Gamification for Employee Referral Engagement


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Gamification may be relatively new to the world of recruiting, but it’s taking off in a major way. Now, plenty of companies are using this strategy to keep employees and job candidates engaged in the recruitment process.

Gamification is the use of gameplay mechanics — like those you’d see in video games, online games or mobile apps — to add a boost to recruitment efforts. Plenty of major companies are doing it, including tech giant Google. The company recently posted a billboard in Silicon Valley, featuring a math question. The question led users through challenges and eventually brought them to a job application queue, effectively “pre-screening” candidates who could solve the tough equation.

What other companies are using gamification for employee referrals? Find out in this presentation by Zao, a social employee referral management platform.

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Gamification for Employee Referral Engagement

  1. 1. How to Use Gamification to Achieve OngoingEngagement in Your Employee Referral Program
  2. 2. Who We Are Brought to you by Zao - a platform that helps you manage and automate your social recruiting and employee referrals Presented by: Tina Carnow, Vice President of Business Development at Zao  Tina has more than 20 years of experience in business development, specializing in referral recruiting strategy and systems, as well as digital marketing platforms#zaowebinar 2
  3. 3. Overview In this webinar, well explore:  Why employee referral programs have engagement issues and fail  What is gamification and how it can boost participation rates  Specific tips and best practices on how to use gamification in order to amp up your referral program#zaowebinar 3
  4. 4. Lets gamify! kris69#zaowebinar 4
  5. 5. Why Do ERP’s Have Low Engagement Rates? The required action is too open-ended and broad: “Know someone?” WorldofMonopoly#zaowebinar 5
  6. 6. Most ERP’s Make It Too Hard to Succeed Kind of like solving a Rubik’s cube…  Require the employee to come up with candidates on their own without any help  Do not act as a step-by-step guide to maximize their network’s potential  Actions are broad and undefined MeHere#zaowebinar 6
  7. 7. Most ERPs Don’t Give Good Odds for Winning Since companies typically hire 10%-15% of their workforce over a year, even if most of your hires are referral hires, more than 90% of your employees will be left out, unrecognized and unrewarded for their efforts, if all you reward is successful hires!#zaowebinar 7
  8. 8. Most ERP’s Take Way Too Long to Achieve Results Day 1 Referral Received Day 30-60 Hire Made Day 120-150 Reward Given valcineren#zaowebinar 8
  9. 9. What is Gamification? Got low engagement? Gamification is the cure Gamification is the use of game thinking and game mechanics in a non-game context in order to engage users svilen001#zaowebinar 9
  10. 10. Who Uses Gamification? If you think the workplace is no place for games…  70% of large companies (Global 2000 organizations) will implement some sort of game mechanics into their workplaces by 2014 (1)  Spending on gamification projects will grow to as much as $2.8 billion by 2016 (2)  Companies who use gamification: (2)#zaowebinar 10
  11. 11. What Gamification Can Do to Your Referral Program The biggest fear when starting a referral program: not having people participate over the long-run#zaowebinar 11
  12. 12. How Can Gamification Increase Engagement? What are the game mechanics we can bring into our referral programs to increase engagement? johnnyberg#zaowebinar 12
  13. 13. Its Game Time! Can anyone name the three F’s of gamification, according to Gabe Zicherman? Lets explore! WorldofMonopoly#zaowebinar 13
  14. 14. The Three F’s of Gamification The 1st F: FEEDBACK  Challenge: With typical employee referral programs, employees don’t get any updates or feedback until their referred candidate is hired kazuyakmd cobrasoft#zaowebinar 14
  15. 15. The Three F’s of Gamification FEEDBACK TIP #1 – Keep referrers up to date on their referrals  Employees won’t feel like their referral goes into a “black hole”  You don’t need to worry about disclosing too much, just tell employees if their referral was qualified or not, and then give them an update if their candidate passed the interview process.  Every time you give feedback, you encourage further action, because employees will feel their actions matter kazuyakmd#zaowebinar 15
  16. 16. How Gamification Increases Engagement - Onboarding In order for a good gamified employee referral program to be successful, it needs to be presented as a step-by-step guide for employees Be clear with what you ask allfacebook#zaowebinar 16
  17. 17. How Gamification Increases Engagement - Leveling UpTIP #2 – Give points based on effortTry to differentiate the reward points you getfor every action:  Points for sharing  Recommending qualified candidates  Candidates who pass interviews  Candidates who are hired level up #zaowebinar 17
  18. 18. How Gamification Increases Engagement - Leveling Up Sample points structure  Give more points for the actions you value most  A structure like this acknowledges action over inaction, but also substantially rewards quality over quantity#zaowebinar 18
