Nope, I am not chatting about the Masters At Work CD, but about all the current interest in games. All areas are currently interesting.
Advertising in-game or on gaming-sites – you have seen GCHQ, US Army and Royal Navy all currently using and getting a lot of press around the activity. The Royal Navy creative is especially good and you can see it on the link above. This is a traditional advertising approach applied to a new medium and probably the most effective at this moment in time.
Bespoke games to help the recruitment process – the US Army is the most high profile of these but the RAF & Navy also have good applications. Always great for a brand if you can get people to engage with your communications but there are ethical issues.
Also using games to provide feedback on peoples problem-solving and performance skills – apparently Google have a patent. There are issues on how applicable this is to job performance due to the ‘role-playing’ when using games.
My gut feeling is that we will start to see greater usage of all three applications over the next few years – I have even said this in public (so I must believe it). I also feel there are a few new applications that we will start to see developing in the online testing area – using gaming programming techniques to provide experience and feedback for candidates.
This is a trend that will combine with more powerful search algorithms and improved communication technology to really start to change recruitment communication.
But this growth in sensory mediums does keep raising a question at the back of my mind – do we (the industry) have the skills to drive this change?
The reason I ask this is something Dave Smith at Career Builder said earlier this year that we are all talking about web 2.0 but we are still not using job postings and search particularly well.
We are all looking to the future, which is great. But are we developing the skills to deliver truly integrated recruitment communications now?
I am really interested to see what people think?
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