and employees.
2. Amplified Reach
Leverage a wider range of channels and audiences by collaborating between PR and EB. Your external PR initiatives can highlight your workplace culture and employee experiences, while your EB efforts can showcase your market innovations and industry leadership. This approach has allowed RISK to attract top talent more effectively, as 75% of job seekers consider an employer's brand before even applying for a job (LinkedIn).
3. Enhanced Credibility
Align your external messaging with your internal reality to lend authenticity to your communications. This transparency not only attracts top talent but also strengthens relationships with partners, investors, and customers. A 2020 Edelman Trust Barometer report found that 73% of employees expect prospective employers to provide honest and accurate information about their culture, highlighting the importance of credibility in employer branding.
4. Innovation Showcase
Use the synergy between External PR and EB to demonstrate your innovative spirit. Highlight groundbreaking projects while also featuring the talented individuals behind these innovations. This is particularly important in the iGaming industry, where innovation is key to staying competitive.
To successfully implement this integrated approach, we've taken several key steps:
1. Cross-Departmental Collaboration
We've established regular meetings between our PR and EB teams to ensure alignment on messaging and campaigns. This collaboration extends to other departments as well, ensuring that our entire organization is on the same page.
2. Unified Content Strategy
Our content strategy now encompasses both external and internal audiences. Whether it's a press release, a social media post, or an internal newsletter, all content is crafted with both audiences in mind.
3. Employee Advocacy Programs
We've launched employee advocacy programs that encourage our team members to share company news and insights on their personal social networks. This not only amplifies our reach but also reinforces our employer brand.
4. Integrated Measurement and Analytics
We've developed a comprehensive set of metrics that measure the impact of our integrated communications across both PR and EB domains. This allows us to continually refine our approach based on data-driven insights.
As RISK continues to expand its operations across diverse markets, our integrated communication strategy plays a crucial role in our success. It allows us to adapt our messaging to local contexts while maintaining a consistent global brand identity.
For instance, emerging markets like Kazakhstan emphasize our ability to adapt to local regulations and cultural nuances while bringing world-class iGaming experiences.
Conclusion
The collaboration between External PR and Employer Branding at RISK is a fundamental aspect of our business approach. By breaking down the traditional barriers between these functions, we're creating a more dynamic, authentic, and impactful brand presence. This synergy empowers us to attract the best talent, engage our employees more effectively, and solidify our position as a leader in the iGaming industry.
As Kristina Storozhyk, Head of PR at RISK, notes, "Our integrated approach has allowed us to tell a more compelling and consistent story about who we are as a company. It's not just about what we do, but why we do it and who we are as people. This resonates strongly with both our external stakeholders and potential employees."
The collaboration between PR and EB has transformed how we approach talent acquisition and retention. We're not just filling positions; we're building a community of passionate professionals who are excited to be part of the RISK story.
We invite you to join us on this exciting journey, whether as a partner, a customer, or a future member of our team. Together, we're not just playing the game – we're changing it.
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