Gamification is a growing hot
trend in HR, and in business in general. The use of game mechanics to engage
people in solving problems and to encourage enthusiasm has been gradually gaining
popularity in business.
It is estimated
that
by
2016, over 70% of Forbes’ Global 2000 companies will have some form of
gamification in their business.
Marriott
International has been a forerunner in using gamification as a means to recruit
future employees. In 2011 they released a Facebook game called “My Marriott
Hotel,” which allows gamers to manage a “virtual” hotel starting from the hotel
restaurant kitchen and then expanding to other areas of the hotel. The game can
be played in five different languages.
David
Rodriguez, Executive Vice President of Global Human Resources of Marriott
International,
states, “As Marriott
expands in growth markets outside the U.S., and as we seek to attract more
Millennials – those between the ages 18 and 27 – to our workforce, we must find
new ways to interest them in hospitality careers…This game allows us to
showcase the world of opportunities and the growth potential attainable in
hospitality careers, especially in cultures where the service industry might be
less established or prestigious.” The game is located on Marriott’s jobs
and careers page on Facebook and has surpassed 100,000 page views with active
users from the U.S., Egypt, and India.
Besides
attracting potential employees, gamification also can be used to
engage clients. For instance,
Global Corporate
Challenge, a company that holds some of the world’s biggest corporations as
clients, runs purely on gamification. The business creates a health initiative for
organizations, to encourage employees to improve their health through virtual
tracking of their health activities and providing challenges.
In the same vein of thought, Nike created a
“tag” running app for its Nike+ campaign. Anyone using this app is put in a
virtual game of tag where they must keep running to avoid being “it.” In
addition, Deloitte Leadership Academy partnered with Badgeville to
add
gaming to its leadership development programs. Senior executives
participate in learning programs online and are given rewards and badges that
can be shared on LinkedIn and Twitter. Although these are nice examples, many
organization wonder how they too can use gamification to their advantage.
Steve
Sims, Vice President of Badgeville, wrote an article for the Human Resource
section of About.com that listed
5
Ways Gamification can Improve HR Management. Perhaps this listing can help
you to create some form of gamification for use in your organization:
- Improve Talent Acquisition and Management
“Providing incentives can not only help
attract qualified candidates from the start, but can also dramatically
increase
onboarding efficiency,
as candidates are motivated to complete various steps to earn rewards. At the
same time, much like a sales function, HR teams can also use gamification
internally to reward top recruiters and incentivize employees to refer top
candidates.”
- Cultivate Corporate Culture and Retain Valued
Employees
“You can use
gamification to promote a positive
corporate
culture by rewarding employees for cross-departmental collaboration,
providing process or product improvement suggestions, or even participating in
company-wide volunteer programs, for example. You can use a gamified platform
to track these activities and opportunities, as well as showcase employee
participation to their coworkers to provide intrinsic motivation.”
- Motivate Employees to Learn and Participate in
Training
“Adding a
gamification experience to the online learning program can spur action. Employees,
who earn rewards and recognition for having completed these tasks, or missions
in the gamification lexicon, are far more likely to make it a priority. And HR
benefits from the ability to check those boxes for compliance in a timely
fashion, without the pressure of having to hound employees to complete the
programs.”
- Incentivize Paperwork and Other Administrative
Requirements
“…paperwork is
unavoidable in areas such as completion of benefits enrollment forms and
expense reports. So why not make it fun? Similar to training applications,
rewarding employees with either peer or management recognition — or even
tangible incentives — for completing required forms can create a friendly
competition where employees try to out-do one another for the title of best
expense reporter or quickest to complete benefits update forms.”
- Map the Path to Career Success
“You can even design
such programs to allow team members to recognize one another for contributions
made toward a common goal. And, again, all of this data is trackable, creating
a valuable historic record to capture employee and organizational knowledge. By
consulting the platform, it’s easy to identify employees who have achieved
certification in specific skills, worked with clients in a specific industry or
make other connections throughout the data. All of this combines to create a
more efficient, collaborative, productive and upwardly motivated workforce.
Does
gamification seem like a feasible trend for your organization to incorporate
into its HR programs?
With so many
organizations taking careful consideration of this idea, why not create some
internal uses for gamification in your organization?
We’d love to hear your thoughts and current
progress in the area of gamification –
please send us
a note!