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Sky Betting & Gaming Ask Jeff

How did we make sure Sky Betting & Gaming’s talent brand was a winner?


Ask Jeff

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Where we started

When Sky Betting & Gaming (SBG) gained independence from the main Sky brand, they wanted to make their own mark in the recruitment sector with a standalone employer brand. Having jumped 27 places from 2016 in the ‘Sunday Times Top 100 Best Companies’, we spotted an opportunity to position them as an employer of choice to the very best tech talent. 


What we did

We realised that their recruitment process would really benefit from an AI chatbot to give candidates instant replies, 24/7 about life at SBG.

We developed an innovative AI chatbot which provided instant responses to candidates on questions about life at SBG - at any time of the day from anywhere in the world and we gave it a personality to help bring to life essential information on just about any recruitment or talent topic in a friendly and assuring way. That personality was Jeff Stelling, the TV celebrity from Sky Sports. It offered interactive, responsive and thoroughly innovative experiences from the moment a chat began, right up until candidates joined the business on their first day at work - thanks to the personality, language, and tone of voice and it was unique to SBG.

What we achieved

The concept was the trailblazer for recruitment Chatbots in the UK and Ask Jeff’s launch recorded great figures in the first few months alone.


conversations with people at various stages of the recruitment process


conversations a week

Get in touch

We believe that all people have talent. And we think that every business and organisation can do amazing things when they engage with that talent in the right way. So, if you’d like to talk about what we can do for you, your business, and your talent, we’d love a chat. And if you’d like to stay up to date with what we think, create and do then sign up for our newsletter, too.

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Leeds Office

Castleton Mill, Castleton Close
Leeds, LS12 2DS.

+44 113 524 0390

London Office

5th Floor, 167-169 Great Portland Street,
London, W1W 5PF.

+44 20 4574 6205

Chatter Communications Ltd. is a company registered in England and Wales. Registered number: 07550917.

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