Volkswagen faced a challenge in recruiting skilled mechanics due to competition for talent. They implemented a gamified solution by placing damaged vehicles in repair shops across Germany, with hidden application forms in the bonnets. This innovative approach successfully attracted skilled workers and positioned Volkswagen as a forward-thinking brand in recruitment.

1. Volkswagen Hidden Advert
Gamification in Recruitment

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
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3. Challenge
• Volkswagen was in need of
skilled mechanics. So
clearly, they should just
jumped on the web and
started advertising for open
positions, right? Wrong.

4. Challenge
• The best candidates may
already be working
somewhere else.
Volkswagen chose a no less
unusual place for their
vacancy ads.

5. Gamified Solution
• Volkswagen started
distributing damaged
vehicles to repair shops
across Germany. But it
wasn’t because their
management team were
bad drivers.

6. Gamified Solution
• They left application forms
in the bonnet of each car,
allowing the mechanics
working on them to find the
hidden advert.

8. Results
• It helped the company
bring in a number of
talented workers and
establish themselves as an
innovative recruiting brand.