One thing is clear, the concept of war to attract talent is still a hot topic: Companies such as ours, seeking profiles of excellence, have a reduced number of candidates that meet our requirements. This situation forces us to differentiate ourselves from our competition, increasingly applying marketing in our talent recruiting strategy in order to present our company in an attractive way that generates interest in potential candidates.

Gamification is one of Human Resource's tasks for this year (you can see more details here or here). As you know, this trend refers to incorporating dynamics based on gaming in environments or processes that, in principle, are not related. The main benefits this provides to the company are generating a greater interest and commitment to this activity. Gamification has been used in marketing for a while now, with excellent results.

4 years ago, when looking at our employer branding strategy, we decided to apply the gamification strategy. In 2011, we launched out Indra Future Minds Competition, to introduce our company to university students in a more playful and fresh manner. It enables competitors to live an experience that is out of the ordinary, using traditional work activities (job fairs, meetings, digital media, social media...) allowing them to spend a few weeks in the shoes of one of our professionals from the company. This competition allows them to see our work method first hand and learn about our capabilities in detail. They can also develop some necessary skills for their professional future, which they may not have considered in the past.

In order for your gaming strategy to be successful, we advise you to think about the following points:

• What's your goal with the game or competition? You don't have to sign up just because it's the latest trend. We must have a defined objective that will configure the way in which we play the game. At this point you need to think about your public.
• What sets you apart? Your value proposal must be inherent to your game or competition. Remember that the game is a different way of getting to know your company or your brand as an employee and it should help to make you stand out.
• Design an attractive dynamic with a reachable goal. If you do something complicated or very difficult, people will leave or will have a negative perception of the game.
• Think about a prize that's attractive, but also speaks about you. In our case, a contract with Indra in the country of choice of those whose participate in the competition. Don't forget to give feedback. Sometimes the best recognition is social recognition!
• Define an attractive communication plan that takes all your communication channels into account. The game or competition is a good excuse to increase the knowledge of your brand amongst your target public.

 

Have fun!