winner! winner! gamifications impact on generational talent

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Game Thinking to Rethink Talent Acquisition

JIM WEXLER

ERE.net

4 . 16 . 2014


TO REACH 50 MILLION TOOK

Print 100 years

Radio 38 years

TV 13 years

Internet 4 years

iPod 3 years

Facebook 9 months (100 million users)

iPhone 9 months (1 billion downloads)


RETHINK AGAIN

Content is no longer

entrenched in websites.


A PLATFORM THEY PREFER

Saatchi & Saatchi Study, 2011

“How would you like to hear

about a brand’s new product?”

Every day, almost 50% of employees play at work

• 20% play for 1-5 hours

• 58% say it is important for

brands to be fun and playful


Play is Nature’s learning engine

Play makes Dopamine flow


As we play, we LEARN


How games

are made


How games

make us


A. How we got here B. Gamification 101 C. Examples D. Implications


A. How we got here B. Gamification 101 C. Examples D. Implications A. How we got here


GAME-BASED EVOLUTION

’97/04 – Pioneer of Advergames: Coke, Reebok, Taco Bell

– General Mills “Big G” All Stars – GAPKids National Promotions – Purina’s Incredible Dog Challenge

‘05/12 – Talent Assessment for Deloitte – Orientation for Goldman Sachs – Leadership Sim for MetLife

– Insurance Learning Game for AXA – Showtime Learning Destination – Consumer Orientation for Cablevision/Optimum

‘13/14 – Behavior Change


How We Got Here

• Game-based Learning

• Game-based Thinking

• Engagement and

Behavior Change


A. How we got here B. Gamification 101 C. Examples D. Implications A. How we got here


A. How we got here B. Gamification 101 C. Examples D. Implications B. Gamification 101


A form of art in which players

make decisions in order to manage

resources through game tokens

in the pursuit of a goal

“ “


Games are

nonlinear.

Games provide

freedom of action.


Game token =


•sense of place

•role-play (take on a persona)

•socialization is key


the problem

with REALITY

state of FLOW

http://www.clickz.asia/wp-content/uploads/2011/06/flow.png


Gamification 101

Playfully inducing behavior

Distinguishing between

extrinsic and intrinsic

motivational triggers


Extrinsic Rewards & Motivators

The Carrot

• Tangible, expected

and gimmicky

A kind of MSG you sprinkle on any

interface.

It’s never “just a game” or “just

an experience.”


Intrinsic Rewards & Motivators

Comes from within

A sense of inner progress and meaningful journey:

• Mastering challenges

• Self-driven learning & accomplishment

• Belonging

• Peer recognition


Three Essential Drivers of Motivation 3.0

Autonomy

Mastery Purpose


Pretty Wrapper Yucky Candy

You cannot increase the intrinsic value of something by adding game mechanics. You CAN make the value more visible. You CAN change the paradigm and context from user to player — increasing their engagement.


GAMIFY EVERYTHING?

APPLICATIONS WEBSITES & MOBILE ENTERPRISE SYSTEMS

YOUR ENGAGEMENT LAYER


Rewards are not achievements …otherwise this would be

the “funnest” game ever

Earn

1,000,000,000,000 points!

Score: 964,000,000,000,000 (You rock!)


Missing Ingredients:


Games are not fun because they’re games.

Games are fun when when they are well-designed.


Game Thinking

rather than

gamification?

Source: Andrzej Marczewski


Move through a

Game Thinking

Continuum

Source: Andrzej Marczewski


A. How we got here B. Gamification 101 C. Examples D. Implications B. Gamification 101


A. How we got here B. Gamification 101 C. Examples D. Implications C. Examples


• Gamified

• Avatar-based

• Learning scenarios

• Measure Competencies

• Virtual Coach

• SaaS platform


Account Notes:

When Gerald meets with salespeople,

he likes to get right down to business.

Don’t bother asking him to lunch, he

wants to keep the relationship on a

professional level at all times.

LinkedIn Summary

Gerald Forsythe

Technology executive

with operations experience.

