According to a recent study by Opinion Way, 29% of the 56% of companies with recruitment targets are finding it difficult to recruit. Whether it’s advertising, attracting the right profiles or convincing talented people to join their teams, organisations are increasingly exposed to a shortage of staff.

What if the solution to overcoming these challenges and avoiding understaffing was to look to gamification? That’s right, making your recruitment process more interactive and fun can be a good way of standing out from your competitors and attracting the most sought-after to work for your company.

SUMMARY

• Gamification: an innovative recruitment method
• What are the benefits of gamification in recruitment?
• The example of Camaïeu X Lena Situations
• How can you successfully gamify your recruitment method?

Gamification in recruitment refers to introducing a game mechanic or animation into the recruitment process. The ultimate aim of this strategy is manifold: gamification can be used to attract candidates or to improve their experience so that they don’t give up along the way.

Let’s take an example. In 2004, Google invited candidates to solve a series of equations on the assumption – rightly so – that those with the intelligence and motivation to complete the process would make excellent candidates.

Both parties benefited from adding a fun dimension to the recruitment method. Candidates appreciated being challenged in a more original way than in a traditional job interview. And Google was able to attract a wider range of candidates while selecting the most analytical and persevering profiles.

To sum up, introducing gamified elements into the recruitment process can transform the hiring experience into something that is both more entertaining and more productive, for both the recruiter and the recruit.

But let’s look at the companies that choose to recruit through games. In practical terms, this strategy can enable them to :

• simplify and accelerate the talent selection process,
• reduce the drop-out rate,
• but also to highlight the strategic skills of each candidate.

Let’s take a closer look at the virtues of interactive recruitment.

1. Gamification reduces time to hire

Gamification is an excellent time management tool. Games often only take a few minutes for participants and provide recruiters with instant results. This is an excellent way of quickly assessing the relevance of a profile in terms of the skills required for the position.

According to reports from a tech startup, simply replacing the traditional interview process with gamified assessments, such as a coding game, has made their interview cycle 40% faster. Le taux de candidature était également supérieur de 62 %.

2. Gamification of recruitment improves the candidate experience (CX)

Gamified recruitment also makes the candidate experience more enjoyable. It’s an excellent way of presenting the company’s values and encouraging talented people to join its teams.

As game mechanics are, by their very nature, highly engaging, they help to maintain candidates’ interest throughout the recruitment process. The reward (or points) system built into gamification not only helps to motivate participants. But it also makes it easier to keep them until the final selection stage. Their experience is more fun but also reflects an innovative and modern image of the company.

3. Eliminating prejudice in recruitment

No selection process is completely neutral. Nevertheless, gamification is an objective way of selecting candidates.. Ce ne sont pas les impressions du recruteur qui prime, mais les résultats du jeu partagés à l’ensemble des talents. Chacun arrive bien sûr avec ses armes, mais ce sont leurs compétences (aussi bien les hard que les soft skills) qui sont jugées, et non l’image qu’ils renvoient d’eux-mêmes.

The data generated by gamified recruitment experiences gives companies an objective basis for shortlisting the candidates most likely to be suitable for the job. This can be based on ranking by results, but also on each candidate’s interactions with the game.

The gamification of recruitment is all the more interesting for avoiding discriminating against profiles on the basis of their experience. It’s not the companies they’ve worked for or the positions they’ve held that make the difference. But their ability to solve a puzzle, think creatively and find an innovative solution to a complex problem.

Games are therefore set to replace application forms. Rather than asking applicants to upload their CV and covering letter, companies can offer them the chance to answer a quiz or take part in a competition. Les candidats qui sortiront du lot seront non seulement les plus créatifs, mais aussi les plus persévérants et motivés à rejoindre l’entreprise.

Following its takeover, Camaïeu decided to make a splash by teaming up with influencer Lena Situations to tease its comeback. But also to give a spotlight to its gamified recruitment campaign run in collaboration with Adictiz.

With the Be Camaïeu* operation, the influencer shared the search for a ‘communications boss’. This exceptional recruitment, which is clearly off the beaten track, is based on a participative approach. Not only are candidates not asked to send a CV, but they are also asked to answer a personality test that highlights their creativity.

But broadcasting the campaign on both the brand’s and the influencer’s social networks also helps to engage their respective communities in the selection process. Members become headhunters, recommending profiles or highlighting those they consider most relevant.

Results :

• The brand received over 2,000 applications, far more than it had estimated;
• The profiles were more junior than for a traditional communications manager. For the company, it’s the assurance of bringing in a breath of modernity in its teams. Mais aussi d’accéder à un pool plus large de talents (qui peuvent s’autocensurer par peur de ne pas être légitimes).
• The press and organic response to the campaign has been spectacular: over 100 articles published (specialist and general press), radio and TV coverage, posts and conversations on social networks.
• The EMV (Earned Media Value) of this operation was valued at 4 million euros.

