In our own pursuit of creating mobile gamified recruitment and career awareness platforms to build domestic talent pipelines in advanced manufacturing, life sciences, healthcare, and Cybersecurity/IT, we’d be remiss if we didn’t acknowledge or celebrate the pioneers before us, even if they are located across the pond. Despite differences in industries and languages, the challenges resonate globally:
- A limited skills-based talent pool due to low awareness
- High attrition rates due to misaligned expectations
Gamified Recruitment Examples
1. Facteur Academy: France
La Poste, the French postal system, faced a significant turnover issue with 25% of new hires quitting shortly after their initial employment. JeuFactor Academy was launched to address this challenge by allowing prospective employees to engage in a weeklong simulation. This simulation provided a realistic experience of working for the postal service, incorporating elements such as early wake-ups, learning about the postal service, and mail sorting. The simulation encouraged responsible behavior through choice-making elements, including practicing good hygiene and polite communication.
New hire attrition decreased from 25% to 8%.
2. Multipoly by PWC Hungary
Pricewaterhouse Coopers in Hungary aimed to enhance their recruiting process and increase new employee retention. Their HR department attributed much of their challenges to a ho-hum career page where candidates averaged less than ten minutes of time. In an effort to boost this, they developed an online game called Multipoly, hosted directly on their career site, in hopes to engage candidates more effectively. The game presented business problems similar to those encountered in the job, allowing candidates to team up and try out different roles, and ultimately advance to simulated job interviews.
- Candidates increased their time on the career page from less than 10 minutes to as much as 90 minutes
- The talent pool grew by 190%,
- Interest in working at PwC increased by 78%
- Employees who played the game transitioned more smoothly to the firm compared to non-players
3. Techniqueen: Austria
Austria faced a gender imbalance in its technology workforce, with only 15% being female. OMV, the country’s largest energy and chemicals group, initiated the Technikqueens competition in an effort to bolster this statistic. The competition involved online challenges where female players, aged 14-16, solved technical quests, with standout players earning rewards such as iPads, mentorship, free tech workshops, TV interviews, and scholarships for pursuing a technical career.
Media-friendly initiatives like OMV’s, doubled the percentage of women in tech in Austria, with the help of high profile Technikqueens collaborations from companies like Borealis, Siemens, ÖBB, Microsoft, and RHIt.
Global Outlook for Gamified Career Awareness and Recruitment
Gamified recruitment through mobile video games aligns with key hiring priorities across a multitude of industries, and countries. Here’s why it’s so powerful in growing – and retaining – talent pipelines, no matter where you live:
- 96% of the upcoming workforce (Gen Z) engage in gaming
- Mobile video games can accommodate geo-targeting for recruitment locations
- Video games offer industry-relevant skills development and offer badging and credentialing based on player proficiencies
- DEI-intentional avatars in video games create inclusive experiences as well as unbiased recruiting
- Video games enhance soft skills such as problem-solving and communication
- Players can explore careers, privately, for a more vetted candidate selection
It’s safe to say that gamification of career awareness and recruitment aren’t going anywhere – in fact, it’s going everywhere, as it represents the future of global workforce development. Even the U.S. Department of Defense uses gamification in recruitment to safely train soldiers, and reports:
- 11% increase in knowledge recall
- 14% increase in procedural knowledge
- 9% greater retention of knowledge
Companies who embrace this innovative approach will be upping their game in not only attracting and retaining Gen Z talent, but also in fostering a diverse workforce that is informed, engaged, capable, and, of course, fun.
Can you envision recruiting talent through gameplay?