Paddy Power Betfair: EVP from the horse’s mouth


When Paddy Power and Betfair merged in 2016 to create one of the biggest names in gambling, they needed a careers website that would bring to life their newly-defined EVP: ‘Experience Different’.

Paddy Power Betfair (PPB) wanted something disruptive that embodied this sentiment while giving people a simple user experience. It also had to increase the overall quality and quantity of applications.

Perhaps the biggest challenge of all was that the site had to appeal to a fragmented audience across Europe, not all of whom were familiar with the PPB brand.

To ensure the brand’s EVP was at the heart of the website, Blackbridge developed engaging content that gave visitors the chance to ‘Experience Different’ in various ways.

PPB introduced a talking horse called Sole Power to replace the standard FAQs page.

Blackbridge also created a fun, fast-moving, concept-led video that showcased PPB’s modern offices and highlighted the ‘Game On’ attitude that’s key to success at PPB

Other features included:

  • An interactive self-selection video tool allowing candidates to see how aligned they are to group-wide values 

  • A blog within the CSR page to showcase the work PPB is doing in this space 

  • Using Spritz text on the desktop version to bring to life messaging about each of the teams.

All of these features combined to create a website that reflected the company and its culture in an engaging way, and enabled candidates to see whether PPB is right for them.

Overall four new career websites were created,  Paddy Power Betfair, Paddy Power (Retail), Blip and Betfair Romania.

“Working with Paddy Power Betfair was a really exciting opportunity for us – we’ve taken a strategic look at their EVP and evolved this to a series of creative digital outputs, which goes hand-in-hand with helping attract the desired talent they are looking for” – Vicky Johnstone, Account Director, Blackbridge Communications.


Thursday, 14 December 2017

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Paddy Power Betfair: EVP from the horse’s mouth
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