To replicate the success of the Camaïeu campaign, we recommend that you :

• Define your objectives. A strategic plan will clearly define the weak points in the current recruitment experience that gamification will help to strengthen. This could mean attracting more candidates, limiting drop-out rates or assessing their skills more effectively;
• Make the game as engaging as possible. Le but principal de l’utilisation d’un jeu n’est pas de dérouter le candidat, mais d engage future employees. Le format utilisé doit donc être pertinent avec le poste proposé, interactif et cohérent avec les valeurs portées par l’entreprise.
• Promote your recruitment game. Disseminating the gamified recruitment experience is crucial to its success. Influencer marketing can be a good way of doing this, as long as you work with a content creator who matches the profile of the candidates you want to reach.

With the depreciation of data and the end of third-party cookies, companies are constantly looking for new ways to collect customer opinion and feedback. Surveys have always been a very practical way of gathering data about your target audience. But its gamified format, the interactive survey, is proving even more effective.

In fact, 89% of consumers say that when a task is gamified, they are more motivated to complete it because of its competitive and playful nature.

In this article, we present the advantages of interactive surveys to better understand the expectations of your audience. We’ll also look at how to use gamification to boost engagement, obtain relevant responses and optimise your campaigns.

SUMMARY

• What is a survey?
• Why use surveys to improve your marketing campaigns?
• Why opt for interactive surveys?
• How to gamify your interactive surveys

A poll is a survey in which data is collected from a specific group of people. The aim is to acquire more in-depth knowledge about the various questions you ask yourself about your marketing target: what are its consumer habits, its budget, its preferred purchasing channel, and so on.

The different types of survey

Just as there are several reasons to share a survey with your audience, there are also different survey formats. On peut ainsi distinguer :

• Market research surveys These are used upstream of a project to gauge the needs and aspirations of the target audience. It is aimed at companies wishing to launch themselves with a new audience. It can also help them find out how they are positioned in relation to their competitors, or whether there is a demand for a new product.
• Satisfaction surveys (or NPS – for Net Promoter Score)). Ce type de sondage permet d’évaluer si les clients sont satisfaits de l’expérience ou de l’offre de l’entreprise. Concrètement, il consiste à indiquer, sur une échelle de 1 à 10, quelle est la probabilité que le consommateur recommande la marque à ses proches.
• Awareness surveys : They involve asking shoppers about their knowledge of the brand. This is a good way of measuring the success of an advertising campaign, for example, or identifying unexpected associations that consumers may make with the company.

The simple act of asking someone for their opinion is already an effective way of capturing their attention and increasing their commitment. However, responding to a survey can also be a tedious task, especially if the format is not adapted to the audience.

As we have already discussed in other articles, the trend is towards interactive marketing. Users are looking for entertaining formats that introduce game mechanisms to make content more engaging.

Gamification will motivate more people to take part in a survey, which is why it’s a good idea to opt for interactive surveys.

Fun surveys can serve several purposes:

• Increase the number of participants and the survey completion rate. The main reason why users rarely complete a survey is that when the format is not interactive or is too long, it loses interest. Incorporating a game element makes the survey more engaging and attractive. This will encourage participants to complete it in order to obtain the reward that has been promised.
• Obtain better quality data. The aim is not only to increase the response rate, but also to improve the quality of the data collected. If the survey is entertaining, participants will be more likely to give honest answers. This is particularly important if the survey includes more in-depth questions.
• Increase brand awareness and customer loyalty. By creating fun surveys, participants will associate the brand with this enjoyable experience. They will be more likely to click, comment or even visit the brand’s website afterwards.

Several interactive survey formats are available to make their feedback forms more engaging. Companies can :

1. Turning a survey into a battle

A company that wants to know the tastes and preferences of its audience can gamify its survey by presenting it in the form of a battle.. Par exemple, plutôt que de demander simplement quel est leur influenceur préféré (dans le but d’optimiser son influencer marketing, for example), it can create a battle of content creators by asking participants to choose a winner at each slide.

2. Replace the yes/no format with a swiper

Rather than sharing a survey with closed ‘Yes or No’ questions, brands can make the experience more interactive by opting for the swiper.. Ce format rappelle les applications de dating. Les participants font glisser une image vers la droite s’ils apprécient ou sont d’accord, et vers la gauche si ce n’est pas le cas.

3. Transforming an awareness survey into an interactive quiz

Instead of sending out a long form to test your audience’s knowledge, Trivia is an interactive alternative.. Ce format de sondage permet en effet engage participants, who can test their knowledge and even compare their results with other players.

4. Motivating participants with a personality test

Personality tests are another very popular format for interactive surveys. It allows companies to learn more about their customers and enrich their CRM. But it’s also a way of encouraging participants to complete the survey, since the reward is learning more about their personality. For Valentine’s Day, the personality test can reveal the user’s profile and make personalised recommendations.

