How Game Dynamics Will Revolutionize Your Employee Training Efforts
By Fred Bendaña Executive Director of Client Services & Marketing Development, Maritz Motivation Solutions | December 15, 2013
As customers, we are bombarded with thousands of messages every day across various traditional, digital and social media channels. As employees, we have been asked to do more with less and to do so more quickly. In such an environment, the task of 'onboarding' and effectively educating new employees is an even greater challenge due to this ever-increasing competition for attention, engagement and ongoing loyalty. To navigate this complex path, loyalty programs, B-to-B brands and even employee engagement strategists are increasingly relying on 'gamification' strategies to create more meaningful, interactive experiences with their participants. Considering brand experiences succeed or fail at the very hands of the people who interact with these valued customers, there is an opportunity to leverage these same strategies as a component of internal employee training endeavors.
Surrounded by Gamification
Realizing the power of games to motivate and drive behavior, game designers have used game mechanics for decades to engage our most primal and psychological urges. According to the Pew Research Center, gamification "plays on people's competitive instincts and often incorporates the use of rewards to drive action." These rewards include points, badges, gifts, and status indicators such as friend counts or progress indicators.
There's no need to extensively search for evidence that we're consistently surrounded by and have become accustomed to a world full of gamified experiences. From mobile marketing applications to social media via the likes of Facebook, Twitter and LinkedIn to consumer loyalty programs which, according to the 2011 Colloquy Loyalty Census, reached an all-time high of 2.1 billion memberships across 120 million people in the United States, the way people engage and interact in their daily lives has changed immensely.
As we earn points across programs and varying platforms, level up to new tiers, secure new perks and receive rewards for various behaviors, we're all playing multiple games every day, often without even realizing it.
Game Science in the Workplace