Industry

Gambling and Gaming

Headquarters

Boston, MA

Company Type

Private

# of Employees

500+

ABOUT DRAFTKINGS

DraftKings is reinventing how sports and technology come together. The company is bringing sports fans closer to the games they love — and becoming an essential part of the sports experience in the process — by creating ‘The Game Inside The Game.’ An industry pioneer since their founding in 2012, DraftKings believes they can continue to define what it means to be a technology company in sports entertainment. Using creative, technical, and analytical skills, they solve problems that are unique in the tech industry.

INTRODUCTION

DraftKings’ VP of Talent Acquisition, George Hotter, needed to hire a team of talented product designers to hit aggressive product development goals in the coming year. The pool of applicants did not contain enough high quality candidates to meet the hiring team’s goals. DraftKings’ high hiring standards and tight time lines compounded the problem. These circumstances necessitated the building of a pipeline of top product design talent from across the US. To solve this challenge, George and the DraftKings Team engaged Happie. Using creative, technical, and analytical skills, they solve problems that are unique in the tech industry.

Happie deployed a three prong approach. First, we defined DraftKings’ ideal candidate profile and determined how best to find them. Next, we designed content to cut through the noise and get the attention of passive candidates in an extremely tight labor market. Third, we provided George’s team with in-depth insights in order to measure how they were capitalizing on their talent pipeline.

18,804

candidates verified in the total talent universe

8,027

candidates sourced into the talent pipeline

48%

response rate to candidate outreach

EXECUTION

Identifying and Marketing to the Total Talent Universe

Happie developed several marketing personas for target candidates and crafted a custom career microsite featuring video, audio, beautiful imagery, and a voice that spoke to the identified personas. The microsite highlighted employment value propositions and other compelling content about the DraftKings opportunity that was precisely designed to appeal to the target candidate personas. Our team built a multi-touch, multi-channel outreach campaign to promote the DraftKings opportunity. We then sourced over 8,000 highly targeted candidates throughout the US and executed the outreach campaign, generating a high volume of responses from qualified, interested designers. Happie screened the best ones and passed them along to George’s team to interview and hire.

Happie + DraftKings = Touchdown!

The outreach campaign combined with the targeted microsite delivered phenomenal results. Of the 8,027 candidates touched, an unprecedented 48% responded. Of those, over one-third expressed interest in the role, becoming the pipeline of engaged talent George and his team needed. Happie’s software collected reason codes for every candidate who wasn’t ready to engage, providing valuable insights on how to improve the EVP for this key audience. Happie’s extensive reporting and funnel analytics allowed George to inform his hiring managers about what talent was available, and the strategy his team executed to move those candidates down the hiring funnel.

8,333

unique website visitors

11,469

Total Page Views

30

Average seconds on site

18,804

Interested Canididates

The Happie team was truly a partner in our successful development of a talent community for key roles. Moreover, the insights and analysis they provided were extremely valuable in conversations with the executive team. They go above and beyond. I highly recommend their services!
George Hotter Vice President, TA

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