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Is gamification the next big thing in recruitment?

Written by Kimberley Startup | March 12, 2012 | 5 Comments

Gamification, recruitment 4.0 and crowdsourcingThe impact of digital media technology has paved a new path for recruitment; progressing from targeting the active and passive jobseeker by building communities through the use of social media, to leveraging these communities for the benefit of recruitment by crowdsourcing.

Last week I discussed the theory of recruitment 4.0 and crowdsourcing ; what it is and how recruitment can benefit from communities by gathering referrals, including the use of gamification to crowdsource. Expanding on this, it seemed appropriate to divulge further and look at ways gamification can help the recruitment process.

The latest buzzword in the recruitment industry – “gamification” is the use of game attributes to drive game-like player behaviour in a non-game context. Whilst the term has typically been consumer based to engage with customers, the rise of technology and traditional recruitment methods drawing a blank, means, in principle, gamification could be used as part of the recruitment mix.

The theory is that by applying the same principles that inspire people to play games, such as achievements, status and rewards, businesses can drive deeper engagement and use this to attract and retain employees, as well as improve staff and business performance.

Take this example provided by Matthew Jeffrey : a company posts a problem online, a large number of individuals offer their opinions and ideas as to how to solve it, the winning idea is rewarded in some form, and the end result is the company adopting the idea for its own benefit.

This theory has already been leveraged by some big brands that are fast realising the benefits of crowdsourcing and gamification, including improved employee skills and the ability to reach fresh talent.

Early in 2007, Pepsi launched a marketing campaign which allowed consumers to design the look of a Pepsi can. The winners would receive a $10,000 prize, and their artwork would be featured on 500 million Pepsi cans around the US.

Cisco Systems Inc. held an I-Prize contest in which teams using collaborative technologies created innovative business plans. The winners demonstrated how IP technology could be used to increase energy efficiency. More than 2,500 people from 104 countries entered the competition. The winning team won $250,000.

With the rise of the internet, the landscape of how humans interact with one another, both at work and at play, is radically changing.  And, as more and more people explore the theory of gamification to tap into new sources of talent, the recruitment space is no different.

In fact, to give more credibility to gamification, research published  by Gartner stated: By 2015, more than 50 percent of organizations that manage innovation processes will gamify those processes. By 2014, a gamified service for consumer goods marketing and customer retention will become as important as Facebook, eBay, or Amazon, and more than 70 percent of Global 2000 organisations will have at least one gamified application.

As a company, it’s our job to make the most of this next advancement in recruitment by creating a compelling environment where people want to go frequently – whether that’s through gamification, a place to share videos and photos, or offering exclusive access news. Either way, its naturally fitting to move forward with the digital decade and attract people by using what they crave most – compelling, rich and engaging content, and then take the ‘pick of the crop’, as some might say.

Many concepts of recruitment 4.0 are already resonating today, in reality however, it is still a long way off. Recruitment 3.0 has not even been fully embraced yet.

Do you think crowdsourcing could be the next big thing for recruitment? What other exciting times lie ahead? Share your thoughts with us below.

5 thoughts on “Is gamification the next big thing in recruitment?

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  4. Leona on Reply

    Hi Scott. Thanks for your comments. Its great to hear of companies already embracing the digital decade.

    As a business, its important to move with the times, and at the moment, the provision of engaging, interactive content is a great way to connect with people and what every company should start doing.

  5. Scott Randall on Reply

    An interesting article! Of course, I’m biased, but we’ve seen the approach work wonders. Deloitte uses a national simulation to create employer brand awareness in high schools.
    The program reaches over 10,000 students a year – working as teams to solve a virtual business simulation. The teachers love it – the kids love it. Why? Competition, engagement, “the digital language”, games, collaboration. All of it. Recruiting going forward will be enticing applicants to enter a world that shows them how the recruiting company fits into their life – not the other way around. It’s a HUGE change. And it’s coming.

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