All options playful recruiting
by Iskander Smit on Oct 22, 2010
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Presentation as held on the conference 'Digitaal Werven 2010' (Digital Recruitment) by All options and Info.nl
Presentation as held on the conference 'Digitaal Werven 2010' (Digital Recruitment) by All options and Info.nl
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bran(d)t
How can a game contribute to more than recruitment.
He introduces all options
We had a problem, how to rapidly build a ‘preferred employer’ brand among a highly-sought after segment – which were students no less, a high churn market, with lots of noise and high competition.
As part of the mix we need something that áctivated their experience of our brand. Made them feel it, experience it, without having come to a campus or in-house event.
At the same time, we needed to improve the quality of candidates, improve loyalty (during recruitment process), and generate more applications.
All this needed to be sustainable, trackable, and for a specific budget.
We did have an online maths assessment before – which was highly used, but didn’t really add value to our selection process, or tell students about our brand, company and function.
the context of the recruiting game
The tactical aspects of the preferred employer strategy – prior to this we defined what the brand itself stood for.
This was a 2 year strategy, first stage, penetrate the market, establish a footprint in the key markets, build the brand and then in the 2nd year, streamline to a few key sustainable tactics. The new website being a core anchor in this.
Facebook campaign – a key part of the launch strategy, but also offline advertising and other online media used
Click movie – “making the company come alive” – tell students what trading is in your own words! Also supports the All Options’ brand of being about people – how we can all make great achievements.
the big idea of the game…
Connect to the target audience – provide a reason to talk to them, a valid hook for them to come to the site
Engage – interest, difference, pull on their interests
Retain – keep them coming back
Assess – Introduce a covert assessment tool at the top of the funnel, aim: to increase quality of candidates at the end
We wanted the game to help ascertain those qualities we look for in traders – thus the game become an assessment tool at the front-end of contact with the intended audience.
the next slides are just a backup in case the internet is not working properly
Brant will jump in if any comments...
The results here are for march 2010 to 1st october – 7 months
Results are both quantitative and qualitative : ad hoc feedback and the ‘wow’ factor is as important as the player stats.
Obviously, the aim is to track the success. However, we don’t have a cumulative touchpoint system tracking all recruitment activities. ROI would be better assessed with such a system.
The game also provides more value to the company than just hard numbers for student traffic and leads.
Media equity – reviews in newspapers, blogs, etc
Don’t underestimate the initial ‘cool’ factor for an audience of this type
Expectations – builds a perception of the type of culture and company we are - “hey a company that does this must be quite cool to work for…”
Thus – it is building, activating, the brand experience of All Options
These were core factors that had to be meant by the concept and finished application.
We support it in-house, and host it on Rackspace.