Gamification: the solution to getting teams to care about brand vision
At the heart of every company lies a brand vision, one of the necessary elements in taking a company to the next level, and ensuring it is on a path of upward growth. The brand vision should be integrated into every position and employee within the company, and tie in closely to the work being done.
Considering its importance – do employees and teams really understand or indeed care about the intricacies of the brand vision and all the company actions, launches, or pivots behind driving it forwards?
A qualtrics report revealed that on average only 53% of employees globally report feeling engaged at work. Furthering the notion that it is not uncommon for only a portion of company teams to gain access to creative interactions and close connections with company offerings and products. So on the other side of the coin it leaves tedious day-to-day routines, harping the motivation for work. This can in turn lead to a sense of being disconnected from their work, peers, or company culture and brand vision as a whole.
How to get teams to care about brand vision and their contribution
As the popularity and interest in gamification has risen over the past couple of years, it has taught us that gamifying pretty much anything turns it into instant gold with eLearning Learning revealing Gamification can increase company productivity by up to 50% and employee engagement by 60%, making it a promising answer to this question. There can be a range of reasons coupled together explaining why employees have a hard time even just understanding the company vision. Companies are using gamification in many facets of internal communications like Microsoft’s office re-opening, AXPO’s annual strategy meeting, Lancôme’s digital consultant training, and Wavestone’s virtual team building and onboarding seminar.
The psychology of gamification is unique: giving the player the power to control the narrative, reinforcing positive behaviour, noticing evolution and potential growth. Gamification provides components of engagement, excitement, and cooperation to work through tech, design, and collaboration.
Utilising gamification to solidify a positive employee connection with brand vision
Communication, or lack thereof amongst executive roles is a huge contribution in employees not fully understanding brand initiatives, missions, or vision. Common company communication methods are one time all hands meetings and powerpoint presentations. Usually these sorts of communications aren’t detailed or very inspirational, allowing employees to feel alienated from the message and with the impression it is not important for them.
Through gamified experiences, you can curate intricate messaging and informational materials in immersive ways and allow stories to be told anchored in company products and services, increasing employee involvement and interest. Employees can all feel like they’re on a level playing field when receiving information, and that they have the exciting opportunity to collaborate and discuss further on company messages with peers in a way they wouldn’t have been able to before. These gamified elements not only makes company knowledge easier to consume and share, but also easier to retain, with a study about gamified workshops revealing gamification was a suitable option for those looking to increase knowledge retention.
Company communication must also be diverse and relate to each team in a unique way as every position has a specific and varied role to play. This can be challenging, especially in relation to brand vision. The techies won’t always understand the marketing lingo, or vice versa. Gamification allows the primary goal, objective, or message to be communicated in a way that every individual can understand and then apply their own unique skill set to dive into it further.
- A unique and fun format to share new initiatives, trainings, and campaign development so teams are immersed, engaged and excited
- Complete digitisation and mobile access, which supports companies working across timezones and global borders
- Increased motivation and follow-through with clear goals and objectives. The games can hit clear KPIs and deliver results on how teams are performing against the objectives
- Collaboration and team building. Teams across the organisation and physical locations can work together to fully understand company messaging – and experiencing the same high quality of delivery
- An interesting way to receive dense topics and subject matters. Gamification breaks down topics that may be difficult to digest through a more traditional format like a PDF
- An exciting way to offer and give incentives – who doesn’t like a bit of healthy competition, that is fair and measured?
Employees feel more productive when using gamification
In addition to increased productivity, employees also feel more motivated in their roles. When employees can have fun and enjoy aspects of their working day, it stimulates the brain in a positive way and in turn helps remove additional barriers that affect overall work ethic and motivation. One of these notable barriers in the workplace is stress, but studies show games can actually help in managing and reducing stress.
Gamification adds the refreshing element to work employees need, often working as a catalyst in driving creativity and curiosity. Both of these can empower employees to feel more confident and adept to help develop, strengthen, and contribute to the brand vision.
Employee happiness will also increase with a study revealing even small acts of creativity boost our overall feeling of wellbeing and another from Psycnet found that people reported being happier and more energised when engaging in everyday creative endeavours.
Gamification must be incorporated within the future of work because it addresses many of the pain points employees endure which render employees less invested in the work they do and leave them feeling disconnected to the brand vision. Gamification in the workplace is rapidly becoming an essential in work environments as it’s hard to figure out what there is to lose, but easy to see all there is to gain.