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Posted November 29, 2016 by

How employers are using gamification to recruit recent college grads

The movie the Internship used gamification to recruit new team members

The movie the Internship used gamification to recruit and hire new team members.

Google. Microsoft. Deloitte. PwC. Cisco. Domino’s Pizza. Marriott International.

Those are just some of the employers using gamification in recruiting. What is gamification?

According to recruiterbox.com, Gamification is the concept which uses game theory, mechanics and game designs to digitally engage and motivate people to achieve their goals. According to this Society of Human Resources Management article, “Recruiting experts say gamification can stir people’s interest in job openings, project an innovative image of an employer, and deliver accurate previews of applicants’ future job performance.”

John Findlay, co-founder of Launchfire, a digital engagement shop that turns boring content and mandatory training materials into a fun, easy-to-digest, game-based learning experience, agrees. Recent college grads are a tech-focused generation and the use of mobile, video, virtual reality and gamification go a long way in recruiting and assessing recent college grads and entry-level job seekers, he says.

“Today’s employers face the challenge of recruiting and hiring recent college grads and Millennials, the largest generational demographic in the American workforce,” said Findlay. “Many companies are finding that using game-based learning and gamification, which integrate points, badges, competition and role-playing, can be used to effectively attract and assess candidates.”

Gamification in recruiting came on fast and furious, said David Kirk Chief Revenue Officer of CloudApps, a behavioral motivation and predictive data analysis consultancy and solutions provider.

“It was all the rage, especially in the IT industry, where technical skills change fast and traditional resumes don’t always tell the depth of job seekers skills,” says Kirk.

Gamification is commonly used in IT. Want to recruit a top coder? Run a competition to find them, says Kirk.  But it’s also being used in many other industries, like hospitality. Marriott International created a recruiting game to attract Millennials called My Marriott Hotel. This game was delivered through Facebook, and according to the SHRM, allows candidates to experience what it’s like to manage a hotel restaurant kitchen before moving on to other areas of hotel operations. Players create their own virtual restaurant, where they buy equipment and ingredients on a budget, hire and train employees, and serve guests. Participants earn points for happy customers and lose points for poor service. They also are rewarded when their operation turns a profit.  (more…)