The last time we checked, only 14% of Indian employees felt they were "thriving" in life, while the rest admitted to "struggling" or "suffering," according to the Gallup 2024 State of the Global Workplace report. There can be numerous reasons for this—economic downturns, lack of upskilling, limited learning and development opportunities, inadequate remuneration, and, perhaps most importantly, lack of motivation.

A core responsibility of every manager is to motivate and engage employees. Disengaged employees tend to be less productive and more frequently absent. Traditional approaches to boosting engagement include offering greater autonomy, fostering a sense of belonging and purpose, and providing growth opportunities. However, the latest Global Workplace report revealed a worrying decline in employee engagement in South Asia, dropping from 33% to 26% over the past year. India, though, maintained a relatively high engagement rate of 32%, surpassing the global average of 23%.

Given the persistent challenges in maintaining employee engagement, companies are exploring alternative strategies to inject excitement into the workplace. These strategies include fostering a sense of purpose, promoting work-life balance, providing career development opportunities, recognising employee contributions, leveraging technology, and building inclusive workplace cultures. Among the technology-driven solutions, gamification has emerged as a game-changer.

Gamification in employee engagement: A double-edged sword?

Gamification, in simple terms, applies game-like mechanics to non-game environments. But does it always work? A look back at 2018 reveals a cautionary tale—United Airlines replaced small quarterly bonuses for all employees with a lottery system where only those with perfect attendance could win large prizes. Employees rebelled, and the system was swiftly removed. The issue, however, was not gamification itself but its poor execution.

Fast forward to today, and technology has significantly advanced. The key lies in using gamification not as a gimmick but as a meaningful engagement tool that aligns with employees' motivations and company objectives. Let’s delve into how gamification can drive employee engagement and why your company should consider it.

Why gamification works

Gamification works because it taps into core human motivators: recognition, feedback, fun, and collaboration. These elements align with fundamental psychological drivers such as purpose, autonomy, mastery, and relatedness. Companies have successfully used gamification to attract job candidates and sustain engagement once they are hired. Here are a few examples: 

1. Cisco employs gamification in various programs, particularly in learning and development. Their social media training program incorporates gamification to enhance employees' skill sets. Marketing associates use X (Twitter) for customer service, sales teams leverage LinkedIn for lead generation, and HR professionals utilise LinkedIn for talent acquisition. Employees progress through three levels of certification, with team challenges and badges increasing the fun factor.

2. Accenture introduced gamification to encourage knowledge sharing. Initially, employees earned points for completing online profiles and sharing content. Over time, the system evolved to track over 30 activities that drive engagement, leading to increased productivity, reduced costs, and greater innovation.

3. LinkedIn partnered with Flipkart to host a “Recruitathon,” a gamified recruitment challenge. The event resulted in 226 potential hires within five hours, demonstrating how gamification can accelerate talent acquisition.

How HR can use gamification for talent management

Gamification can revolutionise various aspects of employee management, from recruitment to professional development and team collaboration.

1. Recruitment & Onboarding

• Interactive challenges and skill-based games can help evaluate candidates beyond traditional resumes.

• New hires can complete tasks, earn badges, and unlock milestones as they familiarise themselves with the company culture.

• Employees can explore company policies, key contacts, and work environments through engaging digital experiences.

2. Performance & Productivity

• Employees can earn points for meeting targets, fostering friendly competition.

• Recognising achievements with badges or micro-rewards can boost motivation.

• Innovation competitions and cross-functional challenges incentivize collaboration and creative problem-solving.

3. Learning & Development

• Employees “level up” by mastering new skills, making professional growth an engaging journey.

• Employees can unlock customized learning modules based on career aspirations.

• Gamified mentorship programs encourage knowledge-sharing.

4. Employee Well-Being & Engagement

• Employees earn rewards for achieving health and fitness goals.

• Badges and points can be exchanged for tangible rewards, reinforcing positive behaviors.

• Points for participation in volunteering or company events encourage community involvement.

5. Conflict Resolution & Team Building

• Encouraging teams to collaborate on complex challenges can foster teamwork and innovation.

• Allowing employees to choose their own development paths increases engagement and autonomy.

• Constructive feedback can be transformed into an interactive experience that promotes growth rather than discouragement.

For gamification to work effectively, it must be meaningful, well-balanced between competition and collaboration, and tied to real-world incentives. It should be voluntary, enjoyable, and consistently optimised based on engagement data.

So, does your company need gamification for talent management? If you’re struggling with disengaged employees, lackluster training programs, or ineffective knowledge-sharing, gamification might just be the answer. The real question is not whether gamification is relevant but how well you can implement it to create a thriving, motivated workforce.