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Swedish Armed Force - Who Cares? - Gamification in Recruitment - Dr. Manu Melwin Joy

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The Swedish Armed Forces are recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. They wanted to activate the target group while simultaneously raising the question. Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash-tag?

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Swedish Armed Force - Who Cares? - Gamification in Recruitment - Dr. Manu Melwin Joy

  1. 1. Swedish Armed Forces – WHO CARES Gamification in Recruitment
  2. 2. Prepared By Dr. Manu Melwin Joy Assistant Professor School of Management Studies Cochin University of Science and Technology Kerala, India. Phone – 9744551114 Mail – manu_melwinjoy@yahoo.com Kindly restrict the use of slides for personal purpose. Please seek permission to reproduce the same in public forms and presentations.
  3. 3. Challenge • The Swedish Armed Forces are recruiting. They need young men and women for an occupation that in many ways is about giving up your own safety in order to help others. They wanted to activate the target group while simultaneously raising the question.
  4. 4. Challenge • Would people sacrifice their own freedom for someone they have no relation to? Are people prepared to show that they care in ways that don’t include sharing something on Facebook or tweeting a specific hash- tag?
  5. 5. Gamified Solution • To highlight the sacrificial aspect of working for the Swedish Armed Forces, they staged a scenario over the course of 4 days. They placed a box with an enclosed room in central Stockholm. The box was full of cameras and the footage was broadcast to the world via social media.
  6. 6. Gamified Solution • A person willingly agreed to sit there until someone else took his place. Every hour a door would open, and if someone was there to take the place, he could leave. The question communicating the whole event was: Who cares? Because this time the only way to act was to physically take the place yourself.
  7. 7. Results • The aim of the recruitment campaign was to gather 4,300 applicants for 1,430 open positions. The event and the campaign helped site visits exceed 200,000 in just a couple of days. Social media, blogs, and forums quickly lit up with discussions concerning the recruitment campaign, and public service also reported of it.
  8. 8. Results • During a total of 89 hours that people could sit in the box, 74 people decided to enter and help whoever was in there. At the end of the campaign, 9,930 applications had been received. More than 2 times above the target.

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