La gamificación: Herramienta clave de los Recursos Humanos

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CLAVES: 

  • El futuro y, cada vez más el presente, evoluciona al ritmo de palabras de reciente creación como la gamificación.
  • Utilizar mecánicas de gamificación, posibilita que candidato y reclutador puedan convergir en la deseada zona de “winwin”.
  • La gamificación necesita que sea diseñada de manera que exista una armonía entre la motivación extrínseca e intrínseca, aumentando la satisfacción de los empleados y la productividad.
  • Además, por muy útil que sea la gamificación para potenciar la motivación, la concentración, el esfuerzo o la fidelización, es imprescindible que esta evolucione y se adapte rápidamente a los gustos, emociones y aprendizajes de los usuarios.

De acuerdo con el eBook colaborativo “Empleabilidad en la era digital”, creado por Impact Hub Madrid, ProHireMe, Infojobs y Foxize, la evolución de los procesos de reclutamiento y la gamificación abren una nueva dimensión en el mundo de selección que trasciende el esquema tradicional de los recursos humanos.

[section label=”La gamificacion posibilita un “winwin” entre candidato y reclutador” anchor=”La gamificacion posibilita un “winwin” entre candidato y reclutador”]

La gamificación posibilita un “winwin” entre candidato y reclutador

Los CVs en papel, los nervios antes de entrevistas presenciales en interminables procesos de selección, incluso tendencias a mentir para engrandecer los logros profesionales parecen que, poco a poco, empiezan a formar parte del pasado de los recursos humanos. El futuro y, cada vez más el presente, evoluciona al ritmo de palabras de reciente creación como la gamificación.

Utilizar mecánicas de juego en contextos no lúdicos, como tradicionalmente se define a la gamificación, posibilita que candidato y reclutador puedan convergir en la deseada zona de “winwin”. Detrás de sus coloridas y atractivas pantallas, estos videojuegos se apoyan en la neurociencia y la psicología para encontrar el mejor encaje entre los rasgos cognitivos y emocionales de los potenciales trabajadores y el prototipo de empleado que está buscando la empresa.

Compañías como la británica Arctic Shores, dedicada a la generación de este tipo de videojuegos, resaltan las bondades de la gamificación a la hora de fomentar el acceso al mercado laboral. La búsqueda se empieza a entender como un proceso continuo por parte de las empresas, independientemente de las necesidades momentáneas de cubrir vacantes; en definitiva, se consiguen derribar fronteras que dificultaban la entrada de talento para las empresas.

Todo ello con un juego que debe responder a las célebres tres F’s de Gabe Zichermann:

  • Feedback: Informar puntualmente del estatus en los diferentes procesos de selección y recompensar los esfuerzos realizados.
  • Friends: hacer hincapié en elementos sociales que aumenten las ratios de participación.
  • Fun: Convertir la búsqueda de empleo en una experiencia divertida y agradable.

[section label=”Abre camino a la objetividad dentro de los procesos de selección” anchor=”Abre camino a la objetividad dentro de los procesos de selección”]

Abre camino a la objetividad dentro de los procesos de selección

Desde el punto de vista de los candidatos, supone un auténtico cambio de paradigma. Se minimiza la frustración de inscribirse a cantidades ingentes de ofertas sin apenas recibir feedback y con escasas posibilidades de éxito, a la par que se reducen las dosis de estrés y nerviosismo de las entrevistas tradicionales que pueden distorsionar las competencias laborales de candidatos válidos.

Ahora simplemente se trata de jugar a través de un dispositivo tecnológico que conectará al trabajador con ofertas para las que, siempre que esté bien diseñado, el perfil del candidato encajará. Además, en algunos casos los desafíos planteados en estos retos simulan a los que se tendría que enfrentar el trabajador en su futuro entorno laboral, fomentando su preparación en caso de ser contratado.

