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Gamifying Recruitment Process: A Qualitative Study Aimed At Bridging the

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© International Academic Research
Journal of Business and Management
Vol. no.4 issue no 2, August 2015, Page No. 7-27 ISSN No: 2227-1287 (Print)

Gamifying Recruitment Process: A Qualitative Study

Aimed At Bridging the Skills Gap in UAE Jobs Market
Hanan Abdullah Mohammed Saeed Sobia Younis Younis Dr. Chowdhury Golam Hossan
Undergraduate Student of Business Undergraduate Student of Business Assistant Professor of Management
Administration Administration E-mail: [Link]@[Link]
Email: 1039164@[Link] E-mail: 1028746@[Link] College of Business Administration,
College of Business Administration, College of Business Administration, Abu Dhabi University
Abu Dhabi University Abu Dhabi University Abu Dhabi University, P.O. Box 59911,
Abu Dhabi University, P.O. Box 59911, Abu Dhabi University, P.O. Box 59911, Abu Abu Dhabi, UAE
Abu Dhabi, UAE Dhabi, UAE

Abstract

The overall purpose of HRM is to ensure that the organization is able to achieve success
through people. And this is ensured by the two major practices and policies of HRM,
recruitment and selection of job candidates. The aim of this research is to introduce
gamification in recruitment strategies as a guider of high school students' educational
and career selection that is driven by jobs market demands. The first part of this paper
identifies thoroughly to the reader the definition and problem of skills gap in jobs market
generally, and more specifically in UAE's context. Skills gap is the mismatch between
what jobs market demands and what job seekers actually provide. Because such gap is
widening instead of closing, although more graduates are entering jobs market and more
jobs are available, recruitment strategy is defined to highlight the importance of attracting
the right job candidates. Following, as it is very important to the reader to have an overall
viewpoint of the meaning of Gamification in recruitment, how it influences behaviors and
attitudes, and how it affects high school students' decision making, we interviewed three
students and analyzed their perceptions towards the game element, recognizing the
recruitment games' effect on students' selection of majprs. Finally, some concluding
recommendations have been addressed.

Keywords: Skills gap, UAE's jobs market, High school students, Gamification,
Recruitment.

INTRODUCTION qualities like collaboration and teamwork.

Attitudes and behaviors of job candidates
One of the biggest challenges that
have come to form the very core of
HR professionals face, nowadays, is the
selection and hiring decisions. Statistics
skills gap. On one hand, the number of job
show that around 50% of all American
seekers is growing every year; while on
employers cannot find a qualified and
the other, complaints of HR executives,
suitable candidates for at least one job
about not being able to find suitable
opening, similarly, 8 in 10 find the whole
candidates, are also increasing. It seems
process, of filling job positions, very
that the void between what employers
difficult. However, this problem is not one
seek and what job seekers have to offer is
which is confined to United States; it’s a
getting bigger day by day. Such issues
global issue. Looking at UAE’s job market,
have forced organizations, the world over,
we find similar conditions prevailing in the
to rethink and redesign their recruitment
job market. Statistics say that UAE will
and selection functions. Gone are the
experience a labor gap of 200,000 by
days when recruitment and selection
2015, and this gap is expected to increase
function comprised of, merely, matching
by 32% each year. In the light of these
CVs to job requirements. Instead,
disturbing facts and figures, while most
organizations are now out in search for a
experts view educational reforms as a
flexible, multi tasting, multi-talented
solution to this problem, this research
workforce with an increased focus on
8 International Academic Research Journal of Business and Management August

paper provides an insight into some new companies worldwide. These predictions
answers. It delves into the role companies seconded by Dubai’s hosting of Expo
can play, to bridge this gap. It suggests 2020, which will create around 300,000
the introduction of gamification, in the new job openings, increase the need for a
recruitment function, to address the smart, powerful tool that not only helps
problem of skills gap. "Gamification", companies in recruitment but also fills the
putting it simply, is the use of game skills gap in the market.
mechanics to non-game activities to
Within the UAE's context, this
attract users. The suggestion of using
research addresses the use of
games as a recruitment tool is based on
gamification in recruitment strategies and
the premise that, growing up, today’s
its role in driving high school students'
generation has been hugely impacted by
educational and career decisions, to
gaming. Statistics show that 97% of all 12-
bridge the gap in local jobs market. The
17 years old in US are gamers. From
paper uses qualitative research methods
these figures, we can estimate similar
i.e. in-depth interviews and observations,
figures for youngsters in UAE. However,
using a small sample of students, to
the phenomenon of using gamification is
support its hypothesis. Data collected is
almost nonexistent in UAE’s context, to
analyzed to find out how respondents'
date, and research on this topic is still at
view gamification and the effects it has on
the infancy stage.
driving certain attitudes and behaviors.
Thus, the main purpose of this Primary data collected is supported by
research paper is to explore the effects of data from secondary sources to ensure
using gamification in recruitment as a tool authenticity. Conclusions and
to drive students’ choice of their career recommendations are drawn based on
paths. It examines the role gamification findings from primary as well as secondary
can play in changing the perception and data.
attitude of students towards less desirable
STATEMENT OF THE PROBLEM
and unfamiliar career fields. It proposes
that when students are exposed to The studies reviewed agree that skills
recruitment games, they will be able to gap is a global challenge from which UAE
form a realistic idea of workplace, in is not in isolation, and as it moves towards
general, and of the sector or field they its aim of building a knowledge-based
prefer for work, in specific. Thus, on one economy, the country needs all the skilled
hand, students will be able to avail the graduates it can get. Some studies in
opportunity to make the right career UAE's context agree that reforming
decisions, at an early age. On the other, education at all levels is the solution to
companies will be able to attract diverse match students' skills with what jobs
groups of candidates from which they can market needs, whereas others call for
easily pick the ones best suited to the job improving immigration policies to allow for
and their other requirements. Such a importing skills that the local market falls
trend, if introduced successfully in the short of. While one study emphasizes the
region, can lead to balancing the job role of career guidance in helping Emiratis
market demands and expertise that job make decisions about their future, this
candidates acquire, thereby closing the study takes it one-step further in improving
skills gap. Experts predict that, in the recruitment strategies by adopting
coming years, there will be significant gamification in recruitment practices to
advances in the adoption of gamification, influence high school students' impression
as an effective recruitment strategy, by of different career paths and drive their
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 9

