The Effectiveness and Attractiveness of Employer Branding: The Effects and Role of Gamification in Recruitment Activities

With the latest developments in digitalization and its transformation, HRM has faced the need of fast adaptation of recruitment and employer branding tools accordingly. Gamification has shown to have a significant impact not only as a tool in the recruitment process, but also in communicating the companies’ values to candidates. To investigate the concepts and their significance related to the gamification and employer branding, we have discussed the relation of these domains, as an emerging software component, which affects organizational values and objectives. The main objective of the paper was to investigate and identify the metrics which measure the extent to which HRM can increase the effectiveness and attractiveness of Employer Branding with the use of gamification in recruitment process. A case study is presented concerning the metrics and the output of the above-mentioned relation in binding the values.