Las empresas, por su parte, ven reducido el volumen de solicitudes que reciben y aumentan la calidad de las mismas. Con esta tecnología la ansiada objetividad se abre paso en los procesos de selección y es una forma de asegurar, con mayor certeza, que únicamente los más acordes con las vacantes serán los afortunados que evolucionen a la fase de entrevistas posteriores. En otras palabras, las empresas se vuelven más ágiles y efectivas en los procesos de contratación destinando un menor volumen de recursos.

La gamificación supone una nueva dimensión en el mundo del reclutamiento que trasciende el esquema tradicional de los recursos humanos. Los candidatos, reconvertidos en usuarios, se convierten en protagonistas de un videojuego cuya recompensa puede ser el trabajo de sus sueños.

reclutar-gamificacion-ebook-empleabilidad
Fuente: Foxize School

[section label=”La importancia de la motivación en la gamificación” anchor=”La importancia de la motivación en la gamificación”]

La importancia de la motivación en la gamificación

La gamificación y el diseño centrado en el ser humano son relativamente nuevos en el espacio de motivación del lugar de trabajo y de los empleados. Sin embargo, ya han mostrado aumentos marcados en la producción de los empleados, la colaboración y la productividad.

La mayoría de los diseños de experiencia de trabajo suelen ser demasiado extrínsecos y, con menos frecuencia, demasiado intrínsecos. Además, el trabajo, a menudo está demasiado centrado en la motivación extrínseca. Parte de los empleados tienen la recompensa económica o el miedo a perder su puesto como principal motivación para trabajar en una empresa.

En algunos sectores como el de ventas, en numerosas ocasiones no hay suficientes aspectos intrínsecamente motivadores. La creatividad involucrada en la escucha y la resolución de problemas y la negociación es limitada y a menudo no es suficiente para mantener al individuo motivado. Simplemente no hay suficiente motivación intrínseca para equilibrar la naturaleza extrínseca de tal rol de ventas.

La gamificación puede aumentar la motivación intrínseca, crear un sentido, darle espacio a la creatividad, una comunidad interactiva, o despertar la curiosidad con elementos de diseño.

Sin embargo, no es sostenible mantener a los empleados mediante sólo la motivación intrínseca. Por ejemplo, en un trabajo de voluntariado la mayoría de los voluntarios no son voluntarios por más de 100 horas al año. No hay suficiente motivación extrínseca para hacer que lo hagan: no gana –por ejemplo– dinero, y no hay consecuencias si no aparece.

Por tanto, la gamificación necesita que sea diseñada de manera que exista una armonía entre la motivación extrínseca e intrínseca, aumentando la satisfacción de los empleados y la productividad. Empresas como Octalysis tratan de encontrar este equilibro creando tales experiencias para compañías de todo el mundo.

Entender los impulsos básicos del comportamiento humano es un punto de partida para analizar la naturaleza de una experiencia y avanzar hacia el diseño de algo nuevo que funcione. La gamificación gracias al diseño puede aportar más motivación intrínseca o extrínseca.

[section label=”La gamificación necesita apoyar tanto la motivación como el engagement” anchor=”La gamificación necesita apoyar tanto la motivación como el engagement”]

La gamificación necesita apoyar tanto la motivación como el engagement

Actualmente, la gamificación cambia los hábitos y comportamientos de la gente. Sin embargo, este tipo de herramienta y mecánicas de juego no sirve de nada si no evoluciona junto con las personas que la utilizan en contextos no lúdicos.

Es decir, por muy útil que sea la gamificación para potenciar la motivación, la concentración, el esfuerzo o la fidelización, es imprescindible que esta evolucione y se adapte rápidamente a los gustos, emociones y aprendizajes de los usuarios.

Documento relacionado en Thinknowa:

Respecto a esto, la compañía IT presenta en el evento B2B de conocimiento y networking ‘Magnolia Amplify 2017’ su plataforma ‘VASS Games’, desarrollada para convertir comportamientos en hábitos sostenibles en el tiempo.

Durante su ponencia, Pablo Echavone, Head of Marketing and Business Development de VASS Digital expresó su opinión: “Es necesario ofrecer elementos de gamificación que sean frescos, originales y que emocionen a la audiencia”.

