How Vattenfall was able to attract 4x more suitable candidates in 50% less time.
Challenge
Vattenfall is one of the largest energy suppliers in Europe. The company operates in several European countries, including Sweden, Germany, the United Kingdom, France, Denmark, Finland, and the Netherlands. Recruiting suitable candidates who fit the team and are motivated by Vattenfall’s goals is a time consuming task that often yields limited results. Together with Refybe, Vattenfall explored how to make the recruitment process for hard-to-find personnel, such as expert financials or controllers, more engaging, playful and effective.
Solution
Together with a recruitment specialist from Vattenfall, we created knowledge quizzes for various job roles. For each quiz, the expertise of Vattenfall's internal experts was used to make the content as engaging and relevant as possible. Since knowledge is crucial for people in these specific roles, a peer comparison feature was also added to the game. This allowed participants to immediately see how their knowledge stacked up against that of other participants after completing the quiz.
Results
The knowledge quizzes were deployed over a period of four weeks and promoted through ads on websites frequented by the target audience. The conversion rate of 68% on these ads was relatively high for the recruitment industry. This means that out of every 100 visitors, 68 completed the quiz, and provided information such as their name and email. The number of participants who turned out to be suitable candidates also far exceeded expectations. And all of this was achieved at a fraction of the cost of hiring an external recruiter.
Turning play into profit
Leading brands are integrating our games into their ongoing marketing strategies. From lead generation to increased sales, the results speak for themselves.