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Gamification of Employer Branding

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!

5 Tips for an Unparalleled Candidate Experience

Optimize Candidate Experience

Did you know that 88% of job seekers are more likely to become loyal customers of your company, and even refer their friends, if you give them a positive candidate experience irrespective of whether they got hired?

The benefits of providing a great experience to people applying for jobs have been demystified with many companies now reporting a strong impact on their bottom line. Unfortunately, it’s not as straightforward as we had hoped. Even though it can be hard to make the business case for investing in the enhancement of the candidate experience, there are several immediate benefits to be gained, with some of them that can be achieved fairly easily.

It used to be enough to present job candidates with a plain text description highlighting the job requirements and the desired qualifications. Unfortunately, those days are long gone. Nowadays, employers are challenging candidates with games and role-playing simulators to attract the best and brightest to their companies.

Gamification is gaining popularity in its ability to drive candidate participation in referral programs and responding to career content to help build brand awareness. It is effective in converting the people who see your job opportunity into active applicants in your pipeline. By disguising your application and assessment process as a game, you’re much more likely to not only convert the top talent who noticed your ad, but also engage candidates and make them want to come work with you.

As discussed in a previous post, while not every company has the budget to create their own version of the Marriot Hotel, other practical ways to leverage gamification are available. These will help bring in the right candidates for open positions and create strong talent pipelines for future hiring needs. Here are five tips for gamifying the candidate experience.

Tip #1: Give points to candidates for interacting with you.

Companies are in constant pursuit of the passive talent, who is currently employed somewhere else but would still be open to changing camps if the right opportunity presented itself. These types of candidates need more than a job description to get theme excited to work with you. Invite these passive candidates to connect and interact with your organization via virtual contests, hackathons, or quizzes and give them points for their participation. This will not only demonstrate how innovative and fun your organization is but will also give them a sneak peek on your company culture.

Tip #2: Show candidates how they stack up against the competition.

It is worthwhile to show how many candidates have already applied for the same job and how well the candidates rank in terms of points earned against those of others. This competitive intelligence drives candidates to act on the right opportunities and motivates them to interact with you more.

Tip #3: Encourage candidates to apply with their social media profiles.

Most people don’t have their resumes on their smartphone, but just about everyone is on social media. Allowing candidates to use their social profiles to apply is painless and effective. As some candidates tend to “over sell” themselves on the resume, information maintained on social profiles tends to be more accurate. And if you really require a resume, allow candidates to upload their resumes from a cloud service such as Google Drive or Dropbox.

Tip #4: Show candidates their social connections within your company.

Candidates often want to get an inside scoop (and maybe even a referral) about the job before applying to it. Allowing these candidates to visualize their social connections that are currently working with you and enabling them to message for guidance can help convert a passive candidate into an engaged one who is interested in joining your ranks.

Tip #5: Be Mobile

Mobile recruiting is taking over every aspect of the recruitment process. Candidates are 2-5 times more likely to access your career portal on their phone than they are on their PC. Beyond that, nearly one-quarter (23%) of all Google searches that contain the word “job” come from mobile devices. Enable candidates to engage with your employment brand anywhere, any time, and on any device. Ensure that every step of your application process is optimized for mobile devices.

If you are able to foster a positive candidate experience, talent will come to you. Candidates will talk about your organization and tell others about the positive experience they had during your recruitment process.