Building strong employer brands: the role of gamification

Purpose In recent years, organizations have increasingly used gamification in their recruitment processes. Surprisingly little is known about how the application of gamification in this context can affect employer branding outcomes. The purpose of this study is to extend previous findings by investigating the influence of motivational affordances included in a gamified activity used during recruitment on individuals’ engagement and how this, in turn, affects employer familiarity, employer reputation and organizational attractiveness. Design/methodology/approach Data from participants in a gamified recruitment process based on an escape game were analysed using partial least squares structural equation modelling. Findings The results indicate that engagement is particularly fostered when individuals interact with achievement and progression affordances that provide them with clear tasks and structured challenges. Likewise, the interaction with social affordances in gamified recruitment is highly encouraged, either through cooperation with team members or competition among teams or participants, providing opportunities for social dynamics that enhance engagement. Once engagement is fostered, it positively relates to employer familiarity and employer reputation. Employer familiarity positively predicts employer reputation, which subsequently promotes organizational attractiveness. Originality/value To the best of the authors’ knowledge, this paper represents one of the first published attempts to empirically examine the relationship between gamification and employer branding.