Thought leadership, insight and case studies

To make a contribution, contact us at

HR Consulting Case Study – Betfair

Updated: Jan 16, 2019

The Brief

True North was engaged by the successful internet gaming business Betfair to evaluate and overhaul their talent attraction and recruitment strategies to ensure the organisation finds and keeps the best talent in the marketplace and importantly to show that it was a stable enterprise as Betfair progressed towards its formal IPO on the London Stock Exchange.

The Challenge

As one of the few success stories of the 1990’s dotcom era, Betfair changed the gaming industry and the way in which consumers in the marketplace behave. The business had to evolve from an essentially UK-centric business to one with a global mindset and with this commercial success came exponential growth, putting its infrastructure and support systems under a great deal of strain and swamping its ability to service its business. Furthermore, with over 50% of the company’s 1,000 plus workforce as technology specialists working at the cutting edge of systems development and innovation, not only did the business need to recruit aggressively to be able to service the growth in demand, but at the same time, Betfair staff were regularly being headhunted to work in other technology- dependant sectors such as the financial services.

The Solution

Following a full audit of existing processes, attraction strategies, recruitment practices, third party suppliers and the incumbent team, True North proposed an ambitious change management programme to be implemented over an 18 month period. A key objective was to make Betfair a more prominent brand amongst its key target candidate markets. This would enable the business to communicate directly with both individuals who were relevant to them immediately, as well as those who would become relevant in the future. True North also developed an in-house recruitment department staffed by people with consulting rather than administrative skills; and also established strong recruitment and resourcing practices across the key stakeholder community within the company.

About True North

True North advise and build the leadership and management teams of some of the world’s most innovative and fast growth technology enabled businesses. We also work with corporates undertaking ambitious change and transformation.

For more information about this project or our other services please contact Norman Burden or email us at