Revamping Greentube's Employer Brand to Attract and Retain Top Talent

Greentube, a rapidly growing yet stable company, is a key player within the larger NOVOMATIC Group. Known for offering excellent career development opportunities, Greentube is a place where every employee is valued and appreciated.

The company prides itself on its informal and open communication culture and is proud of its diverse and inclusive workforce. As a part of a global organization, Greentube enjoys the benefits of international reach while maintaining a close-knit and supportive work environment.

The Challenge:

In the past, Greentube enjoyed a strong reputation within the IT community in Austria as a dynamic, team-oriented, and technically challenging workplace with ample opportunities for growth.

However, a cultural shift within the company led to a change in perception, causing Greentube to lose some of its luster in the eyes of potential candidates. Additionally, the association with the gambling industry, depending on the location, can be a potential deterrent for top talent, particularly in regions like Austria where the industry is viewed less favorably.

The Solution:

To address these challenges, Greentube embarked on a comprehensive employer branding initiative with us. The goal was to develop a proactive, unified, and systematic approach to employer branding and recruiting that would restore and enhance the company’s image, making it once again a top destination for IT professionals.

• Employer Value Proposition (EVP) Development: We began by crafting a clear and compelling Employer Value Proposition (EVP) that truly reflects what it means to work at Greentube. This EVP highlighted the company’s strengths:

  • A stable yet growing company offering numerous career advancement opportunities.
  • A work environment where every individual is valued and appreciated.
  • Part of the internationally recognized Group, with all the advantages that come with being part of a large, global company.
  • A culture that values informal and open communication.
  • A workplace that celebrates diversity and inclusion.

• Employer Branding Strategy: With the EVP as our foundation, we developed a comprehensive employer branding strategy aimed at reinforcing Greentube’s positive attributes and addressing the challenges it faced. The strategy focused on:

  • Restoring the Company’s Image: Re-emphasizing the dynamic, team-oriented culture that made Greentube a desirable place to work in the past.
  • Highlighting Career Opportunities: Showcasing the numerous opportunities for professional growth and development within the company.
  • Addressing Industry Perception: Crafting messaging that acknowledges the unique aspects of the gambling industry while emphasizing Greentube’s role in creating innovative, entertaining, and responsible gaming solutions.

 

• New Visual Identity: To support the employer branding strategy, we also developed a new visual identity for Greentube.

  • This new identity was designed to be modern, approachable, and reflective of the company’s commitment to innovation and diversity.

  • It served as a visual representation of the renewed focus on Greentube’s core values and helped to create a consistent and attractive brand image across all recruitment and communication channels.

 

Results:

The revitalized employer branding strategy has positioned Greentube as a leading employer once again, particularly in the competitive IT sector. By clearly articulating the company’s value proposition and creating a unified and appealing brand image, Greentube has successfully attracted and retained top talent, strengthening its position as a dynamic and innovative player in the gaming industry.

This comprehensive approach to employer branding not only restored Greentube’s image but also laid a strong foundation for sustained growth and success in the years to come.