Oksana Izmailova, chief human resources officer for RedCore (formerly PIN-UP Global), explains how the company is scaling up, setting trends, and strengthening its HR brand.
In Lisbon, the international business group RedCore presented the results of its large-scale transformation to the market for the first time. Izmailova explains why the changes took place, what unites all the brands of the business group, and what advantages RedCore offers its employees.
The RedCore business group was for the first time after its transformation presented at a major industry event. What was the key objective of your participation?
We vividly and comprehensively demonstrated to the market that RedCore has undergone a transformation: we showed how much we have expanded, explained which brands are part of the business group, and emphasized that our expertise extends beyond iGaming. We have powerful solutions and products in fintech, anti-fraud, marketing technologies, and much more.
A single glance at all the stands in our RedCore Town was sufficient to realize our incredible scale. And, of course, to feel very proud of the projects that continue to grow thanks to the synergy and courage of our team. After all, the products you see in our lineup today are essentially the result of our specialists being proactive, motivated, entrepreneurial, and bold enough to say: “Yes, I want my idea to work in the market and set the pace for the industry.” It’s part of our corporate culture to support our specialists’ proactivity. This is what success is based on.
We are completely open about our brands, which offer products and services that are also of interest to our competitors. These are the solutions that we use ourselves. This is our transparency and, in a sense, even our fearlessness. By leading by example, we raise the bar for how modern business can be done.
Does this transformation affect RedCore’s processes and approaches?
We are a business group that grows thanks to our desire to create something new, innovative, and technological. We develop this for ourselves and are ready to share it with the market. We combine expertise in key areas of the digital economy: from financial and marketing technologies to e-commerce, B2C platform services, communications, and regulatory solutions. RedCore brands design tech-driven products and services that transform digital processes, boost business potential and open up new growth opportunities.
Across the entire business group, we have a unified approach to many key processes. We work in a unified format with shared values. This applies to all RedCore brands: Frogo, Communications Hub, mr.Booster, PIN-UP Partners, Riddick’s Partners, Pay.Partners, and Talk with Us. The overall consistency and transparency of processes link the brands together.
In addition, we have a unified portrait of our specialist. This is a results-oriented professional who is proactive, team-oriented, open in communication, and demonstrates important leadership qualities. Once such individuals come together as a team, the results are remarkable. And this unified spirit is what brings us together.
How much does participation in such events help develop the employer brand?
It helps a lot. Both for the internal and external brand. We have many offices around the world, and a significant portion of our employees work remotely. Attending a conference together is an opportunity to meet in person, discuss and solve strategic issues. In other words, the internal brand is about teamwork, collaboration, and sharing experiences.
The external brand is a demonstration of our scale, versatility, and the results of our team’s work. And, of course, it is an opportunity for our partners to communicate with us, learn more about our processes, discuss joint business plans, and discover career opportunities at RedCore.
For example, yesterday we had several interviews with people we met at previous conferences. At that time, they were not ready to make the transition, but now, seeing our growth and momentum, they want to join us. During these few days of the summit, we have conducted 14 interviews, five of which were with C-level specialists. On top of that, people periodically come to recommend their colleagues, and we are always very grateful for that. Interest in the business group is growing, and this always opens up new opportunities for us.
You said that people want to join a successful and growing business. What else do you offer candidates as a top employer? What are the main reasons why people choose RedCore?
First of all, structure, transparency, and a systematic approach, which, as I mentioned, apply to all of our brands without exception. Such well-structured processes are quite unique in the iGaming industry. That is why people who are looking for stable, transparent, and perspective work really appreciate working for us. And this is exactly the thing you won’t find among our competitors.
RedCore is a large, scalable business group with clear and technologically advanced projects. RedCore values expertise and professionalism, cool practical experience, and the desire to implement ideas, especially long-term ones that change the market. Our specialists can see prospects for themselves personally, because we continue to develop, and this opens up new career opportunities.
There are many examples of people who started in a staff position and grew to become CEOs of separate business units or projects. This is awesome and very inspiring. If you work hard, you will definitely be able to realize your potential at RedCore.
And, of course, we offer competitive salaries and regularly analyze the market. Plus, there is a large benefits package that applies to all our brands. Our words are consistent with our actions.
Continuing the topic of hiring and conducting interviews right at the booth: what kind of people are you looking for now and who would you like to find at such events?
I would say there are three categories of employees.
The first category is C-level specialists. It is very important for us to hire them in order to continue implementing our ideas and creating new products and services. It is difficult to find such specialists, but we support them, help them develop, and provide them with entrepreneurial experience with the support and resources of our entire huge structure.
The second category is middle and senior specialists. There are many positions open for them in a wide variety of areas. Depending on what a specialist does, they can either delve deeper into one of the products or work with several at once. For example, with fintech, marketing, and so on. Not all businesses have this opportunity, and it attracts additional candidates.
And the third category is “juniors” or those who want to change fields. With us, they can quickly gain knowledge thanks to the RedCore Academy and basic courses that help them master the specifics. For example, the guys who come to PIN-UP Partners and Riddick’s Partners master the basics in a few months and start earning good money.
What would you say was the main insight from the conference?
That the market is impressed by our volume and the scale of our changes. Special mention is made of our openness, because we talk openly about our structure while it is often hidden. RedCore’s transformation is a step into the future with ambition, scale, and transparency. We are setting new standards for doing business. And I have incredible respect for the work of the entire team. I really want to say thank you for this incredible work.
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