Gamifiying Canada’s
Immigration GDP Job
Growth for Global
Competitiveness
Rock Jethwa - Gamification Course - Level 2
Feb....
Problem that needs to be solved:

➔ Skilled immigrants to
Canada are not being
matched to jobs.

Image Source - Creative C...
Stat 1: Skills mis-match

➔ 46% of immigrants
are not in jobs that
match their skills.*

➔ Employers are becoming
ineffect...
Stat 2: Canada wins at hockey, loses global
business
➔ Unfilled positions that need highly skilled
employees costs employe...
Gamification to the rescue
Gamification

➔
➔
➔
➔

Define the problem
Unpack motivation
Think “fun”
Suggest modalities

Player types

➔ Achievers
➔ Ex...
Behavior/Attitude/Motivation Change issue
Information Asymmetry - Not enough Information to
assess and match opportunities...
Con’t: Behavior/Attitude/Motivation Change issue
Information Asymmetry - Not enough
Information to assess and match opport...
Level of fun

Skill
building
games.
Immigrant
Employee
Candidate
needs

Discovery,
Surfacing through
Gamified status &
rec...
Solution 1: No Mechanic

➔ Strategic Principle: Status quo
➔ Just let skilled Employee Candidates and Employers find each
...
Data Points: Gamification is the “new normal”
A Gamification motivation strategy key to
developing the next gen skills in ...
Solution 2: Reward Mechanic
Badges for Employee Candidates

➔ Strategic Principle: De-fragmented
buyer/seller communities
...
Solution 3: Feedback Mechanic
Leaderboards for Employers

➔ Strategic Principle: Discovery and surfacing
➔ Like World of W...
Solution 4: Challenges Mechanic
➔ Strategic Principle: Onboarding efficiency
➔ Provide smartphones for all landed
immigran...
Solution 5: Cooperation Mechanic
Strategic principle: High Value Intrinsic Information for Elder Levels
➔ Successful and e...
Bottom line: It can be done...
➔ ...If we align behaviors,
attitudes, and motivations
using gamified design.

Image Source...
Thank you - Bio, aka “Brag slide”

➔ Rock Jethwa is a UX designer with deep background in cross

➔

➔

➔
➔

platform finan...
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Rock Jethwa Gamification L2 Certification Project

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Rock Jethwa Gamification L2 Certification Project

