Increasingly, organizations are asking how they can drive further employee engagement by integrating gaming elements into traditional communication and business programs. In fact, gamification has gained so much momentum there are now dedicated certifications and annual events. However, getting started can seem daunting.
Here are six steps to consider when integrating a gamification strategy into a communications program.
Original Title
Six Steps to Gamifying Employee Communications and Engagement
Increasingly, organizations are asking how they can drive further employee engagement by integrating gaming elements into traditional communication and business programs. In fact, gamification has gained so much momentum there are now dedicated certifications and annual events. However, getting started can seem daunting.
Here are six steps to consider when integrating a gamification strategy into a communications program.
Increasingly, organizations are asking how they can drive further employee engagement by integrating gaming elements into traditional communication and business programs. In fact, gamification has gained so much momentum there are now dedicated certifications and annual events. However, getting started can seem daunting.
Here are six steps to consider when integrating a gamification strategy into a communications program.
BY TRENT FLOOD, VI CE PRESI DENT, EMPLOYEE ENGAGEMENT
It can sound like a ka-plunk or ding. But that little sound coming from your phone, computer or game system is gratifying when it represents a completed level or achievement. Our obsession with badges and leveling-up demonstrates the power of games, and companies are noticing. Increasingly, organizations are asking how they can drive further employee engagement by integrating gaming elements into traditional communication and business programs. In fact, gamification has gained so much momentum there are now dedicated certifications and annual events. However, getting started can seem daunting. Here are six steps to consider when integrating a gamification strategy into a communications program:
1.) ARTICULATE THE END OBJECTIVES GAMIFICATION WILL ACCOMPLISH. Before doing anything else, organizations need to stop and think through what they hope to achieve. Is it improving customer interactions, driving adoption of a tool or process, encouraging specific behaviors, addressing a particular point of employee dissatisfaction, etc.? Designing a gamification strategy that drives tangible communication and business results accelerates buy-in and adoption, as people are more likely to take part when its clear their participation will make a real difference.
2.) IDENTIFY SPECIFIC EMPLOYEE ACTIONS OR TASKS TO TARGET FOR INTERVENTION. Some may think of gamification as simply adding games to existing internal communications programs (think a mock Jeopardy round at a sales meeting or an app-based game on a mobile device). These can be entertaining and informative, but the most dramatic results happen by engaging employees while they actually perform their jobs.
Target, for example, introduced a system that rates associates speed during the checkout process. Red indicates too slow, while green equals success, and employees can track their performance over time and in comparison to teammates. By incorporating some of the best elements of gaming instant feedback, competition and achievement such systems can
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encourage greater behavior change and awareness than just sending out an email or memo. Identify the specific tasks, activities or interactions that, if carried out in a different or more effective manner, could help achieve your overall objective. That is the moment to gamify.
3.) FIND THE RIGHT GAME. Strategic communications planning requires choosing channels that support overall objectives, not just for the sake of using a particular vehicle or tool. The same is true for gamification: Games vary widely in formats, storylines and objectives, so carefully consider a design that drives appropriate behaviors. For instance, if Targets objective was to increase interaction between associates and customers, its gamification strategy would have been inherently flawed. But since the goal was improving efficiency, the game design drove the right kind of behavior.
In another example, Lockheed Martin wanted employees to become more aware of their role in protecting company data. Rather than rely on straightforward (and potentially dull) compliance training, the company created an online seek and find game. Employees were presented with an ongoing and immersive storyline, then asked to find certain objects related to the subject at hand. For example, employees might find themselves inside a virtual airport and challenged to find an unfamiliar USB stick or a sign indicating a free Wi-Fi connection. Upon locating the object, employees experienced a teachable moment, where an explanation of how the object could jeopardize cybersecurity would appear. Thus, the game design took a traditionally technical subject and made it relatable, engaging and educational.
4.) REWARD BEHAVIOR. Positive reinforcement is key to encouraging any type of change, so find ways to immediately reward employees as they demonstrate the behaviors you want to drive. Rewards dont need to be expensive; effective solutions can include points that can be redeemed for prizes or badges that can be displayed in email signatures, in the online employee directory or on physical ID badges. Think points alone arent enough of an incentive? Remember that people spend hundreds of hours flinging birds at pigs, playing words on a board and matching brightly colored gemsall for bragging rights. Thats powerful.
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5.) INSPIRE BOTH COLLABORATION AND COMPETITION. Many games incorporate elements of teamwork and healthy competition. This can be a powerful way to unite employees no matter where they sit in the organization. In one example, Australian financial services firm AMP hosts an annual innovation festival where presenters inspire employees to brainstorm new ideas. To amp up the in-person event, a mobile app with an interactive puzzle encourages employees to both compete against each other while collaborating on new ideas that will ultimately drive business results.
6.) LEARN FROM YOUR RESULTS. Even the most thoughtful, well-researched gamification strategy can produce surprising real-world results. Sometimes the mechanics of a game can encourage unanticipated (or unintended) behaviors or draw lackluster participation. Analyzing participation in the game and its impact on real-life behaviors and business outcomes is critical to determining next steps. As with any comprehensive communications plan, its smart to include measurement into your upfront planning so you can best evaluate an efforts future success or lack thereof.
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