selection of higher education to meet local selection of higher education. Such

jobs market's demand. themes include what new academic
disciplines the student should attend, how
PURPOSE OF THE STUDY
suitable a discipline is for both student’s
While UAE is facing the challenge in academic and professional expectations,
how to prepare a generation that to what extent a certain specialty has the
contributes effectively in the global labor attention of the business sector in the
market-driven knowledge economy, the labor market, and how much return a
purpose of this qualitative study will be to discipline will bring to the student after
explore the effects of gamifying earning a university degree (Alittihad
recruitment process on driving school Newspaper, 2011).
students' educational and career goals,
Skills Gap
aiming at bridging the skills gap in UAE
jobs market. According to the CareerBuilder’s
survey, 39% of people under 25 are either
LITERATURE REVIEW
unemployed or underemployed, and 44%
High School Students Face Problems of college-educated workers under 25
Selecting Majors have jobs that do not require a college
Decisions regarding higher degree (CareerBuilder, 2014). One of the
education, majors and career prospects biggest challenges HR executives face is
are critical. High school, then, may seem the skills gap- the gap between what
like a logical time for young people to employers need and what job seekers are
receive counseling about their job paths; offering. This gap is actually widening
yet CareerBuilder's Survey revealed that instead of closing as employers are having
only 25% of polled job seekers received a difficult time filling open jobs, despite the
career guidance in high school, and 41% fact that more people than ever before are
said they wished they had received more earning college degrees and entering jobs
guidance. While the majority of employees market. The American Bureau of Labor
claimed to have received minimal Statistics stated that more than half of
information when trying to decide which employers say that they cannot find
career path to pursue, 23% claimed to qualified candidates (Schawbel, 2014).
have received no information at all. This Another study by Accenture revealed that
lack of information creates a set of among companies currently facing a skills
challenges for young professionals, shortage, 66% anticipate a loss of
among whom many are entering the business to competitors, 64% face a loss
workforce with no knowledge of the types of revenue, 59% face eroding customer
of entry-level jobs available to them satisfaction, and 53% say they will be
(CareerBuilder, 2014). Emirati Experts forced to delay in developing new
revealed that 75% of successful high products or services (Brooks, 2013).
schoolers in UAE don’t have clear vision McKinsey’s The World at Work report
about what majors they want to go for found that there could be 20 to 23 million
when joining higher education, 30% workers in advanced economies without
choose majors based on their friends’ the skills employers will need in 2020
advice not their willingness, whereas 25% (Freifeld, n.d.).
make such decision without any clear idea CareerBuilder survey reveals the
on those majors’ nature. Students and reasons for the widening gap. 837 job
their parents are concerned about a set of seekers who felt there is a skills gap, and
core themes that are related to the 55% of them thought that the skills gap is
10 International Academic Research Journal of Business and Management August

a result of education gaps in particular Recruitment Strategy

areas, 53% believed that the gaps of on-
Recruitment is a core area of HRM. It
the-job training is to be blamed, and 42%
is not simply a technique for filling jobs – it
felt that lack of knowledge about potential
is also levers for organizational change,
career opportunities contribute to the
sustaining employee commitment and
issue. Moreover, among 936 employers
achieving high performance (Price, 2007).
surveyed, 19% found that lack of job
Recruitment is defined as "the activity that
candidates' knowledge about how to
generates a pool of applicants, who have
search for a job is one of the factors
desire to be employed by the
widening skills gap (CareerBuilder, 2014).
organization" (Lewis, 1985). Recruitment
Skills gap is a global issue, but the phase aims to attract suitable candidates
issue is serious in UAE because some and examine them carefully to produce a
industries are unpopular with school short list for the selection process (Price,
leavers. Shortages are found in health, 2007). Having the urge to remain
engineering, mechanical and high-tech competitive, companies need to devise
skills with these industries are regarded as strategies for recruiting the best potential
less desirable career paths, as students employees. They cannot afford to under
lack awareness of what the jobs market is invest in talent acquisition resources or
like or what expectations for particular tools, so they should always look to their
sectors are (Bouyamoum, 2014). A study, future skills needs and their current skills
carried out by Deloitte, claimed that UAE mix when deciding recruitment strategies
would have a work force gap of 200,000 (Trade Journals, 2006). Such strategies
by 2015, with key industries falling short. must be dynamic and properly designed to
One of the areas in which there is a skill suit the organizational needs and achieve
shortage now is Computer Science; the business goals (K., 2010). Based on the
skills gap is increasing at a compound business strategy, HR departments must
annual growth rate of 32%. To bridge the forecast the skills that will be necessary in
gap, a study recommended computer both short and long terms, after which, an
science being taught in elementary and assessment of the current workforce
secondary school, and suggested should be done. Finally, a gap analysis will
implementing a good immigration policy, determine what steps should be taken to
so that the country can easily import the ensure the workforce that is required for
skills it needs (Paye, 2015). Another study the future. This should answer questions
revealed that engineering specialties such as how many will we need, what
suffer from a skills gap, which is resulted skills, where will we get them, and do they
from the construction boom in UAE. currently exist? (Freifeld, n.d.). Without
Vacancies in those specialties are 5 times excellent staff, companies cannot create
more than the number of universities’ excellence in other areas. One way of
engineering graduates. The study doing this is to develop a strong employer
emphasized the need to promote brand; a multi-dimensional construct
awareness tools to guide high school designed to attract suitable candidates for
students towards studying engineering employment, by providing job applicants
disciplines, with government support to with a realistic image of what it would be
provide distinctive career opportunities for like to work in a company. This happens
engineering students (Sulaiman, et al., through encompassing such factors that
2014). make it a good place to work as bright
office space or flexible working hours,
though which cannot replace salary
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 11

