Galaxy Entertainment Group (GEG) is a developer and operator of integrated entertainment and luxury resort facilities located in Macau, Asia. A career with GEG is unique, for a majority of its employees stay with the company for years and grow with it. However, only a few external and internal candidates were able to distinguish between GEG with its competitors. Additionally, the talent market in Macau was extremely competitive, with an unemployment rate as low as 2%. Galaxy Entertainment Group needs to stand out in the talent acquisition field and satisfy the company’s exponential expansion.

Three talent recruitment campaign concepts aligning to the Galaxy’s Employer Value Proposition and Core Brand Proposition were developed, tested, and rolled out across multiple digital media platforms, social media, and employee groups. The campaign was omnichannel and rolled out internally and externally. By allocating the right messaging to their communication, GEG influenced actions that align with its proposition: “Setting the gold standard by providing exceptional experiences to our guests, instill pride in our employees, and to delight our stakeholders” and continue its growth in the region.