The Challenge
A career with GEG is unique, many of its employees stay with the company for a long time and grow with it. However, not many external and internal candidates were able to distinguish between Galaxy Entertainment Group with its competitors. In addition, the talent market in Macau was extremely competitive, with an unemployment rate as low as 2%. How could GEG stand out in the competition?
The Solution
PACT conducted a series of research activities to create insights into the real world of GEG. We used both quantitative and qualitative techniques, sampled opinion from inside and outside the business. Employees from all functions took part and actively shared their inputs. With a response rate of over 80% from the top talent of GEG, we built a solid base of unique and inspiring employee insights.
The Result
An employer brand framework and employer brand attributes, unique to GEG, were developed. These were not just a list of promises, but a means of helping GEG to deliver consistent and quality communications across all its group companies and functions, from recruitment and on-boarding through to employee engagement and development. The employer brand was omni channel and rolled out internally and externally. By allocating the right messaging to their communication, GEG was able to influence actions that align with its mission “exceptional game day experiences with an Asian heart” and continue its growth in the region and beyond.
