Gamification campaigns we love: Gamification campaigns go postal
Post services in two European countries used gamification for different purposes, yet effectively in their own right. This week we want to focus on two gamification campaigns one a recruitment campaign by Formaposte in France and the other an employee participation by Correos in Spain, which was supported by fellow gamification experts Wonnova in Madrid.
For Correos the business challenge presented was to a complete website redesign, originally they had intended to outsource this task to a consultancy, but thanks to input from Wonnova they changed their approach to a gamified campaign to seek input from their employees. They designed a platform that allowed employees to report improvement potential. the platform included game mechanics to encourage employees to perform tasks, such as points were awarded for submitting an improvement report, points for regular participation and for consulting the user guide. The top three point scorers won prices from a high-end tablet to an experience box.
What would be interesting to know is whether employees knew before they took part that there were prizes to be won or whether participation was just voluntary? Maybe the guys from Wonnova can comment for us if they are able to share this information.
The result for the client Correos was that even if the campaign was only live for 13 days, they had 1700 employees taking part and received over 50,000 proposals for improvement. In comparison to a time line given by original consultant proposals of a minimum 4 months, the time saving is impressive adding to that a cost saving of 70%.
That is win/win/win gamification, the provider wins, the client wins and the top 3 employees win.
In the case of Formaposte, they actually designed a serious game for candidate post men, to give them a flavour of what life on the job would be like. The turnover rate of new hires was high and their business objective was to reduce the turnover rate and hire better suited people, who knew what the job entailed. They achieved a significant improvement in their staff turnover and a better candidate at interview level.
I am looking forward to hearing first hand how the results have impacted Formaposte at the Gamification in HR Summit in Paris in a few weeks, where they will be making a presentation and I will be holding a workshop with the aim of working out a gamification design strategy for a HR objective in 60-90 minutes, which should be a fun challenge for all involved.
Where are you thinking of implementing gamification in your HR process?
#gamifyHR #gamifiedHR #gamification
Since we posted a question, the lovely people from Wonnova came with additional information on our Facebook page, we know not everyone follows us, so here is the reply:
Hi An! Thank you for telling our story on your blog. In answer to your question, all employees were told about the Gamification campaign through their intranet. All of the staff already knew how it worked and knew what prizes they could hope to win, but their participation was 100% voluntary. Gamification is about motivating, not obligating
The most interesting thing to come out of is was that (in addition to the obvious motivation that comes from being able to win a tangible prize) most of the participation was a result of the employees genuinely having fun by competing and participating. They even wrote to us with suggestions for improvements in the early hours of the morning! If Correos had settled for a less entertaining strategy, the prize in itself would probably not have been motivating enough.