gamification for employee referral engagement
Post on 20-Oct-2014
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DESCRIPTION
Gamification may be relatively new to the world of recruiting, but it’s taking off in a major way. Now, plenty of companies are using this strategy to keep employees and job candidates engaged in the recruitment process. Gamification is the use of gameplay mechanics — like those you’d see in video games, online games or mobile apps — to add a boost to recruitment efforts. Plenty of major companies are doing it, including tech giant Google. The company recently posted a billboard in Silicon Valley, featuring a math question. The question led users through challenges and eventually brought them to a job application queue, effectively “pre-screening” candidates who could solve the tough equation. What other companies are using gamification for employee referrals? Find out in this presentation by Zao, a social employee referral management platform.TRANSCRIPT
How to Use Gamification to Achieve Ongoing
Engagement in Your Employee Referral Program
Who We Are
Brought to you by Zao - a platform that helps you manage and automate your social recruiting and employee referrals Presented by: Tina Carnow, Vice President of Business Development at Zao
Tina has more than 20 years of experience in business development, specializing in referral recruiting strategy and systems, as well as digital marketing platforms
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In this webinar, we'll explore: Why employee referral programs
have engagement issues and fail
What is gamification and how it can boost participation rates
Specific tips and best practices on how to use gamification in order to amp up your referral program
Overview
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Why Do ERP’s Have Low Engagement Rates?
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The required action is too open-ended and broad: “Know someone?”
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Require the employee to come up with candidates on their own without any help
Do not act as a step-by-step guide to
maximize their network’s potential
Actions are broad and undefined
Most ERP’s Make It Too Hard to Succeed
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Kind of like solving a Rubik’s cube…
Most ERPs Don’t Give Good Odds for Winning
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Since companies typically hire 10%-15% of their workforce over a year,
even if most of your hires are referral hires,
more than 90%
of your employees will be left out,
unrecognized and unrewarded
for their efforts, if all you reward is successful hires!
Most ERP’s Take Way Too Long to Achieve Results
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Referral Received
Hire Made
Reward Given
Day 1
Day 30-60
Day 120-150
What is Gamification?
Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users
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Got low engagement? Gamification is the cure
Who Uses Gamification?
If you think the workplace is no place for games…
70% of large companies (Global 2000 organizations) will implement some sort of game mechanics into their workplaces by 2014 (1)
Spending on gamification projects will grow to as much as $2.8 billion by 2016 (2)
Companies who use gamification: (2)
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What Gamification Can Do to Your Referral Program
The biggest fear when starting a referral program: not having people participate over the long-run
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How Can Gamification Increase Engagement?
What are the game mechanics we can bring into our referral programs to increase engagement?
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It's Game Time!
Can anyone name the three F’s of gamification, according to Gabe Zicherman?
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Let's explore!
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The Three F’s of Gamification
The 1st F: FEEDBACK
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Challenge: With typical employee referral programs, employees don’t get any updates or feedback until their referred candidate is hired
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The Three F’s of Gamification
FEEDBACK
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TIP #1 – Keep referrers up to date on their referrals
Employees won’t feel like their referral goes into a “black hole”
You don’t need to worry about disclosing too much, just tell employees if their referral was qualified or not, and then give them an update if their candidate passed the interview process.
Every time you give feedback, you encourage further action,
because employees will feel their actions matter
How Gamification Increases Engagement - Onboarding
In order for a good gamified employee referral program to be successful, it needs to be presented as a step-by-step guide for employees Be clear with what you ask
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How Gamification Increases Engagement - Leveling Up
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Try to differentiate the reward points you get for every action:
Points for sharing Recommending qualified candidates Candidates who pass interviews Candidates who are hired
level up
TIP #2 – Give points based on effort
How Gamification Increases Engagement - Leveling Up
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Sample points structure
Give more points for the actions you
value most A structure like this acknowledges
action over inaction, but also substantially rewards quality over quantity
How Gamification Increases Engagement - Leveling Up
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TIP #3 – Make it easy to master Be clear on what you want employees to do
How Gamification Increases Engagement - Leveling Up
Once employees use the referral program, they will become familiar and more proficient with the system
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Part of the referral process is helping them understand how to reach the next level in the system
Clearly outline what it takes to get to the next level by highlighting every step, e.g.:
Share jobs on social networks Give us leads
Ask friends if they know anyone for the job Fanginhoon
The Three F’s of Gamification
The 2nd F: FRIENDS
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Challenge: With typical employee referral programs, employees have very little insight into how other people are doing
Users Will Be More Engaged if They See Their Friends Are Too
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Once employees begin to see other people are participating, it reinforces their decision to take action
Increase the number of employees
involved in referrals Increase participation of those
already involved Share it weekly via email
TIP #4 – Create and share a leaderboard
Consider bringing non employees you
trust into the game Examples are former employees,
business partners and vendors Allow your employees to share referral
rewards with their friends in order to dive deep into their business network
Bring In Your Extended Network of Friends
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TIP #5 – Engage non employees
The Three F’s of Gamification
The 3rd F: FUN
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People engage with games because they’re fun!
Is your employee referral program fun?
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Making it FUN
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TIP #6 – Recognize employee efforts
Publicly thank and acknowledge employees that make a good effort
Consider achievements and badges,
such as referring 5 friends that are qualified, or whenever a friend you referred is interviewed
Making it FUN
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TIP #7 – Allow more winners
If you only reward hires, less than 10% of your employees can win during a year – which doesn’t help engagement.
Consider making points redeemable for prizes.
Consider making actions redeemable for prizes,
based on your goals. For example, a company may offer 20 points or a small reward upon signing up quickly, or for referring a candidate
After a few months, you could offer fixed rewards (non-raffled) to anyone that has reached a particular status in the leaderboard
Example: Dinner for two offered
to the top five people on the leaderboard
How Gamification Increases Engagement - Missions and Challenges
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After 6-9 months, you'll notice your leaderboard has a few dominant "players" while many lag behind
You need to do a few things to combat this: Present the leaderboard in certain date ranges Showcase the leaderboard in the context of a
particular position Offer redeemable points for gifts
How Gamification Increases Engagement - Missions and Challenges
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Examples:
Share points per department and office location Make a competition between departments and
locations Give a collective reward to the department or office
that contributes the most qualified candidates
Give people the feeling that they are accomplishing something important and helping the company
Making it FUN
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TIP #9 – Encourage Teamwork
Making it FUN
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Surprises can help you with hiring goals that change over time
In the beginning, consider a raffle between employees that joined, just to get them to sign up and participate.
In the next month, you want to up the ante:
offer a raffle only between employees that referred one or more qualified candidates.
Got a particularly hard to fill position? Consider a month where a prize is raffled only between qualified referrals for that position cbf.typepad
TIP #10 – Surprise your employees
Making it FUN
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Consider a month or quarter, where instead of rewarding employees, the entire company works towards social goals.
For example, donate toys for tots, or a meal for
those in need, for every qualified applicant.
Let your employees choose the social goals they want to work towards
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TIP #11 – Give back to the community
It's Game Time!
Review
Once again, what are the three F’s of gamification?
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Additional Tips
Don’t overthink the launch – just start! Set monthly leadership goals Review the leaderboard often Acknowledge the people on top Give feedback on how others should improve Share learnings with team members Zao can help you automate everything so you
can spend more time hiring and less time managing your referral program…
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FINAL TIP – an ERP isn’t something you launch, it’s something you DO.
Thanks For Attending!
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