PURPOSE | EMPLOYEE EXPERIENCE
Gamification – previously more commonly used in business as a tactic to win and retain customers – is proving that in the corporate learning landscape , it can achieve just that . A recent survey by TalentLMS found gamification makes employees feel more productive ( 87 %), more engaged ( 84 %), and happier at work ( 82 %).
It ’ s little wonder then that more businesses , from IBM to BMW to Deloitte , are turning to gamification as a strategy not just in sales and marketing but as part of HR and learning development to attract and develop talent and boost worker motivation and engagement .
Following roll-out of its digital badge pilot program in 2019 , IBM noted a 694 % increase in the number of individuals who passed their end-of-course exam ; while Deloitte , which uses leaderboards in its digital leadership academy to help participants develop soft skills , has seen a 47 % increase in the number of return users each week .
David Semach , EMEA Head of AI and Automation at Infosys Consulting tells Business Chief that while gamification is the “ go-to idea ” for making modern consumers love brands , buy products , and stay loyal , it has “ serious potential for internal training and engagement too ”.
And since the onset of the pandemic , acceptance of gamification by business has become more widespread , as companies are forced to engage with digital transformation , says An Coppens , Chief Game Changer at Gamification Nation , which creates gamebased and gamified experiences to help remote and hybrid businesses thrive .
“ They realise that some of their work tools or work setups and structures aren ’ t quite so motivational , especially for younger employees like Generation Z who have grown up with apps and games and use them in their personal lives .”
“ The benefits of gamification for employees is attracting more of the right people to the team , which in turn stimulates a more productive team culture and better retention ”
An Coppens Chief Game Changer , Gamification Nation businesschief . com 55