differentials, can influence employment of all organizations in the US will use

choices. (Pollitt, 2007) gamification to manage their innovation
activities by 2015, and that 70% of the
What is Gamification?
Global 2000 organizations will start using
Gamification has been defined as “the gaming elements via at least one gamified
use of game mechanics and game design application by the end of 2015 (Fairchild,
in a non-entertainment context." 2015). Organizations have been using
Gamification involves the application of gamification only to attract more
game attributes like puzzle, play, customers, retain them, and better engage
transparency, design, and competition to them (James, 2015). However, now more
real processes in an organizational setting and more organizations are moving
so that routine tasks become more fun towards adopting gamification in their
and engaging (Meister, 2014). The internal applications and operations too.
objective of using gamification in
Gamification and its Effect on Behavior
organizations is to change employees’
and Attitude
behavior and attitude with the help of
game psychology. Usually, games are According to a study by Gallop,
designed with the purpose of making more than 60% of workers, nowadays, are
things fun and motivating for players; in disengaged during work. The study
contrast, conventional tools used in concluded that employers have to come
organization are not designed with that up with new and creative ways to change
mindset. Therefore, gamification can be employees' behavior i.e. increase their
used to enhance employees’ motivation engagement and involvement in the
and involvement in their work (Harbert, workplace. Increasing interest in
2014). Another reason for gamifying the gamification comes from a desire, on the
workplace is that young workforce, who is employers’ part, to achieve greater levels
entering the job market nowadays, is very of employee’s engagement (Meister,
much technology oriented. By mixing work 2012). Since game players are known for
and play, organizations can utilize the being highly involved in the game they are
abilities of this workforce and exploit its playing, organizations have started asking
talents in a better and effective way. Using how they can generate the same level of
game techniques fosters friendly interest, in their employees during work,
competition among employees to perform and use it in areas like recruiting, problem
better when they compare game scores solving, and training and development
with each other (Kably, 2014). Currently, (Meister, 2014). The inherent reward and
less than 5% of organizations, all over the incentive system built into gaming can
world, are using gamification. However, keep employees engaged and thus trigger
analysts expect to see a rapid increase in better performance and productivity. In
the use of this technique in different addition, games’ scores and rewards can
organizational areas over the next few be used as a basis for the rewarding
years as employers, everywhere, start system (James, 2015); (Meister, 2012).
trying to gain from the benefits that Besides having a positive effect on
gaming tools can bring to the workplace employee’s behavior during the job,
(Harbert, 2014). According to a recent gaming can also be used to change the
survey conducted by Avanade, 73% of all impressions people have about
senior managers surveyed viewed the organizations before working there, which
introduction of gaming techniques in the influences their job selection.
workplace as a top priority. Moreover,
according to research giant, Gartner, 50%
12 International Academic Research Journal of Business and Management August

How can games change people’s attitude? the jobs market, gaming is a huge
According to ABC Model of Attitude, every attraction. It transforms the boring job
attitude consists of three components: (A) application process into an engaging,
affective, (B) behavioral, and (C) cognitive. interactive and fun activity. For the
Research shows that with the help of recruiters, using gamification can give
game design, the affective and cognitive them an idea of how the job applicants
components of people’s attitude can be think and would perform on the job,
changed. According to Elaboration beforehand (James, 2015). Gamified
Likelihood Model (ELM), humans process assessments have been developed based
information either centrally or peripherally. on science and entertainment; it is the
Central processing of messages will lead underlying science, data, and analytics
to a stronger attitude change, and that provide employers with rich insight
peripheral processing will lead to a weaker into candidate’s mental agility, cognitive
one. The traditional recruitment process speed, attention, and spatial aptitude.
and tools used are designed in a way that Playing a game produces data that
people process information peripherally; psychometric algorithms and predictive
these tools are not engaging and might analytics use to score each candidate for
not change people’s attitude. Therefore, the data-driven HR manager. Inspired by
when game design and elements are traditional psychometric assessments,
incorporated into recruitment process, recruitment games work in just the same
people tend to process messages or way as regular psychometric tests. The
information centrally which leads to a enjoyable and engaging game experience
stronger attitude changes. It is the is underpinned by a validated and trusted
candidates' perception of the organization predictive psychometric framework, to
that affect their decisions whether to apply help employers identify high potential
for it or not, so organizations can use candidates in a fun, fast and reliable way
gamification to influence how people think (Figure 1 in Appendix A represents an
about them and attract larger and better example of a psychometric report
skilled job candidates (Chow & Chapman, generated from a recruitment game)
2014). (Revelian Company).
Games as a Recruitment Tool Many organizations have started using
gamification in their recruitment strategies.
Over the past few years, more and
NXP Semiconductors, a leading name in
more companies have started using
semiconductor manufacturing industry, is
gamification in their recruitment
taking steps to accelerate its recruitment
processes. Using gamification tools to
process by adopting gamification to
measure job candidates can help
address the challenge of finding the right
organizations reap a variety of benefits
talent at the right time from the jobs
such as attracting more diverse groups of
market (Accenture, 2013). In addition,
job applicants, getting a more realistic
L’Oreal, one of the world‘s largest
picture of the skills and knowledge the
cosmetics companies, employs
applicants possess, providing insight into
gamification for recruitment in different
work processes within the organization,
fields including marketing, human
and making the whole recruitment process
resources, sales, and operations. These
fun and engaging (CEB, 2014). Moreover,
gaming tools allow job applicants to come
games provide job seekers with a fun way
up with solutions to real life challenges,
to know more about an organization, the
and this assists the recruiters at L’Oreal to
type of work it offers, and its culture.
measure the applicant’s skills and abilities
Especially to the young workforce entering
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 13

