Dentsu Aegis Network to gamify recruitment process to attract more diverse talent

The Code Ad Week_10.02.1717
16th March 2017

16th March 2017: Dentsu Aegis Network UK today announces the introduction of mobile gaming to recruit entry-level talent. By making initial assessments more fun, while remaining objective, the agency group is aiming to bring in more diverse people from different backgrounds and better identify talent who wouldn’t necessarily stand out using traditional hiring methods.

Created by game-based assessment provider Arctic Shores, the mobile games will test candidates’ aptitude, creative thinking and problem solving capabilities through a series of challenges. This approach forms part of Dentsu Aegis Network’s early careers recruitment programme, The Code, which will also incorporate its work experience and apprenticeship schemes, as well as a three-year schools partnership launched in February.

The gamification approach will be brought to life in the real world at events such as Advertising Week Europe (AWE), where people will be invited to experience the challenge through a live-escape game, in partnership with clueQuest.  At AWE from Tuesday 21st – Thursday 23rd, teams of up to five people can take part in the ‘Crack The Code’ game, with the fastest team winning prizes at the end of the week.  Dentsu Aegis Network’s recruitment team will also be on hand to spot potential candidates for current entry-level vacancies and explain how they’re innovating recruitment at all levels and using clueQuest live-escape games in place of traditional assessments.

Dentsu Aegis Network’s adoption of gamification follows a revamp last year of its entry-level assessment, in a move to combat unconscious bias and focus on diverse talent, by removing CVs, minimum qualifications and corporate-style interviews in favour of video interviews, group-based briefs and speed interviews. This approach has helped the group attract a much broader range of candidates, seen a higher proportion of women being hired (11% year-on-year increase), and has had an immediate impact on resignation rates (down 9% year-on-year overall and 16% for women).

Gareth Watt, Head of Recruitment, Dentsu Aegis Network UK & Ireland said, “We don’t believe in using CVs as the sole basis for determining a person’s worth. We know that some people have a talent for the educational system, but many don’t. The recruitment approach we designed and used last year when we launched our new agency, fortysix, is now the standard way we bring in diverse entry-level talent across the network. And it works. We’re now taking this to the next level with our push into gamification and ensuring our hiring experience really is an experience.”

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