Gamification is defined as the “process of adding games or gamelike elements to something (such as a task) so as to encourage participation”.
Most people will be familiar with gamification strategy as part of a customer loyalty strategy.
However, Gamification can be a powerful tool for B2B companies, in particular, to engage employees, encourage participation and enhance productivity.
How it works
Motivation and engagement are prerequisites for the completion of a task or encouragement of a specific behaviour.
Gamification has proven very successful in engaging people and motivating them to change or adapt behaviours, develop skills and even solve problems.
Companies can leverage gamification strategy components to add goal orientated incentives to work tasks in order to increase motivation and engagement.
These gamification components can range from simplistic to complex but both have been proven to have a positive impact on motivation and engagement.
The fundamental psychology behind Gamification is that it promotes regular and positive feedback in the form of badges, points, rewards etc in the workplace.
These incentives work to motivate employees to challenge their ability and make deadlines leading to greater results for companies.
Gamification in the workplace is not a new phenomenon. However, the penetration of technology, tools and design discipline really drives gamification within the workplace.
As well as this the huge amounts of data that is readily available make strategies more effective and engaging leading to the longevity of a strategy.
Cisco Employees Play Their Way to Becoming Social Media Masters
Challenge: Cisco had invested in a global social media training program for its employees and contractors to build and leverage their social media skillset.
But with over 46 courses as part of the program, it was overwhelming to figure out where to start.
Gamified Solution: Cisco introduced three levels of certification for the social media training program:
Specialist, Strategist and Master, as well as four sub-certification levels for HR, external communications, sales and internal partner teams.
It also mixed in team challenges to incorporate a healthy dose of competition and collaboration into earning social media certifications.
Results: Since gamifying its social media training program, more than 650 Cisco employees have been certified with over 13,000 courses taken.
How Deloitte Made Leadership Training for Senior Execs “Addictive”
Challenge: Deloitte had built a leadership training curriculum for senior executives, but had trouble encouraging executives to start and complete the program.
Gamified Solution: Deloitte turned to Badgeville to introduce gamified elements like badges, leaderboards and status symbols that measured how many executives were participating and completing courses.
Results: The average time to complete the training curriculum dropped by 50 percent, and the program has seen a 46.6% increase in the number of users that return to the site daily.
It is important for any company, thinking about implementing a gamification strategy in the workplace, to understand the wants and needs of their employees.
Employees will not be motivated by rewards or incentives that do not interest them.
The commitment of management:
Management must fully commit to the strategy in order to it to be taken seriously by employees. As well as to work to improve the strategy.
Voluntary sign up:
Employees must have a voluntary sign up option. This shows they are engaged and motivated and are willing to play the game.
Clarity in the rules:
Employees need to be fully aware of the rules of the games in order for them to willingly take part.