Gamifying Employer Branding: Attracting Critical Talent in Crisis Situations like COVID-19

Abstract

Companies build strong employer brands to attract, motivate, and retain employees in crises, as it necessitates engagement and building relations with recruits. This study explores the application of gamification to employer branding and recruitment by analyzing organizational objectives for gamification. Game objectives were gamification-, recruitment-, and employer branding-related. We adopted a text analytics methodology and collected data—users’ reviews (from Glassdoor and Google PlayStore) about the games they played during recruitment. The reviews showed positive and negative sentiments. We apply GAMEFULQUEST, including three components—immersion-related, achievement-related, and social-related—based on self-determination theory and related them to employer brand equity and employer brand engagement.

Keywords:

• Employer branding
• gamification
• serious games
• text
• sentimental analysis

Disclosure statement

No potential conflict of interest was reported by the authors.