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Case Study

DraftKings — a (sports) bet above the restDraftKings — a (sports) bet above the rest


Solving a substantial positioning problem.

The Challenge

Founded in 2012, DraftKings is a sports and technology company that facilitates betting and fantasy sports contests.

Their public identity was heavily sports-oriented, and so, most consumers, and more importantly, potential candidates, failed to recognize that a huge part of their success was due to their proprietary technology. The human resources team knew they needed an employer brand refresh to better capture the technological essence of the company, and the plethora of jobs available that stretch far beyond just sports marketing.

The Solution

DraftKings hired Bayard to develop their employer brand — one that authentically connects every element of their business and culture with both employees and applicants. The Bayard team worked to develop a marketing strategy that targeted sports lovers and tech lovers alike. By conducting employee interviews, which captured real quotes and testimonials, the Bayard team designed, developed, and launched a brand new career site for DraftKings that showcased an engaging peek behind the scenes.  In addition, Bayard worked with the DraftKings talent acquisition team to develop new photography and video content highlighting the workplace culture and incorporated it into additional recruitment campaigns across a number of media channels. 

68% increase in tech applicants. 54% increase in brand awareness. 68% increase in tech applicants. 54% increase in brand awareness. 

The Impact

Generating more engaging candidates.

As a result of the work we did with DraftKings, the recruitment team saw a 68% increase in technology-focused applicants. In addition, the campaign increased DraftKings brand awareness across several markets by 54% and continues to drive a much more engaged pool of potential candidates.