that are difficult to measure through importance of video games in teaching

traditional hiring methods (Kably, 2014). them how to work smoothly and
Furthermore, Upstream, a large marketing successful on a team. 50% said games
technology, has also taken up gamification were a big part in helping them resolve
as an innovative approach to recruitment conflicts, and 66% felt playing video
and an effective measurement of job games is vital to help them understand
applicants in areas like ability to take on new technologies that will be useful in life
challenging work, creativity, innovation, (Zogby, 2015). For organizations recruiting
understanding, knowledge, and analytical for their graduate program, a non-
skills (Upstream, 2011). Marriot Inc., an millennial-friendly brand perception can be
international hotels chain, has also a handicap that is not fast to change.
developed an online game called My There are several potential advantages for
Marriot Hotel to acquaint the young employers in using games to recruit
workforce, entering the job market, with graduates. Using games can help
not only the Marriott brand but also the employers attract and engage students in
company’s culture and the hotel industry a market where there is considerable
in general (Fairchild, 2015). Bank BNP competition for the best talent. Gamifying
Paribas ran two online games for potential graduate recruitment could be good for
new recruits; a coding-related exercise for students too. Recruitment games can
students interested in technology and an assist in combining the process of
adventure game where players applying for jobs with building the skills
encountered finance-related challenges employers require (Langworth, 2014).
(Langworth, 2014).
RESEARCH QUESTIONS
Recruitment Games for Millennials
Central Question
Recent research suggests that
How would the implementation of
graduates are not necessarily gaining job
gamification as a recruitment tool drive
skills at university. Many employers
school students' educational and career
complain that too many young Americans
goals to help bridge skills gap in UAE jobs
are simply not workforce ready. Though
market?
there is a disconnect between what many
employers expect and what Millennials are Sub-Questions
prepared to deliver, companies must • What affects high school students'
embrace those young people rather than selection of major?
simply shoe-horn them to conform. The
Zogby Analytics poll conducted among • What causes skills gap in UAE’s jobs
1,019 18-34 year old smart phone users market?
offers some unique insights into • How does gamification drive
understanding the world of this age cohort, behaviors and attitudes?
and provides the great significance that
video games play in the lives of young • How would gamifying recruitment
people. In the poll, 57% of the surveyed process help bridging the skills gap?
18-34 year olds said that they play video RESEARCH METHODOLOGY
games at least three times a week.
Research Method
Moreover, 67% said those games are
important in helping them to learn how to To achieve research's objectives,
create winning strategies, 70% felt games qualitative research methodology is used
aid them in learning how to solve as detailed answers (qualitative) are
problems, whereas 63% noted the needed to address research questions.
14 International Academic Research Journal of Business and Management August

Three interviews were conducted to extensive usages of the software. To

facilitate in-depth exploring of the issue. ensure the anonymity of the respondents,
Researcher’s personal observations have each interviewee is referred to as
been noted during the interviews. Since Respondent, and assigned a number from
number of respondents covered in this one to three.
study is very small, personal observations
Questionnaire Development
would be a great tool to get in-depth
understanding. The semi-structured Interview's
questions were based on the literature
Data Collection
review. Applicable modifications have
Data collected through interviews and been made to reflect UAE's local context
observations are analyzed to identify and situation. Questions covered the
games' effect on directing students' (elements) of the identified topic.
attitude toward achieving desired
Codes (Major Themes)
outcomes. The data is collected from
primary sources. The interviews are based Transcripts from the interview were
on open-ended questions to explore in- analyzed using thematic content analysis
depth on the issue. The interviews were to explore findings. During the interviews
documented in a transcript form, and then and researchers observations, seven
analyzed to generate thematic codes. major themes have been identified and
Coding is a method of discovery to the related to conclude a connection between
meaning of individual sections of data. recruitment games for high school
These data function is a way of patterning, students and their selection of majors. The
classifying, and later reorganizing each themes model along with the sub-codes
datum into emergent categories for further are represented diagrammatically in
analysis. (Saldana, 2011) Appendix B.

Sampling ANALYSIS AND DISCUSSION

Graduate students of Abu Dhabi This section analyzes the participants’

University were the population of this responses and opinions on gamifying
research to generalize the findings to recruitment process and its potential
UAE. Respondents to be qualified for this effects on the selection of major for high
study should be undergraduate business school students. To reach this conclusion,
students with an experience of using seven main themes were identified and
complex business simulation software. related: Selection of Major, skills gap,
Only three respondents were found recruiting companies' role, recruitment
suitable for the interview to get detailed strategy, gamification and perceptions,
and accurate information as much as games as a recruitment tool, and
possible. The researchers took into their recruitment games for millennials (refer to
account the game element while choosing Figure 2 in Appendix B). Each theme is
the participants. All participants had discussed in turn.
played a strategic management game Selection of Major
called "Cesim Global Challenge", which is
a simulation software aimed at testing the Selecting major is one of the most
understanding and knowledge of players critical decision in person's life.
on how to operate a real business and its Respondents were questioned about their
different functions, on a global level in a opinions on different phases students go
dynamic environment ([Link], n.d.). through, while selecting a major at
They have credential evidence of university, and how they felt before and
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 15

