Gamification of Employer Branding

March 23, 2016
Tamer Rafla

Gamification and Employer Branding

If you take a look around, possibly even in your own organization, human resources is not always the most popular department. The bigger the company, the less relevant and less visible their activities seem. As a result, HR departments are not only looking for ways to actively engage their existing employees, but are also seeking strategies and tactics that will differentiate themselves as an employer. What does your brand say about you as a potential employer?

With constant tech innovation, gamification has quickly become a buzzword in the recruitment field. But to take it beyond the buzzword stage and truly benefit your employer brand, you need to weave gamified recruitment into the fabric of your recruitment strategy.

Applying gamification to HR is not an entirely new concept. In his book, Employer Brand Management: Practical Lessons from the World’s Leading Employers, Richard Mosley explained that many employers, as early as the late 1990s, introduced elements of gaming to their career websites and portals. The trend “is moving toward a more immersive online environment that gives potential candidates a much richer taste for the kind of employment experience on offer to them.”

Despite early efforts and growing popularity, gamification is still just a concept for many. The Aberdeen Group published research that indicated that HR departments have been slow to adopt gamification strategies. In 2013, only 17% of organizations had applied gaming techniques to their HR activities. This is gradually changing as success stories begin to emerge.

Whether you use gamification for recruitment, testing candidates, building awareness, onboarding, continuous employee engagement, organizational change, or all of the above, gamification differentiates and boosts increasingly diverse, memorable and unique employer branding strategies.

Demonstrating your values

Gamification makes the HR process fun for potential and current employees, and keeps them engaged. Keeping that kind of positive attention it creates focused on you in an increasingly competitive and fragmented employment landscape is key to your identity as an employer. A big part of that is being able to show (and realistically simulate) your company and organizational values in an interactive way. A company can too easily be seen as a monolithic entity with a set of stagnant rules (the dreaded “employee handbook”) but gamification can breathe life into your company identity and show the world who you are and why candidates should clamor to join.  Through gamification, you can really showcase your employer brand and engage people to aspire to be a part of.

Fun and interactive HR processes = a memorable brand

Entertainment value goes a long way toward generating engagement and memorability. Particularly in highly competitive sectors, employers need to vie for qualified candidates in much the same way that candidates compete against each other to get hired. How can an employer in this environment offer a uniquely compelling candidate experience, maximize HR resources and ultimately make the experience entertaining?

Put it to the test!

Incorporate gamification into your employer branding strategy! There are lots of ways to do this, But whatever you do, do it now. Gamification in HR processes may be a gradually growing trend, but things are speeding up and you do not want to be left in the dust!

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