CASE STUDY: Robo G

Prepared by: Winston Loh, Business Development [email protected]

A Case Study on Gamification for Recruitment:

Robo G

mailto:[email protected]

The client is a leading mobile network operator in Singapore and among the top 30 largest in the world, boasting a combined mobile subscriber base of 477 million customers.

To hire the best and brightest talent from Singapore’s local universities and groom them into high-performing leaders with global outlooks, they conduct a Management Associate Program (MAP).

Overview: Robo G

A Case Study on Gamification for Recruitment All Rights Reserved. Gametize.com

Robo G was developed for the client’s Management Associate (MA) Program as a solution to gamify the recruitment process of fresh graduates into the MA Program.

The app was made available on both web and mobile, allowing for free and easy access to the game.

Overview: Robo G


The goal was to generate awareness about the telco’s graduate and scholar programs, whilst providing an engaging experience throughout the recruitment process.

Goal


Robo G served as a platform to educate applicants more about the company, its programs and various digital services, and to re-orientate their perception of the company to be more than just a telco.

The platform also guides successful applicants through the subsequent interview stages up to their assessment.

Our Solution


Robo G was comprised of 5 Quests, each giving players a chance to win a different prize

Our Solution


Quest PrizeWelcome Quest $10 Starbucks cardRobo G Bronze Quest 4-port USB hubRobo G Silver Quest Leather namecard

holdersRobo G Gold Quest 4GB thumbdrivesRobo G Platinum Quest iPad Mini

Applicants completed text, photo and quiz challenges to earn points, while learning more about the company.

At the same time, users were also given opportunities to express themselves while being assessed through

their responses.

Our Solution


Successful applicants for each quest were emailed a passcode to access and attempt the subsequent quests

Our Solution


The Results


User Reception

“Very innovative approach to hiring. Integration of an app to the recruitment process is unprecedented!” – Alex Neo“Very efficient, enjoyable and fun” – Lu Yang“…It was such an interesting and different experience!” – Joanne Wu Qiong

The general response from players was that they agreed that Robo G had streamlined and repackaged information and recruitment into a uniquely gamified process, with the presence of both intrinsic and extrinsic rewards motivating users to complete the respective challenges.


Goals Achieved


1. User Engagement

Players were strongly motivated by the extrinsic incentives (iPad, job offer) and tended to complete all quests on finishing the Bronze Quest.

Apart from establishing and maintaining engagement throughout the recruitment process, Robo G also achieved its secondary goal of informing and educating its users. The responses received for the quiz and open-ended challenges were extensive.

2. Inform & Educate

Lessons Learnt


The simplicity of most of the challenges proved a low barrier to entry for engagement and participation. Coupled with the attractive rewards, this kept users engaged as they played through Robo G.

Some players dropped off at Welcome Quest due to the effort required in certain challenges*, which dampened their interest

User Engagement

*E.g. taking a photo of themselves at an outlet. This can be seen as a filter for applicants who lack enough interest in working for the telco

Summary & Recommendations


Summary


Robo G proved to be an excellent way to educate and inform potential recruits about the company.

The responsive feedback of Robo G on the Gametize platform impressed players with the “efficient and seamless experience” and contributed to high levels of interest and engagement.

CASE STUDY: Robo G

Recruiting & HR

Transcript of CASE STUDY: Robo G