after these decisions. Researchers’ Such ambiguity contributed to even more

observations of the responses confirmed problematic issue, which is MAJOR
with studies reviewed in section 4.1 of this EXPLORATION. Respondent3 said, “I
paper. All respondents were of the view chose business major as it covered all of
that FAMILY ADVICE greatly influenced the fields in business. During the decision
their decisions about major choice. process I was still unsure of what would
Respondent1 stated, “My oldest siblings, best fit my skills, so it gave me a chance
who were already working, shared their to explore.”
experience with me, so I got to know that if
All respondents also admitted that, as
I choose a major, I should keep the job
high school graduates, they didn’t have a
factor in mind”, while, Respondent2 said,
definite plan when it comes to major
“My family and siblings helped me with my
choice and career path. Respondents
future. They had it planned for me”, and
further stated that students may come to
Respondent3 stated, “my father had a
REGRET their decisions once they
large stake in helping me find the correct
graduate from university and enter the
career which would help me fulfill my
jobs market: “the job market is so
goals and aspirations”. Moreover, the role
unpredictable that current graduates who
CAREER COUNSELLING AT SCHOOL
cannot find a job suitable for them go into
played in influencing student's major
regret” [Respondent3]. Some students
selection was noticed: “At school, we used
may even change their majors halfway
to have an academic counselor, who used
through, which will result in WASTAGE OF
to guide us based on our personality and
RESOURCES in terms of time, effort and
academic performance as to what jobs we
money. Respondent1, for example, said,
should think of.” [Respondent1]
“Once students graduate from university,
Respondents also admitted that, as high
they have already spent time, money, and
school students, their LACK OF SELF-
effort. So, they would think that all what
AWARENESS influenced their perceptions
they put in their major goes to waste when
of what career path they were interested in
they could not find a job that matches their
pursuing. Respondent1 said, “At high
skills and knowledge.”
school, I was following science field, but
then I realized that business major seems Skills Gap
to be more favorable.” Respondent2 said, As they are already university
“Back then, I did not know what I wanted.” graduates, participant were asked
As respondents had lack of awareness questions related to their career
about their preferences, UNCERTAINTY prospects, to grasp the skills gap issue in
AND VAGUENESS while making their UAE's jobs market from their point of view.
selection is resulted, with all admitted that, To our expectations, all participants, who
at that time, they were unaware of are fresh graduates, sensed this issue and
different kinds of jobs that existed for pointed to the main factors of the widening
business students, and the different skills gap in UAE’s jobs market. LACK OF
positions that could be applied for in CAREER AWARENESS is noticed, as
companies. Respondent1 said, “To be respondents agreed that while deciding on
honest, I did not know what kind of a job their university major, they had no or
someone, who majors in business finance, vague idea of what kind of jobs are there
could work in. I just knew there were many and what type of positions a certain major
positions I could apply for.” Similarly, will qualify them to fill. Respondent1 said,
Respondent2 said, “I had an idea about “I did not know what kind of job someone
the jobs out there, but it was very vague.” who majors in business could work in. I
16 International Academic Research Journal of Business and Management August

just knew that there were many different choice of majors because they cannot find
positions for which I can apply”. Similarly, matching jobs. Respondent2 said, “Some
Respondent3 stated, “There were not might regret the career or major they
many job counselors that helped through choose later in life. I have many friends
the job exploration phase; it was rather a who have graduated and are currently
discovery that was to be found by students working in a completely different field than
themselves”. Choices regarding higher the one they actually majored in and the
education, majors and career prospects reason for that is that there aren’t any jobs
are critical, and with the lack of career out there for them.” Such DEMAND-
awareness, those choices might be SUPPLY IMBALANCE leads most of the
regretted later on when students graduate students to accept any kind of jobs even if
with a 4-year degree and either stay those jobs are not what they have dreamt
unemployed because they can’t find jobs of. Another barrier to finding a major-
of their majors, or choose to work in low- related job is the LACK OF JOB SEARCH
skilled jobs in attempt to escape the SKILLS. Respondent1 said, “to be honest
UNEMPLOYMENT nightmare. For I have not actually started searching for a
example, Respondent1 said, “I think the job as I am still learning how to search and
work that I was doing, during my apply for jobs". Respondent2 said, “I’m not
internship and the one-month job, can be aware of any new recruitment tools or
done by anyone regardless of the major. ways used.”
There were people with IT, marketing, and
These findings support the
mass communication majors doing the
CareerBuilder's survey results referred to
same job as me, and to my surprise, one
section 4.2, and have the most impact on
of the employees who did the same job as
the skills gap in UAE. Many jobs sectors
me was in grade 9.” Respondent2 said, “I
have their full of skills, while others
was looking for a job related to my field of
struggle for related expertise. Actually,
study, which is accounting. Unfortunately,
skills gap in UAE is not an aggregate
all jobs of my field of study require
issue; many sectors do not have
experience so that’s forcing me to look for
shortages in skills while some others are
jobs in different fields.” Respondent3 could
lacking skilled employees. With lack of
not agree more, "at first I was looking for a
awareness about what sectors available,
job in bank; however, due to limitation I
many students go for the familiar
had broadened my mind in terms of the
specialties. UAE is throwing many
type of job." Companies that insist on
opportunities especially with the country's
experience send a message that they
vision towards sustainability, nuclear
suffer from LACK OF ON-THE-JOB-
energy, and aerospace sciences. For this
TRAINING, and experience requirement
reason, the country cannot tolerate losing
pushes graduate students to look for jobs
any of its skilled people. Instead of
in different fields with low job
selecting a major that has surplus of
requirements, believing that
skilled people who are struggling to find a
UNDEREMPLOYMENT is better than
job, and instead of having those skilled
being unemployed. Based on the
people go for low-skills jobs, it is
CareerBuilder's findings mentioned in
recommended to direct student's attitude
section 4.2, underemployment is actually
toward making decisions on their
worse as the country does not get the
university majors and career paths at early
optimum of those highly qualified people.
stages…i.e. while still at high school.
Due to that, all respondents agreed that
many graduate students regret their
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 17

