In their landmark book Management Reset: Organizing for Sustainable Effectiveness, management experts Edward E. Lawler III and Christopher G. Worley wrote: “In addition to discouraging bad applicants, having a strong brand serves to attract individuals who otherwise wouldn’t apply for the job.”
Employer Branding in order to attract and retain high-quality talent may not be a new concept. But in the new millennium that is rigorously media-driven, organizations must evolve new methods for employer branding in media, at campuses, and at the workplace too.
Since the late 1990s, Gamification has emerged as one of the most effective and engaging mechanisms for employer brand positioning. As Richard Mosley explains in his book, Employer Brand Management: Practical Lessons from the World’s Leading Employers, “the trend is moving toward a more immersive online environment that gives potential candidates a much richer taste for the kind of employment experience on offer to them.”
Accordingly, organizations are creating an ‘immersive experience’ at all touch-points with prospective and existing employees, such as recruitment, testing candidates, building awareness, onboarding, continuous employee engagement and driving organizational change.
Recent examples from around the world reinforce the efficacy of this new strategy.
- NetApp TechMaestro: NetApp, the Sunnyvale, CA-headquartered Storage and Data Management company wanted to create an employer branding initiative while hiring M.Tech students across select Indian Universities, and position themselves as a ‘technology innovator’. Quizworks designed a quiz contest for them based on NetApp innovations, general technology trends and general information. In a survey conducted after the contest, 90% of the participants said that they were now better aware of NetApp as a company.Click here to view the case study
- CapGemini, a market leader in the Technology space conducts an annual TechChallenge in India, which is an online initiative aimed at testing the analytical and reasoning skills of UG and PG students. The program, which includes Coding and Infrastructure challenges and an online quiz contest, draws over 10,000 students every year. Since 2012, QuizWorks has been providing the content for the event. Click here to view the case study
- A leading global, diversified, Hospitality company asks potential recruits to simulate real-life scenarios through a “Virtual Kitchen”. A potential ‘candidate’ or a ‘player’ walk through the virtual kitchen and handles an irate customer, orders groceries, and manages the kitchen. The company then analyzes the data of the players, identifies candidates who can handle stress and deliver orders on time, better, and invites them to the next round. This eliminates interview costs and saves time and money from hiring a wrong candidate.
Global examples include Simmons & Simmons, AT&T, British Aerospace company Thales, L’Oreal, British telecom giant Sky, BNP Paribas, Maersk, etc.
With time, more and more organizations will adopt Gamification-based strategies in order to ‘engage deeper’ and create strong differentiators for themselves in the marketplace. Those who are slow to do so need not play catch-up with the early adopters. By engaging a Gamification company, they can derive winning programs and techniques that will reap rich rewards for them in both the short and long terms.
If you are looking at creating similar employer branding campaigns for your company, please reach us at [email protected]