More and more brands are creating their own serious games to recruit the talent of tomorrow ( L’Oreal, Orange, Danone … ). Some of these games quickly become viral, while others serve as marketing tools or boost awareness (UN, Farmerama). But does serious gaming belong in business?
Why outsource candidate recruitment when your employees are your best recruiters?
Your employees are your brand ambassadors, real everyday examples of your culture in their personal networks (social, family, friend, and professional). Who better to talk to prospective employees about your company, values and even problems?
Your employees are concerned with your image. Nobody wants to work for a company that has low morale and a poor public image. Your employees are the guardians of your reputation and can have a major impact, both positive and negative on your recruitment.
Apparently, recruitment is a very serious business where fun doesn’t come into play. However, recruitment operates much like a game of strategy that works according to specific rules. The principle? Find the best talent for your business while competing for that talent against all other enterprises in a sector, country, industry, or all three at the same time. There are strategies for candidates also. They need to find the winning strategy to differentiate themselves from their peers and get hired after a series of steps that are similar to many levels in a video game…
However, the game takes its full meaning in recruitment when it amplifies the actions of the collective. Observe the social impact of games like Angry Birds or Candy Crush and the regularity with which a large part of the population are playing them ( just look around you on the subway ). Now imagine that your employees use the same energy to open their address book to help your company to recruit…
From serious gaming to social gaming
Imagine what a social referral game organized at your company might look like. First, it is a collective game, everyone needs to be invited to participate. Therefore, you should provide your employees / players a way to share their progress, discuss best practices and compare themselves to others. The more at stake, the better the game.
To recruit effectively and reduce recruitment costs by using only social referrals, it is important to consider the sensitivity of your employees. Rewards must be done for steps in the process, not just for success.
Strategy too exclusively focused on pure performance has been widely applied in the United States and has resulted in a gradual demobilization: some employees, discourage will no longer participate because they never win.
By offering several levels of validation of your employee’ effort and an escalation of payments, you make sure to motivate everyone. Perhaps a particular employee will not be the top recruiter of his company, but the rewards he has won, will encourage him to continue his efforts. He’s also given your brand more visibility.
By applying these principles to a social referral program, we can completely transfigure the recruitment process, and make it more effective than it previously was. Rather than being a more or less restrictive system that caters to a limited fringe employees, it becomes a cohesive factor for the entire organization, attracting talent, facilitating onboarding and increasing retention.
The social gaming element in a recruitment program transforms it into a real tool and social referral contest. It frees the employee of social and society constraints about money. The employee wins not euros or dollars but credits, gifts, vouchers, miles or other holiday vouchers. You encourage them to do their best, and you reward them for it. Your employer brand will never look better. Your corporate culture will be strengthened by this kind of program since your employees as ambassadors of your company values will only suggest candidates that values that match yours.