In the online world, gamification has gained lots of attention as a way to engage customers (and prospective talent) and develop loyalty. Although many “doubting Thomas” still struggle to comprehend – “how playing games” in employee training & development modules can help the organizations gain competitive advantage. However, most companies implemented gamification inside the workplace and found new and faster ways to recognize and engage high performing employees.
What is gamification?
Gamification is the usage of game mechanics and game-thinking in business environment scenario. It is correctly applied to training and development, recruitment and motivation. It takes the attributes of games such as fun, design, transparency, play, addiction and competition and applies to real world problems.
According to Karl M. Kapp, professor of instructional technology at Bloomsburg University
gamification uses a combination of the science of motivation, distributed learning, and other neuroscience foundations,” and it, “takes advantage of game elements to engage learners.
How does gamification work?
In a non-game environment, gamification applies behavior-motivating approaches from social and traditional games. In other words, gamification is an advanced version of a standard loyalty program, which is expanded beyond leaderboards, points and badges.
Gamification works on the “psychology of motivation.” It leads people to feel “they are in-charge” and boost competence that in turn help them to stick their goals for a longer period. Therefore, it is essential that only best games must be introduced within employee training and development programs leading to intrinsic motivation while providing rewards.
Gamification in HR Examples
Marriott International is one of the earliest implementers of gamification in their recruitment and selection initiatives. To acclimatize prospective employees with the hotel industry and Marriot company culture, they developed a hotel-themes online game (similar to The Sims or Farmville).
TCS developed the MMORPG (Massively Multiplayer Online Role Playing Games) leading to the creation of real-life environments with built-in networking features. It is implemented in real-world industrial training and simulation that initiates better team play and greater collaboration.
Accenture also embraced the gamification and leveraged it for employee engagement and workplace behavior. The organization used a multi-pronged approach to address the behavior and mindset change and named it A3 Program. The program targeted the intrinsic motivation of the employees to develop engaged work culture.
In the coming years, the market of gamification within training and development domain is expected to grow significantly.
How Gamification fits in Human Resources?
Here are four most common ways HR teams can leverage gamification to succeed business goals.
1. Retention of Valued Employees & Cultivate Corporate Culture
Retention is vital in maintaining consistency, institutional knowledge, prevent costly turnover and valuable personnel assets. Here, gamification can be used to promote the exciting work culture by rewarding employees for contributing to company-wide volunteer programs, cross-departmental collaboration and providing process improvement suggestions.
The platform of gamification can be used to track these opportunities and activities and showcase the positive results to the workforce to boost intrinsic motivation.
2. Improve Talent Acquisition and Management
When you start rewarding prospects and candidates with definite perks and acknowledgment for competing at each step of hiring process – you are apparently making a transition towards gamification. Delivering rewards and incentives not just attract the candidates but also accelerate the onboarding process.
Simultaneously, gamification can be applied internally to reward top recruiters.
3. Map the career success path
Many L&D leaders believe that mission-based career paths with greater transparency are readily achievable through gamification. It will show the steps employees have taken to level up along their complete career growth chart within the organization.
Why should you implement gamification?
Gamification has emerged as a useful tool to overcome the employee engagement crisis. It enables HR teams to create a rewarding, interactive and attentive workforce. Also, let you leverage the intrinsic motivators to drive the workforce behavior as well as improve the ROI and efficiency while reducing churn cost.
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