Games are becoming popular approaches to help create deeper relationships between the company’s audience and their brand. The creation of contagious experiences can tell stories about their brands with varying degrees of goals. In recruitment, the most popular goals are:
– To educate the audience about what it’s like to work there
– Mind share of the career opportunities
– Assessment tool to get the right candidates
But with any game, website, or social engagement, there are principles to follow before development begins. And the first step is to ask, what are our goals and why do we need a game?
This is a loaded question and it is not meant to be an idea crusher. In looking through the eyes of your target audience, they will ask the same question. “Why are you making me go through this experience if all I am getting is something that I can get from your website?”
Your audience will make decisions whether or not to play the game based on relevance and value. So whatever your goal is, you need to make sure your game has a strong measurable goal, it delivers unique value to the audience, and it takes full advantage of gameplay.
This question, that the audience asks, is rooted into why people play games in the first place. In a white paper from xeodesign, their research stated that people play games not so much for the game itself as for the experience the game creates: an adrenaline rush, a vicarious adventure, a mental challenge; or the structure games provide, such as a moment of solitude or the company of friends. People play games to create moment-to-moment experiences, whether they are overcoming a difficult game challenge, seeking relief from every-day worries, or pursuing what Hal Barwood calls simply “the joy of figuring it out.”
Taking all of this into consideration is critical because even though you may have developed a killer idea that tells your story, you are competing against all other types of amazing games that people play. And yes, that means Angry Birds.
For the most part, your audience is busy.
Know where your audience is in the candidate lifecycle. Your audience reacts to content in context to their situation. So if they aren’t even looking for a job, that plays into how they will or will not engage with your game.
Understand the “playability” factor of your game.
There are specific types of game genre. And sometimes, games can be hybrids of different genres. The genres are important to understand since it will dictate the game play you are developing. And there are specific genres that are more practical and successful for recruitment.
– Casual games are short session, highly addictive games that have an extremely simple interface with little or no learning curve. Game play elements become metaphors of your story. See how Amazon engaged their audience using a popular gaming model: http://game.amazon.jobs/ or the addictive brain games of Lumosity: http://www.lumosity.com/
– Adventure games are story-based games that normally rely on puzzle solving to move the game along.
– Strategy games require players to manage a limited set of resources to achieve a predetermined goal
– Simulations are games that emulate real-world scenarios. See L’oreal’s Reveal game: http://www.reveal-thegame.com/
– God games are games that have no real goal, other than to encourage the players to fool around with things to see what happens
Develop sustainable strategies for your game. Game development can be a pricey investment. But it can pay off with a strategic sustainable development model. Plan for how this game will evolve, refresh, and end.
Understand the paradox between having someone play a game and someone looking for work. People often play games to escape work, and to challenge themselves as mentioned above. Keep the core elements in mind of why people play games in the first place as you develop your concept. Remember, you need for people to want to play the game.