GMB – First of all, tell our readers what the goals were when JobsBet was founded.
Karen Cohen – The goal was to make it easier for foreign companies to enter Brazil and accelerate hiring by selecting suitable and skilled professionals with English proficiency and experience, leveraging the licensing phase to be the driving force that enables them to enter the country in the right way.
And, in fact, we did this so successfully and skillfully that today we even handle vacancies in the international market. In Brazil, we have interviewed more than two thousand people from the iGaming sector, analyzing their English level, background in the industry, and more.
Foreign companies feel much safer hiring Brazilian professionals—which was one of the conditions to operate in Brazil—when they work with a company that has already done this groundwork for them, evaluating employee compliance, testing, and running other checks, such as whether the candidate has any criminal record. It has been spectacular because we saw that we truly made life much easier for these companies.
Since Brazil is a new market, some players arrived still feeling their way around. But after getting to know JobsBet, they said: “I feel safe; I’ll hire here.” That sense of security strengthened JobsBet in Brazil and now also abroad.
How does HR adapt to so many regulatory changes in the iGaming sector? How does this impact recruitment?
We have to keep up daily. We have some positions in compliance and marketing. Recruitment and selection must target professionals who are constantly plugged in, listening to the news, tracking what’s happening in Brasília, and understanding the changes.
Areas like compliance, AML, and KYC—what is changing? What are the new rules? Nothing stays the same. Everything is constantly shifting. I’ve worked in several other sectors, like healthcare and finance, but iGaming is the most electrifying. There’s a major update every week. You must bring in professionals who operate at this same pace, ready to plug in from day one. The timing and speed in iGaming are extremely high. We must adapt and stay deeply tuned in to what is happening.
What are the most critical positions for an iGaming business? How do you prioritize these hires?
Business Intelligence, fraud, payments, CRM, paid traffic, trading odds. These are among the most impactful and valued roles, because now companies with Brazilian licenses are competing for market share.
We dig deep. Being good is no longer enough —you have to be the best. That’s why JobsBet also offers training, because professionals must remain curious and in continuous development.
Take a CRM professional, for example. What are the new tools? This is why we often travel abroad to understand new trends at events and expos and anticipate everything. That way, our selection process brings a polished and refined candidate so that when the company hires them, everything fits perfectly.
And if anything is missing, we add it—because sometimes the professional is excellent but needs additional training or strengthening in certain areas, especially in tech roles.
We also offer Jobs Academy, a virtual platform that supports training —this is a major differentiator. Recruitment and selection alone are just level one. We recruit, train, assess knowledge, and check whether that professional is performing as they should. If they’re not, what’s missing? If they’re at level seven, what do they need to reach ten? What can we provide to help them reach their full potential?
It’s about improvement, it’s about surpassing limitations.
You mentioned language and qualifications. What about behavioral competencies? What does JobsBet value most in professionals given the high-pressure, highly dynamic environment of operations and live trading?
Professionals must first have a positive mindset —be forward-thinking and optimistic. We face many external challenges, including government and tax issues. We know iGaming professionals must have resilience and passion for what they do. They must be fully plugged in; it’s not just a 9-to-6 job. It’s someone who is constantly listening, attending events, even bringing their partner along.
So, resilience is key. They must stay calm, listen carefully, read what’s happening, stay informed. The spark in their eyes that you see in other industries multiplies by ten here. If you don’t have passion, you’re not made for iGaming. It’s an electrifying industry that requires belief and dedication because there are many barriers, criticisms, and conflicts. Professionals must deliver excellent work with love, respect, and resilience.
What is the biggest challenge today in attracting specialized iGaming talent in Brazil and abroad?
Finding the right professional. And one of the biggest challenges is English, which is having a huge impact. Recently I was hiring for a Financial Controller role and had brilliant candidates, but they weren’t prepared in English. So English today is a major barrier for Brazilians, and I encourage everyone to learn the language.
If the professional works in compliance, they must stay updated, listen, learn, and keep up with the industry and its events. This is essential for building personal branding, which is crucial in this market.
Speaking of language, cultural alignment also matters, given that professionals from Europe, Asia, and Latin America are now coming to Brazil. How do you address this?
You’re right. Brazilians tend to be very expressive and sometimes informal, or very communicative. In a job interview, you must be serious and get straight to the point. A short, direct answer from someone abroad might sound harsh to a Brazilian, but it’s just the way they communicate. Brazilians tend to be more emotional, but we are dealing with cultures that are very direct.
Cultural alignment —understanding how other cultures work— is fundamental so that professionals stay focused on their goals, which are often demanding and high-pressure.
How does HR measure performance in areas that are 100% results-based, such as paid traffic, CRM, or user acquisition?
Professionals in these roles deliver numbers. So, we must monitor how much they grow and how much profitability they bring. We must treat things rationally—numbers first. There is heavy investment coming into Brazil from abroad, and we must respond with numbers. We’ll get there. It’s about training, using the best tools, and hiring the right professionals. Today large companies already have KPIs to measure performance, so everything is very clear regarding expectations and deliverables.
How do you handle identifying internal risks when hiring professionals for payments, support, or fraud roles?
JobsBet is extremely careful with this, especially because we handle many executive-level positions where a clean background is essential. We check this thoroughly before candidates even go to interviews. For many roles related to fraud, we also evaluate this and contact references and former managers.
How is onboarding structured to ensure new hires understand compliance, risk management, responsible gaming, and technology?
This is a major differentiator at JobsBet. We have the AcademyBet platform, and we’ve overseen onboarding for up to 30 hires at once for a TV broadcaster, with extensive training. Onboarding can be virtual or in person. And because we live and breathe iGaming, we understand the entire process. If the role is legal, we train accordingly; if it’s customer service, we focus on specific needs; the same applies to marketing.
Who are JobsBet’s clients, companies or professionals? Describe how you balance both sides of this equation.
We work with both sides. Our client is the company which requests our services. But we have an excellent relationship with candidates—understanding their personal and professional timing. Our relationship is strong with both groups. We provide services for companies, but we know this also changes candidates’ lives. Some companies even outsource their HR to JobsBet. We've worked in Portugal, Spain, Dubai… Many ask about our origins and are surprised to learn we are a Brazilian company operating internationally in recruitment.
Source: Exclusive to GMB
