KPMG uses gamification to increase their graduate intake

KPMG has added gamification into its online recruitment process by challenging candidates to race around the world in 80 days.
Mon, 3 Feb 2014 | Matt BodimeadeKPMG has added gamification into its online recruitment process by challenging candidates to race around the world in 80 days.

Sarah Rozario, recruitment marketing manager, and Kate Pollard, digital marketing executive at KPMG, spoke about KPMG’s gamification results at the Year Ahead 2014 online recruitment conference, attended by Recruiter last week [30 January].

The aim of the game was to fly a balloon around the world and return to the starting point in the quickest time, having successfully completed 10 challenges along the way.

In total, KPMG said 4,548 games were played, at an average game length of 20 minutes. And 110 games were completed, and 136 graduate scheme applications were made. Recruiter tried to contact staff at KPMG to query these figures, but no one could be reached.

KPMG says it had received better results than a bus tour, which they previously took to Universities around the country, and had an increase in application conversion rates.

The candidate who completed the game in the quickest time was rewarded with £1,000 worth of travel vouchers, and a two-week internship with KPMG.

Gamification is becoming ever present within the recruitment sector, as employers look to use brand awareness to attract the right candidates.

The technique refers to the use of game thinking and game mechanics in non-game contexts, to engage users in solving problems. The technique is applied to improve user engagement, return on investment, data quality, timeliness and learning.

The ways in which applicants play these games, and then demonstrate these characteristics, can help line and HR managers gain insight from information regarding potential employees.

According to a recent report from Gartner, over 70% of Forbes Global 2000 companies said they planned to use gamification for the purposes of marketing and customer retention by 2014.

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