{Study} Gamification and virtual reality when looking for a job: 7 recruiting trends

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No doubt, the hype surrounding Pokémon Go has sparked waves: hordes of people are suddenly gathering to chase down small monsters via the Smartohone. But what does the current trend for job search and Casting? And how can companies use it for themselves? virtual-reality-job-recruiting

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Simone Janson Simone JansonSimone Janson is publisher, German Top20 blogger and Consultant for HR communication.


VR and gamification bring a lot of new jobs

Pokémon Go is the beginning of a trend that will greatly change our media usage behavior and the digital industry. Augmented Reality, such as Pokémon Go, and Virtual Reality (VR), where a player plunges into an imagined or reconstructed virtual world, will have a similar effect on our lives in the next 10-20 years as the development of the Internet and the Internet Smartphones at the time.

Retail, the real estate market and healthcare in particular are already using VR to retain customers in new ways. So in the future it will be possible to put yourself directly in your favorite film instead of just watching it "from the other side of the screen", or to stand directly on stage at the concert of your favorite band. Virtual tours through the new dream house can also be experienced in real life.

New jobs and recruiting paths arise

Like the Internet and later smartphones, VR / AR will also develop a whole industry, which is about the design and technical development of hardware and software. At the same time, however, new technical developments have a direct impact on technology-based recruiting.

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As part of a recent study produced by the University of Bamberg's Center for Human Resources Information Systems (CHRIS) in collaboration with Monster's career website, one out of every three was Company (37,6 percent) and every third job seeker (35,7 percent), that the use of modern communication channels in recruiting is becoming increasingly important.

7 overview of current recruiting trends

The study examines the use of individual instruments and channels. But which channels and tools are preferred according to the CHRIS study? 7 current trends at a glance:

  1. Robot Recruiting - a non-controversial field. A matching algorithm or an automated selection of candidates can, by means of clear guidelines, make a good fit of the person and position possible: in the best case without discrimination by factors such as gender, age, origin or religion. Non-discriminatory recruitment also belongs to the clear advantages of this search facility for 49 percent of the surveyed companies. On the positive side, they also see the possibility of carrying out recruitment more quickly (56 per cent), more efficiently (50 per cent) and more precisely (47 per cent). The candidates also see advantages of equality and speed in one-third. A great deal of uncertainty about the responsible use of data: 46 percent of companies and around 45 percent of respondents believe that self-learning algorithms can lead to data misuse. For companies, for example, by giving up too much internal information. However, 45 percent of the search queries are willing to submit their personal online profile to a matching algorithm - 20 percent would even publish targeted information in order to be better identified. A willingness that may increase the use of robot recruitment in the future, as they are now only using 2,4 percent of the top 1.000 companies. In the computer-controlled selection of applicants, it is 2 percent. Here the candidates are at the front: already 19,8 percent already used a self-learning matching algorithm (eg as a mobile app) during the job search in order to suggest interesting places. Also, 11,9 percent has already been identified by a matching algorithm and proposed to a company as a candidate.
  2. Gamification - playing for the new job? In the online games known as “gamification”, requirements and skills are matched in a playful way. As part of the recruitment process, the candidates should be given the opportunity to check in advance whether their skills meet the requirements of a job (self-assessment). On the other hand, companies use online games to test the skills of the candidates before they are invited to an interview (e-assessment). From a company perspective, this is a good opportunity for 30 percent to see whether a candidate is suitable for the advertised position. 24 percent also believe that this can reduce the effort for applications. A disadvantage of 68 percent of companies, however, is that when it comes to self-assessment through online games, it is not certain whether the respective candidate actually completed the game himself. In fact, around 7 percent of job seekers surveyed stated that they had ever asked someone to play an online game as part of a job search. Overall, less than 2,5 percent of companies offer such games on their careers website or on social networking platforms. The job search among job seekers is somewhat greater: 12,9 percent have already checked their suitability for a vacancy using an online game.
  3. Corporate Social Networks: - similar to Facebook so-called enterprise social networks work: the internal networks offer the employees a platform to exchange. Is this possibility also used by companies? Just under 23 percent of the 1.000 largest companies say yes - 13 percent think about it. In addition to internal communication, half (52,4 percent) of these companies also use their already implemented social networks for recruiting: inter alia, internal posts are advertised here and employee recommendations are requested. This, of course, only adds value to the company when the employees use the network platforms, but only three out of ten of the surveyed career stakeholders - half of them (50,2 percent) have already searched for vacancies. The use of company-internal network platforms for recruitment purposes is evaluated positively by both parties - stakeholders and stakeholders - and considered useful. As a reason, more than one third of the top 1.000 companies name among other things the increase in the effectiveness in the recruitment. Also, 30 percent of the surveyed job seekers and career seekers sees in internal network platforms a good chance to find the new job. Then it is good to know that 19 percent of the companies that already use such a system would like to use this in the future also in the recruiting.
  4. WhatsApp and Co. - by direct message to the new employee? For Generation Y and Z, applications like Facebook, Twitter, and WhatsApp are everyday communication platforms - writing messages, sharing links, and sharing photos. Can these instant messaging services also be used to address potential candidates in recruitment? Yes, that is shown by practical examples. It is still very new. This year's recruiting trends reveal that only a little over one percent of the companies surveyed use WhatsApp - just under four percent plan to use it for the future. Accordingly, instant messaging plays a very small, innovative role in the application process - as confirmed by almost 96 percent of surveyed jobseekers who say they have never used this channel for a corporate address. Looking to the future, however, both a third of businesses and those interested in care find the need to use modern forms of communication, such as WhatsApp, in recruitment - they also expect it from one another. Companies are already using social media, especially the social network Facebook, to get in contact with potential candidates.
  5. Big Data - a big buzzword in recruitment, especially in controlling: The collection and evaluation of key figures serves to control and control the recruitment processes. By analyzing large amounts of data, optimization approaches can be developed. The goal is clearly the continuous improvement of the recruitment processes. However, the key figures for personnel procurement must first be defined. The survey of the 1.000 largest companies in the course of the recruiting trends 2016 shows that only four out of ten companies have done this. The relevant process figures are analyzed regularly by about a third of the companies. There is also the possibility to use external data, for example from media usage statistics, for company measures and strategies. For more than half of the top 1.000 companies, the success of personnel marketing measures as well as the process lead time and costs (43,4 percent), the success of online campaigns in personnel marketing (32,1 percent) and social media activities (26,8 percent). Job searchers are surprisingly positive about the issue of big data: 59 percent find it good when data are collected to speed up processes - 52,2 percent are ready to provide their personal data for an optimization of the recruitment processes.
  6. Search engines - search engines like Google are the gateway to the Internet for many users. Should career websites and job advertisements be optimized in such a way that they are displayed in a search under the first hits? The study shows that eight out of ten companies assume that the candidates prefer Google to search for an open job or a company - and answer the question with yes. For this reason, 22,6 percent of these companies have already used Google AdWords. In contrast, only about half of those searching for a job say they use Google frequently or very often for this purpose - just under 13 percent would never use Google. By the way, almost one-fifth (17,7 per cent) of the career-earners already googled their own name.
  7. Cloud computing - for more efficient recruiting. In order to make the recruitment process as simple and efficient as possible, companies fall back on application management systems. They use three different possibilities: Internet-based access to the system of an external provider (41 per cent), use of a system from the company's own server (34,1 per cent) and the development of a separate applicant management system (15,7 per cent). The decision for an option falls on the subject of data protection for almost all companies (96,3 percent) - for 28 percent, therefore, the use of an external provider is excluded, since this can only be done via an Internet access.

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