Think back to the first job you landed, the first project you finished or even the first sale you made. Remember how excited you were and how new the feeling was? Fast forward to now: You’re at a better job, doing more involved projects and making more complicated sales daily, but where did that feeling go? You’ve gotten used to these processes, which has normalized them and, in turn, has habituated you to the entire system. You’ve become accustomed to the mundane. This scenario that constantly happens in our lives is the reason why your staffing company needs gamification.
What is gamification?
Gamification is the process of taking something that already exists—a website, an enterprise application, an online community—and integrating game mechanics into it to motivate participation, engagement, and loyalty, according to Bunchball. Engaging them through gamification tactics is the key to making your process more attractive, and making the scenario mentioned above completely disappear.
Images are all around us and it’s more important than ever to incorporate visual stimuli into everything we produce, publish and promote. 82 percent of Millennials are likely to return to news sites that regularly use visuals, and 85 percent are likely to continue reading an article if it has visuals throughout, according to a study by Arkadium.
What does this mean for your company? It shows Millennials care about being visually engaged online, and you need to integrate gamification into your hiring process now. To keep up with the industry and see results in this competitive field, engaging your talent with gamification through the recruitment, application, interview and post-hire process is key to giving your recruits exactly what they want: feedback.
Think of how you engage with companies and hear about their job listings. Is it on Linkedin? Twitter? Advertisements? Companies like Marriott, Siemens and Pricewaterhouse Cooper have used games—you heard me right… desktop and mobile games—to engage their recruits. This process works as a direct CTA to drive talent to the career page and increases traffic and size of the candidate pool. This is a great way for your recruits to understand what the job is about and engage them in a way that will cut through the noise and keep their attention.
About 56 percent of the U.S. gamer population are under the age of 35, according to a study by The Entertainment Software Association (ESA). The Millennial generation has grown up with gaming their entire lives; in fact, I don’t even remember a time without handheld gaming devices. Harness this familiarity and introduce gamification into your recruiting process to reach the younger sector of your talent pool!
Application and Interview
We’ve all had experiences with applications that seem never-ending and when they’re online, it’s anyone’s guess how many steps or sections there are to complete. Take your recruits out of the dark and use gamification tools to illustrate their progress in a real-time way.
Showing a completion percentage to quantify how far they are into their application, or a horizontal bar filling up as the recruit finishes certain steps, goes a long way toward engaging them. It’s no secret your Millennial candidate pool is task-oriented—feed into that mindset and make their application a task-oriented journey. What you shouldn’t do, however, is compromise your design or hinder the execution of this application. Adults spend over three hours a day on their smartphone, according to an eMarketer study, so if your application isn’t mobile-friendly and concise, your talent will move on.
When it comes to the interview, incorporate different checkpoints and screenings for your candidates. Using points, quizzes or a rating system will make them feel more involved and engaged while you lead them through the interview process. Scientifically speaking, serotonin is released when people remember past successes, Psychology Today says, giving users a rush of great feelings when looking at their awards and checkpoints they’ve reached. Gamifying your process through technology is your best bet to keep Millennials interested in accepting your job offer.
Your candidate has been hired and is ready to begin completing their profile, starting on assignments and providing any additional information you need. To keep your workers updated and involved long after the interview process, your company must engage them. As a Millennial, many of the apps we love to use have points or star progress components built into the interface to motivate us to come back for more. Why not mirror that in your post-hire experience?
To achieve the redeployment rates you want in the Millennial-dominated temp workforce, use some of these gamification tools that I find entice me to stay motivated and revist apps:
- Loyalty programs motivating talent to reach a new level on their profile: think Linkedin
- Interactive surveys that talent can fill out after they finish assignments, using a scale of 1 to 10, to learn how they would rate that specific task
- Visual leaderboard and lists for talent to see how they stack up against others and walk through to find out what they can do to reach a higher status
- Well-explained messaging and objectives to guarantee your hires stay motivated to reach goals set for them daily
For me, as well as many others in the Millennial generation, feedback is paramount. Without those constant response loops that are integrated into my favorite applications, I wouldn’t come back to use them day-in and day-out. What will take your company’s process to the next level? Engagement through gamification! Learn how we integrate that into our process with our newest module, Engage.