Thank you! White Paper has been sent to your mailbox, don't forget to check spam folder!
There have been lots of discussions going on for several years about the importance of gamification with the ones joyfully accepting the potential to change our lives on the one side, and the others being afraid of such artificial simplification of real-life interactions on the other side of the barricades. Nevertheless, games are becoming a huge trend (or maybe even a standard practice as others may say) and powerful tool for businesses, causes, marketers, educators and for people themselves to achieve mini or maxi life goals when using games in a smart way. As it was said in New York Times: At a time when games are becoming ever more realistic, reality is becoming more gamelike.
Driven by an interest in how employers tend to perceive that game-like reality we selected several examples of recruitment (or gaming?) campaigns which show the diversity of approaches depending on the campaign needs.
PlantvilleTM by Siemens
This is a downloadable game played online. As the introduction states – Plantville is an engaging and informative plant simulation which puts you right in the shoes of a plant manager at Siemens. The goals of the game are the same as plant managers face in their daily life – improve safety, quality and delivery, manage funding matters. Tom Warney, head of marketing and communications at Siemens sees Plantville as a tool to raise the interest of younger generation in manufacturing industry and educate society about the company and its products. I wonder if a graduate who has spent hours and hours virtually running a factory would show faster learning and better performance when hired by Siemens.
Accenture FB Game Apps
Accenture uses facebook as their primary candidate engagement platform, so it’s not a surprise that they have even 4 different games designed around Accenture’s company. They have a double goal- entertain the potential candidates and teach them about Accenture and what it has to give to its employees as well as set the expectations of the candidates of what it takes to climb the career ladder in the company. Starting as an intern gamers have to answer the questions that will bring them up on the career ladder. Or the Card Game-it is designed to get to know people working in the company and what skills helped them to move forward in their careers. No need to say that this represents the company and its vacancies better than any corporate About Us section.
Mobile Surveillance recruitment campaign at MI5
Being a spy for terrorism prevention is obviously fitting not everyone. Same as the exotical nature of it – job description cannot be simple and boring ingredients list.This flash game is designed to self test sharp memory and attentional capacities crucial for mobile surveillances. The game is designed to assist recruitment campaign and give potential candidates a clue what skills are important within this role of course revealing only small part of its complexity.
My Marriott Hotel on Facebook
As part of their new Facebook career page Marriott created a flash game in five languages where the visitors can experience what it is like to manage processes in different structures of Marriott’s hotels. For now only the kitchen game is developed and is aimed at controlling quality and delivery of food. It’s relatively childish but still gives a good clue of how stressful and fast-paced work in the kitchen could be, especially if the best incentive of the gale is smiling face of the manager. Players by clicking on “Do it for real” are directed to the career page of Marriott.
L’Oréal Reveal
This game gained quite much attention from media and recruitment marketers mainly because of its resemblance to the real world. The game was developed with the help of experts in psychometric testing and reveals the nature of work in different departments – in the virtual environment players can take part in real-life scenarios by solving problems and communicating with employees, collecting points and gaining feedback. Most important – the best players are competing for prizes whereas among them are opportunities to be invited for an interview for a trainee position! Several success stories can be found in relation to this game and already 120 thousand people have registered to play L’Oréal Reveal.
RNZAF Virtual Missions
The research found that graduates perceived the Royal New Zealand Air Force as being just about pilots. Lacking application for other roles RNZAF decided to create a simulation game where players can switch roles of the crew and understand the importance of each of them. Results were surpassing the need as more than 700 people applied for 82 positions and hopefully they will be long-term with education provided for 200 players weekly.
Hays Challenge
Last but not least – a recruiting game for recruiters! Hays designed this game for potential candidates for them to understand what challenges Hays employees face everyday. The game presents several scenarios where players have to find the best solution: select the best candidate for a position on the basis of video recorded interview, provide a good career advice for professional, and ask the best questions for CEO in order to sell Hays services.
