Gamification—that is, using the mechanics of game playing in other areas, including business and education—is far from child's play. The gamification industry was expected to take in $1.7 billion in 2015, and eLearning Industry predicts that number will triple over the next three years.
So, “whether your brand is playing along or not, millennials are already playing with you ,” as the Harvard Business Review put it.
What does this mean for the recruitment industry?
Traditional recruitment approaches are disliked by job candidates, who want the process to become easier, smoother, and more enjoyable. Gamification helps employers achieve all of this in one shot. And not only for recruitment, but also education (e-learning companies are implementing various forms of gamification), internal communication, and adoption of internal tools. All of these approaches lead to a better experience for candidates and employees.
Big players across industries are already experimenting with the gamification for recruitment. Uber is using an in-app game to hire engineers, the US Army invested $5 million in developing a first-person shooter game, and there are companies specialized in games for recruitment and brand awareness. (like www.riddles.io/business)
After being assigned a hiring campaign across Europe, the Middle East, and Africa (EMEA) with 1,400 jobs open, we in the EMEA Recruitment Branding team thought that this could be the right opportunity to add gamification to our recruitment tools. And so the game began.
It’s the largest recruitment campaign in Oracle EMEA this year: 1,400 cloud sales roles to fill in one of the most dynamic, young, and multicultural lines of business, Oracle Cloud Sales. Most of the roles involve relocation of native speakers to one of the six cloud sales hubs in Europe, the Middle East, and Africa.
There are many benefits to joining the Oracle Cloud Sales team, from world-class training to a carefully designed career development program, and from the exciting opportunity to relocate, live, and work with people from all around the world to being fully responsible for your account batch.
In short, the recruitment communication campaign was supposed to reach salespeople and present them with a long list of the benefits of joining us. But with relocation, possible language barriers, and several types of roles requiring different qualifications, it’s not always an easy sale.
Thus, the question that arose was, how are we going to present all of the benefits, all the choices and paths a candidate could take, in one snapshot that he or she could see easily, with almost no effort?
Sticking with traditional recruitment methods would mean long, complicated text for applicants to read with links and references to other sources, maybe also with complicated job descriptions to review.
Instead, we created an experience that allows users to preview careers they could get if they joined the Oracle Cloud Sales teams.
It’s easy—three steps and applicants have all the details on the available role.
Step 1: Enter experience.oracle.com
Step 2: Login
Step 3: See yourself at Oracle & Apply
It’s informative, showing requirements and responsibilities, networking opportunities, skills developed, and more.
How one’s responsibilities would look like for a Cloud Sales role.
App view – a selection of Oracle’s leaders in Cloud Sales EMEA that one should/would be connected with (while working in Cloud Sales)
And candidates enjoy the experience.
So far, in less than a month since the project’s launch, more than 1,500 people have reached the app’s login page—, without a budget to advertise it in front of audiences. If you’re curious to test it yourself, access it and see what you would look like in a cloud sales role.
The game isn’t over yet. We’re still waiting to analyze the results the application will bring in over time.And of course, there are ways to take such an initiative further—make an interactive application, maybe a competition, and use it to prescreen candidates, for example.
Have you done something similar? If so, what have you learned? If you haven’t gone this route yet, are you planning on experimenting with gamification for recruitment purposes?