Gamification is no longer just a teenage pastime. In fact, the video game quest concept now influences some of the entertainment industry’s highest-grossing films (Avengers: Infinity War, for example).
In 2017, the gaming industry produced an estimated revenue of $116 billion, beating TV and TV streaming services’ $105 billion, the movie industry’s $41 billion, and music’s $17 billion.
And it’s still growing faster than any other form of entertainment.
So what is the nexus between gaming and work? And how can enterprises of all shapes and sizes tap into gaming’s seemingly insurmountable stranglehold on the zeitgeist to engage more effectively with their employees?
How Gamification Can Transform Employee Engagement, Training, and Development
If used appropriately, companies can use gamification to not only transform employee engagement but also simplify their training and development processes.
In recent years, there has been an astronomical shift in mobile technology and it has revolutionized the gaming industry; further cementing its mark on human capital management (HCM) systems.
By 2015, the Entertainment Software Association found that 155 million Americans play video games, and 80% of households own a gaming device. The result: strategic recruiters began turning their focus to the console in search of top-tier talent.
These companies understand that the majority of their new recruits are Millennials, and most importantly, that they’re gamers at an average age of 35.
What Exactly is Gamification?
The key to gamification is the human experience, but it’s not just fun for the sake of fun.
“Gamification and games derive a great deal of instructional value because of context” – Karl Kapp
There are key elements to using gamification including
- Game theory
- Gaming design
These elements are used to engage and motivate people digitally with a specific target, goal or achievement in mind.
This is the difference between gaming at home and using gamification in recruitment.
In today’s highly competitive business environment, gamification is a tool that captivates the player, creating an immersive, often memorable experience.
Using gaming components to enhance an employee or potential hire’s interest in a brand deepens engagement.
When well designed, gamification can additionally enhance learning and retention.
“Games are the only force in the known universe that can get people to take action against their self-interest, in a predictable way, without using force.” ― Gabe Zichermann
How Does Gamification Apply to the Recruitment Process?
A recruiter is tasked with the role of understanding how a potential candidate fits in with their company culture based on the former’s experiences, sentiments, ambitions and professional roles.
Here are the ways in which gamification can yield some positive results during the recruitment process:
- Saving time due to a faster elimination process
- Testing for specific skill-sets such as time management, innovative thinking, and creative potential
- A fun and vibrant way to show the candidate what their role entails and what kind of organization they are joining
- Simulated scenarios can be used to provide a live assessment of the candidates’ on-the-job performance, showing their capabilities and personality traits
- Attracting influencers and increasing your company’s social media presence
- Increasing brand awareness and engagement to a youthful audience
- Keeping up with your competitors – because gamification is a huge trend in modern workforce recruitment today
There are other ways companies can use gamification to improve business practices. Here are some great examples:
Using a customized learning management system, restaurant chain Dominos maintains a 98% completion rate of training across all of its employees, translating to better sales performances.
Dominos also applies gamification as a tool to enhance brand awareness and attract young potential candidates using the Pizza Mogul game, where people create unique pizzas, and earn badges and money every time they are sold.
Formaposte, a French postal service is a modern example of how gamification can be used to curb a high employee turnover rate.
The company created Jeu Facteur Academy, where potential candidates got the opportunity to be a postman for a week. Players experience all the elements of the work cycle, including ethics and prerequisites.
As a result, Formaposte’s dropout rate reduced to 8% from 25% and the game became a permanent part of their recruitment process.
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How Can You Use Gamification to Recruit the Best of the Best?
They are more digitally connected than their predecessors, the Baby Boomers, and companies ready to level up technologically need them now.
These are some simple ways in which a recruiter can tap into this market using gamification.
Run a Customized Competition
Google’s Code jam is a great example of using gamification to test product knowledge, creativity, and problem-solving skills right at the selection phase.
Using competitions designed specifically for your industry can help your business find the most passionate and competitive candidates while giving your company positive exposure, which will encourage even more people to apply, invest in, or support your business.
Situation-Based Tests and Puzzles
It’s easy to check a potential applicant’s education history and professional experience, but with traditional hiring methods, a recruiter can only ever understand the person they hire a few months after the onboarding process.
Puzzles and short tests are
- An effective and low-cost approach to assessing candidate competencies
- An interesting alternative to boring, and time-consuming legacy testing procedure
- A fantastic way to test problem-solving capacities, and the ability to think or perform under certain pressures.
Using gamification, you can assess soft skills and personality traits faster, saving time, money and resources. You will be able to tell whether the candidates who aced it on paper are ultimately the best fit for your company.
Conduct Video Interviews
Aside from time and cost savings, video interviews are excellent for companies looking to hire a remote worker.
Videos are a perfect tool to capture millennials who are always on-the-go.
Candidates would be able to slot in the interview during a lunch break or even on the commute. Recruiters can additionally record the interviews to view later and confirm that they picked the best possible candidate.
“Employees can save on the costs, because they don’t have to go looking for the appropriate facility, but also because they can go back to doing work fairly quickly. On the other hand, the experience is less stressful for the candidates, because they can present themselves from the comfort of their own homes.” – Steven Davis, HR manager, CareersBooster.
Leaderboards and Dashboards
These interesting tools are crafted to activate possible candidates using different games that either give credit points or badges.
They can be set up with predefined scoring sheets and goals, making the process both interactive and intelligent.
Leaderboards and dashboards allow tracking of the entire recruitment progress, leading to healthy competition among candidates and even competing recruiters.
They also make it easy to identify top-performing candidates who can be rewarded using cash prizes for certain achievements and levels achieved.
Rewarding candidates for milestones covered improve brand engagement because everyone likes feeling appreciated, and would most likely vouch for the company even if they don’t get the job.
Employee Referral Tools
Recruiters can leverage gamification to share open positions on popular social platforms.
Most people would be very receptive to an opening line that goes, “share this job post with 5 of your friends and you could win $100!”.
The potential reach from this is far greater than inhouse referral programs.
Organize A Virtual Job Fair
Virtual job fairs are your best bet for talent recruitment and brand engagement.
Have a look at some interesting stats regarding virtual job fairs, according to a Unicruit survey
- 92% of the attendees asked to be invited back in the future
- 84% of them would recommend a virtual career fair to a friend
And there are many options available for you to create a customized virtual job fair with ease.
Company websites provide an invaluable opportunity for gamification in recruitment. Businesses can use this platform to get people to visit and keep coming back.
Recruiters can add points and badges for potential candidates who visit, share comments, take polls or rate and recommend the company’s performance on their own social networks.
Gamified Onboarding Systems
Gamification as an onboarding strategy achieves two important objectives: to make training fun, and to speed up the learning process.
Using a learning management system, a company can establish specific goals within each learning package.
In employee training, companies can use reward points and badges to motivate the user to learn and complete the course, while still tracking their progress with ease.
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