Author(s): Deepthi Kuppuswamy, Aruna Challapally, Sunanda K, Shravani B and Shilpa Roy P
In an era defined by digital transformation and evolving workforce expectations, organizations are increasingly turning to gamification as a strategic tool to enhance recruitment processes. This study investigates the effectiveness of gamification in engaging Millennial and Gen Z candidates—two generations known for their digital fluency, preference for interactive experiences, and desire for meaningful work. The primary objective of the research is to assess how gamified recruitment methods influence the attraction, engagement, and perception of potential candidates from these cohorts. A mixed-methods approach was employed, combining quantitative data from structured surveys with qualitative insights from semi-structured interviews. The study sampled 120 participants, comprising recent job seekers aged 21–35 and 10 HR professionals from tech-driven firms that have adopted gamified recruitment practices. Key tools included an online questionnaire evaluating user experience and engagement levels with gamified assessments, and thematic interviews exploring organizational perspectives on outcomes and challenges. Findings reveal that gamification significantly enhances candidate engagement, improves employer brand perception, and fosters a more positive recruitment experience, especially among Gen Z respondents. However, its effectiveness is influenced by the relevance of game design to job roles and the clarity of assessment metrics. From the employers’ perspective, gamified tools offer better insights into candidates' soft skills and problem-solving abilities. The study underscores the strategic significance of gamification in talent acquisition, particularly for attracting younger talent pools. It recommends integrating well-designed gamified elements as part of a broader employer branding and digital HR strategy. These insights contribute to both academic literature and practical frameworks for future-ready recruitment.