5 strategies to improve candidate engagement through gamification

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5 STRATEGIES TO IMPROVE CANDIDATE ENGAGEMENT THROUGH

GAMIFICATION

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WHAT IS GAMIFICATION?

Mario Herger

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FACTS ABOUT GAMING

 Average age of gamers in years: 37  % of gamers older than FiDy: 25  % of youth playing computer & video games: 97  % of female gamers: 42   Social vs. CompeLLve Games: >3:1  Avg. of hours/week played in World of WarcraD (WoW): 22  # of arLcles in WoWWiki: ˜250,000  Rank of WoWWiki compared to all Wikis: 2nd  Rank of Wikipedia: 1st  Most popular games played by US soldiers in Iraq & Afghanistan when off-‐duty: Halo, Call of Duty


THE GRASS IS GREENER Game Work

Tasks repeLLve, but fun repeLLve and dull

Feedback constantly once a year

Goals clear contradictory, vague

Path to Mastery clear unclear

Rules clear, transparent unclear, in-‐transparent

Informa=on right amount at the right Lme too much and not enough

Failure expected, encouraged, spectacular, brag about it

forbidden, punished, don’t talk about it

Status of Users transparent, Lmely hidden

Promo=on meritocracy kiss-‐up-‐o-‐cracy

Collabora=on yes yes

Speed/Risk high low

Autonomy high mid to low

Narra=ve yes only if you are lucky

Obstacles on purpose accidental


DEFINITION

Gamifica=on is the use of game design elements in non-‐game context

to solve problems and engage audiences.

Enterprise Gamifica=on ensures gameful experiences to support players’ overall value crea=on to indirectly

support en==es’ overall value crea=on.

Make work more fun!


GAMIFIED EXAMPLES YOU HAVE PLAYED

Frequent Flyer Programs


GAMIFIED EXAMPLES YOU HAVE PLAYED

LinkedIn


ENTERPRISE GAMIFICATION MARKET

$0

$500

$1,000

$1,500

$2,000

$2,500

$3,000

2011 2012 2013 2014 2015 2016

Millions

“If a company like SAP can not just reach these users, but engage them in a gamified experience that is compelling and fun, SAP can poten?ally make users something more than just users: they can be par?cipants in a community environment where that old coercive model of engagement is a thing of the past.”

M2 Research

will have at least one gamified

applicaLon by 2014

70 % Global 2000

will gamify innovaLon

processes by 2015

50 % Innovators

A li^le fun can go a long way, especially in the enterprise.

Joshua Greenbaum, February, 2011 ”SAP Plays Games with the Analysts, and the Gamifica?on of the Enterprise Begins” Gartner

Gamifica=on So`ware Market: $2.8B by 2016 Enterprise Gamifica=on So`ware Market: 38% in 2012 = $92Mio

will use gamificaLon as primary vehicle to transform business operaLons by 2015

Global 1000 40 %


GAMIFICATION FACTS ROI-RELATED 1.  LiveOps: call-time reduction by 15%; 8-12% increase in sales; training effort

reduced from 4 weeks to 14 hours; trained agents outperformed peers by 23% in call handle time and +9% in customer satisfaction

2.  Objective Logistics: 1.8% increase in sales, 11% increase in gratuities, $1.5Mio more revenue

3.  Department of Work and Pension / UK: $41 million in hard savings by innovating its business processes; £21 million benefits

4.  CaLLogix: saved $380,000 during the first year of the program – that equates to $2,000 per employee! reduced attrition by 50% and absenteeism by 80%

5.  Engine Yard: 20% reduction in tickets per customer on average 6.  Allstate: saved the company $18 million a year in adjusters' time. 7.  Investorville: the game generated about 600 loans 8.  HP - Project Everest: aimed for 50% of revenue growth – achieved 56.4% 9.  Teleflora: conversion rate improved by 92%. 10. Moosejaw: The $10 gift card led to an average basket size of $66 – nearly seven

times the initial value. Of the new customers, 34% went on to make additional purchases within 90 days. The average basket size of those additional purchases was more than $150. Sources: hbp://enterprise-‐gamificaLon.com/index.php/en/facts


FLOW – “KEEPING THE BALANCE”

Mihaly Csikszentmihalyi: Flow: The Psychology of Op?mal Experience, 1991 Beyond Boredom and Anxiety: Experiencing Flow in Work and Play, 1975


