My Marriott Hotel! Gamification In Recruitment
Marriott International, Inc. is an American multinational diversified hospitality company that manages and franchises a broad portfolio of hotels and related lodging facilities.
WHAT IS THIS HR INNOVATION ABOUT?
Marriott developed a hotel-themed online games similar to Farmville or The Sims, in which players have to juggle all the responsibilities of a hotel kitchen manager. Users get acquainted with the industry, all the while earning virtual rewards that will enhance the image of the industry in their eyes. At My Marriott Hotel on Facebook, you can start playing this game by selecting your language from English, Spanish, French, Arabic and Mandarin, and then begin managing a “virtual” hotel restaurant kitchen.
WHY WAS THIS INNOVATION IMPLEMENTED?
The rationale behind the game is that as Marriott expands in growth markets outside the U.S., and the company seeks to attract more Millenials, the company must find new ways to interest them in hospitality careers. This becomes critical in emerging markets where the hospitality markets where the hospitality industry might be less established.
WHAT ARE ITS MAIN BENEFITS?
The main benefits of this innovation are that using gamification and social media, Marriott will be able to attract a broader spectrum of targeted candidates. “My Marriott Hotel” was developed from employee feedback, sending out the message that Marriott International Incorporated, as a company, is essentially its employees. This social media game gives current and future employees a better sense of what it takes to run the hotel. It is internally and externally branding because players develop a certain feeling towards the company after committing to the game and experiencing what it is, or would be, like to work for Marriott International Incorporated. The company is also promoting itself globally by making the game available in 101 countries.
USA, 2012.
Sources:
https://hospitalityandtravel.files.wordpress.com/2012/10/social_media.pdf