In an attempt to set themselves apart from the competition, many organizations have turned to forms of gamification in recruitment to attract high-potential hires.
In the recruiting process, gamification brings out applicants’ natural propensities for competitiveness, self-expression, closure, and even altruism – all while allowing them to navigate situations that replicate the tasks necessary to be successful on the job. For employers, talent acquisition software that incorporates gamification can generate hard data on a candidate and gain insight into a candidate’s specific personality traits as well as his or her ability to multitask and handle stress on the job.
Gamification in Hiring: Success Stories from Top Companies
Successfully utilized by an ever-increasing number of companies, gamification in recruiting has shown results in increased employee retention rates, and can also help contribute to employers’ branding strategies by creating an engaging and memorable candidate experience.
Here is a look at how some companies have successfully integrated gamification into their hiring processes to idenitfy the cream of the crop.
Google’s Code Jam
A multi-service internet phenomenon, Google launched an annual software-writing competition to find fresh, exceptional talent. The Google Code Jam provides the participating developers and engineers not only a shot at displaying their skills as potential hires for the company, but also a chance to win up to $50,000 in monetary prizes.
Formaposte French Postal Service - A Day in the Life
A French postal service that was constantly faced with the challenge of maintaining loyal employees once they were hired, launched Jeu Facteur Academy. This talent assessment software enabled potential new hires to experience virtually what a week in the life of a postal carrier is like. From waking up before dawn to understanding the intricacies involved in postal work, the candidate game presented applicants with realistic expectations of the job prior to accepting a position with the postal service. As a result of utilizing gamification in recruitment, employees who quit their job at the postal service dropped from 25% to just 8%.
U.K. Government Communications Headquarters - Cracking the Code
The GCHQ-U.K., the British intelligence and security agency, created an intriguing encrypted message on a website CanYouCrackIt.co.uk. It was part of an application process for new hires. Candidates had to literally crack the code on the website and then succinctly decipher the hidden message in order to be able to advance in the application process. As a result, the GCHQ was able to easily screen the applicants without having to rely strictly on a candidate’s resume as the weeding-out process before the interview.
Domino’s Pizza - Designing Pizzas for Cash
Affirming that Domino’s is an innovative and fun place to work, Domino’s created the Domino’s Pizza Mogul game. While at first glance it may seem like a creative way for customers to earn money by coming up with off-the-wall ideas for new pizzas, the mindset behind embracing the concept of gamification in recruitment was to attract and inspire young job seekers to their brand by presenting it as a truly hip place to be employed. Users who log on to play the game get to pick and choose the toppings they think would make an appealing pizza. Then they can name their creation, and for every version of their pizza that is sold, they earn cash.
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Topics: Talent Selection Ideas