Gamification

In an article on the Future of Work Exchange last week, we discussed digital credentials and badges as a means to recruit, verify, and retain talent. This week we’re exploring those concepts further through gamification in the workplace and how the Future of Work can be transformed by its utilization.

Gamification Defined

Gamification is defined by Investopedia as, “the incentivization of people’s engagement in non-game contexts and activities by using game-style mechanics.” First coined in 2002 by game designer Nick Pelling while incorporating game elements into ATM and vending machines, gamification became mainstream by 2009 and has only grown as a strategic approach in HR and business.

With employee engagement and productivity a high priority for enterprises, gamification bridges the employee experience with enterprise needs. It can turn mundane tasks and processes, such as training and upskilling, reviewing corporate and HR policies, rolling out new products and services, and even applying for a job within the organization into engaging activities.

Technology plays a significant role in gamification initiatives either through mobile apps, learning management systems, or custom-designed solutions with specific objectives at the core. Gamifying the mundane means incorporating game elements that spur friendly competition, performance, and recognition. According to a TalentLMS 2019 gamification survey, the five most motivating gamification elements include:

• Rewards
• Badges
• Points
• Leaderboards
• Levels.

Leverage Gamification for Engagement and Change Management

Using these game elements, HR is in a position to drive change management and influence the enterprise culture through gamification. In an interview, Kenneth W. Wheeler, vice president — human resources (L&D) at LogiNext Solutions, identifies several workplace attributes where gamification can play a significant role.

• The essence of belonging: It has been said many times on the Future of Work Exchange that a sense of purpose is a driving force for many employees. What better way to bring employees together than through gamified activities? According to Wheeler, “Gamification can be designed to ensure that all employees recognize that they are a part of something big, that their individual contribution really matters to the business, and they truly belong.”

• Creativity and feedback: Enterprises face volatile markets and supply challenges requiring frequent problem-solving. As the focus grows on skills-based hiring, employees bring with them a variety of competencies that organizations can and should leverage. Gamification through simulation and role-playing can bring visibility to untapped expertise and innovative thinking. Wheeler remarks “…one can observe how the best performers deliver and can get instant feedback and coaching for improvement on their own capabilities.”

• Motivation and accomplishment: Much of employee engagement revolves around motivation. Through motivation, employees are more willing to participate in new initiatives and team-based activities. Gamification provides that feeling of accomplishment that can help sustain inspiration and excitement. Wheeler says to consider a team or group format where executing different activities earns points, resulting in a top-ranked team winner. “…all this flourishes healthy internal competition fueled by motivation and an emotional feeling of accomplishment, thus invariably promoting a culture of positive engagement.”

• Peer influence and recognition: Gamification is not just about competition but recognition as well. Through activities and collaboration, enterprises should encourage workers to nominate and formally recognize those employees who serve as leaders and role models. “To be recognized and appreciated as a core human expectation by virtue of gamification plays a great role in how employees feel and evaluate their own self-worth at work,” Wheeler says.

Compelling Gamification Statistics and Examples

Despite the possibilities that gamification can bring enterprises and their workforce, the TalentLMS survey revealed that 44% of organizations have yet to introduce gamification into their operations.

However, for those that have made gamification a part of the organizational fabric, the statistics are telling:

• Employees say gamification makes them feel more productive (89%) and happier (88%) at work.

• 61% of the respondents receive training with gamification.

• 83% of those who receive gamified training feel motivated, while 61% of those who receive non-gamified training feel bored and unproductive.
• 78% of the respondents say that gamification in the recruiting process would make a company more desirable.

What are some examples of how organizations are utilizing gamification in their workforce strategies?

Recruiting. Use simulation or group role-playing as part of the hiring process, with rewards given to the winning individual or team. If that individual accepts a job offer, he or she is rewarded with a digital company badge.

Onboarding. Many enterprises rely on digitization for their onboarding processes — offer perks (gift cards, etc.) for new hires who complete their onboarding the quickest.

Professional development. Continuous training modules can feel tedious to complete. However, instituting a leaderboard and point system based on completion and testing scores takes professional development to a new level.

Performance and career management. Skill-based hires and promotions give HR an opportunity to identify specific roles and promotion paths that employees can strive toward. Using gamification, digital badges and leaderboards motivate workers to reach their goals and clearly see their progression as new skills or competencies are obtained.

Gamification is fast becoming an ideal complement to Future of Work strategies. In fact, consider A/B testing where a more traditional training approach is compared to a gamified version to determine potential differences in engagement. While the investment in gamification varies widely depending on the technology and degree of implementation, it can lead to critical workforce insights as well as expand recruitment initiatives. Roll the dice.