Opportunities and Obstacles of Using Gamification in the Recruiting Process

Digitalization is transforming the world of work completely. With the evolution of the recruitment process in the digital era, organizations are increasingly embracing innovative strategies to attract and engage candidates effectively. A suitable tool for this purpose is the use of Gamification. Gamification focuses primarily on generation Y and Z, because they grew up in the age of digitalization. This study uses a qualitative empirical research approach according to Mayring and is based on a detailed literature review. The research design relies on expert interviews with Human Resource (HR) professionals who provide insights into the practical implications of integrating Gamification into the recruitment process. Companies that implement Gamification benefit from an improvement in employer attractiveness, an increase in applicant quality and the optimization of processes to achieve higher efficiency. At the same time, the implementation of Gamification is associated with a number of obstacles. The requirements for digitization and data protection are becoming more complex for companies. In addition, Gamification can be particularly off-putting for older applicants, making it difficult to define a suitable target group. This study delves into the multifaceted realm of Gamification within the recruiting landscape, investigating its opportunities and obstacles amid the ongoing wave of digitalization. The collected data generated through interviews will be analyzed and evaluated. Based on the results, eleven hypothesis concerning the positive and negative influences of Gamification in recruitment are derived.