Building inclusion across a global organisation
Global director of employer brand and internal communications Raissa Tabone shares how Bally’s business-wide Pride celebrations encapsulate the operator’s company culture and approach to DEI
No matter the platform or channel, communication is a two-way street. This is no less true when talking about internal communications within a large multinational company. Though it might be tempting to think about it as curated intranet posts and polished leadership emails, a solid communications strategy is about more than ensuring employees have heard company news. It is about ensuring employees feel heard by the company.
At Bally’s, we are guided by our shared purpose of being ‘born to entertain’ and creating ‘engaging experiences everywhere’. The engagement we strive to build with our players and guests must originate from the core of our culture, engaging employees within a supportive and collaborative environment.
A company culture cannot be built overnight or constructed without input. Our core values were created following extensive research and conversations with employees from across all corners of the organisation. The goal throughout this exercise was to ensure employees felt represented and reflected by the values that guide our decisions and priorities. Known internally as the ‘Bally’s DNA’, these values have a strong influence on the way we structure our communications calendar and campaigns every year.
Along with bearing our purpose and values squarely in mind, our annual communications calendar also aims to spotlight topics our employees care about and which we are committed to as a company. Diversity, equity and inclusion (DEI) sits right at the top of our list of essential topics, along with others such as wellbeing, responsible gambling and corporate social responsibility.
In an organisation of our size, maintaining a cohesive communications strategy is not a simple proposition. The Bally’s team is comprised of over 10,500 talented individuals spread across 30-plus casinos, resorts and offices around the world. As we operate within both the igaming and land-based casino industries, our employees’ working days are every bit as diverse as the individuals themselves. While some employees may spend their days working from laptops and meeting rooms, others may be tending to guests, overseeing onsite security, preparing meals and more.
Although we are guided by our DNA to be #AllOneTeam, we also believe in the importance of understanding localised needs. Throughout the year we work closely with senior leaders, our DEI team and internal stakeholders to ensure a single key message is communicated by the company which can then be delivered consistently by local offices or property reps.
Our Pride celebrations are an excellent example of this principle in action; the overarching message and visual identity of this celebration was created with collaboration from our DEI leadership and communications teams. The created assets were then cascaded across to all offices and land-based properties with the prompt to activate local Pride celebrations in whichever way suited their local needs. The result is a diverse range of events and festivities, such as speaker events, office parties and drag bingo nights, all tied together with promotional materials and messages which encapsulate the Pride spirit throughout our entire organisation. It’s a wonderful opportunity for our teams in each location to connect with their communities and let their creativity shine in whatever way suits their needs, while still remaining true to the values our company reveres the most.
By building DEI into our communications strategy throughout the year, we proudly send the message that equality and respect are central parts of the Bally’s culture. Though we are spread across the world, our culture ensures we are united in our purpose and prepared to face the opportunities and challenges of our fast-paced industry as one diverse, supportive and united team.
Raissa Tabone is the global director of employer brand and internal communications at Bally’s, leading a team of marketing, design and communications professionals on their shared mission to champion the company as an employer of choice. Acting across a wide range of platforms and channels, the team strives to foster a deep connection between the company’s candidates and employees, as well as its purpose, shared values and goals.