Education: BS Comp.Science – OSU

MBA – UCLA

Current: VP, Technical Operations

With: Argon, Inc

Rapport Building

• Recognizing Personality Types

• Making a Positive First Impression

• Becoming a Trusted Advisor

UNIVERSAL SALES SKILLS


Helping sales management improve

sales productivity

A tool to assess and fine tune the

selling competencies


Provides management with a real-time view into the competencies of their team

A coaching tool for management

Tells employees where to reinforce and remediate

MEASURE COMPETENCY


The Road Ahead Game

An interactive career interest

experience

Takes the player on a journey about

their aspirations, activities, and skills

in different job roles.


Big Data for Human Capital

An opportunity to combine:

The engagement power of games

The value of career direction and advice

The power of Big Data to deliver insight into

participant fit and viability


The Target

Prospective talent

High School or College aged 17-27

Games are a go-to platform – for entertainment,

learning, and networking and now…

to experience Career Development and the employer

brand.


Opportunity for Employers

A value-add to targeted students:

Road Ahead provokes insights around potential

career paths.

Supports recruiters:

Road Ahead highlights prospects with skills and

characteristics worth further exploration.

41


The Game Experience

Endless running games. Popular.

Addictive. No learning curve.

Perfect for killing a little time.

The pursuit of Personal Knowledge,

beautiful graphics, and fun gameplay

make Road Ahead a relevant entry into

this game genre.


The Game Experience

Q&A sessions ‘on the Road Ahead’

Q&As are visual challenges that delight the

eye and engage the player

After 15 minutes or so of play, the game

yields the data needed to develop the

player personality profile


How it Works

The Road Ahead game delivers career

perspective and links to occupations that

match well with personality

Leverages a proven approach used by 35

million people worldwide .


Add Employer Criteria

Proven predictors based on pre-validated

competency-based Psychometrics library

Identify the skills and characteristics required for

job success

Delivers insight about participant fit and viability

45


Game Reporting

A Feedback Report of the player’s personality

is instantly produced as the game ends that

includes:

Their Summary Code and a list of occupations

that correspond to the player’s personality.


Game Reporting

For the employer, a “Talent Report” output highlighting the candidate’s strengths and weaknesses and degree of fit.


Cast a Wide Net

• College students

• Summer interns

• Existing employees

1MM students?

500 campuses? More?

48


Fueling Conversation

Built-in hooks to Facebook and Twitter

Share scores and game adventures.

One-click invites friends to play.

Leaderboard posts scores and personas

Show player’s college to fuel interschool competition.

49


A. How we got here B. Gamification 101 C. Examples D. Implications C. Examples


A. How we got here B. Gamification 101 C. Examples D. Implications D. Implications


• Timeless Desire for Attention

• The Narcissism Gene

• Six Degrees


Friend Procurement


The Sum of our Datapoints


People want the real thing


When 3D supplants HTML

AI will play a role


The Next needed step in creating

a realistic experience:

“Adaptive Interactivity”


Avatars with emotional depth Socially fluent with friendly features The perception of trustworthiness and friendliness Indistinguishable from humans


CLARKE’S LAW

"Any sufficiently advanced technology is

indistinguishable from magic."


No longer able to

tell what’s real

Simulacra = copies of things

that no longer have an original

PROPERTY OF EXPERIENCES UNLIMITED. 6

3

Blurring the line between machine, and flesh and blood

New robots interact with humans as children do

Early attachment process

Capable of expressing anger, fear, happiness, and pride


Blurring the line of our interface with

the machine

Wii. Xbox Kinect. Google Glass

Still need the emotional and neural

connection to simulate life

6

4


“The Singularity” Transcend the limitations of our biology

Fully map and ‘upload’ our brains to machines

Kurzweil says “Get ready”


"Any sufficiently advanced technology is

indistinguishable from magic."


Deliver value through

Learning Experiences

Big Themes for

Emotional Connection

Measure Response

through Data Functionality

6

8

the secret sauce


Move

towards

Game Thinking

6

9


Jim Wexler @JimWexler

[email protected]

winner! winner! gamifications impact on generational talent

Business

sufficiently

andrzej marczewski

players personality

game thinking

missing ingredients

big data

experiences

game reporting