Employer Brand Awareness: Tactics for Providing Clarity on Industry Career Paths

Employer Brand Awareness: Tactics for Providing Clarity on Industry Career Paths

Activision Blizzard, the largest US developer, publisher and distributor of gaming entertainment has plenty of consumer brand recognition with military members for its popular game titles such as Call of Duty, Crash Bandicoot, Guitar Hero, Skylanders, Candy Crush Saga, Overwatch, World of Warcraft and Destiny.  However, it was challenged with employer brand awareness when it came to discussing career opportunities with military candidates. The video game publishing industry has a lot of mystery around the pathways in and misperception of the career opportunities available.  Activision needed to find a way to better communicate who they are, what jobs exist within the company, and how to help veterans plan for a career in the video game industry.   So, Activision set out to develop an informational tool that:
  • Explains the various components of the Activision Blizzard enterprise
  • Describes the many diverse career paths available and typical jobs within those paths
  • Identifies different channels the company typically uses to recruit talent
  • Recommends additional reading for industry familiarization
  • Offers guidance on resume/portfolio development and interviewing, and
  • Profiles veteran employees
  In this session, Alan Lamonica, Senior Director of Human Resources at Activision Blizzard, will step the audience through the development of “A Veteran’s Guide to Activision Blizzard” as a marketing tool and its current usage.  He will cover:
  • The origin of the project and why the company decided to take this approach
  • Who was involved in the development
  • How the group decided what information to include (and what to leave out)
  • The timeline from concept to the final product, including internal stakeholder engagement and approval
  • The distribution and veteran engagement plan