Q&A on gamification with Robert Dagge, Managing Director of Dynistics

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What is the general consensus on gamification amongst candidates?

Today, an employer impressing potential employees is just as important as the candidate impressing the employer. In today’s digital world, candidates looking for potential opportunities will spend most of their time online actively searching for organisations that meet their expectations. Sites such as Glassdoor feature reviews and commentary from both current and former employees, demonstrating that image is increasingly becoming a major deciding factor when it comes to identifying a potential employer. Almost half of all candidates have used Glassdoor when job hunting. Gamification – the concept of applying game mechanics and design in non-Traditional game contexts during the application stage, ensures organisations are not only able to narrow and identify top talent well suited for their job roles but it also offers candidates a chance to assess the company thoroughly. Utilising gamification in the job application phase, the ‘player’ can gain a thorough understanding of the organisation, its goals and values, and can assess their fit within the company and whether the role is right for them. Receiving information in this way is far more likely to ‘stick’, and it doesn’t feel like a chore. The millennial generation, accustomed to constant connectivity and having grown up with virtual gaming, are attracted to organisations that implement a recruitment scheme like gamification as it is a concept they can relate to. In this way, gpreviously considered your industry or company by providing more insight.

Are recruiters currently utilising gamification effectively?

Recruiters source talent and engage potential employees for an organisation. To enable them to do this effectively, they have to make sure that the candidates’ skills fit well with the company’s requirements and culture. Gamification brings several benefits to the recruitment process; candidate elimination is much faster as it allows companies to test specific skills like time management, creative and innovative thinking. As a result, many organisations are adopting the values and goals of gamification to up the ante in their recruiting methods with even more innovative approaches. For example, Marriot hotels use a virtual hotel app to reflect which takes a games approach to what it would be like to run a hotel, and Siemens launched their own candidate experience game, Plantville, which lets the candidate play virtual plant manager. Similarly, competitions organised by tech giants like Google or Facebook – Google Code Jam and the Facebook Hacker Cup – have resulted in twofold gains: more exposure and an opportunity to acquire fresh talent.

How can recruitment companies maximise their gamification offering?

Gamification strategies must have targets built into them and the candidate must be encouraged to meet them. Constantly encouraging candidates to reach a new goal and improve their profile strength by performing different tasks will provide organisations with better quality information. Companies also need to look beyond recruitment and apply gamification across the employee lifecycle in areas such as performance management, engagement and development. Many recruiters and employers have referral schemes linked to reward and gamification can increase their effectiveness for example, a candidate receiving points every time they refer someone and if that person gets an interview, you get more points.

Successful recruiters will be those with the ability to distil all the information they collect from gamification to actionable points that help them recruit more efficiently and achieve better results. Helping recruiters to make better use of the information they hold, gamification and the use of dashboards can deliver a significant source of competitive differentiation and business advantage.

What is the future of gamification?

Gamification will never replace traditional interviewing, it’s going to play a huge part in the future of engaging talent at early stages of the recruitment process as more companies realise the value is not only in making recruitment processes more fun and engaging for candidates, but also in using gamification data to make smarter recruitment decisions. As a result, we are building gamification into the next version of our dashboards, available early 2017. Dashboard technology lends itself to gamification perfectly because it is used to processing different data streams and simplifies it into more manageable chunks of visual information. Rather than overloading them with data, a dashboard enables recruiters to pinpoint priority roles and candidate availability immediately. They also provide the ability to look at specific stages of the candidate pipeline and monitor candidate throughput, conversion and fill rates. Being able to track each candidate journey from source to placement in this way is so important because while all the evidence shows that, when applied properly, gamification works, recruiters need to ensure they can see the benefits first hand.

This blog post was featured on Recruitment Grapevine, click the URL for the full article: http://www.recruitmentgrapevine.com/article/2016-10-28-qanda-with-robert-dagge-managing-director-of-dynistics 

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