Knack.IT: Overview and Assessment - cdn.ymaws.com · Knack.IT: Overview and Assessment 12.14.16 LEHRN Meeting: Edina, MN Jean Watson Partner jean@freshexpertise.com ... •If you

Knack.IT: Overview and Assessment12.14.16 LEHRN Meeting: Edina, MN

Jean WatsonPartnerjean@freshexpertise.com

Katie (Eull) StolowskiPartnerkatie@freshexpertise.com

Gamification isn’t always about a game…

Big Data

Customer Loyalty

Wellness Programs

Learning

Recruiting

Customer Enablement

Gamification

Gamification to Build Product Knowledge Depth

• Points

• Ranking

• Badging

Concept

What if finding talent wasn’t dependent on what people claim they can do, but rather what they actually demonstrate?

Video

• Knack.IT

– Founded in 2012

– Privately owned

– Headquartered in Palo Alto, CA

– Major brainpower

• Nobel prize winner in Economics

• Experts from MIT, UCLA, Harvard: Economics and Neuroscience

– Tons of media coverage

– Several recognizable customers:

Overview

Check It Out!

Let’s get started…

Let’s increase difficulty…

Let’s increase difficulty…No Problem!

One More…

One More… Piece of Cake!

Process: Overview of KnacksKnacks:• Mindset (Green)• Decision-Making (Pink)• Character and Leadership (Red)• Creativity (Yellow)

Power Knacks: Unique bundles of underlying knacks indicating valuable competencies• Business Transformation & Digital Economy (Purple & Green)• People Orientation & Team Collaboration (Blue)• Execution & Results Oriented (Red)• Leadership & Vision (Yellow & Orange)

Super Knacks: Clusters of knacks and power knacks that indicate one’s potential for success in particular careers• Business & Entrepreneurship (Blue)• Finance & Banking (Red)

Find out more at: https://www.knack.it/knacks/

Process: Employer

1 Create campaign

Process: Employer

2 Post campaign (if public)

Process: Employer

3 Socialize campaign

Games are played….

Process: Employer

4 Assess candidates

Process: Employer

Barry

4 Assess candidates

Cathy

Process: Employer

Cathy Barry

4 Assess candidates

Process: Employer

5 Categorize, connect with and share candidates

categorize

connect

share

Process: Candidate

1 Learns about campaign

Process: Candidate

2 Downloads the apps

Process: Candidate

3 Play the game(s)

Process: Candidate

4 Gets their “knacks”

Knacks Super Knacks Power Knacks

Process: Candidate

5 Knacks are input to employer assessment

Evaluation: Concept

“Gamification is exciting because it promises to make the hard stuff in life fun”– Definition from Oxford Dictionaries

• (+) Everybody games! Over 95% of youth play games, and 50% of the internet population (http://gamifier.com/gamification-blog/)

• (+) Gamification is becoming popular for Recruiting. Check out other examples used in the Corporate space at: https://www.shrm.org/hr-today/news/hr-magazine/pages/1115-gamification-recruitment.aspx

• (+) Motivates individual and encourages skill and work alignment

• (-) Does not simulate work environment, which looks to be a trend in other gamification apps

Evaluation: User Experience (Candidate)

Candidate Acquisition:• (-) Challenge: Getting candidates to play the game how do

they know about Knack?• (-) 4 apps to download! • (-) Lack of clarity on which apps to download in the App

Store• (-) App called “Knack UP”, not Knack.IT or Knack• (-) Other “Knack” apps

It needs to be easy, or you’ll lose people at

every step!

Evaluation: User Experience (Candidate)

Playing the Game:• (+) Games appeal to the newer generations entering the job

market• (+) Games are fun, some might say addicting!• (+)“Tutorials” to explain game concepts are helpful• (-)Error messages:

• Disappear too quickly to read• Mention “opportunity codes”, but it’s not clear where to

get those

Evaluation: User Experience (Candidate)

Getting “Knacks”:• (+) Fun to get/review your knacks!• (-) After playing a game, knacks are sent via email• (-) Knacks are listed in “My Knacks” area, but they are

generic until you “pull down”• (-) Knacks are color coded, but there are several different

variations in color and it’s not clear what the colors mean

Evaluation: User Experience (Candidate)

Applying for a Job:• (-) Can’t search for jobs by geography, company and other

common drivers• (-) Have to “scroll” through several non-applicable jobs• (-) “Hearting” a job sends your information to the employer

Evaluation: User Experience (Employer)

Campaign Creation:• (+) Simple set-up• (+) Easy to post/un-post• (+) Clear visibility to cost of candidate acquisition• (+) Nice organization of knacks for selection• (+) Easy to drill into specific knack for more detail• (+) Ability to have public and non-public campaigns (cost control)• (-) Link and code “buttons” could be more intuitive (help text)

Evaluation: User Experience (Employer)

Candidate Assessment• (+) Candidate knacks presentation very visual• (+) Easy to evaluate one candidate in detail• (-) Cannot compare two+ candidates on one screen/one view• (+) Accessible next step (categorize, connect, share)• (-) Doesn’t track candidate correspondence• (+) Ideal for active recruiting/sourcers• (-) Not ideal for passive recruiting (no job scraping)• (-) Could potentially be lower volume than traditional

recruitment practices

Evaluation: Cost

• (+) Cost of Entry: Low • (+) Cost Control: Easy

• Dependent on number of knacks selected for campaign• Leveraging private campaigns

• (+) Total Cost of Ownership• # of knacks * # of candidates, consumption only• Other cost models available (negotiable)

• (-) Potential for “hidden” posting cost for employer• If you don’t read the fine print, posting jobs as you would

to an external career site (public campaign) would cost the employer each time someone plays and shows interest in their job

Overall Scorecard

Concept:

User Experience: Employer

User Experience: Candidate

Cost:

Ready for Market:

10%

25%

50%

15%

~3 stars

We’d Love to Hear from You!

Jean WatsonPartnerjean@freshexpertise.com

Katie (Eull) StolowskiPartnerkatie@freshexpertise.com