Potentials and Challenges of Gamification in Recruiting

Abstract

Digitalization is changing many areas of society and has an impact on recruiting processes. Many companies are facing the challenge of making their application processes more attractive for potential candidates. The use of gamification is becoming a new trend, which is aimed particularly at Generation Y and Z, who have grown up in the age of digitalization. The potentials and challenges of gamification are wide-ranging for applicants and companies. The framework of a qualitative empirical study according to Mayring is used to investigate this research topic. A literature review provides current findings of former research studies. The research design is based on interviews with HR experts. The potentials are reflected in a higher employer attractiveness, applicant quality and more efficiently designed processes. At the same time the implementation of gamification involves some challenges, including additional requirements, like digitalization and data protection, deterrent effects and finding the fitting target group.