Job interviews can be stressful for both parties; the candidate worries that one wrong answer can take them out of the running, while the interviewer knows that a bad hire will cost the company time and money. Add to that the calls from some recruiters to replace interviews with personality tests because
interviews only increase the likelihood of a great hire by 2%. In short, interviews don’t filter out all but the best employees.
But there’s a solution to ease the tensions of both the employer and the candidate: gamification. That is, requiring applicants to play a game that simulates the actual job. This not only gives applicants a rare inside look at what their work will be like but also subtly gauges their memory, aptitude, ability to follow directions, and other important factors.
Does gamification work? When the French postal service created a game for its applicants that included not just mail delivery but non-work activities like taking a shower and eating, the dropout rate for new hires fell from 25% to 8%.
Marriott’s famous hotel kitchen game, which launched in 2011, helped propel Marriott’s careers Facebook page to over one million likes — and is still available for new players two years later. Or look at it from the competitive angle: Research firm Gartner predicts that over 70% of the Forbes Global 2000 will have at least one gamified application by 2014.
|Image courtesy of SeriousGameBlog.com|
I saw the growing excitement for gamification when two recruiting games won 2012 Creative Excellence Awards, given by the ERE: Home Depot’s Facebook game, in which players had to race among the store’s aisles to help customers
and find products, won first prize in the Social Media category. Deloitte China’s “Green Dot Mission” game, a scavenger hunt through a virtual version of the company’s office, took second place in the Interactive category.
Gamification can also be used for other initiatives, such as employee referrals, employee wellness, and even internal rebranding. A strong employee referral program cuts down on hiring costs while employee wellness cuts down on health insurance costs. I’m sure savvy companies will find other ways that gaming can reduce costs and increase profitability.
Ready to add gamification to your recruiting or other HR initiative? We’re standing by.