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CASE STUDY: Robo G

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A case study on implementing gamification in recruitment.

Published in: Recruiting & HR
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CASE STUDY: Robo G

  1. 1. Prepared by: Winston Loh, Business Development business@gametize.com A Case Study on Gamification for Recruitment: Robo G
  2. 2. The client is a leading mobile network operator in Singapore and among the top 30 largest in the world, boasting a combined mobile subscriber base of 477 million customers. To hire the best and brightest talent from Singapore’s local universities and groom them into high-performing leaders with global outlooks, they conduct a Management Associate Program (MAP). Overview: Robo G A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  3. 3. Robo G was developed for the client’s Management Associate (MA) Program as a solution to gamify the recruitment process of fresh graduates into the MA Program. The app was made available on both web and mobile, allowing for free and easy access to the game. Overview: Robo G A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  4. 4. The goal was to generate awareness about the telco’s graduate and scholar programs, whilst providing an engaging experience throughout the recruitment process. Goal A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  5. 5. Robo G served as a platform to educate applicants more about the company, its programs and various digital services, and to re-orientate their perception of the company to be more than just a telco. The platform also guides successful applicants through the subsequent interview stages up to their assessment. Our Solution A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  6. 6. Robo G was comprised of 5 Quests, each giving players a chance to win a different prize Our Solution A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com Quest Prize Welcome Quest $10 Starbucks card Robo G Bronze Quest 4-port USB hub Robo G Silver Quest Leather namecard holders Robo G Gold Quest 4GB thumbdrives Robo G Platinum Quest iPad Mini
  7. 7. Applicants completed text, photo and quiz challenges to earn points, while learning more about the company. At the same time, users were also given opportunities to express themselves while being assessed through their responses. Our Solution A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  8. 8. Successful applicants for each quest were emailed a passcode to access and attempt the subsequent quests Our Solution A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  9. 9. The Results A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  10. 10. User Reception “Very innovative approach to hiring. Integration of an app to the recruitment process is unprecedented!” – Alex Neo “Very efficient, enjoyable and fun” – Lu Yang “…It was such an interesting and different experience!” – Joanne Wu Qiong The general response from players was that they agreed that Robo G had streamlined and repackaged information and recruitment into a uniquely gamified process, with the presence of both intrinsic and extrinsic rewards motivating users to complete the respective challenges. A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  11. 11. Goals Achieved A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com 1. User Engagement Players were strongly motivated by the extrinsic incentives (iPad, job offer) and tended to complete all quests on finishing the Bronze Quest. Apart from establishing and maintaining engagement throughout the recruitment process, Robo G also achieved its secondary goal of informing and educating its users. The responses received for the quiz and open-ended challenges were extensive. 2. Inform & Educate
  12. 12. Lessons Learnt A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com The simplicity of most of the challenges proved a low barrier to entry for engagement and participation.Coupled with the attractive rewards, this kept users engaged as they played through Robo G. Some players dropped off atWelcome Quest due to the effort required in certain challenges*, which dampened their interest User Engagement *E.g. taking a photo of themselves at an outlet. This can be seen as a filter for applicants who lack enough interest in working for the telco
  13. 13. Summary & Recommendations A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com
  14. 14. Summary A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com Robo G proved to be an excellent way to educate and inform potential recruits about the company. The responsive feedback of Robo G on the Gametize platform impressed players with the “efficient and seamless experience” and contributed to high levels of interest and engagement.

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