Gamification to Help Raise the Professional Profile of Young Workers on Social Networks

By April 03, 2012

The Identified platform offers to ‘mark’ the online professional profile of young people between 18 and 29. The idea is to encourage them to provide more information that might be useful for a company wishing to recruit.

It seems that Generation Y-ers are keener on using social networks for sharing personal information than for work-related purposes. At least that’s what a survey among companies conducted by Identified indicates. Results estimate that 92% of all young people between 18 and 29 who are on Facebook have posted profiles which do not contain sufficient information on their educational qualifications and work experience. Identified also cites figures from LinkedIn, which has recently calculated that a majority (61%) of its users are 35 or over. So how can young working people be encouraged to use from a professional angle those networks that companies are now looking to for recruitment purposes? The answer from Identified is ‘gaming’.

Enhancing your profile

The Identified platform suggests that users subscribe to the site via their Facebook profile. Starting from the information already on their profiles - educational qualifications, work experience, and range of knowledge and skills - the site gives a mark between 0 and 100. This mark is then added to a ranking based on a comparison with the person’s friends. That’s where the gamification principle comes in. Given that the objective is of course to obtain the highest score among your personal network, the platform offers the user the opportunity of improving his/her score by posting on Identified extra information of a professional nature which s/he might well have left out of the basic Facebook profile. And doing so will raise the user’s profile vis-à-vis the jobs market.

Site of the Headhunter

But not only the current profile. Given that each new piece of information garners points, the process also sets up a kind of challenge, pushing the user to actually upgrade his/her range of skills. There is a drawback, however. Young people won’t always want to use Facebook to enhance their personal brand. They are more likely to do so using online CV platforms such as DoYouBuzz, or via Twitter or on dedicated professional networks such as LinkedIn. Of course the Identified initiative is not a philanthropic exercise. The marks given to the user are based on a comparison with standard profiles submitted by those companies that are looking to recruit. Identified thus profiles itself as a headhunter enabling companies to access key user information. If a company finds a profile it likes, it can then contact the young worker directly to arrange an interview.

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