21(116) 2015
Download PDF-version

HR & Professional Training

Gamification in recruitment – yes… but bear in mind who are you recruiting!

by Paulina Mazur, employer branding and talent development manager at Bigram Personnel Consulting
Header paulina mazur

Gamification has the potential to become one of the strongest tools in HR and recruitment. It is trendy; it is desired by participants and employers. 

It has many advantage and benefits and can reach where traditional methods tend not to reach. Interactive recruitment process is a match for the expectations of the young generations.

Both ‘Y’ and ‘Z’ (or Millennials) like to compete (with computer games accompanying them every day since they were small) so the gamification process is a valid solution at the recruitment stage, and so on in the subsequent development of these young talents. This is the right direction, but it is neither the easiest nor the cheapest solution. Preparing the right tools and planning for such a process, promotion (of course in the social media), entering the academic environment – all this requires not only a good idea, but also the experience and the appropriate budget to carry it out properly.

Gamification ɡeɪmɪfɪˈkeɪʃ(ə)n/
Noun: The application of typical elements of game playing (e.g. point scoring, competition with others, rules of play) to other areas of activity, to encourage engagement with a product or service.
"Gamification is exciting because it promises to make the hard stuff in life fun.”
Definition offered by Google

These solutions are more accessible to a corporation (international solutions adapted to markets in Polish), in the case of many of recruitment processes, particularly in the IT sector, consulting, banking, FMCG. Alternatively, companies can take advantage of the competitions that are already present on the market, such as the Global Management Challenge competition. They are not always suitable nor necessary for young, small businesses.

Gamification does work when it comes to recruiting young talent. But since the young generations are commenting on everything in the social media, remember to do it well, otherwise don’t do it at all.

Błażej Jurewicz, expert and consultant on strategy planning and development (co-owner of Architects of Value), has worked on many training sessions and development projects involving gamification. He says: “Using these tools merely to implement them is pointless. Gamification is a method that supports employers that use it to monitor the progress made by employees who need to follow a specified route in their career development. It offers information about how much work is ahead of them, what needs improving, and what are the results. Employers can draw conclusions from feedback!”

“Gamification is based on a competition with yourself, building awareness of the way to achieve a well-defined purpose and lets the employer – and employee – know at what stage of the plan they are on at the moment. It's ideal for repetitive events such as onboarding, some project work, training and knowledge workshops explaining procedures, as well as tests. Gamification works if people are already familiar with this method and they are willing to succeed. Young people often meet these characteristics.”

“In recruitment, gamification is a tool supporting the control of the results, the progress and the differences between multiple candidates. However, it only works if we have clearly defined criteria and the candidates want to emerge absolutely the best. The question is whether are we are 100% able to answer what qualities, and in what proportions, must our dream employee possess?”

However, gamification is not right for all recruitment purposes. It is certainly not the answer when you are recruiting specialists and managers. The recruitment process for professionals or managers with particular experience, expertise and knowledge, should not be based on gamification. Such people expect an individual approach on the side of the recruiter and employer. Simplifying the recruitment processes may also threaten the image of the employer that’s doing the hiring. The first step in the recruitment is the verification of professional experience and expertise. If we put a group of candidates who meet the formal requirements, we can go to check soft skills, preferably through a behavioral interview. You can also use the Assessment Centre or its components. But for games, there is little space left. As the battle for talent among professionals and experienced candidates is fierce, to acquire your dream candidate it is preferable to have support from a network of contacts. You need to plan the process properly and, if necessary, ask your agent specialising in this type of projects.

More in HR & Professional Training:

Enterprise Leaders – responding to tomorrow’s growing complexity

by Olga Wolińska, consultant, SHL Poland

Have you ever thought about the quality of the leadership in your company? Do you think your leaders are ready to deliver expected results in increasingly complex environment of the 21st century?

Time management - what’s the real issue?

by David Allen

You can’t manage time. Time just is. So what’s this thing called ‘time management’? 

An office which takes the company to the next level

Training programmes are not the only factor that leads to the optimisation of efficiency within a company. The working environment is also of great significance. 

The significance of effective employee induction – onboarding as a key element of a training policy

by Magdalena Wysocka, senior staff advisor, Rödl & Partner

The first day in a new job usually remains in the memory for long.