Beyond Resumes: Marriott Using Gamification to Recruit Top Talent in Hospitality
The ‘My Marriott Hotel' Facebook game was targeted at the youth in developing countries like India and China where the hospitality industry was not prominent. This was part of Marriott's recruitment strategy to bypass traditional recruitment methods and test the real talent of prospective employees by creating a virtual workplace and checking in advance the suitability of the candidates for the hospitality positions. Players were then directed to Marriott's official recruiting page where they could submit their resumes for a suitable position. The initial reaction to the game was good but later there was negative feedback from the job seekers that the game was not exciting or interesting enough to hold their attention.
The case is structured to achieve the following teaching objectives:
- Understand the issues and challenges involved in using social media and digital technologies for recruitment and attracting the best talent.
- Discuss and debate how youth from countries like Indian and China could be attracted to the hospitality industry, and whether gamification can be an answer.
- Understand the pros and cons of gamification of recruitment.
- Critically analyze the effectiveness of the ‘My Marriott Hotel' game.
- Explore ways in which Marriott and other hospitality companies can effectively leverage digital technology and gamification in recruitment.
|MARRIOTT AND SOCIAL MEDIA|
|THE PERFECT TRAVEL COMPANION|
|RED COAT DIRECT|
|WORKSPACE ON DEMAND|
|GAMIFICATION OF RECRUITMENT|
|MARRIOTT'S FACEBOOK RECRUITMENT PAGE|
|BEHIND THE SCENE OF ‘MY MARRIOTT HOTEL'|
|HOW ‘MY MARRIOTT HOTEL' PLAYED|
|THE ROAD AHEAD|
Recruitment, Selection, Attracting talent, Attracting Millennials, Recruitment strategy, Recruitment methods, Global human resource management, Employer brand, Social media for recruitment, Social recruiting, Gamification, Social gaming, Innovation strategy, Hospitality industry