By Nicky Wright, MD of Diversity Jobs Group

Diversity Jobs Group is delighted to announce that Activision Blizzard has been recognized in the Best Employer Brand category at the IHR Awards. Nicky Wright had the opportunity to dive into the intricacies of Activision Blizzard’s exceptional employer brand in an exclusive interview with Briana Lebel, Global Talent Branding Manager, and Danielle Burkard, Global Talent Attraction Manager.

A Fusion of Gaming Excellence: Activision Blizzard’s Unique Structure
With four main business units—Activision, Blizzard Entertainment, King and the overarching Activision Blizzard—each contributing distinct values and cultures, Activision Blizzard has successfully blended these elements to form a compelling and unified employer brand.

Key Elements of Their Award-Winning Employer Brand
Activision Blizzard has constructed an effective operating model with six core pillars, prioritizing employee retention, empowered employees as advocates, attracted top talent, championed diversity and inclusion, and enhanced the candidate and employee experience.

A recent addition to their strategy is the internal employee advocacy program, focusing on referrals and utilizing social media to strengthen their brand reputation. A significant emphasis on ED&I is interwoven into the very fabric of their employer brand that ensures employees feel seen, heard, and valued.

Unleashing the Power of Gaming: Differentiation in a Competitive Market
Activision Blizzard stands out in a fiercely competitive job market by leveraging not only their exceptional games but also the talent behind them. The tagline, ‘Great games start with great people,’ underscores the symbiotic relationship between the uniqueness of their games, such as Candy Crush, Call of Duty, and World of Warcraft, and the creativity of their employees.

Recognizing that employees are the best storytellers, the company empowers its workforce with the tools and education to share their personal experiences, amplifying their voices and making the employer brand more relatable to prospective candidates.

Championing Diversity and Inclusion: A Pillar of Strength
Equity and inclusion aren’t just components of Activision Blizzards brand; they’re at its very core. By showcasing the perspectives and backgrounds of their employees and players on social media and leading innovations in accessibility, the company has positioned itself as an industry champion of ED&I.

In 2024, Activision Blizzard is set to launch a groundbreaking ‘Women in Gaming’ campaign, reinforcing their commitment to inclusivity. Moreover, their strategy ensures representation of underrepresented groups and individuals from diverse backgrounds throughout the year.

The Future of Activision Blizzard’s Employer Brand
Heading into 2024, Activision Blizzard is gearing up to launch employee value propositions for Activision and Blizzard Entertainment. They plan to make their employee advocacy program more accessible globally, offering diverse learning formats. In-depth partnerships with research and ED&I

network groups are on the horizon, leveraging their uniqueness to continue evolving their employer brand.

Advice for Aspiring Employers
Activision Blizzards advice for organisations aiming to build a compelling employer brand is rooted in authenticity, relevance, and inspiration. Emphasizing the importance of lived experiences, the company encourages others to empower their workforce to become the storytellers, creating a brand that reflects who they are, why they should join, and why they should stay.

The company’s success story serves as an inspiration and a testament to the transformative power of an authentic employer brand that resonates with both employees and prospective talent.

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