winner! winner! gamifications impact on generational talent
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Game Thinking to Rethink Talent Acquisition
JIM WEXLER
ERE.net
4 . 16 . 2014
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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)
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RETHINK AGAIN
Content is no longer
entrenched in websites.
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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
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Play is Nature’s learning engine
Play makes Dopamine flow
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As we play, we LEARN
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How games
are made
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How games
make us
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A. How we got here B. Gamification 101 C. Examples D. Implications
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A. How we got here B. Gamification 101 C. Examples D. Implications A. How we got here
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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
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How We Got Here
• Game-based Learning
• Game-based Thinking
• Engagement and
Behavior Change
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A. How we got here B. Gamification 101 C. Examples D. Implications A. How we got here
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A. How we got here B. Gamification 101 C. Examples D. Implications B. Gamification 101
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A form of art in which players
make decisions in order to manage
resources through game tokens
in the pursuit of a goal
“ “
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Games are
nonlinear.
Games provide
freedom of action.
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Game token =
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•sense of place
•role-play (take on a persona)
•socialization is key
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the problem
with REALITY
state of FLOW
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Gamification 101
Playfully inducing behavior
Distinguishing between
extrinsic and intrinsic
motivational triggers
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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.”
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Intrinsic Rewards & Motivators
Comes from within
A sense of inner progress and meaningful journey:
• Mastering challenges
• Self-driven learning & accomplishment
• Belonging
• Peer recognition
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Three Essential Drivers of Motivation 3.0
Autonomy
Mastery Purpose
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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.
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GAMIFY EVERYTHING?
APPLICATIONS WEBSITES & MOBILE ENTERPRISE SYSTEMS
YOUR ENGAGEMENT LAYER
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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!)
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Missing Ingredients:
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Missing Ingredients:
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Games are not fun because they’re games.
Games are fun when when they are well-designed.
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Game Thinking
rather than
gamification?
Source: Andrzej Marczewski
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Move through a
Game Thinking
Continuum
Source: Andrzej Marczewski
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A. How we got here B. Gamification 101 C. Examples D. Implications B. Gamification 101
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A. How we got here B. Gamification 101 C. Examples D. Implications C. Examples
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• Gamified
• Avatar-based
• Learning scenarios
• Measure Competencies
• Virtual Coach
• SaaS platform
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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
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Helping sales management improve
sales productivity
A tool to assess and fine tune the
selling competencies
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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
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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.
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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
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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.
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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.
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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.
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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
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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 .
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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
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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.
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Game Reporting
For the employer, a “Talent Report” output highlighting the candidate’s strengths and weaknesses and degree of fit.
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Cast a Wide Net
• College students
• Summer interns
• Existing employees
1MM students?
500 campuses? More?
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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.
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A. How we got here B. Gamification 101 C. Examples D. Implications C. Examples
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A. How we got here B. Gamification 101 C. Examples D. Implications D. Implications
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• Timeless Desire for Attention
• The Narcissism Gene
• Six Degrees
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Friend Procurement
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The Sum of our Datapoints
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The Sum of our Datapoints
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The Sum of our Datapoints
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People want the real thing
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When 3D supplants HTML
AI will play a role
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The Next needed step in creating
a realistic experience:
“Adaptive Interactivity”
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Avatars with emotional depth Socially fluent with friendly features The perception of trustworthiness and friendliness Indistinguishable from humans
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CLARKE’S LAW
"Any sufficiently advanced technology is
indistinguishable from magic."
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No longer able to
tell what’s real
Simulacra = copies of things
that no longer have an original
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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
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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
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“The Singularity” Transcend the limitations of our biology
Fully map and ‘upload’ our brains to machines
Kurzweil says “Get ready”
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"Any sufficiently advanced technology is
indistinguishable from magic."
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"Any sufficiently advanced technology is
indistinguishable from magic."
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Deliver value through
Learning Experiences
Big Themes for
Emotional Connection
Measure Response
through Data Functionality
6
8
the secret sauce
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Move
towards
Game Thinking
6
9
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Jim Wexler @JimWexler
jim@experiencesunlimited.com
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