Recruitainment

Posting a traditional job advert online and hoping for a call from a suitable applicant is no longer enough. It is not so easy to attract highly specialised specialists and young talent to a company. The acute shortage of skilled workers is shifting the balance of power in favour of applicants: They can afford to turn down job offers and have high expectations of their future job and the employer. Generation X, Y and Z talents in particular are increasingly of the opinion that they should not adapt to the employer, but that the employer should adapt to them. In this context, the question of innovative approaches to Recruitment arises.

One of these innovations is recruitainment. This approach is aimed particularly at young talent and is seen as a promising strategy by many companies. But what exactly is recruitainment and how can it help companies overcome their recruitment challenges?

What is recruitainment?

The term recruitainment was first used in the context of online career hunting. Applicants compete in interactive recruitment games with question and test procedures at various companies. Recruitainment is made up of the words "recruitment" and "entertainment" and describes a modern form of selection procedure for applicants in the recruitment process. If implemented professionally, it can be very efficient. Recruitainment tools include games, competitions, video interviews and events. The aim is to attract the attention of potential team members in the competition for talent. The aim is to make the organisation known as an attractive employer and at the same time create a pleasant decision-making basis for the selection of applicants.

How recruitainment is used successfully

Various types of recruitainment have already been tried out by companies. For example, the so-called Job Shuttle, which takes interested young talent to various companies in their Area. Applicants can get to know potential employers on site in short presentations or one-to-one meetings. A quiz followed by an award ceremony or an escape game for applicants is also conceivable. It is interesting to note that, in addition to soft skills such as the ability to work in a team and analytical thinking, such a game can also provide information about technical skills, provided the game is sufficiently challenging. Other possibilities include specialised mystery dinners, project competitions, round trips and similar formats.

Some well-known companies have already successfully implemented the following recruitainment ideas:

• Emmi, the largest milk processing company in Switzerland, uses the video interviewing tool Wepow in its application process. This enables Emmi as an employer to gain a first impression of the applicant's personality. On the other hand, applicants can familiarise themselves with the company in a relaxed manner.
• During Berlin Fashion Week, the fashion retail chain Peek & Cloppenburg invites students and graduates to a Fashion meets Future event in a luxury hotel. There will be information events, workshops and the opportunity for personal discussions. Afterwards, the participants attend a fashion show organised by the company.
• The management consultancy McKinsey offers the Backstage event, where applicants can take a look behind the scenes of the company for four days. There are interactive workshops, presentations and discussions.
• The cosmetics company L'Oréal is organising various games, including an international competition for teams of students. The aim is to develop competitive cosmetics strategies in a company simulation.

Advantages of recruitainment
Recruitainment offers advantages for both sides in the application process. Young talents benefit from the playful way of obtaining information about potential employers and professions in the company. At the same time, employers gain targeted insights into the applicant's personality and professional skills. In addition, the corporate culture is brought to life for the applicants. It shows what everyday working life could look like in the future and the people behind the company. In contrast to traditional job advertisements with a subsequent application, recruitainment focusses on a shared experience in a relaxed atmosphere.

Recruitainment as a contemporary addition to employer branding

By using recruitainment tools, a company not only becomes better known, but the number of qualified applications also increases. In addition, by giving companies the opportunity to present their best side to the target group, recruitainment is a contemporary addition to employer branding. At the same time, it lays the first foundation stone for employee commitment. The playful experience of a company makes it appear transparent and approachable to applicants. In this way, an employer brand can easily be established, resulting in an image boost for the company.

The only disadvantage of recruitainment seems to be that the realisation of interesting ideas in the application process is associated with costs. However, these are heavily dependent on the type and professionalism of the tools used and can therefore be easily influenced.

Tips for the successful use of recruitainment

There are virtually no limits to the design of recruitainment tools. Nevertheless, it is important that companies adhere to certain guidelines.

1. Concept
   Recruitainment should be a taster of a potential job. It is therefore very important that the chosen tool and its design are compatible with the company's objectives. Recruitainment is not suitable for every role and not for every target group.
2. Communication
   The offers must be communicated by the company in an appealing way in terms of content and style. There is hardly anything more disastrous than a chumming-up attempt not to miss the boat. In this context, it is advisable to use recruitainment to strike an emotional chord with the target group. The aim is to evoke a natural enthusiasm in future applicants.
3. Professionalism
   Investing in the right tools pays off.
4. Authenticity
   The chosen instruments should present the company at its best, but still remain authentic.