Anyone who knows me, knows I love my tech, and when I didn’t have a family, loved spending time with my console, controller and online community. There have been many a time I’ve got ready for a night on the tiles only to find myself lured to a Lan centre playing capture the flag with randoms.
Recently, I’ve been questioning the whole concept in relation to recruitment and HR.
Firstly there’s the cost. If your brand is important you’re going to need a half decent game. It won’t be slapped together by an in house team, it will likely be outsourced to a game developer. I’m guessing for something half decent you’ll be coughing up a quarter to half million. You might get away with a hundred k from a low cost country. I often hear Recruitment Managers complain about the lack of funding, so how on earth are you going to convince the executive to write a cheque for a couple hundred thousand?
Secondly, the time. Design, development and testing takes weeks and months, not days. One of my lifelong friends used to be “In the game” as a tester for EA Sports North America. Talk about rigorous testing, and there are still bugs in games. Again, can you risk a bugged out game damaging your brand? By the time it’s ready, perhaps your company strategy has changed, or the market has bottomed?
Thirdly, how do you measure success? In a short period of time the game will become dated, an update required. I can see the conversation with the CFO now, “you know that $250K we invested, well its been 3 years and we need to update our interactive talent attraction strategy, sign over $275K, oh whats that, show you ROI *laugh*, just give me the cheque”. Could you even measure quality of hire? Hard enough to measure the success of existing advertising channels.
Other considerations could be industry sectors, position specific, values or technical focus, business strategy, market impacts and the list goes on and on.
I can certainly see a place in retail, hospitality, banking, and perhaps IT, but I struggle with others. These industries have products or services which are relatively consistent and core business. I can see why Starbucks, Nike, Aldi, a large Australian Bank or Atlassian would take this path, but would a construction company, manufacturing, or mining services based company see the value, what about cash strapped SME’s? They might see the value and they may even be tech junkies like me, but due to market and client variables, the risk is to great, the investment to big, and the return to little. WA is a perfect example of this market at the moment.
I certainly see value in aspects of on-boarding such as situational safety awareness, and inductions but from a pure attraction perspective gamification will be viable for a privileged few.
More importantly, if we can’t get our fundamentals right, we shouldn’t even be considering this very expensive can of worms.
Keen to hear other people’s thoughts, experiences on this topic.