#truAmsterdam thinking: Student Recruiting, Gaming And Empire Avenue

Listening to #truGrad Ruxandra Fratescu’s excelent track on how students are using social-media, and how they communicate, 3 points really stood out from her research and questionnaire.

OK,only 100 students completed it and they were all from the same University, but I’m sure that once this has been expanded to a wider circle the results will be very similar.

The 3 stand-out points are:

1: The vast most students have no idea how to connect with potential future employers in social-media.

2: Over 70% of the students asked use Facebook primarily for gaming, the largest proportion spending 3 – 5 hours per week on Facebook.

3: Students with a twitter account rarely tweet more than once a week even when looking for a job in their final year.

You will be able to download the results from Ruxandra’s research on this blog later this week, and will be able to take part in the track at #truDublin. I recommend you do, if you have any interest in student recruitment.

The really interesting thing for me is the gaming element. This led to a bit of a secret track, and several side conversations on just how recruiters can link gaming in to recruiting.

I thought it was interesting to note how many times Empire Avenue was mentioned during #truAmsterdam. Most people are trying to work out just what purpose it has, and if there really is any value in it.

My view is that it is really based on measuring what is controversially termed influence. (I prefer the term impact.) Members (players) are traded at a share price based on activity across social-media channels including twitter, Facebook, blogs, LinkedIn and YouTube, reach and mentions/likes from others.

This is essentially the same as applications like Klout or PeerIndex, although Empire Avenue goes further.

Values also go up according to how much of your stock is bought and sold. Like other “games” you earn badges for achievements, can create your own communities,  invite others to join the network. There’s chat options,leader boards, trending reports, a ticker tape to show the share price of your buys and personal messaging to other members.

It is sophisticated fun, and the membership is growing rapidly both on the website and the Facebook app.

Serious players (the addicted), are spending plenty of  time studying member profiles and scores of  players in order to identify the best people to invest in. It really is about forecasting who will be ranked as influential in the social channels and investing in them early, as well as engaging regularly within Empire avenue itself. The more you do, and the wiser you invest, the better you perform.

The gaming element hooks people in and interestingly, although its based on the same thing, it’s not attracting the same negative comments and posts as Klout. (I was even encouraged to join by one of the Klout detractors!). Call it a game and everyone wants to play, call it a serious ranking of influence and you get the opposite effect.

I’ve never really understood why people play Mafia Wars on Facebook but according to appdata.com, there are currently 23,492,409 players, with around 5.5 million playing daily (source: Answers.Com.). Now that I’m getting hooked in to Empire Avenue, I’m beginning to understand why.

I have combined these discussion topics because I can see the potential offered by combining gaming, Facebook and recruiting graduates. Combining a game element to attract students  with extra communication features through chat and mentions, private messaging and group forums with a theme that will appeal to the target student market, and Facebook is the place to build and house it.

This video, shot by Keith Robinson at #truAmsterdam, expands on some of the points covered by Ruxandra.

What do you do to attract graduates?


Ruxandra Fratescu on LinkedIn

Buy Tickets For #TruDublin

Take A Look At  Empire Avenue

2 comments on “#truAmsterdam thinking: Student Recruiting, Gaming And Empire Avenue

  1. […] #truamsterdam thinking: sudent recruiting, gaming and Empire Avenue […]

  2. We’ve developed several (Employer Branding) Recruiting games over the last two years, mostly for Hyves (the Dutch Facebook). Note that these games were not all targeted at kids, but also at young adults!

    – Keep the focus: a futuristic Football game for Dutch Royal Army. http://keepdefocus.werkenbijdelandmacht.nl/
    Total ±1000 hours of gameplay in a few months, and over 2500 extra newsletter subscriptions.

    – a ‘Who is it’; for the Dutch Mental healthcare. – 15-30year olds. Over 100k unique visitors, 300k gameplays, 500.000tell-a-friends; resulting in 10k clicks to the recruiting site. – http://www.maximum.nl/i/13251/t/GGZ%20Nederland/Welke-Hyver-is-het.html

    – Petman- a Police version of Pacman (with personalisation where the ghosts are your friends), on Hyves. http://kombijdepolitie.hyves.nl/

    – shell game (on Hyves); employer branding for elderlycare-campaign http://www.maximum.nl/i/7515/t/A+O%20VVT/Via-balletje-balletje-werken-in-de-zorg.html

    – a Face-Recognition AR dating-show (same elderlycare-campaign) http://www.blinddate4u.nl/

    We’ve also develop many different Banner-mini-games: interactive banners with some gameplay in them. These are often developed to promote jobs for a specific target group (direct recruitment).

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