10 March 2019

Gamification: Is your Employer Brand ready for it?

After reading this article you will know:

1. How Employer Branding (EB) influences your hiring practices;
2. The effect of gamification on EB;
3. How to integrate games into your hiring process.

Employer Branding. I think it comes close to the new buzzword in HR. Everyone knows it’s important, so everyone talks about it. But have you also translated your talking into actions? And just as much as you wanted to?

How Employer Branding (EB) influences your hiring practices.

Before diving into the definition of EB and how this influences your hiring practices, let’s start with summarizing the most important misconceptions when it comes to this subject:

1. EB is not a goal. It’s a means.
2. EB is not only a means to attract talent. It’s just as important (if not more important) to retain talent.
3. EB is not just about communication. It’s about showing your brand. And yes, the real brand, not the brand you desire.

Employer Value Proposition (EVP) is the set of values that you, as an employer, offer your employees. Employer Branding is basically the mirror of your EVP. Where most companies are missing the key of this subject is the fact that you want to show a mirror, not another room. If you’re communicating your desired EB instead of your actual one, you might want to start wondering where it went wrong.

How EB influences your hiring practices

When it comes to EB and your hiring practices you will face one of these three scenarios:

– Scenario 1. EB = EVP. This is the perfect scenario, because this means that you’re able to deliver your new hires exactly what you’ve promised them.

– Scenario 2. EB < EVP. This means you’re undervaluing your EVP. When translating this to your hiring practices, the consequence of this practice is that you (i) will attract less candidates, but you (ii) will surpass a new hire’s expectations.

– Scenario 3. EB > EVP. This means you’re overvaluing your EVP. When translating this to your hiring practices, the consequence of this practice is that you (i) will attract more candidates, but you (ii) won’t meet a new hire’s expectations, which causes a higher turnover.

The effect of gamification on EB. ?

Do you know which scenario applies to your company? In case you don’t, that’s the first important question to ask yourself. There are many tools in the market to gather feedback. Starred for example is a very effective one when it comes to analyzing Candidate Experience and Employee Engagement.

Gamification: are you ready for it?

Gamification. Another buzzword in HR. But this is actually a really cool one. Gamification is the newest and coolest method to assess a candidate’s personality and cognitive/soft skills. The arise of gamification has caused the slow, painful dead of traditional assessments.

Reading tip: this article summarizes the main reasons why games beat traditional assessments in just 2 minutes.

But. It’s not for everyone. Some companies simply haven’t got the right EVP to embrace gamification. Why? Well, simply because candidates link games to an innovative company culture — a culture that attracts millennials, allows remote working, focuses on learning curves, et cetera. And moreover, games are fun, so this means you can work on both your EB als your Candidate Experience.

In case your company isn’t there yet but still tries to create this innovative image by (for instance) using gamification, you’ve just brought yourself into the painful situation called scenario 3. For the short term it works, I agree on that. On the long-term however you need to (i) rapidly change your company’s EVP or (ii) accept that your turnover will be very high, with all its consequences.

If your company is in scenario 1 or scenario 2, just keep reading.

How gamification influences your EB.

You can compare gamification to the doormat that tells you: Welcome home! Gamification gives people trust. Trust in the fact that your company shares the values that they expect in 2019. Or at least you’re showing that you’re willing to go there. This results in a larger talent pool; and a larger talent pool means a better chance of finding the right candidate.

Gamification opens the door. Once your talents are inside, it’s your job to make sure these talents won’t walk through the door again. And that’s why your EB is so extremely important.

How to integrate games into your hiring process.

We can’t help you to prevent your candidates from walking through that door again, but we can help you with opening the door for them. Let’s talk about how you can integrate games into your hiring process.

Since gamification is a means to show your EB we believe that it’s important to integrate gamification in the earliest possible stage of your hiring process.

Our technology Equalture (which helps you selecting the best candidate for the job) provides you with the possibility to introduce games in the first stage of your hiring process: the application. Based on both your LinkedIn profile and the results of your games we generate a brand new candidate profile (resume) to evaluate. This video explains how we do that.

As you can imagine, this is a bit different from what you’re used to. Normally assessments will be asked during stage 2 or even 3 of the application process. It’s up to you to decide where to introduce games in the hiring process, but please remember: the sooner the better.

Cheers, Charlotte