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Moving from Gamification to Gameprovement

gamification_1-1.jpg February 19, 2013 / Mikael Lauharanta

Gameprovement is sometime referred as gamification 2.0, that includes real life rewards as employee engagement for their performance.

In my latest blog posts I've been focusing on the major ongoing shifts we're experimenting in employer branding such as the movement towards a more transparent and social way of doing business. I've also talked about how the term employer branding itself might be going out of style as some companies are starting to talk about and aim for culture branding, which means describing your employee experience as authentically as possible to attract and retain the most fitting talent.

Today I'd again like to take a step ahead and talk about gameprovement (sometimes also referred to as gamification 2.0) instead of just gamification. I was not familiar with gameprovement (did someone say buzzword?) until I read trendwatching.com's latest hardback edition Trend Report 2013. To reiterate, gamification in business refers to the application of game dynamics to everyday business activities. Gameprovement takes this a little bit further and includes real life rewards and tracking that help people in their self actualization efforts and provide them with a lot more powerful tool for positive transformation.

 

The benefits of gamification

Several studies have shown gamification's positive effects on employee performance - employees that get rewards for good performance, be it intrinsic or extrinsic, tangible or intangible, are more productive and feel more engaged. Gamification has for some time been a part of CRM systems, for example, but in my opinion one of the most interesting emerging trends is the inclusion of gamification elements to recruiting. A blog by Joberate, Gamification in recruitment, different approaches for different needs shows many clever examples of gamification in recruitment. What's noteworthy in the examples is that most of them are meant to educate candidates on what the open positions entail and what it actually is like to work at the company. As I've pointed out time after time, the best results are achieved when only those applicants apply that truly understand the company culture.

In addition to the above-mentioned culture branding aspect, one of the biggest advantages of the gamification of recruiting is that companies can put the networks of their employees in to use. If employees are rewarded for participating in their employer's recruiting efforts, companies can drastically increase their visibility among a relevant target audience consisting of current employees' former colleagues and classmates.

 

Gamification for employee engagement.

Gamification for education

Gamification goes well together with recruiting, but it also compliments online education. According to the same trend report I was referring to earlier, exclusive and customizable mass online education is becoming a force to be reckoned with. As people become more and more acquainted with eLearning platforms, a growing number of companies are starting to utilize scalable learning platforms to respond to various internal education demands. Along with the personal benefits, gamification plays an important role in motivating employees to participate in online courses.

Gameprovement might not be for everyone, since it might create competition where no additional competition is needed. Furthermore, gamification elements may sometimes seem childish or superimposed. But when used correctly, gamification is a great way to engage employees and improve productivity especially when used to spice up otherwise trivial tasks.