Dive Brief:

• Gamification has become a popular strategy for modern companies that want to drive loyalty and engagement, according to an article at Business News Daily. Companies such as Badgeville, Bunchball and Knack use their platforms to drive employee engagement.
• In light of the success of gamified customer experiences in recent years, employers are starting to realize that internal gamification can yield similar results among their staff members, according to the article.
• By adding elements of games to everyday brand interactions — unlocking rewards through everyday activities, holding social media contests with prizes, etc. — employers have found employees become more engaged and want to stick around. Gamification can be used as a recruiting tool as well.

Dive Insight:

"People are driven by competition," Mick Hollison, chief marketing officer of sales acceleration platform InsideSales.com, said in the article. "Many organizations struggle to keep their employees engaged, but by incorporating gamelike incentives and a bit of friendly competition into their day-to-day routine, employees are motivated to achieve success above and beyond their standard goals."

Onboarding seems to be an especially good use of gaming. According to an Inc.com article, employees who undergo a structured onboarding experience are 58% more likely to remain with a company for at least three years. Using gamification in the onboarding process can contribute to greater engagement, and therefore greater retention, the author says.

When done right gamification can be a winning strategy, but the article warns that offering too many external rewards can backfire. "Employees aren't training in order to earn a gift certificate — they're training so they can add professional skills for long-term advancement," Steve Sims, founder and chief design officer at Badgeville, told Business News Daily. "True business gamification focuses on intrinsic rewards and benefits."