Gamification as a Tool of Personnel Marketing

Employees are a key and important resource of any company, which means a growing demand for innovative tools of improving motivation, adaptability, and productivity. Gamification, originally applied in marketing and education, is gaining popularity in corporate environment. It increases employees’ motivation by using slot elements to stimulate their performance. The author studied the benefits, problems, and challenges of personnel gamification in corporate management. The analysis involved case studies and public data. Gamification proved quite effective in work engagement. However, it required certain conditions, e.g., technical equipment, particular psychophysical and cultural staff profile, etc. The main indicators that show the effectiveness of gamification were defined as follows: 1) engagement level; 2) labor productivity; 3) low staff turnover; 4) good work satisfaction level; 5) teamwork; 6) return on investment. The most popular gamification elements included leaderboards, grade systems, and corporate currency.