Gamification in recruitment

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#pennagamification

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Tristan MoakesHead of Digital at Penna

Stuart NewlandDirector at Fenturi

Oscar Lyons Occupational Psychologistat Penna

Henry JodrellDirectorat Fenturi

Today’s session

What is gamification?

What makes games fun?

How does it apply to HR and recruitment?

What are the steps to use it in my organisation?

What is gamification?

“The use of game mechanics and design techniques to engage and motivate people to achieve their goals.” “The use of game design elements in non-game contexts”

“A process of enhancing a service with affordances for gameful experiences in order to support user’s overall value creation”

“The process of making activities more game-like”

We want ____ to feel more like a gameExerciseRecyclingShoppingEatingPersonal hygiene Learning FrenchTimesheets Saving electricitySleepingAppraisals Answering calls

Myth #1

Gamification is a new concept

Google searches for “gamification”

The Gartner Hype Cycle

The Gartner Hype Cycle

The Gartner Hype Cycle

The Gartner Hype Cycle

It’s not really new

Prize inside

Loyalty

Interface training

Myth #2

Gamification is just a digital thing

Charitable donations

22Health and Safety

Myth #3

Games are for teenage boys

27% of UK gamers are over 45

39% of gaming takes place on a smartphone or tablet

What makes games fun?

IntrinsicExtrinsic

Brush your teeth

Go to the gym

Play Candy Crush

Auton

omy

Com

petence

Relatedness

Competence

Autonomy

Autonomy

Autonomy - Fitocracy

Relatedness

Auton

omy

Com

petence

Relatedness

Implementing gamification

A New Channel

A New Channel

A New Channel

A New Channel

A New Channel

A New Channel

A New Channel

Need to keep our feet firmly grounded!

Dashboards

• Easy to understand

• Show player in middle of results

• Regularly updated

Our six tips

1. Start small

2. Don’t chocolate coat broccoli

3. Identify a clear mission and sweet spot

4. Feedback is key

5. Gamification is an engagement strategy

6. Not all games are competitive

Gamification in recruitment

Job simulation

America’s Army

Assessment

Bletchley Park

KPMG Video

Attraction

HR Gamification

• Attraction

• Job simulation

• Assessment

• Onboarding

• Learning & career development

• Compliance

• Appraisals

Further reading

• Jane McGonigal - Reality is broken

• Janaki Kumar & Mario Herger - Gamification at work

• Daniel Pink - Drive

• Scott Rigby & Richard Ryan - Glued to games

We surveyed 100 HRDs

Question 1What was the most common word associated with gamification?

A. Modern

B. Creative

C. Fun

D. Pointless

E. Young

F. Expensive

Question 2What was the biggest perceived barrier to the application of gamification?

A. Industry culture

B. Capital cost

C. Perceived complexity

D. Technical knowledge

E. Generation gap

F. Client buy-in

Question 3Which word was most associated with Generation Y?

A. Social

B. Challenging

C. Mobile

D. Digital

E. Connected

F. Technology

Question 4Which aspects of the HR discipline do you think that gamification is best suited to?

A. Employee recruitment

B. Candidate assessment

C. Team building

D. Career development

E. Learning & development

F. Employee satisfaction

What do you think?

Question 1What do you think is the biggest barrier to the application of gamification?

A. Industry culture

B. Capital cost

C. Perceived complexity

D. Technical knowledge

E. Generation gap

F. Client buy-in

Question 2Which aspects of the HR discipline do you think that gamification is best suited to?

A. Employee recruitment

B. Candidate assessment

C. Team building

D. Career development

E. Learning & development

F. Employee satisfaction

Question 3When do you think you will next start a gamification project at your organisation?

A. Never

B. 0-2 months

C. 3-6 months

D. 6 months to a year

E. 1-2 years

F. 2 or more years

Thank you

Any questions?