“Will you fit into our organization?” an innocuous question that the world’s largest professional services firm asked its potential recruits last year – just that it did not ask this question face to face, but in the form of an interactive gamified recruitment video. This video chronicles the journey (A-Day-In-Life) of a young new hire and gives him scenarios that he has to choose, which are commensurate with the company’s corporate values. The correct answer is then highlighted. It’s a great way of turning boring recruitment videos into an interesting format, engaging young recruits, and educating them on the behavior that the organization expects from its employees; thus enabling a potential recruit to figure out if he/she is the right fit for the company.
The gamification trend is fast catching up and leading global brands are using gamification tools and techniques to attract and hire talent. They have to – Forbes estimates that by the year 2025, 75% of the global workforce would be millennials, and just this fact would fundamentally challenge how we recruit, induct, and engage with prospective employees. And therefore traditional recruitment systems and techniques of the last century don’t hold good anymore.
Recruitainment is Recruitment V2.0
A leading global diversified hospitality company asks potential recruits to go through real life scenarios through a “Virtual Kitchen”. A potential ‘candidate’ or a ‘player’ walks through the virtual kitchen and deals with scenarios such as handling an irate customer, ordering groceries, and managing the kitchen. The company then analyzes the data of the players, figures out the guys who can handle stress and deliver orders on time, and calls them for the next round, eliminating interview costs and saving time and money on hiring a wrong candidate.
Employer branding is commonly defined as “an image a company projects as a potential employer to a desired target audience”. A closer look will throw out three keywords:
Now, a brand fundamentally has a unique position in a customer’s mind. The perception therefore needs to be ideated by the company, but once it does that, quizzing and gamification comes extremely handy in delivering (projection/promotion) the message to a given target audience.
A leading Indian multinational automobile manufacturing corporation has done this beautifully. In the last decade or so, the manufacturing sector has lost considerable talent to the IT/ITES sector, primarily because of the huge appetite of IT firms for recruiting engineering graduates irrespective of their branch/specialization. The automobile giant wanted to fix this. They realized that instilling “auto passion” in young minds and showcasing the company’s heritage and current work would result in the organization taking a “preferred employer” position among e-school and b-school students. Thus was born a gamified quiz for e-school and b-school students (currently also open to working executives). Today this project reaches out to more than 60 locations across the country, has received multiple awards, and is one of the most recalled campus events in the country. Some of the game elements that are used in this include competition, collaboration, challenge, status, progression, instant feedback, achievements, rewards, points, etc.
Gamification enables employer branding specialists to engage deeper with prospective employees, as gamification helps dig into the intrinsic motivation of any candidate/player and engage him/her meaningfully with the company’s core messaging. This is a technique that is set for exponential growth globally in the recruitment and employer branding space.