Gamification: Play to learn
The best way to experience an online solution is, well, online. As we have already provided some case studies in pdf format to Evonik, we believe it would be even better to collect some of the many digital solutions that Maximum has developed on a special page on our website.
On this page, we’ve gathered some of our digital solutions in which we’ve used gamification to make the employer brand experience more engaging, more exciting, and more memorable as a result.
Take a look at the following cases by Maximum for great examples of using gamification:
Royal Dutch Army
The context:
For the Royal Dutch Army’s Employer Branding and Recruitment Communication strategy, we developed interactive video banners to help them out. Each banner showed potential recruits a short scenario before giving them a choice to pick between “Qualified” or “Not Qualified”. The suspense led them to choose one and see who is or isn’t qualified to join. Due to the success of the theme, this campaign ran for eight years.
Attract with interactive banners and suspense
The interactive banner: freedom to choose the ending of the story.
The banners led to a landing page where the story ends...
Involve with solo game banners
Target: Mechanics (Fix the Motor)
Engage with multiplayer game sites
Ministry of Defense
The context:
In 2012, the Army, Navy, Air Force and Military Police literally joined forces. They’ve asked Maximum to remain their partner for their consolidated Employer Branding and Recruitment Communication activities. Below are some examples in which gamification was one of the driving attributes of the concept.
Test if you're qualified by a pre-selection game
We developed an interactive pre-selection game to attract potential candidates and test out their mental strength. By completing three different missions, you can see if you’re qualified or not to join the Special Forces. The missions test out your memory, orientation and reaction skills. And at the end, you can compare your score with the average benchmark.
Test if you're qualified by a pre-selection app
Initially created as a recruitment tool for The Dutch Ministry of Defence, they now also use the VeVaFit App as a complementary element to their sports programme. The app allows participants to test whether they have the physical strength to function in a military role. Users can collect badges by completing different tasks, which helps them to identify the competencies and goals they’d like to achieve. Additionally, they can share their achievements via social media channels.
McDonald’s
The context:
To help McDonald’s to improve both quantity and quality of vacancy applicants at McDonald’s restaurants, we created a variety of solo and multiplayer online gaming banners. The aim was to educate potential candidates about the different things you’ll learn as a McDonald’s employee in a fun way.
Involve with solo game banners
The concept:
You'll learn it at McDonald's. Through little game banners, we’ve educated potential candidates about different things you learn when working in a McDonald’s restaurant. It’s fun and will be very useful for your future career, also after McDonald’s.
Engage with multiplayer game banners
Working with Aged Care
The context:
Aged Care is the largest sector in the Dutch jobs market. All institutes employ over 400,000 people. While working in the sector gives you a high job certainty and healthy career forecast, the sector doesn’t have a good reputation and isn’t attractive enough for both graduates as well as for professionals from other sectors in Healthcare. The umbrella institute asked Maximum to develop a long term Employer Branding strategy to improve the sector’s Employment Image. Annually, an independent research firm measures the effectiveness of the multimedia campaign. It has proven to be successful, hence why the campaign is prolonged till today. It’s integrated with different kinds of gamification.
Seduce with augmented reality
The concept:
Targets are being invited for a ‘blind date’.
Deloitte
The context:
To increase the hiring ratio, Deloitte wanted to engage and motivate their employees to become even more involved in both the attraction and selection process of their existing Employee Referral Programme. Maximum helped by creating a highly motivating web application: ‘Deloitte Match’. In real time, the level of participation and activities are translated into an employee leaderboard to gamify the referral process and create a smooth experience. The power of ‘Deloitte Match’ comes from the employees operating the tool, putting them at the centre and making them the primary focus of ‘Deloitte Match’.
Make online assessments a joy and something to remember
Federal Mogul
The context:
Amongst the strong competition, Federal Mogul wanted to stand out to attract and hire fresh university graduates. By using high impact visuals, we led the audience to a dedicated careers site. They were met with an interactive online game where they could learn more about Federal Mogul and its products. At the end of the fun experience, they could fill in an online application form for the job of their dreams.
Invite to be creative and take the opportunity to teach and develop employer brand awareness
The concept:
We created an integrated campaign using high impact visuals. Each visual was made using Federal Mogul products. We used these visuals to produce traditional posters and direct mailers to drive the potential workers to a dedicated careers site. On the website, they were met with an interactive online game where they could learn more about Federal Mogul and its products. At the end of the fun experience, they could fill in an online application form for the job of their dreams.
Barclays
The context:
During ‘Graduate Recruitment Seasons’, many corporate employers present their companies at university campuses by a representative using a PowerPoint presentation in a one-way communication setting. Barclays asked us to develop ideas for their campus talks. We wanted to make sure their target audience stayed awake and were involved in a game without them knowing.
Involve the audience in a game without them knowing...
The concept:
We produced EDMs inviting the target audience to register at a stand-alone microsite to Barclays’ campus talks. Upon registration, they receive a text message with a visual of one of the flags of the 7 APAC countries in which Barclays is active. A set of three capital letters accompanied the image. Every attendee receives one particular flag and a unique set of letters. The message said: “Make sure you bring your mobile phone and show the attached flag to gain entry. You’ll find out why it’s so important when you get here.” This is where the game started and which continued at the campus event…
