S4R News / 7th Sep 2015

Why should you use gamification?

Gaming might not be the first thing that springs to mind when you think about recruitment. Especially when a recent report has revealed that 89% of employees are unaware of what gamification actually is. Despite this, ‘Gamification’ is quickly becoming the next innovative method to recruit fresh talent. But what is it about gamification, (using games and simulation processes) that makes it so appealing to candidates?

Large corporations such as L’Oreal, Marriott hotels, Siemens, KPMG and PwC have all jumped on the gamification bandwagon. Research has shown that it is not just organisations that are interested in this inventive technique of recruiting, as 70% of candidates prefer game-based assessments over the usual traditional online tests.

Marriott’s ‘My Marriott’


The Marriott hotel chain is just one of many larger organisations that have incorporated gamification into their recruitment process. They created a game for potential candidates to undertake particular tasks that are associated with the job role they are applying for, such as buying ingredients and managing stock.

L’Oreal’s ‘Reveal’


L’Oreal also integrated gamification into their recruitment process by creating a game called ‘Reveal’.  It allows candidates to get an insight into the various situations that happen within the L’Oreal office and gives applicants the opportunity to participate in some of these daily activities. The game also allows you to win a trip away, as well as monthly prizes.

HR Director at L’Oreal, Mohit James, is very involved in the gamification process and positive about including it within their recruitment process, stating, “Gamification tools deployed by us call for solutions to real-life challenges. It helps us screen the applicant’s analytical skills which may not be possible via traditional hiring means. We attempt to recruit 20% of the company’s managerial cadre though gaming channels,”

KPMG ‘Around the world in 80 days’


KMPG used gamification creatively by challenging its candidates to race around the world in 80 days, with 10 challenges to complete along the way. The game was highly successful for the organisation with 4,548 people partaking in the game and 110 games completed.

It can be a highly motivational process for candidates who are involved within this type of recruitment process, as they are able to gain information about the company they could be potentially be working for, whilst getting an insight into how the organisation works. On top of this, gamifications great strength is its ability to transform an often tedious task into an interesting, creative, fun process.

It is true that gaming is often associated with males. Research has shown that 67% of employees surveyed in a recent poll associate gaming with men under 20 years old. There is a prominent stereotype that exists of young men playing computer games on their consoles at home. However, it might come as a surprise to you to know that today; the majority of gamers are in fact women aged over 45. This factlet certainly surprised us, along with 90% of HR directors surveyed, who failed to recognise the widespread appeal of gaming with women.

Gamification is a highly powerful tool, which can inspire higher levels of engagement, behavioural change and stimulate innovation. Gamification doesn’t necessarily have to be restricted to the recruitment process either; organisations are now branching out, gradually incorporating gamification into training processes too.

According to research carried out by Gartner, the rise of gamification is set to continue, with 25% of businesses that are redesigning elements of their organisation, looking to incorporate elements of gaming into their business process. In 2014, 70% of the Global 2000 businesses expected to be involved in at least one gamified application.

With this in mind, please let us know your experiences of gamification in recruitment.