Marketing firm makes recruitment a game

After its research showed that consumers respond well to pitches that involve playing games, marketing firm Upstream Systems has “gamified” its own search for job candidates.

Recently, applicants for five marketing campaign manager positions competed for the job by competing in an online challenge, which senior VP Guy Krief says was designed to attract “the right kind of candidates for this role.”

The multinational Upstream, with U.S. operations in California’s Silicon Valley, develops smartphone-based marketing campaigns for consumer-products clients.

The campaign manager selection game required would-be employees to navigate seven online “missions” set up to reveal their language fluency, creative thinking, understanding of basis statistics and tolerance for challenge, Krief explains.

The challenge took about an hour and led candidates through a series of problems related to specific aspects of the position they were seeking. They had to “decrypt” anagrams,” answer word usage questions, solve elementary math problems, match customer emotions to hypothetical scenarios and more.

Krief says the game-like format of the job “application” attracted candidates who might not have applied for the job through more traditional means.

Contact: Daniel Rhodes, (949) 608-0276.

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