Hiring in retail is uniquely challenging. On one hand, the industry faces some of the highest turnover rates of any sector. That makes it critical to identify the right candidates early — people with the soft skills, adaptability, and resilience to succeed on the shop floor.
But on the other hand, retail candidates aren’t just job applicants — they’re also potential customers. Every step of the application process shapes how they perceive your brand. A poor experience doesn’t just cost you a hire — it might also cost you a loyal shopper. That’s why assessments in retail need to do two things at once: help employers make better hiring decisions, and leave candidates with a positive, memorable impression.
So how do retail candidates actually feel about a game-based assessment?
We recently looked into the most recent 15,000+ candidates in Retail who completed Equalture’s Game-Based Assessments. From more than 5,000 of those who left reviews and ratings about Equalture’s games, the verdict is clear: candidates don’t just tolerate these assessments — they genuinely enjoy them. In fact, 75% rated the experience 5 out ot 5, while only 1% rated the game-based experience 1 out of 5. In this blog post, you’ll find an overview of trends based on the feedback shared by over 5,000 Retail candidates.
Fun & Enjoyment (~26% of comments)
Summary
This was the most common theme. Candidates described the games as fun, engaging, and motivating. Instead of feeling tested or pressured, they walk away saying they enjoyed the experience — something rarely said about recruitment.
Some examples of comments
“I really enjoyed it, it was fun and entertaining.”
“The variety of the tasks kept me motivated the whole time.”
Novelty & Refreshing Experience (~15% of comments)
Summary
Candidates repeatedly highlight how different this felt compared to sending a CV or filling out forms. Words like refreshing, innovative, and modern were mentioned often. This novelty not only creates a positive candidate experience but also strengthens the employer’s brand.
Some examples of comments
“It was something completely different from other applications, refreshing and innovative.”
“I had never seen this method before. It’s a modern and creative way of applying.”
Fairness & Inclusivity (~10% of comments)
Summary
Many retail candidates don’t have long or ‘impressive’ CVs. They described the games as fairer, giving them a chance to showcase soft skills such as teamwork, flexibility, and communication. This makes them feel seen as people, not just CVs.
Some examples of comments
“I thought it was great that I wasn’t judged only on my hard skills, but also had the chance to show qualities like teamwork and empathy.”
“The assessment felt fairer than others I’ve done, because it doesn’t just reward people who are good at tests.”
Less Stressful, More Comfortable (~9% of comments)
Summary
A recurring theme is that the process felt relaxed and supportive. Instead of being nervous like in a video interview, candidates described feeling calm and authentic. They could show their true selves without the pressure of being “perfect.”
Some examples of comments
“I felt comfortable and relaxed, even though it was still part of the selection process.”
“… applying is often stressful, but here I felt seen and supported.”
“It didn’t feel like a test under pressure, but more like a natural situation where you could show your true self.”
Creative & Modern (~19% of comments)
Summary
Candidates loved the creative concept and the design of the games themselves. For many, it made the organisation feel modern, innovative, and people-focused. This shows how assessments can shape employer branding as much as candidate evaluation.
Some examples of comments
“The idea is super creative and well-designed.”
“It gave me the impression that the company is modern and open-minded.”
Comparisons to Traditional Processes (~11% of comments)
Summary
One of the strongest findings: candidates don’t just describe the games — they actively compare them to traditional recruitment steps. Whether it’s CVs, interviews questionnaires, they almost always found the games superior.
Compared to CVs: Games show the real person, not just paper credentials.
“Finally a company that wants to get to know the person, not just the CV!”
Compared to (video) interviews: Less awkward and more natural.
“Normally applications are tedious, but this was fun and creative — a much better experience than classic interviews.”
Compared to forms/questionnaires: More engaging, less repetitive.
“I find that these games are much more helpful to get to know someone than constantly filling out forms.”
Constructive Feedback (~3% of comments)
Summary
A small minority of candidates offered suggestions for improvement. Importantly, they didn’t criticize the concept — just aspects of execution.
Some found a few games too long.
Others wanted clearer instructions.
A few asked for transparency about how results are used.
Some examples of comments
“Some instructions could have been clearer.”
“A few tasks felt a bit too long, but overall it was fun.”
“It would help to know how my results will be used, it wasn’t fully clear how the evaluation works.”
Key Takeaways for Retail
From 5,000+ reviews analysed, retail candidates say game-based assessments are:
Fun & enjoyable (26%) — a positive surprise in hiring.
Creative & modern (34%) — boosting employer brand.
Fairer & more inclusive (10%) — giving everyone a chance to shine.
Less stressful (9%) — creating authenticity.
Preferred over CVs, interviews, and forms (11%) — candidates explicitly say so.
Improvements (3%) — focus on clarity, pacing, and transparency.
Curious to experience a game yourself and hear more about Equalture’s Game-Based Assessments for Retail Hiring? Click here to request a demo.
