How These Top Brands Are Using Gamification to Recruit

Whether you’re hiring for attitude or hiring for skill, there’s one method to give you insight into both: gamification in recruitment assessments. More companies are turning to gamified psychometric and skills assessments to understand the underlying attitudes and untapped skills within their existing talent pools and reach candidates outside of their typical barriers.

Learn more about the evolution of Talent Acquisition technology.

Game-based assessments continue to become more popular in the recruitment process as they’re used to attract, engage, assess and inform the selection process in hiring. Take a look at five big brands who have adopted game-based assessments to test candidates’ skills and attitudes.

The method for #recruiters to use when hiring for skill and attitude: Click To Tweet


The personal care conglomerate, Unilever, has added 20 minutes of game-based assessments from Pymetrics to its hiring process in hopes of increasing millennials candidates’ attraction to Unilever as a potential employer and see them as an innovative company.


From the CV, to the candidate search, to the interview, we’re using technology to create a truly interactive experience allowing us to get a more meaningful connection with applicants… We know that people increasingly live their lives online and our recruitment process must reflect that. This new process will be faster, simpler and more flexible allowing graduates to fit applying around their lives.Leena Nair, Chief HR Officer of Unilever

Using gamification to: attract younger workers to a traditional brand.

Taylor Wessing – To Increase Objective Hiring Data

The international law firm tests trainee candidates with a game-based assessment called Cosmic Cadet, built by Arctic Shores. The game assesses 13 character traits:

Thinking style

  • Risk appetite
  • Managing uncertainty
  • Potential to innovate
  • Learning agility

Interpersonal style

  • Social confidence
  • Affiliativeness


  • Processing capacity
  • Executive function
  • Processing speed
  • Attention control

Delivering results

  • Persistence
  • Resilience
  • Performance under pressure
Rather than diving in, we are checking that it is a complementary selection process… While it is live, it is not being used to impact the process directly… The difference is the results from the game will be forming part of the selection-making process. The idea is not to replace other methods of assessment, but rather to increase the amount of objective data in the process. Amar Ali, Graduate Recruitment Partner at Taylor Wessing

Using gamification to: create a better hiring and selection process.

AXA Group

The global insurance brand, AXA Group, has implemented gamification into its hiring process through a tool called Knack which builds various types of assessment games to identify candidate strengths, abilities, and personality traits that might not be apparent in an interview or on a resume. Games like Wasabi Waiter and Balloon Brigade, to name a few, collect several megabytes of data on candidates to compare to successful employees already within the company.


I think the dream of big data is that by relying on data rather than relying on all the things we currently do to find jobs—personal contacts, having the right educational pedigree—we have a purer view of what makes someone a better performer or not… You don’t have to know the right people or gone to the right school if you can pass the right kind of test or your data fits the right kind of profile.Ethan Mollick, Management Professor at The Wharton School of Business

Using gamification to: see past the resume.

What They All Have in Common

Using games-based assessments in the hiring process is helping companies expand their reach to new talent pools, identify higher quality/fit candidates and even reduce bias in the hiring process. How are you seeing brands gamify their recruitment process?

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