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Rock Jethwa Gamification L2 Certification Project
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Gamifiying Canada’s Immigration GDP Job
Growth for Global Competitiveness
Rock Jethwa - Gamification Course - Level 2Feb.2014
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Problem that needs to be solved:
➔ Skilled immigrants to Canada are not being matched to jobs.
Image Source - Creative Commons: http://www.flickr.com/photos/adselwood/2463634924/in/photostream/
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Stat 1: Skills mis-match
➔ Employers are becoming ineffective at targeting the talent pool, which will affect Canada’s global competitiveness.
➔ 46% of immigrants are not in jobs that match their skills.*
* Source: StatsCan Report No 89-624-XI, Page 8, http://www.statcan.gc.ca/pub/89-624-x/89-624-x2007000-eng.pdf Image Source - Creative Commons: http://www.flickr.com/photos/photogaby/4418959970/
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Stat 2: Canada wins at hockey, loses global business
➔ This trend threatens Canada’s long term GDP growth, inventiveness and ultimately threatens Canada’s global competitiveness.
*Source: Dr. Sullivan is also head of the Human Resources Management Program at San Francisco State University. Image Source - Creative Commons: http://www.flickr.com/photos/zetotal/5443243347/in/photostream/
➔ Unfilled positions that need highly skilled employees costs employers between $7000 to $50000 a day in lost revenue*
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Gamification to the rescue
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➔ Define the problem➔ Unpack motivation➔ Think “fun”➔ Suggest modalitiesPlayer types
➔ Achievers➔ Explorers➔ Socializers
Gamification
Image Source - Creative Commons: http://www.flickr.com/photos/renaissancechambara/5799944051/ | http://www.flickr.com/photos/lucgaloppin/5723969637/
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Behavior/Attitude/Motivation Change issueInformation Asymmetry - Not enough Information to assess and match opportunities: ➔ Supply and Demand are having a hard time
finding each other➔ Government needs to provide easily consumable
and clear stats on job matching needs; important information is unknowingly being lost in press releases and position papers
➔ Government needs to move from extrinsic to intrinsic “buy side” information consumption.
Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/
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Con’t: Behavior/Attitude/Motivation Change issue
Information Asymmetry - Not enough Information to assess and match opportunities: ➔ Companies and Employee Candidates
alike, need to use modern tools and techniques to better match their needs and skills, to create competitive advantage and growth opportunities, to attack global market together.
Image Source - Creative Commons: hhttp://www.flickr.com/photos/jacob_chen/159314835/
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Employer needs
Level of fun
Immigrant Employee Candidate needs
Discovery, Surfacing through Gamified status &
recognition systems.
Skill building games.
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Solution 1: No Mechanic➔ Strategic Principle: Status quo➔ Just let skilled Employee Candidates and Employers find each
other on their own. (Note: “Survey says” .... FAIL!)
Image Source - Creative Commons: http://www.flickr.com/photos/smithser/5892999257/C
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A Gamification motivation strategy key to developing the next gen skills in market economies.➔ Successful strategies use intrinsic motivations
to create effective outcomes.
Gamification frameworks can help promote policies that are needed to compete globally.➔ Adding gamified intrinsic reward systems
increase success.
Data Points: Gamification is the “new normal”
Image Source - Creative Commons: http://www.frontiersin.org/Journal/10.3389/fpsyg.2013.00739/full; http://blog.ossoil.com/wp-content/uploads/2010/07/motivation-model.png;
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Solution 2: Reward Mechanic
Badges for Employee Candidates
➔ Strategic Principle: De-fragmented buyer/seller communities
➔ Like the Scouts and Military, provide multi-tiered badges for immigrants to "show off" so that employers can more easily access and consume skills to match their job openings.
Image Source - Creative Commons: http://www.flickr.com/photos/rob-young/2911606553/
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Solution 3: Feedback MechanicLeaderboards for Employers
➔ Strategic Principle: Discovery and surfacing➔ Like World of Warcraft guild rankings, employers can be
ranked on leaderboards so that Employee Candidates can more easily discover and assess jobs that fit the "appropriateness" with their skills and growth potential needs.
Image Source - Creative Commons: http://www.flickr.com/photos/snorpey/3317497657/
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Solution 4: Challenges Mechanic➔ Strategic Principle: Onboarding efficiency➔ Provide smartphones for all landed
immigrants, with 10 hours of free data and access to a Gamified app. Employees and Employers can "play" job creation games to aid in Employer and Employee Candidate discovery of each other. Leaderboards and badge rankings will facilitate more efficient job matching.
Image Source - Creative Commons: http://www.flickr.com/photos/vernieman/7928895270/in/photostream/
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Solution 5: Cooperation MechanicStrategic principle: High Value Intrinsic Information for Elder Levels➔ Successful and established immigrants are steering new immigrants
into the wrong jobs areas.➔ In Gamification, elder influences are encouraged; however, these
can be an anti-pattern for new immigrants as they are getting advice for what worked for the elder (extrinsic information needs), not for giving direction for the skills that can apply to new areas of job demand (intrinsic information needs).
➔ Providing Gamified challenges and levels will help elders build skills to change from extrinsic to more effective intrinsic advice
Image Source - Creative Commons: http://www.flickr.com/photos/44462122@N00/2762014642/in/photostream/
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Bottom line: It can be done...
➔ ...If we align behaviors, attitudes, and motivations using gamified design.
Image Source - Creative Commons: http://www.flickr.com/photos/jasoneppink/169190692/in/photostream/
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Thank you - Bio, aka “Brag slide”➔ Rock Jethwa is a UX designer with deep background in cross
platform financial services and digital media apps. ➔ His leadership and experience includes product management,
gamification frameworks, web development, mobile design, portal architecture.
➔ He was asked to represent Canada at three G7 conferences, and worked on one of Apple’s first Web browser projects.
➔ www.RockJethwa.com➔ http://www.linkedin.com/pub/rock-jethwa/4/404/2b0