  19. 19. How Gamification Increases Engagement - Leveling Up TIP #3 – Make it easy to master  Be clear on what you want employees to do#zaowebinar 19
  20. 20. How Gamification Increases Engagement - Leveling Up  Once employees use the referral program, they will become familiar and more proficient with the system  Part of the referral process is helping them understand how to reach the next level in the system  Clearly outline what it takes to get to the next level by highlighting every step, e.g.:  Share jobs on social networks  Give us leads  Ask friends if they know anyone for the job Fanginhoon#zaowebinar 20
  21. 21. The Three F’s of Gamification The 2nd F: FRIENDS  Challenge: With typical employee referral programs, employees have very little insight into how other people are doing kazuyakmd#zaowebinar 21
  22. 22. Users Will Be More Engaged if They See Their Friends Are Too TIP #4 – Create and share a leaderboard  Once employees begin to see other people are participating, it reinforces their decision to take action  Increase the number of employees involved in referrals  Increase participation of those already involved  Share it weekly via email c64-wiki#zaowebinar 22
  23. 23. Bring In Your Extended Network of Friends TIP #5 – Engage non employees  Consider bringing non employees you trust into the game  Examples are former employees, business partners and vendors  Allow your employees to share referral rewards with their friends in order to dive deep into their business network#zaowebinar 23
  24. 24. The Three F’s of Gamification The 3rd F: FUN  People engage with games because they’re fun!  Is your employee referral program fun? OregonTrail kazuyakmd#zaowebinar 24
  25. 25. Making it FUN TIP #6 – Recognize employee efforts  Publicly thank and acknowledge employees that make a good effort  Consider achievements and badges, such as referring 5 friends that are qualified, or whenever a friend you referred is interviewed#zaowebinar 25
  26. 26. Making it FUN TIP #7 – Allow more winners  If you only reward hires, less than 10% of your employees can win during a year – which doesn’t help engagement.  Consider making points redeemable for prizes.  Consider making actions redeemable for prizes, based on your goals. For example, a company may offer 20 points or a small reward upon signing up quickly, or for referring a candidate#zaowebinar 26
  27. 27. Making it FUN TIP #8 – Create Friendly Competition#zaowebinar 27
  28. 28. How Gamification Increases Engagement - Missions and Challenges  After a few months, you could offer fixed rewards (non-raffled) to anyone that has reached a particular status in the leaderboard  Example: Dinner for two offered to the top five people on the leaderboard Sims-social#zaowebinar 28
  29. 29. How Gamification Increases Engagement - Missions and Challenges After 6-9 months, youll notice your leaderboard has a few dominant "players" while many lag behind  You need to do a few things to combat this:  Present the leaderboard in certain date ranges  Showcase the leaderboard in the context of a particular position  Offer redeemable points for gifts alexsl#zaowebinar 29
  30. 30. Making it FUN TIP #9 – Encourage Teamwork Examples:  Share points per department and office location  Make a competition between departments and locations  Give a collective reward to the department or office that contributes the most qualified candidates Give people the feeling that they are accomplishing something important and helping the company#zaowebinar 30
  31. 31. Making it FUN TIP #10 – Surprise your employees  Surprises can help you with hiring goals that change over time  In the beginning, consider a raffle between employees that joined, just to get them to sign up and participate.  In the next month, you want to up the ante: offer a raffle only between employees that referred one or more qualified candidates.  Got a particularly hard to fill position? Consider a month where a prize is raffled only between cbf.typepad qualified referrals for that position#zaowebinar 31
  32. 32. Making it FUN TIP #11 – Give back to the community  Consider a month or quarter, where instead of rewarding employees, the entire company works towards social goals.  For example, donate toys for tots, or a meal for those in need, for every qualified applicant.  Let your employees choose the social goals they want to work towards cbf.typepad#zaowebinar 32
  33. 33. Its Game Time! Review Once again, what are the three F’s of gamification? eBid#zaowebinar 33
  34. 34. The Three F’s of Gamification And the answer is…#zaowebinar 34
  35. 35. The Three F’s of Gamification 1. Feedback 2. Friends 3. Fun#zaowebinar 34
  36. 36. Additional Tips FINAL TIP – an ERP isn’t something you launch, it’s something you DO.  Don’t overthink the launch – just start!  Set monthly leadership goals  Review the leaderboard often  Acknowledge the people on top  Give feedback on how others should improve  Share learnings with team members  Zao can help you automate everything so you can spend more time hiring and less time managing your referral program…#zaowebinar 35
  37. 37. Questions?#zaowebinar 36
  38. 38. Thanks For Attending!Connect with us on Facebook, Twitter, and LinkedIn Send us your comments at Start hiring with Zao and hire well, fast! Its free!