As technology and social media become an ever-increasing part of daily life, recruitment companies need to change up their methods in order to tap into a growing candidate pool that is used to and expects modern methods to go with modern means. Fortunately, it has never been easier to modify tried-and-true methods to work through gamified mediums. Here is everything you need to know about how to bring gamification into the recruitment world.


What is gamification?


Gamification implements game-design elements and game principles in situations outside of gaming. Beyond marketing, gamification is also applicable to a number of other fields, such as health, education, and crowdsourcing.


Simply put, gamification takes a commodity, such a film or a brand, and turns elements of its design into a game that is then packaged and advertised to the public. With the advent of smartphones, gamification is even easier, as elements which would normally form part of a website can be packaged into an app or re-designed for the easy of the end-user.


How does gamification help?


There are numerous benefits to gamification, both in the short-term and in the long-term. Gamification helps to heighten user engagement, simplify the process of data collection, and helps retain customers. People are more likely to invest time and effort into completing a task if it is packaged like a game. Furthermore, the convenience of gamification means that it cuts down on time spent, both for you and for the candidates being interviewed.


The three forms of gamification processes:


First of all, it’s necessary to distinguish between three aspects of gamification, as only one type is useful for recruitment processes. Gamification can occur in one of three ways:

  • Games: from start to finish, this is a completed product which allows the end-user to garner a certain amount of points or to ‘win’. Often highly colourful, games can be used as tie-in elements to advertise products.
  • Game-based assessments: game-based assessments are assessment tests or logic tests which have been turned into a gaming experience.
  • Gamified assessments: retaining their non-gamified elements, gamified assessments are assessments which have been repackaged to look and feel like a game. For the purposes of recruitment, gamified assessments are the best way to go.


Why use gamified assessments?


Gamification is a two-edged sword in terms of candidate reaction, which is why it is important to separate gamification processes into three distinct forms. Games or game-based assessments could lower the stakes for candidates, leaving them to feel as though they are not being taken seriously. As work and recruitment involve a high-stakes prize - the job - turning it into a game could ultimately give off the impression that the company is not interested in hiring the right candidate, only a candidate, which could work against the intended audience and reach.


However, used in the right way, gamification could help with:

  • Simplifying the process: this has been mentioned previously, but it bears explaining - the recruitment process is a long and arduous task of checking and double-checking candidates. By simplifying the process through the means of gamified assessments, it saves on time and confusion.
  • Easier understanding: self-assessment tests or other recruitment methods could be difficult to gain accurate results. It’s easy to have candidates overestimate or underestimate their experience when they are having a formal interview. By taking the interview process - using the same logic and ability tests used during the sit-down interviews - and making certain elements of it gamified, the results will be far clearer, with less hedging and confusion on both the candidate’s end and yours.
  • Reducing nerves: tying into the above point, candidates who are nervous might not respond accurately during the interview process and could skew the results. Gamifying logic tests makes candidates relax, and respond better to questioning.


How to implement gamified elements in the recruitment process:


The tools used in recruitment can be easily modified with gamified elements. Logic tests and self-assessment quizzes could introduce background history, or change the appearance of the test to achieve a sense of lessened - but not irrelevant - stakes. Introducing ‘point systems’ or a definitive end-goal could also help. Gamified elements are not actually different to the pen-and-paper psychometric and logic assessments, just easier to put together, easier to understand, and simpler for a candidate to finish. It saves time, allowing for greater emphasis and focus on the results rather than the delivery of the test.


Ultimately, gamified elements help to make the recruitment process faster, easier, and more efficient, both for the recruiter and the candidate. While not necessarily a factor used on its own, gamified elements can go a long way to allowing recruitment companies to keep up with the breakneck pace of current trends and technologies.

Interested in using gamification for your own purposes? Contact us, and find out how!