Gamification for campus recruitment: An introduction

You’ve likely heard about it at some point this year – gamification is sweeping the business world and it’s making its way into the campus recruitment community.

For recruitment teams looking for new ways to engage and motivate Gen Y, gamification can easily be incorporated into existing programs.

What is it?

Gamification is the application of game characteristics into non-gaming experiences. It’s an effective strategy for engaging and motivating talent and can be implemented a variety of contexts to deepen connections, influence behavior and foster loyalty to your brand.

How does it work?

Gamification plays into key human traits and desires by satisfying our need for things like status, achievement or reward. In doing so, gamification effectively prompts specific workplace behaviors and encourages participation in different tasks, activities or initiatives.

According to Bunchball, there are three key gaming characteristics that directly correlate to the workplace: performance, achievement and social interaction. Each characteristic can be broken down further to demonstrate how game mechanics translate into the workplace. The chart below maps out some of these connections:

Why does it matter?

Gen Y are digital natives, accustomed to gaming culture. They accept (and have come to expect) game mechanics in everyday life, from consumer loyalty programs to fitness apps, and place a great deal of value on “gamified” experiences.

Meanwhile, Gen Y is also making their presence known in the workforce, and top employers are looking for new ways to engage and motivate the Gen Y talent pool.

Students and grads want to work for employers who understand and reflect their interests – by integrating gamification language, characteristics and techniques into campus recruitment practices, recruitment teams can show aligned values and accomplish other recruitment goals.

Case study: TalentEgg Challenges

TalentEgg Challenges is a career development platform that utilizes gamification to make the career development process more accessible and relevant to students and recent grads.

Presented in partnership with innovative brands, organizations and employers, Challenges help students and grads position themselves for meaningful employment.

By participating in a Challenge, students and grads have an opportunity to refine their skills, build experience and gain exposure – by hosting a Challenge, top employers have an opportunity to position themselves as innovators to the Gen Y market.

They work like this: your organization presents Gen Y with a mission to accomplish (your “Challenge”). You set the parameters of the competition (what you hope to see, rules for submission) and outline how you’ll reward the highest achiever (a career-related prize or opportunity).

At its very core, Challenges employ basic gaming fundamentals (competition, self-expression, reward) in order to drive active engagement and participation with your employer brand.

How do TalentEgg Challenges add to my existing recruitment efforts?

Challenges are effective because they play into two different Gen Y desires: their need for career-building skills and experience and their need for recognition and achievement. Since launching in early 2014, hundreds of students and grads from across the country have participated in a sponsored TalentEgg Challenge.

If you’re wondering how Challenges will impact your recruitment efforts, consider the following:

Gamification engages all types of people, but is especially attractive to people motivated by achievement. When applied to a recruitment context, high-potential students and grads (your ideal candidates) often seek out opportunities that set them up for achievement and reward – core components of the Challenges platform.

When Purolator partnered with TalentEgg to host a Challenge, they asked students and recent grads to submit innovative recommendations for its marketing strategy. The winners of the Purolator Challenge were outstanding Gen Y who made a strong impression on the Purolator team. Click here to read about the winners of that Challenge.

The platform also offers a unique opportunity to educate the talent pool on the things valued by your organization.

Core ideas, beliefs, or traits are communicated to students and grads through the language and mechanics used to present your Challenge. When students and grads participate in your Challenge, they learn about your business and keep your brand top of mind when considering their employment options.

CPP Investment Board launched a TalentEgg Challenge that focused on inclusion. The question: “What can investment or finance companies do to attract more females into investment roles?” The Challenge demonstrated the organization’s commitment to workplace diversity workplace and was a unique way to engage Gen Y with the CPP Investment Board brand.

At the end of the day, meaningful engagement helps to build deeper relationships. Gamification can help campus recruitment teams connect with Gen Y talent in a way that appeals to both talent and brand.

Up for a Challenge?  Fill out the form and we’ll be in touch to discuss how TalentEgg Challenges can work for you.