Technology innovation is currently the the only way to win. Some companies already started to use gamification as a selection tool among the candidates. It can really ease the process of talents selection, by giving an insight of the candidates real skills, and not just what’s written on a résumé. The rules of corporate recruiting have been changing lately, and selection is less and less focused on paper certifications, but on potential and skills.

Gamification gathers the essence of games, fun, play and competition, and applies them to a wide range of processes inside a company, such as recruiting, learning and development. It is a way to to engage customers, and really improve talents and acquisition management. Gamification applies behavior-motivating techniques from traditional and social games to non-game environments, giving a precious insight of the real skills of a possible employeee.


Which companies use gamification to hire?

Companies never stop improving. Some of these actually created the process, while other too inspiration and implemented the idea. What they all understood, is that technology was the only way to win and gather the best-fit talents. Here there are some best practices to be inspired from:

  • Knack is a company that provides a game instead of the typical interviews. The founder, after realizing of how much he did not like boring and standard job interviews, understood that game-based signaling held the key to solving this problem, and decided to work with expertise in game design, computer graphics, behavioral science, computational neuroscience, software engineering, and artificial intelligence to create his own solution. Knack invented a game called “Wasabi Waiter”, where you play the role of a waiter while the game measures your reactions, the way you act around the customers, and keeps tabs on which areas of the screen you touch the most, and a whole bunch of other factors which are important to the company you are applying with.
  • Uber created “UberDRIVE”, a game based on a typical Uber driver day. Its aim was to test driving skills, local knowledge, while picking up and dropping off passengers. Drivers earned points in the game by identifying the most efficient and safest routes, with those who score highest able to unlock new cars and new territories to collect passengers.
  • Also a giant company like Shell is keeping up with this pace. They have “The Shell Exploration Game”, where candidates are required to explore a given region and squeeze out as much energy out of it as possible by solving problems and puzzles.
  • The Hungarian division of PwC went for an online simulation called “Multipoly”, where talents had to play a 12-days game in order to get a virtual version of what was like to work for the accounting and consulting firm. The game allowed job candidates to see just how ready they were to work at PwC by placing them on teams and presenting them business problems similar to those they would encounter on the job. The game tested acumen, digital and relational skills.
  • LEGO runs one of the world’s most fun gamified recruitment programmes. Each year prospective designers are invited to submit videos of themselves making new LEGO creations and the best are invited to a special design game day at the LEGO headquarters. In these games, designers are challenged to complete puzzles, build under pressure and work together in spontaneous teams. The best are than invited to join the highly secretive and incredibly LEGO design team in Billund.
  • Gamification is used in many kinds of sectors: Marriot Hotels launched an app that makes candidates virtually perform hotel service industry tasks. This provided an insight into how the candidate would have approach real work and helped eliminate those applicants lacking aptitude for the job.
  • For what concerns the Italian scenario, Milan is giving its contribute to gamification with Glickon. The most useful thing for recruiters is obtaining a pre-screening of CV thanks to some calculations and codes. Gamification creates a real challenge among candidates and, in this process, it aims at analyzing competences, and selections becomes a real game. Many companies participated, from #GroupM, #Lavazza, #Piaggio, #everis, #EY, #chegeka, #Costacrociere. Glickon realized the first “trivia game” for the job market, together with the firms Chiomenti, Legance – Avvocati Associati, Laghi Leo Spangaro and Portolano Cavallo. The so called legal week means a lot of challenges and games among professionals with expertise in, this case, law.

Gamification is changing the very DNA of HR, by steering recruiters’ assumptions and evaluations. Many companies are finding their place in this process, that ensures unusual perspectives on candidates and an original insight on people. Gamification gives the chance to really test people and credit them because of their skills. CV does not matter when there is no proof, no practical sign of earning a skill. Now HR have to move forward: it is really time to play.


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