Recruiting Companies' Role at university's senior level does not

necessarily provide students with a clear
As the focus of this study is to
image of how work environment really is.
emphasize the role of business
Sharing their experience, both
organizations in bridging the skills gap,
Respondents 1 and 3 respectively said,
respondents were also asked to express
“there was nothing related to the core
their opinions about what companies can
courses that I studied, so the internship
and should do in spreading career
did not really help me apply the knowledge
awareness among students to close the
and skills related to my major”, “it was not
gap. All the respondents were of the view
related to my major; it was just a formality
that organizations should play an active
that was fulfilled as internships
role, by COOPERATING WITH HIGH
opportunities are limited over here.”
SCHOOLS, in order to create awareness
Supported by the findings of
among students about their career choices
CareerBuilder's study, colleges and
and the jobs market demands. Companies
universities need to create pathways of
need to interact directly with students by
communication with employers who are
paying visits to high schools. These visits
likely to hire their graduates with more
can give students a better idea of the jobs
COLLABORATIONS FOR EFFECTIVE
available in the market, and of the skills
INTERNSHIP EXPERIENCE, “I think to
and expertise that recruiters look for in job
boost and motivate graduate students;
candidates. Respondent1 said, “It should
universities should have agreements and
be 50:50; Schools should play a role in
collaborations with major companies to
educating students, and companies
take students as interns.” [Respondent1].
should play such a supportive role by, for
example, visiting senior schools and Recruitment Strategy
informing students on what programs the
Another area on which respondents
companies have and what skills and
were asked to express their opinions was
majors those companies need.” Likewise,
the use of latest recruitment trends by
Respondent3 said, “There should be a
companies. Respondents denied
collective process. Schools and
knowledge of the latest recruitment tools
organizations should join together and
that are being used by companies
formulate an effective strategy that would
nowadays. However, all agreed that
help students to understand what the jobs
recruitment should not be limited to
market demands and decide accordingly.”
evaluating the candidates based on one
Raising awareness of the topic is
factor such as academic performance, for
essential; however, all respondents
it should not be the only selection criteria
stressed the need for offering REAL
to judge their competence. For more
WORK EXPERIENCE at an early stage
effective recruitment strategy, recruiting
rather than at the university senior level.
companies should take into account
Respondent1 said, “I think it is better to try
multiple factors like abilities, skills and
the job when you're still deciding on your
individual personality styles. If such a
major because at that point you haven't
MULTI DIMENSIONAL CRITERIA is used
really studied or invested in terms of
in recruiting and selecting jobs candidates,
money, effort, or time.” Respondent3 also
companies will end up with making the
stated, “At high school it is a better time to
right choices. In this regard, Respondent1
undergo such a process because there is
argued, “Someone with a GPA of 3.0 may
still time for a change of mind”. Trying the
be equipped to handle certain tasks in a
job beforehand is better than trying it while
better way than someone with a GPA of
holding the degree. Additionally, internship
4.0.” Similarly, respondent2 commented,
18 International Academic Research Journal of Business and Management August

“People’s attitude and their ability to adapt some point but it was not that hard to
to the work environment are important understand.” However, respondents
indicators that should be considered when agreed that the game was a good
it comes to choosing employees.” In SIMULATION of real world business
addition, respondents 1 and 2 agreed that challenges. Respondent1 said, “I can say
techniques like IN-DEPTH INTERVIEWS that it represented just 60% of the real life
and PERSONALITY TESTS are effective because it was online, which is not as
recruitment tools and should be used by similar as if you are present in the
companies. Respondent2 said, workplace physically.” Respondent2 also
“Interviewing the candidate is important in said, “It does give an idea of how to deal
my opinion because that way you get to with others when making a decision or
see the candidate in person.” In reference how it’s important to apply all your basic
to section 4.3, companies should focus on knowledge about every area to be able to
providing REALISTIC JOBS PREVIEW to make the right decision.” Respondent3
help candidates get more knowledge confirmed, “This online simulation was a
about all aspects of the jobs they are great opportunity that allowed students to
applying for. Rather than insisting on have a feel of practical business life. It
experience as a criterion for recruitment, was not just a game; it was an experience
companies also have to focus on that one faces when going into the real
conducting PRACTICAL TESTS AT life.” Learning in such virtual environment
WORKPLACE to help the job applicants brings both CHALLENGE & FUN to
get an idea of what the job looks like, players. For example, respondent2 said, “I
while at the same time provide companies enjoyed the game; it was very challenging
with valid assurance of the candidate's in my opinion because we had to apply all
suitability for the job. Respondent3 our knowledge of the 4 years of university.
agreed, “Companies all depend on It helps students to understand the work
experience of candidates. However, they environment in a fun way”. Respondent3
should give a training period for potential agreed, “I enjoyed the game thoroughly. It
candidates in order to best judge for the covered all business aspects. In addition,
right person”. Respondent1 also stated, students all felt the competitive vibe in
“Recruitment should include a number of them to win." Whether the game achieves
different tests not only academic ones but its objectives or not is decided by its
also those that will test candidates by INFLUENCE ON THE ATTITUDES AND
putting them in a situation similar to real BEHAVIOR of players. All respondents
workplace.” confirmed that games do affect people's
behavior and perceptions. For example,
Gamification & Perceptions
respondent1 said, “games do have an
Considering that this paper highlight influence on the attitudes and behavior;
the gamificaion concept, participants were they affect the critical thinking.”
asked to share their experience of "Cesim Respndent3 confirmed, “It is a form of an
Global Challenge" game, which is a artificial world in which a student is very
requirement of an exit course at university. close to the real world.” Furthermore,
Respondents indicated that GAME game contents have the potential in
DESIGN has significant influence on how CONTRIBUTION TO KNOWLEDGE.
they played and reacted to the game. Respondent1 said, “In the end of the
Respondent1 said, “The game was not game, I learned many things. I would say
designed in a way that makes all levels that 60% of knowledge about different jobs
and rounds easy to understand.” and sectors in the market could be based
Respondent2 said, “It was confusing at
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 19

on the games”. These responses verify market to them in a MILLENNIALS'

