Gamification as an Effective Employer Branding Strategy for Gen Z

Abstract

This study explores the effectiveness of gamification as an employer branding strategy on applicant engagement, talent attraction and candidate selection in the Gen Z workforce. Specifically, through a comprehensive literature review, the research identifies person-organisation (P-O) fit and organisational identification as intervening mechanisms for the above outcomes. A pilot study was conducted on 40 Gen Z postgraduate students who had undergone a gamified assessment in their placement process. The participants were asked to rank the top 10 attributes they perceive their organisation to stand for when using gamification as part of the employee selection process. These attributes can also be used to brand their organisation as an employer of choice. This research provides valuable insights for organisations and HR professionals seeking to win the war for talent by enhancing their recruitment efforts through gamification. It underscores the importance of considering factors such as P-O fit and organisational identification in recruitment.