Gamification is the application of challenges, rewards and games in nongame contexts to make recruitment processes more interesting, engaging and interactive.
To attract the best candidates and identify needed skills in a meritocratic manner, more and more companies are adopting the gamification approach in their processes. Creating a fun, light-hearted and engaging selection experience is helpful in stimulating candidates and increasing the Employer Branding strategy.
1. Strategic advantages
Gamification is revolutionizing the recruitment industry by providing an engaging and interactive experience for both candidates and companies.
Con il crescente utilizzo di tecnologie digitali e la necessità di attrarre talenti di qualità, sempre più aziende stanno adottando questa modalità innovativa per selezionare i migliori candidati.
In fact, it is possible to assess candidates' skills in more depth. Games and simulations can appropriately measure the abilità practical, cognitive and relational. All this provides a more comprehensive view of candidates' capabilities than traditional selection methods. It also provides a positive and engaging experience for participants, creating a positive impression of the company. This leads to a better perception of the brand as a desirable employer, increasing the attractiveness for quality talent.
At the same time, it can reduce selection time, allowing companies to identify the most promising candidates in a more rapido ed efficiente. With the analysis of the results obtained during gamification activities, it is possible filter candidates on the basis of skills and the desired characteristics.
Google, already in 2004, used these methods in the programming sector, launching the Google Code Jam, in which there were problems to be solved. In addition to showcasing their skills, the participants had the opportunity to win various prizes by competing in an elimination competition.
In 2011 the Marriot chain launched a game on social networks. The aim was to cover 50,000 positions, where the ability to manage a restaurant was assessed.
Playfulness practices began to develop in the 1990s. And as we have seen, as early as the early 2000s, major companies integrated them in-house. But the true ubiquity of the phenomenon can only be seen in recent times. The reason is the increasing digitalisation and the fact that, on the whole, classic CVs and selections are often no longer effective in assessing the skills.
2. Examples of activities
In recruiting of talent there are more activities that can be used.
We see some of them:
📌 Simulations: Game in which candidates are realistically cast in the company position and have to solve inherent problems;
📌 Quiz: Challenges to test knowledge with scores and rankings, perhaps with reference to the company or role for which the application was submitted;
📌 Group Challenge: Aimed at assessing soft skills such as leadership and team building, they promote the formation of groups to address and solve specific problems;
📌 App mobile: With interactive activities capable of adequately investigating and profiling candidates;
📌 Serious game: Composed of a simulation part on work tasks and a playful part.
They are also used in the training and in the updating of workers, so as to pass on new skills.
3. Enriching Employer Branding
The reputation of an organisation as a great place to work is difficult to develop. But its importance is enormous, as it generates value and attractiveness for both workers - present and future - and consumers.
Its relevance in retaining talent, then, is indeed vital, allowing for less staff turnover and related cost savings. Through good corporate image it is possible to increase the retention of employees. This brings benefits in terms of loyalty and motivation, which translates into greater productivity .
There are basic steps to build a strategy to grow the reputation:
🔍 Identification clear Mission and Vision;
📣 Communication clear of theidentity on the various touchpoint;
📱 Promotion and dissemination of corporate culture;
🖌️ Creation of positive experiences for employees and would-be employees.
Precisely in relation to this last point, the activities takes a central role in the design of experiences interactive. Representing, in fact, an effective methodology with which to achieve surprising results.