the results conducted by Zogby poll FRIENDLY APPROACH. New recruitment
indicated in section 4.7 of this research, tools, such as social media, are not
and stressed that gamification is a driver enough to give those millennials a clear
of people's attitude due to the focus on the idea of what jobs are available in the
engagement and fun elements. market and what majors and skills are
needed. Introducing games as recruitment
Games as a Recruitment Tool
tools to help high schoolers make
Introducing games as a recruitment CAREER-BASED SELECTION OF
tool has become an integral part of MAJOR receives a positive response from
ONLINE RECRUITMENT nowadays. More all participants. Respondent1 stated, “For
companies have started to include high school, it would be beneficial to play
gamification in their recruitment strategies the game as it gives students a straight
to help convey their DEMAND OF idea to what major they should choose
MAJORS AND SKILLS in a way that affect according to the field of interest they
PERCEPTIONS OF CERTAIN JOBS. would like to work in after graduating from
After introducing the idea of recruitment university”. Respondent2 also said, “I’m
games, all respondents supported the use with the idea and yes high school students
of games as a recruitment tool in UAE. would accept it.., because it sheds some
Respondent1 said, light on one of the most important
"Based on the game element and on decisions they will make or have to make”.
how I respond to it, I believe my Playing recruitment games would
perception of a certain major or job would contribute to INTEREST DISCOVERY.
change accordingly… As far as I know, I Supporting the ELM model described in
think using games as a recruitment tool section 4.6, Respondent1 said, “if there is
has not yet been implemented in a game related to engineering and I hate
companies here in Emirates. I believe this engineering, but then I play the game in
is a kind of online recruitment." engineering and actually enjoy it, then I
would have a liking towards pursuing
Not only would the company be able to engineering instead of business as a
strengthen its brand among perspective major, as I would be interested to work in
job candidates, but it would also determine engineering sector.” Respondent3 said, “It
its FUTURE TALENTS who best fit the would allow students to understand what
organization. Making a directed decision they enjoy the most; high school students
will help organizations get a more realistic would like the idea of gaming as it is a
picture of the skills and knowledge those virtual simulation of the real world; if it is
future talents possess. From the just a tool for students to explore then it is
psychometric results those recruitment a great opportunity.” Furthermore, such
games generate, employers will be able to directed games would increase students'
recruit the best of all job applicants, AWARENESS OF JOBS AND
"Companies' most important assets are MARKETPLACE, “I think it’s a good idea,
their human resources, so they should it would help students get an idea about
make sure that their employees have a the different fields in the business and
variety of strengths." may even help with their choice of which
Recruitment Games for Millennials major to study. It may help with their
perceptions on how the business is
The presence of a new age cohort
running or how it’s like to run the
who simply sees and does things
organization”[Respondent2]. Respondent1
differently requires introducing the jobs
20 International Academic Research Journal of Business and Management August

said, “If high school students are given this of the workplace and different jobs
experience in a game pattern, not only will requirements in a fun, challenging aspect,
they have more MOTIVATION, but they students at high schools would have an
will be interested because of the game opportunity to develop a certain reaction
element.” towards the best job or workplace they
perceive they are interested in for future
By driving students' selection of
career. For recruitment games to achieve
majors to match with what jobs market
their goals, companies should pay
demands, games as a recruitment tool
attention to build the games in a
would play a vital role in bridging the skills
millennial-friendly way to fit the basic
gap in UAE’s context. It is not too early to
understandings of high school students.
attract best talents while still at high
Complexity is not recommended for those
school. Some might claim that recruitment
young people, as the purpose of these
games are better for university graduates
games is introducing the jobs world to
as they have the knowledge and skills
students and eliminating uncertainty and
required by jobs market. Although
vagueness while not trying to measure
recruitment games can be tailored
job-related skills directly. The
according to the segment employers
psychometric data that those games
target, respondents’ answers in the
generate, after students play the
previous sections proved that recruiting
challenges, would help recruiters to asses
games are better used to attract students
those students on the level of suitability
who are still deciding on their major, as
and fit with the organizational culture and
students will be pretty much on the right
environment. Personality traits, problem
track if they were able to decide on career
solving abilities, and critical thinking all will
choices while still at high school level, not
be measured and compared among
to forget the savings in resources such as
competitors to decide on the future talents.
time, money, and effort resulting from
As far as the researchers aware, many
choosing the right major. Helping students
companies in UAE, especially
make such critical decisions with clear
governmental one, have academic
idea on what jobs and specialties that the
scholarship programs for high school
country needs would assist in making
students. Such programs are part of their
career-based selection of majors, and
strategies to create a knowledge-based
therefore, bridging the gap in the sectors
economy. They select students to
that are falling short.
continue higher education at top
Table 1 in Appendix C summarizes the universities inside and outside the country
best quotes respondents gave in regard to and then secure those students jobs after
the main themes of this study. graduation. Since the selection process is
RECOMMENDATIONS basically based on academic performance
results such as high school percentage,
After in-depth analysis of the the researchers suggest that those
respondents' transcripts, recruitment organizations implement gamification in
games can act as assessment and recruiting those students for their
selection tools of the best job candidates, scholarship programs. Announcing
and they can also be used as awareness national recruitment game competition
techniques to provide a realistic jobs among students will enable the companies
preview to eliminate the ambiguity and evaluate systematically and objectively all
vagueness students have whenever this players and select the best not because of
topic comes into discussions. Having their academic history, but because of
complete understanding of pros and cons
2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 21

