Gamification and quizzing for Recruitment and Employer Branding

Gamification and quizzing for Recruitment and Employer Branding

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“Will you fit into our organization?” an innocuous question that the world’s largest professional services firm asked its potential recruits last year – just that it did not ask this question face to face, but in the form of an interactive gamified recruitment video. This video chronicles the journey (A-Day-In-Life) of a young new hire and gives him scenarios that he has to choose, which are commensurate with the company’s corporate values. The correct answer is then highlighted. It’s a great way of turning boring recruitment videos into an interesting format, engaging young recruits, and educating them on the behavior that the organization expects from its employees; thus enabling a potential recruit to figure out if he/she is the right fit for the company.

The gamification trend is fast catching up and leading global brands are using gamification tools and techniques to attract and hire talent. They have to – Forbes estimates that by the year 2025, 75% of the global workforce would be millennials, and just this fact would fundamentally challenge how we recruit, induct, and engage with prospective employees. And therefore traditional recruitment systems and techniques of the last century don’t hold good anymore.

Recruitainment is Recruitment V2.0

A leading global diversified hospitality company asks potential recruits to go through real life scenarios through a “Virtual Kitchen”. A potential ‘candidate’ or a ‘player’ walks through the virtual kitchen and deals with scenarios such as handling an irate customer, ordering groceries, and managing the kitchen. The company then analyzes the data of the players, figures out the guys who can handle stress and deliver orders on time, and calls them for the next round, eliminating interview costs and saving time and money on hiring a wrong candidate.

Employer branding is commonly defined as “an image a company projects as a potential employer to a desired target audience”. A closer look will throw out three keywords:

Perception/Image
Projection/Promotion and
Target Group/Audience

Now, a brand fundamentally has a unique position in a customer’s mind. The perception therefore needs to be ideated by the company, but once it does that, quizzing and gamification comes extremely handy in delivering (projection/promotion) the message to a given target audience.

A leading Indian multinational automobile manufacturing corporation has done this beautifully. In the last decade or so, the manufacturing sector has lost considerable talent to the IT/ITES sector, primarily because of the huge appetite of IT firms for recruiting engineering graduates irrespective of their branch/specialization. The automobile giant wanted to fix this. They realized that instilling “auto passion” in young minds and showcasing the company’s heritage and current work would result in the organization taking a “preferred employer” position among e-school and b-school students. Thus was born a gamified quiz for e-school and b-school students (currently also open to working executives). Today this project reaches out to more than 60 locations across the country, has received multiple awards, and is one of the most recalled campus events in the country. Some of the game elements that are used in this include competition, collaboration, challenge, status, progression, instant feedback, achievements, rewards, points, etc.

Gamification enables employer branding specialists to engage deeper with prospective employees, as gamification helps dig into the intrinsic motivation of any candidate/player and engage him/her meaningfully with the company’s core messaging. This is a technique that is set for exponential growth globally in the recruitment and employer branding space.

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Quizzing Innovation

How quizzing can be used to sustain a culture of innovation

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A leading American multinational conglomerate, which uses science and innovation in their day to day operations, values the importance of sustaining the culture of innovation in their workplace and community. While their employees are imbibed with such values from Day 1, there was a need to engage their community of buyers and articulate the theme of innovation.

Designed as a feature of the Workshop which the company imparts, an Innovation Quiz was created and hosted by QuizWorks. Content was based around Innovation in Technology, Movies, Companies, Day to Day Life and other areas. The audience profile was VP’s and Senior Managers of Supply Chain Management, Delivery and Design at leading Indian companies.

This initiative was done as a fun exercise to engage the audience. Questions were in the form of Text, Visuals and Audio Videos.

Have a look at the questions asked:-

Q1. Made famous by MS Dhoni, it is a wristy whip shot, but uses a lot more bottom hand and has more pronounced bat swing. The quick rotation of the blade in the follow through of the shot also explains the name associated with the shot.  What are we talking about?

Q2. According to popular lore, this dish originated in 1683 as a celebration of Austrian victory over the Ottomans at the siege of Vienna.  The story follows that a baker saved the city when he heard the Turks tunneling underneath the city and sounded an alarm.  The dish’s curved shape is said to mimic the crescent moon of the Ottoman flag. Which pastry item are we talking about?

If you want to engage your employees or your community through an innovation quiz, feel free to reach us here. Meanwhile, check out our Ideafest case study centered on Innovation.

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QuizWorks completes 5 Years with Times Ascent Engineering Mastermind

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In the space of 5 years, Times Ascent Engineering Mastermind has grown from a 3 city event to a 7 city event. Having marquee sponsors such as Ultratech, Honeywell and Murugappa Group over the last 5 editions, QuizWorks is proud to have successfully hosted each and every edition. Attracting and engaging over 800 teams, spanning different engineering backgrounds, is what makes this property one of India’s biggest brand properties. Here’s looking forward to more editions.

Few snapshots of the event :-

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