Gamification for Recruitment, Training and Networking


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Gamification is a process of making anything looks like a game. Gamifying every aspect in life simply allows more fun incorporated to whatever people do. For instance, there is an application that keeps track of your burned calories for every single day; the application displays the information in an attractive and game-like user interface. Picture on the top left shows how design of a workout-trainer application is applying the concept of gamification. Another example in field of education is the gamified grading system (picture on top right). Instead of giving students with grade like F which can demotivate them, gamification allows school to modify its system in a levels-based environment. In other words, those who are eager to move to the next level must study or finish their homework. In this sense, the motivation for studying turns oppositely from “surviving” into “achieving”. The question is now how to apply it to working environment where older generation were not exposed to playing game as often as children and teens. The answer relies on which type of business activities you are trying to gamify.

Recruitment

As number of applicants for a vacant job position increases largely, many companies are having difficulties selecting qualified candidate by just screening though stack of CVs. Even the best CVs do not always produce the best possible performer. In this case, gamification can be a solution to the organizational hiring policies. Basically, selection and screening procedure will be replaced by a game that is configured to test the ability of people in performing certain task expected by the employer.  For instance, analytical skill of the applicants is tested with detective-logic game they have to play. Those who manage to score adequately high can possibly get an interview invitation considering other criteria (age, gender, education) to be taken into account. Marriott international Inc. was one of the very first company adopting the idea of gamification with the creation of Marriott developed (you can compare it to Farmville or The Sims). It was created to interest millennial (age 18-27) to the industry before then the recruitment process begins. Furthermore, certain achievements can be shared on social media, such as LinkedIn or twitter. Another example of successful candidate, Vugar Huseynzade, 21 years old Azerbaijan in 2012 was appointed as a manager of one football club in Azerbaijan Premier League after glorious performance in Football Manager computer game.

Training

As mentioned in the introduction, gamification can also improve learning process. The reason is our brain can process and absorb information more quickly when no stress, anxiety, or even pressure is associated with it. Unlike ordinary training, game does not risk employees’ reputation, it rather challenges them to become more competitive in more fun way. One example is done by Deloitte, biggest audit company, partnering with Badgeville in creating digital innovative training program for its senior executives. The goal is to brand the player’s online identity on Twitter, Facebook, and Linkedin with badges obtained after completing gamified trainings. Game is also very cheap to be put into practice. For instance, prospective pilot will practice on simulator before they fly the real plane, or else it would be very expensive if an error leads to crashing the real airplane. US department of Defense also uses game to replace its large-scale drills training which can be very costly. Nowadays, development of 3D technology such as 3D glasses makes gaming experience even sophisticatedly good and real. Thus, businesses have yet to notice that including game in training make an effective training that at same time providing enjoyful experience

Networking

In a more recent genre of computer games (Massively Multiplayer Online Role-Playing Games, or MMORPGs), descending from these MUDs, hundreds of thousands of players now interact on a daily basis (Ducheneaut, N., & Moore, R. J. 2004).  It indicates gaming experience is becoming more and more social rather than solitary activity. Moreover, the increasing number of users in networking systems (e.g., Internet) also amplified the social interactions effect towards the interacting groups. Thus, the practice of gamification might as well facilitate more interaction among groups of employees within internal or external organization. With little adjustment, a game can be created in a way that it requires the players, which in this case is employees, to team-up while solving some group-related issues.

In an organization where majority of employees are accepting technologies, gamification is deemed to bring nothing but success.  Gamification can be widely approved if people start making good fuzz about it. Regarding to these three fundamental aspects we believe the end goal of gamification is still to increase productivity (Smith, R. 2011).

Smith, R. (2011, November). The future of work is play: Global shifts suggest rise in productivity games. In Games Innovation Conference (IGIC), 2011 IEEE International (pp. 40-43). IEEE.

Ducheneaut, N., & Moore, R. J. (2004, November). The social side of gaming: a study of interaction patterns in a massively multiplayer online game. InProceedings of the 2004 ACM conference on Computer supported cooperative work (pp. 360-369). ACM.

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One response to “Gamification for Recruitment, Training and Networking”

  1. 337174mg says :

    Good piece of work!

    In my opinion gamification is the future for some aspects. However, there are disadvantages that a company has to take into account when you review the definition of ‘gamification’ more general. With ‘more general’ I mean, using gamification to let employees work harder, more efficient and with more results. Namely, gamification works best in business which are referred to as non-challenging and non-motivating. I think, for example, in a call centre, gamification can be used to stimulate successful phone calls. This can trigger, somehow, a competitive side in an employee. Another downside of gamification is the possibility that humble and honest employees, due to competition, become unfair and manipulative. According to Keitt (Gruman, 2012) , you can best use gamification for education and training, because in that case you only have to compete with yourself and strive to get the best out of yourself. So, in order to support your blogpost, gamification functions best in environments where you have to fight for a sufficient feeling; like a job-offer or a pass for a training.

    Source:
    Gruman, G. (2012). De zin en onzin van gamification. [online] Computerworld. Available at: http://computerworld.nl/development/75295-de-zin-en-onzin-van-gamification [Accessed 1 Oct. 2014].

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