A Portrait of the Gamer as a Young Professional
How the rise of gamification is affecting HR technology and the way companies think
Gamification is one of the hottest topics in HR technology today. As explained by Gamification Co, gamification brings together game mechanics and marketing to create engagement and solve problems. By incorporating a company’s operations with elements such as achievements, badges, and levels, gamification increases both user engagement and a sense of loyalty among a community.
What is gamification?
Gamification is the application of game mechanics to workplace problems and employee engagement. According to analyst Jason Averbook, “the theory is that by applying the same principles that inspire people to play games – achievements, status, and rewards – to employee performance, businesses can drive deeper engagement, and increase alignment with corporate goals“. Engaging employees with tasks that resemble a game could potentially increase their immersion in their work, promising significant increases to productivity and retention.
Why does gamification work?
According to online blogger Robert Scott, gamification appeals to the natural human needs to achieve, compete, be recognized, and be entertained. By converting tasks into a game, gamification converts a user’s logical decisions (“I work because of my paycheck”) into emotional decisions (“I work because I want to succeed”). As a result, implementing game mechanics such as achievements and badges fuels an individual’s drive to succeed, creating an immersion unmatched by other resources.
How can I gamify my company?
Andrew Butow suggests that for gamification to be successfully integrated to HR practices, several factors need to be considered, such as:
- people interact with the tool frequently
- there exists a community that people care about recognition in
- interaction points are easily quantified
- adoption is a high priority
Gamification mechanics in HR include badges or achievement levels as rewards for significant workplace accomplishments or contributions. Quizzes, points, or leaderboards could also be used to stimulate competition among employees, increasing engagement and participation among employees.
As Josh Braaten, an Online Marketing Manager at Rasmussen College, puts it, “while games were once solely played for pleasure, game and simulation applications are now used widely within companies as a tool for organizational development.” Gamification is a rapidly growing field, with GSummit, a convention discussing gamification techniques and practices, attracting companies such as Microsoft, NBC, and United. Other businesses such as Rypple, Badgeville, PeopleFluent, and Sharepoint have focused on implementing gamification mechanics into the traditional HR practices of performance reviews and workplace wellness. By gamifying its HR technologies, a company can ultimately increase its productivity and workplace participation. How can you gamify your business to improve performance and employee interaction?