En sus palabras, el reto de la gamificación hoy en día es orientarla a objetivos que se puedan medir en tiempo real y generen tanto motivación como engagement, ya que sólo así los usuarios querrán “ganar y conseguir resultados, buscando superarse a sí mismos y aumentando su compromiso con esa tarea”.

La plataforma ‘VASS Games’ ha sido desarrollada con el objetivo de crear soluciones de gamificación inteligentes para empresas. Se trata de una plataforma de entrenamiento basada en la emoción y repetición para superar los retos a los que se debe enfrentar una organización en cualquier contexto: E-motion.

En concreto, E-motion convierte comportamientos en hábitos a través de experiencias en las que los jugadores entrenarán y serán evaluados sin darse cuenta, atraídos por emocionantes historias y personajes que harán vibrar a toda la organización. De este modo, se genera un entorno seguro de cambio donde los jugadores podrán experimentar, fallar y divertirse, así como conocer el impacto de sus decisiones en el día a día para trasladarlas, a posteriori, al mundo real.

La nueva plataforma no sólo “hace de la empresa un entorno más eficaz, productivo y competitivo, sino que, además, ayuda a implantar culturas organizativas, mejora la experiencia del cliente, aumenta la efectividad de la fuerza de ventas y, en definitiva, combate miedos a la transformación digital”, explica Echanove.

[section label=”Existe la necesidad de evolucionar hacia una gamificación inteligente” anchor=”Existe la necesidad de evolucionar hacia una gamificación inteligente”]

Existe la necesidad de evolucionar hacia una gamificación inteligente

Otra de las soluciones de ‘VASS Games’ es ‘Amigotchi’, la primera persona virtual que acompaña vía móvil las 24 horas del día, 7 días a la semana, y que no lo pondrá fácil porque le sucederán cientos de situaciones en un contexto complejo de objetivos, proyectos y de relaciones.

En palabras de Echanove, lo mejor de esta app es que las empresas y organizaciones se dan cuenta muy pronto “de lo sencillo que es motivar a sus empleados o clientes”.

Él subraya: “Ponemos a su disposición la más alta tecnología para desarrollar comportamientos y hábitos sostenibles en el tiempo. Un entrenamiento y evaluación en la que tu organización cambiará divirtiéndose con él”.

En definitiva, el responsable de marketing insiste en la necesidad de evolucionar hacia una gamificación inteligente, personalizada y orientada a resultados que, además de entrenar el liderazgo y desarrollar el talento de las personas, mejore de forma continua las organizaciones y potencie su fuerza de ventas y efectividad.

THE OCTALYSIS GROUP. Why Human Resources Gamification Improves Employee Engagement. 29 de marzo de 2017. [consultado 10-10-2017]. Disponible en: http://blog.octalysisgroup.com/2017/03/why-human-resources-gamification-improves-employee-engagement/

FOXIZE. La empleabilidad en la era digital. 2017. [consultado 10-10-2017]. Disponible en: https://www.foxize.com/ebooks/empleabilidad-era-digital?utm_source=Notadeprensa&utm_medium=Medios&utm_campaign=EbookEmpleabilidad

SOLO MARKETING. La evolución de la gamificación es imprescindible. 2017. [consultado 10-10-2017]. Disponible en: https://www.solomarketing.es/la-evolucion-de-la-gamificacion-es-imprescindible/

COMPUTING. VASS apuesta por una gamificación inteligente. 3 de octubre de 2017. [consultado 10-10-2017]. Disponible en: http://www.computing.es/mundo-digital/noticias/1101142046601/vass-apuesta-gamificacion-inteligente.1.html

IP MARK. Reclutar a través de la gamificación. 15 de septiembre de 2017. [consultado 10-10-2017]. Disponible en: http://ipmark.com/gamificacion-reclutamiento-profesionales/?utm_content=bufferddab2&utm_medium=social&utm_source=twitter.com&utm_campaign=buffer

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