GAME DESIGN ELEMENTS

Gamifica=on.org: h^p://gamifica=on.org/wiki/Game_Mechanics


MARRIOTT


AMERICA’S ARMY


MINDTICKLE ALL ABOARD


TALENT MANAGEMENT


THE HOLISTIC STRATEGY Achievements

Communication tools & channels

ABAP Workbench

DevStudio

Developer tools

Leave Request

Business Applications

Travel Expense System Call Center

…

Processes Office tools


GAMIFICATION TECHNOLOGIES

Universalists

Full list: hbp://enterprise-‐gamificaLon.com/index.php/en/resources/placorms

Social

Sustainability

Loyalty

Support & QA

CRM

HCM

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5 GAMIFICATION TALENT STRATEGIES

Karthik Manimozhi

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GAMIFICATION & TALENT MANAGEMENT

Hiring engage talent

Promoting motivate employees

Innovate HR Department as

Ideas-HUB

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PLAYER’S PROFILE PROFILE HUMAN DESIRES - GAME MECHANICS

Human Desires

Gam

e M

echa

nics

Points

Levels

Challenges

Virtual Goods

Score Boards

Rewards Status Achievement Competition Self

Expression

primary desire a particular game mechanic fulfills

other areas that it afects

SOURCE : Bunchball 2013

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1-Page [ I

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STRATEGY 1 : INTRODUCE PROGRESSION AND LEVELS

1

4 5

2 3

STRATEGY 2: CREATE REAL-TIME BUSINESS CHALLENGES

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STRATEGY 3: UNLOCK VIRTUAL GOODS - ENHANCE CANDIDATE’S PLAYFIELD

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STRATEGY 4: SOCIAL COLLABORATION TO SCORING & FEEDBACK

5 Strategy 5 Financial Implications 4 Personal Background 3  competitive analysis 4  grammer

Steve Cohn in

2 Evan W. & Amy B.

4.5 Avg. of 3 Reviews

recommend this

5 Strategy 5 Financial Implications 4 Personal Background 3  competitive analysis 4  grammer

candidate

SITIVE (+0.363)

solid.

LESS

edit review

Snippets (1)

PROPOSAL SENTIMENT IS: PO

1-Page Score 4 summary read

Evan Wittenberg Let’s be sure to discuss more with Cohn, his ideas & experience are

3 REVIEWS

Amy Boyce He is great for California August 8 at 12 p.m.

August 8 at 1:13 p.m.

SEE

CANDIDATE’S...

Strength of Idea Ability to Exectute Drive to Execute

FIT FOR... This Position Our Company

Snippets (1)

Amy Boyce He is great for California August 8 at 12 p.m.

edit review August 8 at 1:13 p.m.

SEE LESS

summary read

Evan Wittenberg Let’s be sure to discuss more with Cohn, his ideas & experience are solid.

3 REVIEWS

CANDIDATE’S...

Strength of Idea Ability to Exectute Drive to Execute

FIT FOR... This Position Our Company

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Candidates (98) + Add Candidates

WRITING RECIEVING SCORING DISCUSSING CLOSED

Field Sales, National Account Executive, -Educational Vertical (California) View Challenge

Project Details View

Shared Stakeholders (40) Jenny Brooks, Peter Hatch, Aditi S

+ Add Stakeholders wamy + 15 more

Invite

Invite

Invite

5

5

4

5

3

2

5

4.7

4.7

Sarah Pulver

Lindsey Ashlock

Scott Kolbo

Invite

Invite

Invite

Invite

Re-Invite

Score

Score

Score

Score

Score

Steve Cohn

Thom York

Chad Hamilton

Timothy Wholtman

Kirti Miguti

MY SCORE DOWNLOAD ACTION AVG. SCORE RECOMMENDED CANDIDATE

SARAH PULVER Designer at Ten Speed Press Read Proposal Invite

SCOTT KOLBO Read Proposal Invite

LINDSEY ASHLOCK Designer at NiceTimes Read Proposal

JACOB MCCOY Designer at NiceTimes Read Proposal

5 4.6 5 4.6

5 5 5 4.9

LARS OLSON Designer at NiceTimes Read Proposal

5 4.7

LEADERBOARD

In Progress (23) Submitted (30) 5

Search Candidates

STRATEGY 5: CELEBRATE THE WINNER

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5 STRATEGIES TO IMPROVE CADIDATE ENGAGEMENT THROUGH GAMIFICATION

STRATEGY 1 Introduce progression and levels

STRATEGY 2 Create real-time business challenges

STRATEGY 3 Unlock Virtual Goods – Enhance Candidate’s Playfield

STRATEGY 4 Social collaboration to Scoring & Feedback

STRATEGY 5 Celebrate the Winner

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HOW 1-PAGE GAMIFIES TALENT MANAGEMENT

