Iskander do a welcome and setting the objective of the presentation. How can a game contribute to more than recruitment.
after the introduction Iskander does a very short intro of info.nl
Iskander gives the floor to Brant. He introduces all options
Brant tells the audience what the challenges are in this project:
We had a problem, how to rapidly build a &#x2018;preferred employer&#x2019; brand among a highly-sought after segment &#x2013; 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 &#xE1;ctivated 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 &#x2013; which was highly used, but didn&#x2019;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 &#x2013; 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.
Iskander outlines the key challenges as Info.nl saw them...
Iskander continues for next slide...
iskander shows the structure of the solution...
Facebook campaign &#x2013; a key part of the launch strategy, but also offline advertising and other online media used Click movie &#x2013; &#x201C;making the company come alive&#x201D; &#x2013; tell students what trading is in your own words! Also supports the All Options&#x2019; brand of being about people &#x2013; how we can all make great achievements.
the big idea of the game&#x2026;
Connect to the target audience &#x2013; provide a reason to talk to them, a valid hook for them to come to the site Engage &#x2013; interest, difference, pull on their interests Retain &#x2013; keep them coming back Assess &#x2013; Introduce a covert assessment tool at the top of the funnel, aim: to increase quality of candidates at the end
Brant steps in to present this slide:
We wanted the game to help ascertain those qualities we look for in traders &#x2013; thus the game become an assessment tool at the front-end of contact with the intended audience.
Iskander walks through the game - doing a live demo to show the works the next slides are just a backup in case the internet is not working properly
Brant will jump in if any comments...
Iskander closes of with a visualisation of the ecosystem as context.
Brant takes the floor again to round up with the results.
The results here are for march 2010 to 1st october &#x2013; 7 months
Results are both quantitative and qualitative : ad hoc feedback and the &#x2018;wow&#x2019; factor is as important as the player stats.
Obviously, the aim is to track the success. However, we don&#x2019;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 &#x2013; reviews in newspapers, blogs, etc Don&#x2019;t underestimate the initial &#x2018;cool&#x2019; factor for an audience of this type Expectations &#x2013; builds a perception of the type of culture and company we are - &#x201C;hey a company that does this must be quite cool to work for&#x2026;&#x201D; Thus &#x2013; 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.
All options playful recruiting
Using play as an effective tool for recruitment
October 20, 2010
partner in online services
vision as fundament
focus on building dialogue
specific expertise needed
more than just ‘trading’
All Options’ recruitment strategy
Press / Media, Targeted Adver1sing,
Awareness Facebook / social media, Recruitment
events, organic search results
Guest lectures, Strike!, Traders
Trophy, recruitment events, in‐
house days, WOM /
referrals, staﬀ videos
Note: Candidates do not follow clear
mee1ngs, channels leading to conversion. In
Desire website reality, a ‘funnel’ is hard to define.
We can track success of each stage,
but paths between steps are harder
Action = Application
only the best students
are good enough
how to combine a solid
recruitment process with a
how to engage those
who are out of reach?
solution: game + click movie + social
intrigue and spread the
ac1vate word to others
facebook share on
the real deal
return on investment
900+ unique players (across 7 months)
Average of 450 players visit each month
5 played > 100 games; one player > 450 times
generated 500+ leads
3 overall winners announced to date – all passed tests
the top 20 players contacted personally
provides competitive differentiation
delivers media equity
students really ‘like’ it
sets the right expectations
critical success factors
easy in-house maintenance
automated game flow
smart use of budget
generates real responses
unique in industry sector