Gamifiying Canada’s Immigration GDP Job

Growth for Global Competitiveness

Rock Jethwa - Gamification Course - Level 2Feb.2014

Problem that needs to be solved:

➔ Skilled immigrants to Canada are not being matched to jobs.

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Stat 1: Skills mis-match

➔ Employers are becoming ineffective at targeting the talent pool, which will affect Canada’s global competitiveness.

➔ 46% of immigrants are not in jobs that match their skills.*

* Source: StatsCan Report No 89-624-XI, Page 8, http://www.statcan.gc.ca/pub/89-624-x/89-624-x2007000-eng.pdf Image Source - Creative Commons: http://www.flickr.com/photos/photogaby/4418959970/

Stat 2: Canada wins at hockey, loses global business

➔ This trend threatens Canada’s long term GDP growth, inventiveness and ultimately threatens Canada’s global competitiveness.

*Source: Dr. Sullivan is also head of the Human Resources Management Program at San Francisco State University. Image Source - Creative Commons: http://www.flickr.com/photos/zetotal/5443243347/in/photostream/

➔ Unfilled positions that need highly skilled employees costs employers between $7000 to $50000 a day in lost revenue*

Gamification to the rescue

➔ Define the problem➔ Unpack motivation➔ Think “fun”➔ Suggest modalitiesPlayer types

➔ Achievers➔ Explorers➔ Socializers

Gamification

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Behavior/Attitude/Motivation Change issueInformation Asymmetry - Not enough Information to assess and match opportunities: ➔ Supply and Demand are having a hard time

finding each other➔ Government needs to provide easily consumable

and clear stats on job matching needs; important information is unknowingly being lost in press releases and position papers

➔ Government needs to move from extrinsic to intrinsic “buy side” information consumption.

Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/

Con’t: Behavior/Attitude/Motivation Change issue

Information Asymmetry - Not enough Information to assess and match opportunities: ➔ Companies and Employee Candidates

alike, need to use modern tools and techniques to better match their needs and skills, to create competitive advantage and growth opportunities, to attack global market together.

Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/

Employer needs

Level of fun

Immigrant Employee Candidate needs

Discovery, Surfacing through Gamified status &

recognition systems.

Skill building games.

Solution 1: No Mechanic➔ Strategic Principle: Status quo➔ Just let skilled Employee Candidates and Employers find each

other on their own. (Note: “Survey says” .... FAIL!)

Image Source - Creative Commons: http://www.flickr.com/photos/smithser/5892999257/C

A Gamification motivation strategy key to developing the next gen skills in market economies.➔ Successful strategies use intrinsic motivations

to create effective outcomes.

Gamification frameworks can help promote policies that are needed to compete globally.➔ Adding gamified intrinsic reward systems

increase success.

Data Points: Gamification is the “new normal”

Image Source - Creative Commons: http://www.frontiersin.org/Journal/10.3389/fpsyg.2013.00739/full; http://blog.ossoil.com/wp-content/uploads/2010/07/motivation-model.png;

Solution 2: Reward Mechanic

Badges for Employee Candidates

➔ Strategic Principle: De-fragmented buyer/seller communities

➔ Like the Scouts and Military, provide multi-tiered badges for immigrants to "show off" so that employers can more easily access and consume skills to match their job openings.

Image Source - Creative Commons: http://www.flickr.com/photos/rob-young/2911606553/

Solution 3: Feedback MechanicLeaderboards for Employers

➔ Strategic Principle: Discovery and surfacing➔ Like World of Warcraft guild rankings, employers can be

ranked on leaderboards so that Employee Candidates can more easily discover and assess jobs that fit the "appropriateness" with their skills and growth potential needs.

Image Source - Creative Commons: http://www.flickr.com/photos/snorpey/3317497657/

Solution 4: Challenges Mechanic➔ Strategic Principle: Onboarding efficiency➔ Provide smartphones for all landed

immigrants, with 10 hours of free data and access to a Gamified app. Employees and Employers can "play" job creation games to aid in Employer and Employee Candidate discovery of each other. Leaderboards and badge rankings will facilitate more efficient job matching.

Image Source - Creative Commons: http://www.flickr.com/photos/vernieman/7928895270/in/photostream/

Solution 5: Cooperation MechanicStrategic principle: High Value Intrinsic Information for Elder Levels➔ Successful and established immigrants are steering new immigrants

into the wrong jobs areas.➔ In Gamification, elder influences are encouraged; however, these

can be an anti-pattern for new immigrants as they are getting advice for what worked for the elder (extrinsic information needs), not for giving direction for the skills that can apply to new areas of job demand (intrinsic information needs).

➔ Providing Gamified challenges and levels will help elders build skills to change from extrinsic to more effective intrinsic advice

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Bottom line: It can be done...

➔ ...If we align behaviors, attitudes, and motivations using gamified design.

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Thank you - Bio, aka “Brag slide”➔ Rock Jethwa is a UX designer with deep background in cross

platform financial services and digital media apps. ➔ His leadership and experience includes product management,

gamification frameworks, web development, mobile design, portal architecture.

➔ He was asked to represent Canada at three G7 conferences, and worked on one of Apple’s first Web browser projects.

➔ www.RockJethwa.com➔ http://www.linkedin.com/pub/rock-jethwa/4/404/2b0