Is your brand looking for new marketing levers to engage and retain its audience? Gamified and interactive campaigns are effective levers for achieving these objectives, particularly when they rely on the interactive mechanics of the winning moment.

This game lets participants know immediately if they’ve won a prize or a gift is just as addictive as it is beneficial for the brands that organise it. They stand out from fake games where participants never win anything (spam, scams).

In this article, we reveal the main advantages that a brand can gain from creating an instant win game online and how to run a successful campaign in 4 steps.

The principle behind instant win games is simple: it’s a game mechanic in which participants know immediately after playing that they have won a prize whether they have won a gift or not. This distinguishes it from another type of marketing game, such as a prize draw, where you have to wait a certain amount of time (usually several days/weeks) before finding out who the big winners are.

The first advantage of this instantaneous aspect is that it makes you want to participatebecause you’ll know immediately whether you’ve won a prize or not. It’s also very simple for the company. The instant win game works by time slots designated as ‘winning’. So all you have to do is enter at the right time to win a gift. And outside these time slots, all participants will lose.

Companies can also opt for a 100% winning mechanism. All they have to do is distribute a promotional code at the end of the operation (even in the losing slots) and offer larger prizes in certain time slots.

Instant win competitions have become increasingly popular because of their immediacy and simplicity. Companies set them up on their social networks or websites to engage their audience, build customer loyalty or promote a new product/service.

The different types of instant win games

The popularity of instant win marketing games is also due to their versatility. It is possible to choose from different game mechanics depending on your target audience and the objectives you want to achieve.

For example :

• Create a wheel of luck (or fortune). This is a must-have instant win game. Participants simply spin the wheel of chance to try and win a gift or promotional code.
• The scratch card game : games of chance such as scratch cards, lotteries, etc. are also excellent instant wins. Participants will immediately know whether or not they have won after scratching an image using the cursor (or their finger for mobile users). Quick and fun, scratch cards can also be used to reveal a new product.
• The slot machine (or one-armed bandit). Inspired by casino games, this instant win allows you to distribute gifts to your audience at random. Once again, you can personalise the signs so that they represent the prize to be won (a promotion, a product, etc.).
• The dice game; very popular in many cultures (where it is known as Yams or 421), the dice game is also a very popular format in gamified marketing.

Instant win competitions offer a number of advantages to the companies that organise them. The first is that their ultra-simple game mechanics allow you to maximise participation and commitment.

The ability to find out immediately whether you’ve won or not encourages members of your community to take part or even share this interactive animation with their friends and family. This makes the marketing game an excellent way of boosting visibility. What’s more, there are plenty of customisation options available, so you can boost brand awareness while enhancing your image.

Creating an instant win competition is also a very effective way of generating leads. Participants can be asked to fill in a form before rolling the dice or the wheel of chance. In this way, the company collects first-party data more easily and can learn more about its audience and consumer habits.

Finally, instant wins are particularly well suited to companies that want to increase their conversion rate or build customer loyalty. By distributing promotional codes to the winners, they can encourage participants to visit their site and place an order.

Shared in a reactivation email, this marketing game can also encourage a customer who hasn’t bought from the brand for a while to discover a new collection, etc. Or simply reward a loyal customer with gifts/promotions.

Creating an instant win game is very simple. However, to ensure the success of an interactive marketing campaign, it’s important to think it through and plan it well. Here are the steps to follow to organise a successful interactive game.

Choose the right game mechanics for your objectives and target audience

For an instant win game to be effective, it is important to clearly define your marketing objectives and target audience. If the aim is to build audience loyalty over the Christmas period, an Advent Calendar-style game will be the most appropriate format.

The target audience you wish to engage is also a very important factor to take into account when choosing the right game mechanics. Some worlds may be more effective with one audience than another. The one-armed bandit, for example, will appeal to a more male audience (even if it is possible to customise his design to appeal to a wider audience).

Choosing the best prizes

The whole attraction of the instant win game is the chance to win an attractive gift. That’s why it’s particularly important to choose the right endowment. Promotional codes are a good idea, especially during frenzied shopping periods like the festive season or Black Friday.

Companies can also boost engagement and maximise conversions from their interactive events by offering exclusive prizes. The prizes in the tech world, for example, are the ones that work best. Ahead of the launch of a new collection, participants can also win items that are not yet available in their online shop.

Define clear conditions for participation

To create a successful instant win, it is also essential to clearly indicate the conditions of participation to avoid any unpleasant surprises for participants. The conditions are generally set out in the entry form. This is another key element in a successful instant win, as it will enable the company to collect relevant data about its audience.

Promote an instant win game

Once the company has created and personalised its instant win game, all that’s left to do is promote it to the public. Social networks, QR codes in shops and banners on the website are all good ideas for raising the profile of the game. Influencers can also be good relays for boosting the participation rate.