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BRANDE : Gamification

December 9, 2013

What Do The Biggest Recruiting Breakthroughs of 2013 Mean for 2014?

It has been a big year for recruiting and employer branding. Employer are now reaching job-seekers through “SoMoClo” — social media, mobile device, and the cloud. New technology, new services, and new philosophies are re-shaping the recruiting world.

So how will the breakthroughs of 2013 shape recruiting in 2014? Here’s a rundown of some trends you should be watching. 

Gamification
Another evolving technology is gamification, adding game mechanics to a non-game activity, like recruiting. Marriott got the ball rolling with an awareness campaign, and a few other companies have used aspects of gaming in their recruiting. The trend took another step when the French postal service created a game for orientation and onboarding: it simulated getting up in the morning, eating breakfast, and dressing for work, along with mail sorting and delivery. It’s only a matter of time before a bold employer fuses all these concepts together and turns the entire hiring process into a game. Who will it be?

Mobile
A recent LinkedIn survey shows that job-seekers have moved their searches to mobile devices: 72% of active job-seekers and 62% of passive candidates say they’ve visited a company’s mobile site to learn about careers. But the survey also found that only 13% of companies have “invested adequately in making their recruiting process mobile-friendly.” If you’re using social media in your recruiting campaign, keep in mind that many social sites are visited from a mobile device: according to Microsoft, 50% of Twitter users access that network through a phone or tablet. I expect all these numbers to increase in 2014. Is your company ready for mobile recruiting?

Google Glass
As I recently pointed out, Google’s new wearable technology, launched this year, has the potential to revolutionize recruitment videos. There’s nothing more powerful to a candidate than showing them what a day working for a company is really like; Google Glass lets them virtually experience it. But that’s not all. Google Glass can show candidates the recruiter’s point of view — literally! This can greatly help them prepare for the application and interview process. CEO’s can also wear the device and shoot videos of their working days, providing a behind-the-scenes look at the corner office that employees and job-seekers now only dream of.

Vine/Instagram video
Speaking of video, two new short-form services launched in 2013. Twitter introduced Vine in January; Instagram added a video component six months later. For any recruiters using social media (which is most of them), these simple formats have opened up a whole world of video possibilities. With only a few seconds, very limited editing, and no graphics or effects, even a recruiter who has never made a movie in her life can now create tiny works of art and share them with job-seekers on numerous social channels. So far, I’ve been inspired by Manifest Digital and Aviary on Vine, and VMware on Instagram.

These trends shaped 2013 and will certainly influence 2014. At Brandemix, we’re keeping close tabs on these emerging concepts and are adding them to our campaigns. If you’d like to know more about gamification, mobile recruiting, Google Glass, or short-form videos, drop me a line.

September 24, 2013

Win the Recruiting Game…Through Gaming

Job interviews can be stressful for both parties; the candidate worries that one wrong answer can take them out of the running, while the interviewer knows that a bad hire will cost the company time and money. Add to that the calls from some recruiters to replace interviews with personality tests because interviews only increase the likelihood of a great hire by 2%. In short, interviews don’t filter out all but the best employees.

But there’s a solution to ease the tensions of both the employer and the candidate: gamification. That is, requiring applicants to play a game that simulates the actual job. This not only gives applicants a rare inside look at what their work will be like but also subtly gauges their memory, aptitude, ability to follow directions, and other important factors.

Does gamification work? When the French postal service created a game for its applicants that included not just mail delivery but non-work activities like taking a shower and eating, the dropout rate for new hires fell from 25% to 8%. Marriott’s famous hotel kitchen game, which launched in 2011, helped propel Marriott’s careers Facebook page to over one million likes — and is still available for new players two years later. Or look at it from the competitive angle: 
Research firm Gartner predicts that over 70% of the Forbes Global 2000 will have at least one gamified application by 2014.

Image courtesy of SeriousGameBlog.com


I saw the growing excitement for gamification when two recruiting games won 2012 Creative Excellence Awards, given by the ERE:
Home Depot’s Facebook game, in which players had to race among the store’s aisles to help customers and find products, won first prize in the Social Media category. Deloitte China’s “Green Dot Mission” game, a scavenger hunt through a virtual version of the company’s office, took second place in the Interactive category.

Gamification can also be used for other initiatives, such as employee referrals, employee wellness, and even internal rebranding. A strong employee referral program cuts down on hiring costs while employee wellness cuts down on health insurance costs. I’m sure savvy companies will find other ways that gaming can reduce costs and increase profitability.

Ready to add gamification to your recruiting or other HR initiative? We’re standing by.