Author: Maria Nikolaeva, CMO at Usetech
It’s no secret that IT specialists are rarely involved in internal corporate life and like to work remotely. As a result, the motivation of employees is most often built only on material values and is rarely correlated with the business, HR, and marketing tasks of the company. The company also faced a shortage of personnel in the market and internal problems of low motivation and involvement, and, as a result, burnout of employees and high turnover.
After analyzing the market, we found many tools that closed our issues and requests only partially. As a result, over 3 years ago, we developed a loyalty program based on gamification and implemented it in the company. It’s based on the classic Bartle system — segmentation of the company’s employees by psychological types.
The program comprises internal corporate currency, an online store, a list of activities that are updated with employees, surveys (classic eNPS, pulses, various quantitative and qualitative surveys) with dashboards and analytics, automated mailings and bots, ratings and attentions. All this was packed on one platform within the company’s ecosystem and presented to employees.
Gamification in the company begins immediately at the onboarding stage. For example, an employee filled out a welcome questionnaire and information about himself or published a video with a Welcome Box in his social networks — he received currency. And accompanies the employee throughout his life in the company. For example, he spoke at a conference, wrote an article, shared books, took part in a sports event or referral program — he also received currency.
For many activities, the program charges currency automatically (reposting in social networks, mentioning a company, an idea in the Box of Ideas, mentoring, publishing articles, etc.), for some through the application system from the employee himself.
The currency is reflected in the employee’s personal account, and you can spend it in the online store.
The store is filled not only with branded merch, but also with equipment (for example, a scooter, an iPhone, a robot vacuum cleaner, a camera) and intangible teddies. The program helps employees maintain productive work-life balance in companies, but achieve business goals and automate HR processes.
Employee turnover decreased significantly, and engagement and satisfaction increased.
We don’t stop on the results achieved and continue to improve and expand the program and plan to deploy a server for the semantic neural network by the end of the year.
