5 Companies Winning At Mobile Apps For HR
Enterprise apps are bringing radical benefits to Human Resources, as HR departments continue to adopt apps to help them recruit, develop and motivate employees.
One of the reasons why HR apps are so successful is because of “gamification” features, which make things like training and recruitment into a game, adding a fun element. In fact, Gartner predicts that by 2014, 70% of Forbes Global 2000 companies will have at least one “gamified” app.
As studies continue to show that gamification can improve learning, participation and motivation, there is no doubt that more and more companies will join in to reap the benefits of enterprise mobile apps for HR.
There are two main areas in which HR departments are currently using mobile apps: recruitment and training. Let’s take a look at some examples.
Recruitment HR apps
Marriott International is a hospitality company specializing in hotels. They have more than 4,000 properties in over 80 countries.
They wanted to ensure that, as they expand outside the U.S., they are able to attract a young workforce to hospitality careers at the company.
My Marriott Hotel. Marriott created an online game as an app on Facebook. The app, My Marriott Hotel, asks users to become hotel kitchen managers and to manage a virtual hotel kitchen. Users are also given rewards to enhance their experience further. My Marriott Hotel is helping users become more acquainted with the industry. The game has been so successful that the company has created an additional game, Xplor, to help attract young people to the brand.
Uber is an international taxi company that allows users to book journeys via a mobile app. It operates in 58 countries and 300 cities worldwide.
They wanted to attract drivers to sign up with them, so they decided to create an app that helped potential employees to test their abilities and increase their confidence.
UberDRIVE. Uber decided to make a game to show what it’s like to be an Uber driver. The app, UberDRIVE asks users to take customers to destinations in San Francisco. Users can also sign up to become drivers directly from the app.
If the app–which has just been launched–is successful, Uber have plans to expand it to other cities.
Department of Defense (source)
The U.S. Department of Defense has a vast experience using games to recruit and train their staff.
They wanted to create a game that helped recruit future engineers, scientists and mathematicians to design the next generation of military aircraft.
Make It Fly. Make It Fly lets you build and fly your own aircraft and includes a mission with a series of objectives. Users have to pick the right parts for the aircraft based on the type of mission. The game applies real physics principles, making for a challenging and serious game. It is helping users become aware of their own skills and abilities to work for the U.S. Air Force.
The game has been a success and the U.S. Department of Defense have since released a similar game for its Navy.
Training HR apps
The Tech Partnership
The Tech Partnership is an organization which aims to ensure that workers in the UK have the necessary digital skills to compete in the global economy.
They needed an app for potential customers to assess and improve their own digital skills.
Training app. They developed a training app which allows users to assess their skills via videos and quizzes. The app includes gamification features such as points and badges. It also tracks users performance and delivers their results with visually engaging charts.
Read more about this case study here.
Deloitte is a professional services company providing audit, tax, consulting, enterprise risk and financial advisory services. It employs 200,000 professionals in over 150 countries.
Deloitte developed an online learning programme and wanted to encourage participants to engage with it more.
Deloitte Leadership Academy app. Deloitte partnered with Badgeville to “gamify” the learning programme by introducing a system of rewards such as badges, missions and leaderboards. This encouraged users to engage more in order to increase their reputation in the game. The programme is accessible either online or on mobile devices.
The programme was a huge success and more than 20,000 users have participated since its inception.
Mobile apps for HR are great ways to attract and train employees.
Recruitment apps allow potential employees to assess and test their own skills. They make them aware of their suitability for roles and give them confidence in their skills to apply for these roles.
Training apps encourage existing employees to engage higher with learning materials, ensuring that they expand their knowledge and take a greater interest in learning.
Although we have already begun seeing many interesting use cases, the future of mobile HR apps for recruitment and training purposes looks even more promising.
We should expect to see many more and greater case studies of HR apps in the near future.