their ability to fit and adapt to the different constraints the researchers faced in terms
situations. of time, resources available, and the
suitability for the topic. Based on these
Attention should be drawn to the fact
three sets of responses. Therefore, future
that not all audiences are online or play
research conducted in a similar area but
games, so companies shouldn't use
based on findings representing a larger
recruitment games as a substitute for all
portion of the population will be more
current recruitment tools. Games are to be
conclusive.
integrated into recruitment strategy with
other traditional methods so that all Secondly, data collection, for this
potential talents are captures. Moreover, qualitative research, was solely based on
gaming techniques used for recruitment one method i.e. interviews. Other
have to be different from those designed qualitative techniques like direct
for training and development purposes. observation and focus groups were not
Games designed for recruitment and used. Hence, it is suggested that future
selection purposes would be played only researchers use a variety of data
once as opposed to games made for collection techniques so that findings that
training that would allow users more room are drawn up are more authentic.
for practice. To implement recruitment
Thirdly, the interview subjects were
games effectively, adjustments should be
requested to respond to questions, about
applied to the recruitment strategy at the
using gamification in recruitment, based
organizations. Companies should forecast
on their experience with "Cesim Global
the skills that will be necessary in both
Challenge". In this regard, it is important to
short and long terms, then, assess the
note that Cesim is a game not designed to
current workforce, and finally, implement
recruit or select people. Rather, it is
the recruitment games with the target, in
gaming software, which aims at providing
which future candidates probably exist,
users with only a simulation of business
been determined.
environments. Therefore, there is some
And it is worthy to mention that those possibility that respondents might have
companies who invest in gamification for thought, felt and reacted differently had
recruitment and selection would be able to they been exposed to a recruitment game,
test the candidates in various situations, designed with the sole purpose to
and; therefore, will be 100% certain of the recruit/select people. Future research,
selection they make. As a result, which is based on experiences of
probationary period would be affected interview subjects with a proper
positively and reduced to its minimal, as recruitment game, will be more revealing.
companies already know that the
In addition, the research sample
candidate selected is the best fit.
was not very diverse as it was largely
LIMITATIONS AND FUTURE made up of graduates from the same
RESEARCH PROPOSALS university i.e. Abu Dhabi University. Future
research directed towards studying how
After in- This paper attempts to
students from different universities, in
address the skills gap problem that UAE is
different regions of the country, perceive
currently facing; however, it has some
gamifying recruitment may also provide
limitations. Firstly, the sample size that
researcher and practitioners with
was taken from the population to conduct
important insights. Similarly, broadening
this qualitative research was very small.
the research sample, in the future, to
Interviews were conducted with only three
include high school students can also help
subjects. This was mainly due to some
22 International Academic Research Journal of Business and Management August

consolidate the knowledge and findings important by respondents. Based on these

that are being gathered on the subject. findings, we deduce that companies have
to introduce gaming keeping in view the
CONCLUSION
needs of different group of students.
To sum up, UAE has experienced Companies need to plan the whole
a boom, during the past decades, when it process of marketing jobs just like
comes to the level of activity in the products are marketed after extensive
educational sector. This level of activity is planning. High school students have been
expected to accelerate, in the next few exposed to simple and engaging games
years, as UAE’s economy recovers from that will increase their awareness about
the previous economic recession and certain fields and generate interest so that
starts its uphill climb. These they might consider adopting that field as
circumstances make it very necessary to their career. Based on these games,
ensure that education, with which the companies may also pick job candidates.
younger generations are being equipped, As for university graduates and other job
is of the best quality. Education, at all seekers, companies may design tougher
stages, needs to be designed in a way games that will, actually, test the skills and
that it not only makes them responsible, abilities the job candidates claim that they
well-educated adults, but also prepares possess. Candidates, who are excelling in
them for challenges dominating the job these games, may be taken in by
market today. One such challenge, in companies for further evaluation. This way
UAE’s job market, is the skills gap. This companies will attract diverse, multi-
skills gap issue and what different talented candidates instead of just hiring
stakeholders can do to resolve it are the people with long years of experience. All
focal points of this research. One solution of these practices, if implemented
the paper proposes, to resolve this issue, correctly, will lead to bridging the skills gap
is gamifying recruitment function of experienced by UAE’s job market.
companies. Using such an innovative
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2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 25

Appendix A

Figure 1: Psychometric report generated from a recruitment game

*Source: Revelian Company website, is gamification the special sauce for graduate recruitment?
[Link]
26 International Academic Research Journal of Business and Management August

Appendix B

Figure 2: Themes Model of Recruitment Games Effect on Students' Selection of Major

 2014 Hanan Abdullah Mohammed Saeed, Sobia Younis,Younis and [Link] Golam Hossan 27

Appendix C

Table 1. Best Quotes of Respondents

THEME EXAMPLE
"I had an idea about the jobs out there, but it was very vague." [Respondent2]
Selection of “Once students graduate from university, they have already spent time, money, and
Major effort. So, they would think that all what they put in their major goes to waste when
they could not find a job that matches their skills and knowledge.” [Respondent1]
I was looking for a job related to my field of study, which is accounting.
Unfortunately, all jobs of my field of study require experience so that’s forcing me to
look for jobs in different fields.” [Respondent2]
Skills Gap “I think the work that I was doing, during my internship and the one-month job, can
be done by anyone regardless of the major. There were people with IT, marketing,
and mass communication majors doing the same job as me, and to my surprise, one
of the employees who did the same job as me was in grade 9.” [Respondent1]
"There should be a collective process. Schools and organizations should join
together and formulate an effective strategy that would help students to understand
Recruiting what the job market demands and decide accordingly." [Respondent3]
Companies' "I think to boost and motivate graduate students; universities should have
Role agreements and collaborations with major companies to take students as interns."
[Respondent1]
"Recruitment should include a number of different test not only academic ones but
also those that will test candidates by putting them in a situation similar to real
Recruitment workplace.” [Respondent1]
Strategy "Recruiting companies all depends on experience of candidates. However, they
should give a training period for potential candidates in order to best judge for the
right person" [Respondent3]
"This online simulation was a great opportunity that allowed students to have a feel
of practical business life. It was not just a game it was an experience that one faces
when gone in to the real life." [Respondent3]
Gamification & “I enjoyed the game; it was very challenging in my opinion because we had to apply
Perceptions all our knowledge of the 4 years of university. It helps students to understand the
work environment in a fun way” [Respondent2]
“Games do have an influence on the attitudes and behavior: they affect the critical
thinking." [Respondent1]
"As far as I know, I think using games as a recruitment tool has not yet been
Games as a implemented in companies here in Emirates. I believe this is a kind of online
Recruitment recruitment… Companies' most important assets are their human resources, so they
Tool should make sure that their employees have a variety of strengths.” [Respondent1]
"I’m with the idea and yes high school students would accept it." [Respondent2]
Recruitment "It would allow students to understand what they enjoy the most" [Respondent3]
Games for
“If high school students are given this experience in a game pattern, not only would
Millennials
will they have more motivation, but they will be interested because of the game
element." [Respondent1]

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