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A study made by the American Institute PewResearch Center, based on 1,021 respondents, specialists in technology, show their opinion regarding gamification: 53% thought that by 2020 there will be a significant increase in terms of adoption and use gamification techniques, which will be implemented in various fields – education, health, employment; 42% of respondents felt that, on the contrary, gamification will not be involved in the daily activities of most people.
The millennials generation that grew up with the industry game, encourages the development of projects focused on the concept of gamification in the workplace. “The millennials are more open and more willing to experience new things, including when it comes to projects such as gamification because it encourages the competitive spirit in a familiar, more fun and more accessible way. This happens due to the different educational system that millennials followed, the free access to technology, from online to computer games etc. In contrast, those of previous generations are more reluctant to technology and changings. They are pragmatic, in the traditional sense – focused more on the practice of a job and less on the side that involves work experiments, “observes Bogdan Badea, Business Development & Strategic Alliances Director, Smartree Romania.
According to Badea, the gamification projects can be used by companies on several key activities because they are useful in the business strategy of a company on a long-term. For example, gamification could be used in the recruitment process: the candidates have the opportunity to apply for open positions directly on the employer’s website, but also the recruiters can test knowledge and skills in interviews by involving the candidates in such games.
“For example, it can be created a separate page, in which programmers get into a game where they are invited to a recruitment process which, besides the competition itself, can they meet organizational culture, company profile and even visit virtual corporate headquarters“, said Badea.
Then, after hiring, gamification may continue as part of an internal evaluation and you will receive a quick, objective and real time feedback, compared to the classic rating system. Gamification can contribute to employee retention by creating a competitive work environment, engaging, developing team spirit, self-awareness, and knowledge of colleagues. Moreover, these projects can help develop new skills among employees – by encouraging them indirectly, through play, to use their specific skills that they have developed in time, without being aware of them.
“The gamification experiences have a very important role in the new digital economy, in which the employee retention has become a real challenge. On the one hand, by implementing this method in organizational culture, companies grow the involvement of employees and also the interactivity across teams, which will lead to progress, better work processes and, ultimately, increase productivity. Also, through the game, employees will be more motivated to lead a work task to the end, in a shorter time than normal. The advantage of this is the fact that all the games are transparent, a feature greatly appreciated by young people in the workplace“, notes Badea as an usefulness of these elements in relation to young employees.
Implementing such a system significantly helps develop a positive image of the company in the market and in the eyes of potential employers. Regarding recruitment, Smartree notices that implementation of projects such as gamification in recruitment processes is not a general practice and few companies are focused on these types of projects. They noticed an open minded attitude of the candidates by regarding testing their skills in the recruitment process, and companies have succeeded through these projects to shorten the time in which runs the selection process in the first phase of recruitment, due to the relevance of those games in terms of identifying the competencies required for open positions.
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