Building strong employer brands: the role of gamification
Buil, Isabel (Universidad de Zaragoza) ; Catalán, Sara (Universidad de Zaragoza) ; Hernández-Ortega, Blanca (Universidad de Zaragoza)
Resumen: Purpose
In recent years, organizations have increasingly used gamification in their recruitment processes. Surprisingly little is known about how the application of gamification in this context can affect employer branding outcomes. The purpose of this study is to extend previous findings by investigating the influence of motivational affordances included in a gamified activity used during recruitment on individuals’ engagement and how this, in turn, affects employer familiarity, employer reputation and organizational attractiveness.
Design/methodology/approach
Data from participants in a gamified recruitment process based on an escape game were analysed using partial least squares structural equation modelling.
Findings
The results indicate that engagement is particularly fostered when individuals interact with achievement and progression affordances that provide them with clear tasks and structured challenges. Likewise, the interaction with social affordances in gamified recruitment is highly encouraged, either through cooperation with team members or competition among teams or participants, providing opportunities for social dynamics that enhance engagement. Once engagement is fostered, it positively relates to employer familiarity and employer reputation. Employer familiarity positively predicts employer reputation, which subsequently promotes organizational attractiveness.
Originality/value
To the best of the authors’ knowledge, this paper represents one of the first published attempts to empirically examine the relationship between gamification and employer branding
Idioma: Inglés
DOI: 10.1108/JPBM-07-2024-5349
Año: 2025
Publicado en: Journal of Product and Brand Management (2025), [20 pp.]
ISSN: 1061-0421
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial.
Exportado de SIDERAL (2025-10-17-14:35:31)
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In recent years, organizations have increasingly used gamification in their recruitment processes. Surprisingly little is known about how the application of gamification in this context can affect employer branding outcomes. The purpose of this study is to extend previous findings by investigating the influence of motivational affordances included in a gamified activity used during recruitment on individuals’ engagement and how this, in turn, affects employer familiarity, employer reputation and organizational attractiveness.
Design/methodology/approach
Data from participants in a gamified recruitment process based on an escape game were analysed using partial least squares structural equation modelling.
Findings
The results indicate that engagement is particularly fostered when individuals interact with achievement and progression affordances that provide them with clear tasks and structured challenges. Likewise, the interaction with social affordances in gamified recruitment is highly encouraged, either through cooperation with team members or competition among teams or participants, providing opportunities for social dynamics that enhance engagement. Once engagement is fostered, it positively relates to employer familiarity and employer reputation. Employer familiarity positively predicts employer reputation, which subsequently promotes organizational attractiveness.
Originality/value
To the best of the authors’ knowledge, this paper represents one of the first published attempts to empirically examine the relationship between gamification and employer branding
Idioma: Inglés
DOI: 10.1108/JPBM-07-2024-5349
Año: 2025
Publicado en: Journal of Product and Brand Management (2025), [20 pp.]
ISSN: 1061-0421
Tipo y forma: Artículo (PostPrint)
Área (Departamento): Área Comerci.Investig.Mercados (Dpto. Direc.Mark.Inves.Mercad.)
Debe reconocer adecuadamente la autoría, proporcionar un enlace a la licencia e indicar si se han realizado cambios. Puede hacerlo de cualquier manera razonable, pero no de una manera que sugiera que tiene el apoyo del licenciador o lo recibe por el uso que hace. No puede utilizar el material para una finalidad comercial.Exportado de SIDERAL (2025-10-17-14:35:31)
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Este artículo se encuentra en las siguientes colecciones:
Artículos > Artículos por área > Comercialización e Investigación de Mercados
Registro creado el 2025-06-25, última modificación el 2025-10-17