According to Gartner, 70 per cent of business transformation efforts fail due to lack of engagement.
On top of this, Aon Hewitt’s 2017 Trends in Global Employee Engagement Study suggests that less than 63% of employees feel engaged at work. That means almost 40% of your people are feeling disengaged from their jobs right now.
Gamification could be the solution
However, gamification may hold the solution to our poor employee engagement rates. A report by the Pew Research Centre revealed that 53% of more than 1,000 interviewed internet experts believe there will be significant advances in the usage and adoption of gamification in the workplace by 2020. Many millennials have passed the mark of 10000 hours in playing video games – this is a part of their DNA and a trend that will continue growing – it’s here to stay. Gaming is something that this generation will bring to their new workplace and make it a part of corporate culture.
Valued at $1,698.7 million in 2015, the global gamification market is projected to grow at a CAGR of 41.8% during the forecast period, to touch $22,913.0 million by 2022. Factors boosting the market to grow to this level include growing involvement of people in social sites, high adoption of gamification in corporate and institutions, and growing penetration of gadgets and display devices.
What is gamification?
When you bring gamification into an organisation. KPI and performance variables are still there it’s just that company team is now earning points, badges and employees climb the game-like ranking system while achieving good old objectives. They challenge each other or create micro contests. They see each other, win and lose, and cheer for their champions, thus becoming a part of a very social environment. Many of them are not interested in a $ game or a gadget prize at the end of the day – this becomes their sport, place to interact with colleagues, build a team, and show their success.
Apart from employee engagement, performance monitoring automation, and a way to motivate the company workforce – gamification platform offers other significant advantages that are worth considering. In case of nGUVU – an artificial intelligence layer that helps figure out and foresee things that are impossible to catch. For example, workforce attrition risks, peak performance periods for employees, better dynamic goals for agents, and more. A test or a quiz module that allows to identify areas where workforce needs more training. Functionality that allows management create per dynamic employee goals or team challenges.
Gamification for sales
Atlanta-based incentive company Incentive Solutions recently revealed incentive gamificationfeatures now part of its online incentive platform. At their annual BthruB Leadership Summit this October, Incentive Solutions President Mark Herbert gave attendees a sneak peek at Spin to Win and Scratch Off, two interactive games part of the company’s incentive gamification advancements.
“With The Gamification Module, our clients can offer their participants one of two games to play when they enroll—a virtual Spin to Win wheel or a Scratch Off card,” said Patrick O’Brien, manager of The Gamification Module project at Incentive Solutions. “As soon as participants enroll, they get to play one of these games of chance to earn bonus online reward points. That lets them hit the ground running. They already have reward points racked up in their account, so they’re more invested and have more reason to revisit the program.”
The theory that gamification can lead to greater interest and engagement in a reward program is backed up by science. In a study by marketing professors Joseph Nunes and Xavier Drèze, they discovered customers were more likely to use their “free car wash” punch-card rewards if the cards had ten spaces with two spaces punched, versus cards with only eight spaces but none punched.
Gamification for learning
Gamification has an increasing impact on learning as compared to traditional methods, since it makes learners feel more inspired and motivated through points and rewards. Researchers at University of Colorado conducted a study to analyse the impact of simulations and games on adult learners. They found that gamification offered 14% higher skill-based knowledge, 9% higher knowledge retention rate, and 11% higher factual knowledge, over conventional learning methods.
Individual companies are seeing real success too. The Kahoot! platform, used by more than 50 million monthly active users worldwide, more than 32 million of which are in the U.S. More than a million corporate employees use Kahoot! for corporate training every month, with 25% of these users employed by Fortune 500 companies. Usage has been growing at over 150% year-over-year.
Gamification for health and wellbeing
Virgin Pulse, a leading global provider of employee wellbeing and engagement solutions recently shared the early success and results from its client, Movement Mortgage, a top ten national purchase mortgage lender. Within 90 days of implementing the Virgin Pulse Engage platform, the company has seen rapid adoption of the platform by employees, early biometric shifts across the organization, increased benefits usage, and improved company culture.
Movement Mortgage partnered with Virgin Pulse in early 2017 to inspire sustained behavior change within its employee population. While the company had previous experience with wellness programs, they were eager to more actively engage employees around wellbeing while using technology to support the strong culture they deliberately cultivated to continually engage their dispersed employee population. Movement Mortgage’s wellbeing program, called Thrive and powered by Virgin Pulse, launched in June 2017. Since launching, the company has seen remarkable early results across their employees who have enrolled in the program:
- 78% enrollment among its eligible population, with 45% of employees enrolling on the first day
- 77% monthly engagement with the program
- 65% of members have either decreased or maintained a healthy BMI
- 68% of members have either decreased their blood pressure or maintained a healthy level
Gamification for peer to peer rewards
Jostle’s People Engagement platform uses gamification to create ‘Shout-Outs’, which — as the name suggests — is used to thank or reward a fellow employee or worker for help with a project or just a job well done. People want to be able to give praise and recognition in the workforce but they often don’t have a venue to do it. That is what tools like Jostle provide.
Capri CMW Insurance, who are recognized in the list of Great Place to Work’s 2017 Best Workplaces, developed its Rock Star peer recognition program in 2013, when internal surveys suggested that employees sought more ways to appreciate their peers’ special efforts.
Capri CMW employees are invited to nominate colleagues who go above and beyond the call of duty in promoting the five core values of the organization — Integrity and Credibility, Teamwork, Customer Service and Dedication, Fun and Enjoyment, and Entrepreneurship. The names of the nominees are entered into monthly draws for prizes; all nominees for the year enter a Christmas draw for $100 gift card.
Capri CMW has 400 employees in 14 offices across B.C. and Ontario. Those in the senior executive, management and leadership levels do not participate in the program, which is designed for ground-level employees. In one of the brokerage’s western offices, numbering 50 eligible employees, about 50 nominations are submitted annually. Rock Stars in all the brokerage’s offices receive recognition on the company-wide intranet.
“It inspires employees to recognize each other through the process,” says Amanda Manning, office associate at Capri CMW, who helped launch the Rock Star program. “We have the top-down feedback, but you don’t always get the peer-to-peer feedback. Nominations are fairly regular though the month, so people are recognizing that their colleagues are stepping up and helping either on a project, or giving up lunch hours to get work done for a client.”
How have you implemented gamification into your workplace?
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