Here is why you should use Gamification to help your employer branding with recruitment
Thanks to gamification, you can boost your HR marketing campaign and develop your employer brand. A basic job offer is no longer enough to attract attention and inspire candidates to apply. The same goes for CVs, they’re no longer sufficient just to test your candidates’ competency and discover their true talent. Today, gaming mechanisms allow you to draw people in and discover profiles that will be a real asset to your business.
Furthermore, gamification provides real engagement leverage that will optimise the quality of engagement and the working environment. Prioritising the well-being of the business also entails optimised working conditions, an involved, relaxed team who enjoy work thanks to fun strategies. Gamifying your recruitment process and human resources will reinforce candidate engagement and allow you to distinguish yourself from other businesses.
Definition: What is employer brand?
Employer brand is a term which encompasses all the questions and issues of brand image related to human resources management and recruitment in business. It represents the identity of your company, human resources practices and goals, the values, culture and communication as well as the internal and external reputation of the company as a whole.
In addition to its role in finding and retaining talent, the employer brand is also inseparable from the overall brand image of the business. A brand is an image or reputation that makes you stand out from your competitors, so it is essential to take care of it.
It is a strategy which impacts both the internal and external public of the business. Not only do you want to give a good impression to your employees, but you must also show the best example and the most appealing side of the business to external job seekers and to potential new recruits, without forgetting your clientele.
How does gamification make a company’s reputation shine?
Play is universal, everyone likes to play
Gamification tactics are becoming increasingly popular among employers, not only for recruitment but also to create better welcome experiences for new arrivals, also called “onboarding”. In fact, games are universal, fun and attractive, they will capture the attention of all kinds of audiences.
When associated with the employer brand, it shows potential employees that your organisation is innovative, original and contemporary; it gives them something to look forward to; it gives them a sense of being included from their very first day; and above all, gamification used in internal communication creates healthy competition between colleagues which drives productivity.
In fact, gamification can be an effective communication tool to support the employer brand. Adopting gamification codes and applying them to your recruitment process is a winning solution. Speaking to your audience and awakening their inner gamer allows each of them to discover your employer brand while having fun and, why not, engage in the long-term.
Showcase your business and its values
Many candidates now choose the most attractive business, in their opinion. It is therefore essential to set up a seduction scheme to your employer brand enticing. Show candidates and clients what sets you apart from your competitors and the reasons why they should choose you over them.
By integrating gamification into your approach, you are not only engaging candidates during recruitment, but you also provide them with information about your business which makes them want to work there. They will be excited to show off their knowledge of your business and to apply for positions within your organisation. In one way or another, gamification will allow participants to remember how much fun they had finding out about your business.
- Don’t be afraid to let your creativity shine! Create a truly educational experience for your human resources with a Drimify Dynamic Path™. Tell the story of your business, the main steps of its creation and its values through various steps by creating different games organised by values or themes.
- Set up a recruitment campaign with an entire programme made up of numerous fun, accessible games. Creating themed mini-games to win prizes and learn about the company’s work is a great way to build strong engagement and proper interaction with your content.
- Promote your job offers on all channels of communication: to boost your recruitment campaign’s visibility, it is in your best interests that as many candidates as possible know about it. Your company must be present and active on all online communication channels, via websites, business pages and social media. Promoting the games on various media formats helps to rapidly expand the reach of your campaign.
Reach your recruitment goals
By integrating gamification into your recruitment event and search for potential candidates, you will be able to stimulate candidate engagement and increase conversion rates. Gaming mechanisms are perfectly suited to recruitment campaigns to encourage applications.
And introducing one or more games into the hiring process allows you to catch candidates’ eye and draw them in with an original approach. You facilitate a more positive and open applicant experience, which will make the job search more fun.
- Combat physical and psychological prejudices: candidates don’t meet recruiters in person and are not in a work environment.
- Expand the sense of fairness: the process is the same for everyone and the final outcome is based on objective skill and qualification criteria. The result of the game is not a final decision in itself, the route chosen by candidates to achieve the goal is just as important.
- Gather key information: creating a game with profiles and a ranking table allows you to collect very important data. By observing the choices and behaviour of a potential candidate, you gain more information on their work ethic and personal profile. These can then be analysed by your recruiters for the recruitment process.
To summarise, games are an excellent tool to evaluate candidates in an objective manner. They will also give you a better insight into their personal and interpersonal skills.
Learn about good practices
Gamification allows you to showcase good practices both inside and outside of the business thanks to a fun and interactive approach. By presenting good examples through gamified experiences, you incite curiosity and interest. Competitions are, for example, an excellent way to offer incentives to your colleagues while also offering them the chance to discover new aspects of the company such as new products or services.
Onboarding is also an essential element of your HR service that shouldn’t be forgotten as it will serve as a springboard for new arrivals to understand good practices. It is an integral part of the employer brand experience and welcoming a new colleague — it’s an art. And that is precisely where gamification comes into play, to make the process more fun.
Discovering the business and its culture, departments and missions, creating its first network: these are all issues that can be resolved in a fun approach with a Serious Game. This game is a very effective tool that will make you stand out from the crowd but will also arouse the interest of employees. This type of event also allows employees to create connections quickly, solidify group cohesion and encourage team spirit.
Retain your top talents
One of your problems, as an employer, is to continue to arouse interest and retain your top talents. When you work on employee well-being in the workplace, the pride of being part of the team and the work environment, you naturally create colleague satisfaction. An effective employer brand strategy, therefore, depends above all on the company’s profound hope that its employees — current and potential — are doing well in their job and within themselves.
To retain your best talents and keep them loyal through gamification, you must adapt your environment and business events to suit the interests, desires and fears of your community. Gamification should be a key element in each business event. Elements of play such as badges, levels and rewards can be used to promote loyalty and retain your top talents.
But there is a second reason why gamification is particularly beneficial in talent retention schemes: it acts as a trigger to bring out a sense of duty and productivity among your employees. When we play games, we feel like something is at stake, there are rules and limits, that we are having fun and even taking risks — so many factors that increase our willingness to challenge ourselves by staying with the company.
Work with the gamification experts to support you in your employer brand recruitment project. To find out more, check out our add-on offers or contact us to make the most of Drimify’s advice and expertise.
Photos by fauxels and cottonbro on Pexels