Gamification in IT recruiting: How and why to give it a shot

Reading comprehension and Vocabulary activity: Level Intermediate and above

Target: Tech Recruiters and IT professionals

{first 10-digit prime found in consecutive digits e}.com

This, Google’s famous billboard mathematical riddle, is a sensational example of how useful gamification in recruiting can be. In 2004, Google invited people to solve a series of equations thinking – correctly – that those who had the brains and the motivation to reach the end would make great candidates. Both parties would benefit from this: candidates would enjoy the game and maybe land a job, while Google would easily attract pre-screened, high-quality applicants.

But, how exactly can gamification help in their recruiting processes?

These companies use gamification to create a fun activity that assesses work skills while attracting top candidates.

Companies such as Facebook and Google created contests like the Facebook Hacker Cup and the Google Code Jam, both of which introduce a competitive aspect to the recruitment process while creating a memorable and engaging event for everyone. These competitions assess programming skills and attract the most qualified candidates.

Marriot created a hotel-themed online game to attract Millennials between 18 and 27 years old to their company. Their "My Marriot Hotel" game is available on Facebook, and it allows users to experience a kitchen manager's work through a simulation.

Pricewaterhouse Coopers has been using gamification to select the most adequate and skilled individuals. Their game called "Multipoly" allows candidates to play in a virtual reality work environment where they receive missions, attend training and negotiate with clients to solve business problems. Points earned in the simulation helps them earn points toward getting hired.

So, why should you use gamification in the recruitment process?

Gamification serves three very important functions in the recruiting process:

1.   It boosts and builds the employer's brand by differentiating the company from the competition.

2.   It helps disguise the often tedious process of a job application (especially for IT recruiting) and frame it in a fun and engaging activity instead.

3.   It creates an interactive way to identify the most capable and well- suited applicants by creating real-life work simulations.

Though not always producing such a buzz, many other companies have experimented with adding games as part of their hiring process to give candidates an opportunity to prove their mettle. The whole concept of gamification in the workplace (applying game elements to business processes) isn’t new: it has been a popular hype for 20 years. Despite some predicting that most gamification strategies would fail, the global industry value was estimated at $4.91 billion in 2016 and it’s expected to rise to almost $12 billion by 2020.

To help you get inspired for your own gamification efforts, we look into the mechanics of gamification in recruitment and dig into some actual results.

The variety of games

Gamification in recruiting doesn’t refer to one single type of game. Google used a public riddle to attract candidates, but the game could also be an online quiz or a challenge.

Companies can also use online puzzle or platform games. For example, benchmark.games has developed puzzle games, one of which involves the candidates “navigating a car to reach a goal, while facing unexpected challenges.” (More on benchmark.games and their effectiveness later).

Also, online games are common, but there are other great ideas to gamify your process. Lee-Anne Edwards, CEO and founder of recruiting firm Oneinamil, says she has been experimenting with escapology through Amplified Workforce out of Columbia, S.C.:

Everybody’s tired of the old hiring process, so we’re looking for creative ways to match candidates with jobs. I have started experimenting during the interview process by inviting candidates to spend some time in a room, working together to solve a mystery or puzzle. An interviewer will observe them and make notes on how they work with each other, how they handle the situation and, of course, whether they can provide solutions. I am hoping to observe for teamwork, problem-solving skills and intellectual curiosity. 

Vocabulary activity:

Choose the correct definition for the underlined word:

1)  Candidates would enjoy the game and maybe land a job, while Google would easily attract pre-screened, high-quality applicants:

a)  to examine or interview before further selection processes occur.

b)   having achieved fame, wealth, or social status.

c)   conceal, protect, or shelter (someone or something) with a screen or something forming a screen.

2) Though not always producing such a buzz, many other companies have experimented with adding games as part of their hiring process to give candidates an opportunity to prove their mettle.

a) take delight or pleasure in (an activity or occasion).

b) a feeling of intense enthusiasm, excitement, or exhilaration

c) extravagant or intensive publicity or promotion.

3)  The whole concept of gamification in the workplace (applying game elements to business processes) isn’t new: it has been a popular hype for 20 years.

 a)  a situation in which something is advertised and discussed in newspapers, on television, etc. a lot in order to attract everyone's interest.

b)   engagement in or computer-related tasks discussions obsessively or with great attention to technical details.

c)   having existed or continued for a long time.

4)  To help you get inspired for your own gamification efforts, we look into the mechanics of gamification in recruitment and dig into some actual results.

a)        settle or find a solution to (a problem or contentious matter).

b)        interpret or view (something) in a particular way.

c)        to try to learn or uncover information by studying

5) Also, online games are common, but there are other great ideas to gamify your process. Lee-Anne Edwards, CEO and founder of recruiting firm Oneinamil, says she has been experimenting with escapology through Amplified Workforce out of Columbia, S.C.:

a) to get pleasure from something.

b) to make an activity more like a game in order to make it more interesting or enjoyable:

c) make or become different.

 Answer Key: 1)a 2)b 3)a 4)c 5)b

Activity created by Comfy Languages Team

Sources for the article: https://resources.workable.com/stories-and-insights/gamification-in-recruiting-effectiveness ; https://www.knolskape.com/trends-gamification-recruiting/