Real -Time Challenge

Enhanced Playfield

Social Collaborative

Scoring

Top Talent Selection

FIELD SALES, NATIONAL ACCOUNT EX -EDUCATIONAL VERTICAL (CALIFORNIA) The Challenge Box has decided to go into education both at the university and the K-12 institutions. Already more

than 100 universities and K-12 schools use Bo storage platform. The company is interested in

partnering with content management systems that major universities in the country are already u Box, it can mean an expansion of their platform to include its unique colla and management features. The

challenge is that Box is looking to expand i education sector with force in 2014. Your challenge is to

suggest an idea th reflects your experience and your ability to execute that idea.

e been selected by to

respond to a

hallenge!

Deadline: September 1, 2013

Location: California

Author: E. Witten

Contact email: [email protected]

About The Company Box Inc. operates a content sharing platform that enables users to share access and management content in the

cloud as well as from the

iPad, iPhone, Android, institutions would be a and playbook applications. Box enables individuals to send big files faster as

as providing

Unique To The Position Since the company is highly motivated to

open up the education know-how, vertical, sales of software as a service (SaaS) to higher educational

strategic advantage. Click to Edit

Skills Good thinking, marketing

persistence, and market. discipline. Click to Edit

Personal Traits A real go getter who likes to tak products to

Click to Ed

Position Information 1030 of 1300 characters used

FIRST REPUBLIC BANK (FRC) Ex-Dividend Date Scheduled for July 30, 2013 NASDAQ - Jul 29, 2013

First Republic Bank's CEO Discusses Q2 2013 Results - Earnings Call Transcript Seeking Alpha - Jul 17, 2013

Technical Scrutiny: JPMorgan Chase, KeyCorp, Mitsubishi UFJ Financial, and ... Wall Street Journal (press release) - Jul 25, 2013

Address 210 Lincoln Boulevard (at

Graham Street)

an Francisco, CA 94129

61-2988

First Republic Bank is a full-service bank and wealth management firm. First Republic Bank and its subsidiaries provide private banking, private business banking and private wealth management, including

investment, trust and brokerage services. The Company specializes in delivering service through offices in San Francisco, Palo Alto, Los Angeles, Santa Barbara,

Newport Beach, San Diego, Portland, Boston, Greenwich and New York City. The Company's products and services include residential lending, commercial real estate

lending, personal lending, private business banking, deposit services, trust services, brokerage See All

Social Feed

he Challenge First Republic Bank takes pride in providing exceptional client service. For over twenty years, we

have established and maintained professional relationships to ensure repeat, referred and word-of-mouth business to our clients. The Branch Manager is a pivotal as you will also be acting as a Brand Ambassador. Your challenge is to

reveal how you can continue First Republic Bank's legacy as well as provide an innovative service that helps us scale.

Read More

Website http://www.firstrepublic.com/

External links Discussion Group

Google Finance

News Items See All Contact Google Finance See All

See All

Publish

SARAH PULVER Designer at Ten Speed Press Read Proposal Invite

SCOTT KOLBO Read Proposal Invite

LINDSEY ASH Designer at NiceTim Read Proposal

JACOB MCCO Designer at Nice i Read Proposal

5 4.6 5 4.6

5 5 4.9

ON

5 4.7

RBOARD

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Mario Herger linkedin.com/in/marioherger

Karthik Manimozhi linkedin.com/pub/karthik-‐manimozhi/

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MORE ABOUT MARIO

Enterprise Gamifica=on Engaging people by lejng them have fun.

The Guide to Happy Birds with Gamifica=on. By Mario Herger

Available November 2013 on Amazon.com

  700 pages

  >200 gamifica=on examples across all industries and func=onal areas

  60+ gamifica=on plamorms and technologies presented

  200 pages how to gamify

  Everything you need to know to apply gamifica=on in the enterprise


MORE ABOUT MARIO

Gamifica=on at Work Designing Engaging Business So`ware

By Janaki Kumar & Mario Herger

Available since May 2013

  165 pages

  Order at Amazon

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