The ‘gamification’ of the recruitment process

Abintegro: Career Management & Transition

It has been predicted that over 70% of global 2000 organisations will be using gamed-based recruitment campaigns in the next two years.

These ‘games’ are designed to test cognitive skills that employers might want, drawing on some of the latest scientific research. They include skills such as pattern recognition, emotional intelligence, risk appetite and adaptability to changing situations.

Marriott International Inc was an early adopter of this technology: Players install the app on Facebook and then they try to juggle all the responsibilities of a hotel kitchen manager in a virtual environment and, in doing so, learn all about the industry. They can also earn a range of virtual rewards, which encourage them to continue with the game and also help to promote the hospitality industry. Having been wooed by the game, interested applicants can click on the ‘Do It For Real’ link and then they are taken to the Marriot Careers page.

Citerus, a Swedish software development company, organised a coding contest – The Hackers’ Night Crazy Snake Edition – where people had to design the best artificial intelligence snake. They invited people to participate via twitter, RSS and mailing lists and within hours, they had hundreds of visitors. They attracted a lot of potential recruits to their firm with much less spend than their traditional marketing channels.

But it’s not just about recruiting new people, it’s also about developing and motivating current employees and improving their health and wellbeing: Games tap into our innate competitiveness and each time we play we feel more engaged, addicted even, and a get sense of achievement that encourages even the least enthusiastic of us to make those extra sales calls or complete more training programmes.

In a report entitled, The Future Of Gamification, it was suggested that the principles of gamification could actually improve creativity, learning, participation and motivation as well as help with relationships, lifestyle, spirituality and weight loss.

So whether you’re looking for a job, looking to improve your own work-life balance and creativity or that of your employees, playing a few games seems to be the way forward.

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