Unilever’s online gaming recruitment drive targets millennials
The consumer goods giant is using online gaming to select top candidates around the world, and says it is the first to release a ‘fully digital’ recruitment process.
Unilever’s ‘Digital Recruitment Programme’ is described by the company an online initiative that mixes gaming with video interviews to find the best graduates.
The recruitment drive is global in scope, the ITWeb reports. According to Unilever, it was introduced in Africa following a successful launch across parts of Europe, Asia and North America. It will be rolled out across Unilever arms in the rest of the world throughout this year.
Minimising bias
Mechell Chetty, Unilever VP HR, Africa, told ITWeb that the main motivation besides attracting millennial candidates is reducing unconscious bias in the recruitment process.
"The programme has four main steps. Firstly, candidates will fill out an online application form that they can synchronise with their LinkedIn account with ease. Successful candidates are then invited to play the series of games which consider multiple attributes such as risk aversion and fairness,” she explains.
“The way in which applicants play these games will allow Unilever to get an insight into candidates' potential and how well they connect with the company's goals and purpose. This approach also gives candidates an exciting and engaging realistic job preview, and improves their ability to determine whether they will be engaged by the role on offer.”
Following these stages, candidates then take part in a video interview.
Mobile ready
Chetty explains that the process is optimised to be used on mobile, further broadening the reach.
"We know that people increasingly live their lives online and our recruitment process must reflect that. This new process will be faster, simpler and more flexible, allowing graduates to fit job-applying around their lives,” she says.
“By enabling applications through mobile devices, the new process will be able to ensure we reach students more widely across Africa.
“This innovative approach will help us attract new talent to the company, driving our vision to grow the business, while decoupling our environmental footprint and increasing our positive social impact.”
