What is Gamification?
AssessHub describes gamification of recruitment as “using the elements of games such as visuals, point scoring and progressive levels and plugging it with the non-game elements like business, induction and the corporate world at large.”
Companies such as Marriott, Google, Unilever, Umbel, Nike, and British Intelligence agency GCHQ, have introduced gamification to the recruitment process to give candidates a taste of what the workday would be like at their business, and to support both onboarding and retention. Candidates get to experience a typical day at work. They see the challenges they might face. These companies say the gamification excites candidates who might otherwise not understand the appeal of the opportunity.
French postal service Formaposte, suffering from employee retention excesses and a 25 percent job-application drop off rate, launched Jeu Facteur Academy. The gamified assessment allows candidate players to spend a virtual week as postal carrier. The game has reduced the application drop-off rate to 8 percent and improved the conversations between final candidates and recruiters at live interviews.
Consumer-goods giant Unilever talked to UK HR consultancy MacKenzie Jones about its gamification of job assessments. Its recruitment process includes 20 minutes of game-based assessments, for the express purpose of luring millennial candidates and presenting itself as innovative and progressive.
“From the CV to the candidate search, to the interview, we’re using technology to create a truly interactive experience allowing us to get a more meaningful connection with applicants,” chief HR Officer Leena Nair said.
Marriott International developed a game called My Marriott Hotel to recruit millennials. Candidates run their own virtual hotel restaurant and other operations. They design their restaurant, purchase inventory on a budget, train staff and serve guests. Points are awarded for satisfying customers, but lost for poor customer service
Big-data firm Umbel assesses candidates by way of its Umbelmania in which coders fight a series of opponents in a first-person fighter-style game. They code their own movements and earn points towards a game win. Winning means getting a job interview. The game is open to amateurs as well as professionals. This recruitment process sets aside the resume to simply hone in on those who can get the job done.
The following are gamification recruitment tips from AssessHub:
- Keep it simple – too many rules, making it too much work, kills the fun.
- Keep it engaging – Players want to know where they stand (what levels they’ve reached) and how close they are to rewards.
- Keep handing out rewards – These might be added time, an extra life, or new tools.
According to LinkedIn Talent blogger Caitlin White, “If you do it right and set clear goals for every piece of your strategy, using gamification for hiring purposes can take your candidate experience to a new level, help you find people with the right skills, and increase the likelihood of a better candidate fit.”