  1. 1. Gamifiying Canada’s Immigration GDP Job Growth for Global Competitiveness Rock Jethwa - Gamification Course - Level 2 Feb.2014
  2. 2. Problem that needs to be solved: ➔ Skilled immigrants to Canada are not being matched to jobs. Image Source - Creative Commons: http://www.flickr.com/photos/adselwood/2463634924/in/photostream/
  3. 3. Stat 1: Skills mis-match ➔ 46% of immigrants are not in jobs that match their skills.* ➔ Employers are becoming ineffective at targeting the talent pool, which will affect Canada’s global competitiveness. * Source: StatsCan Report No 89-624-XI, Page 8, http://www.statcan.gc.ca/pub/89-624-x/89-624-x2007000-eng.pdf Image Source - Creative Commons: http://www.flickr.com/photos/photogaby/4418959970/
  4. 4. Stat 2: Canada wins at hockey, loses global business ➔ Unfilled positions that need highly skilled employees costs employers between $7000 to $50000 a day in lost revenue* ➔ This trend threatens Canada’s long term GDP growth, inventiveness and ultimately threatens Canada’s global competitiveness. *Source: Dr. Sullivan is also head of the Human Resources Management Program at San Francisco State University. Image Source - Creative Commons: http://www.flickr.com/photos/zetotal/5443243347/in/photostream/
  5. 5. Gamification to the rescue
  6. 6. Gamification ➔ ➔ ➔ ➔ Define the problem Unpack motivation Think “fun” Suggest modalities Player types ➔ Achievers ➔ Explorers ➔ Socializers Image Source - Creative Commons: http://www.flickr.com/photos/renaissancechambara/5799944051/ | http://www.flickr.com/photos/lucgaloppin/5723969637/
  7. 7. Behavior/Attitude/Motivation Change issue Information Asymmetry - Not enough Information to assess and match opportunities: ➔ Supply and Demand are having a hard time finding each other ➔ Government needs to provide easily consumable and clear stats on job matching needs; important information is unknowingly being lost in press releases and position papers ➔ Government needs to move from extrinsic to intrinsic “buy side” information consumption. Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/
  8. 8. Con’t: Behavior/Attitude/Motivation Change issue Information Asymmetry - Not enough Information to assess and match opportunities: ➔ Companies and Employee Candidates alike, need to use modern tools and techniques to better match their needs and skills, to create competitive advantage and growth opportunities, to attack global market together. Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/
  9. 9. Level of fun Skill building games. Immigrant Employee Candidate needs Discovery, Surfacing through Gamified status & recognition systems. Employer needs
  10. 10. Solution 1: No Mechanic ➔ Strategic Principle: Status quo ➔ Just let skilled Employee Candidates and Employers find each other on their own. (Note: “Survey says” .... FAIL!) Image Source - Creative Commons: http://www.flickr.com/photos/smithser/5892999257/C
  11. 11. Data Points: Gamification is the “new normal” A Gamification motivation strategy key to developing the next gen skills in market economies. ➔ Successful strategies use intrinsic motivations to create effective outcomes. Gamification frameworks can help promote policies that are needed to compete globally. ➔ Adding gamified intrinsic reward systems increase success. Image Source - Creative Commons: http://www.frontiersin.org/Journal/10.3389/fpsyg.2013.00739/full; http://blog.ossoil.com/wp-content/uploads/2010/07/motivation-model.png;
  12. 12. Solution 2: Reward Mechanic Badges for Employee Candidates ➔ Strategic Principle: De-fragmented buyer/seller communities ➔ Like the Scouts and Military, provide multi-tiered badges for immigrants to "show off" so that employers can more easily access and consume skills to match their job openings. Image Source - Creative Commons: http://www.flickr.com/photos/rob-young/2911606553/
  13. 13. Solution 3: Feedback Mechanic Leaderboards for Employers ➔ Strategic Principle: Discovery and surfacing ➔ Like World of Warcraft guild rankings, employers can be ranked on leaderboards so that Employee Candidates can more easily discover and assess jobs that fit the "appropriateness" with their skills and growth potential needs. Image Source - Creative Commons: http://www.flickr.com/photos/snorpey/3317497657/
  14. 14. Solution 4: Challenges Mechanic ➔ Strategic Principle: Onboarding efficiency ➔ Provide smartphones for all landed immigrants, with 10 hours of free data and access to a Gamified app. Employees and Employers can "play" job creation games to aid in Employer and Employee Candidate discovery of each other. Leaderboards and badge rankings will facilitate more efficient job matching. Image Source - Creative Commons: http://www.flickr.com/photos/vernieman/7928895270/in/photostream/
  15. 15. Solution 5: Cooperation Mechanic Strategic principle: High Value Intrinsic Information for Elder Levels ➔ Successful and established immigrants are steering new immigrants into the wrong jobs areas. ➔ In Gamification, elder influences are encouraged; however, these can be an anti-pattern for new immigrants as they are getting advice for what worked for the elder (extrinsic information needs), not for giving direction for the skills that can apply to new areas of job demand (intrinsic information needs). ➔ Providing Gamified challenges and levels will help elders build skills to change from extrinsic to more effective intrinsic advice Image Source - Creative Commons: http://www.flickr.com/photos/44462122@N00/2762014642/in/photostream/
  16. 16. Bottom line: It can be done... ➔ ...If we align behaviors, attitudes, and motivations using gamified design. Image Source - Creative Commons: http://www.flickr.com/photos/jasoneppink/169190692/in/photostream/
  17. 17. Thank you - Bio, aka “Brag slide” ➔ Rock Jethwa is a UX designer with deep background in cross ➔ ➔ ➔ ➔ platform financial services and digital media apps. His leadership and experience includes product management, gamification frameworks, web development, mobile design, portal architecture. He was asked to represent Canada at three G7 conferences, and worked on one of Apple’s first Web browser projects. www.RockJethwa.com http://www.linkedin.com/pub/rock-jethwa/4/404/2b0

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