A RESEARCH ON PERCEIVED SUCCESS OF USING GAMIFICATION IMPLEMENTATIONS WITHIN THE FUNCTIONAL SCOPE OF HUMAN RESOURCES MANAGEMENT

Year 2022, , 174 - 209, 30.01.2022

Hümeyra Nur Hatipoğlu , M. Volkan Türker

https://doi.org/10.14783/maruoneri.933641

Abstract

This research was conducted to understand whether there is a difference in the perception of the success of gamification implementations in recruitment, training and performance management, and career management processes in the banking sector. First of all, interviews were carried out with 7 authorities of 6 private banks which apply gamification. According to the information obtained from the interviews, banks use gamification in the recruitment process to attract interest as momentary and evaluate candidates, and increase and reinforce the knowledge of the employees with practices which takes approximately 30 minutes in the training process. In the performance management process, mostly gamification is used in 3-6 months periods, in order to increase the employees’ performance. In the career management process, gamification is applied to talent management to retain employees, when a branch or unit change is made, or in leadership academies. In the research, the use of gamification in the process of recruitment and training processes was defined as the first group owing to it yielded applied in the short term; in performance and career management has been defined as the second group, as it appears to applied in the longer term. “Gameful Experience in Gamification Scale(GAMEX)” was applied to 345 employees from two determined groups. The results show that it is seen that gamification implementations use in performance management and career management processes have a higher perception of creative thinking and activation factor than gamification implementations use in recruitment and training processes.

Keywords

Gamification, Recruitment, Training, Performance Management and Career Management

OYUNLAŞTIRMA UYGULAMALARININ, İNSAN KAYNAKLARI YÖNETİMİNİN TEKNİK KAPSAMINDA KULLANILMASININ ALGILANAN BAŞARISI ÜZERİNE BİR ARAŞTIRMA

Abstract

Bu araştırma, bankalarda işe alım, eğitim, performans ve kariyer yönetimi süreçlerinde uygulanmakta olan oyunlaştırma faaliyetlerinin algılanan başarısında bir farklılık olup olmadığını anlamak amacıyla yapılmıştır. Oyunlaştırmanın kullanımı hakkında bilgi edinmek için öncelikle oyunlaştırma uygulayan 6 özel bankalardan 7 yetkili ile görüşmeler yapılmıştır. Görüşmelerden elde edilen bilgilere göre, işe alım süreçlerinde oyunlaştırma kullanımında adayların anlık olarak ilgisinin çekilmesi ve değerlendirilmesi, eğitim sürecinde belirlenen konu hakkında çalışanın bilgisinin arttırılması ve verilen eğitimin pekiştirilmesi amaçlanmıştır. Performans yönetimi sürecinde çalışanlarının performanslarını arttırmak amacıyla 3-6 aylık dönemlerde oyunlaştırma uygulamalarından yararlanılmaktadır. Kariyer yönetimi sürecinde ise çalışanları elde tutmak amacıyla yetenek yönetimi faaliyetlerinde, şube ya da birim değişikliğinde veya liderlik akademilerinde oyunlaştırmanın uygulandığı belirlenmiştir. Yapılan araştırmada işe alım ile eğitim süreçlerinde oyunlaştırma kullanımı kısa vadeli uygulanması nedeniyle birinci grup olarak tanımlanmıştır. Performans yönetimi ve kariyer yönetiminde oyunlaştırma kullanımı ise daha uzun vadeli uygulandığı için ikinci grup olarak belirlenmiştir. Belirlenen iki gruptan toplamda 345 çalışana “Oyunlaştırma İçin Oyunsu Deneyim Ölçeği (GAMEX)” uygulanmıştır. Sonuç olarak performans ve kariyer yönetimi alanlarında uygulanmakta olan oyunlaştırma faaliyetlerinin işe alım ve eğitim alanında uygulanmakta olan oyunlaştırma faaliyetlerine göre çalışanlar tarafından yaratıcı düşünme ve harekete geçirme algısının daha yüksek olduğu belirlenmiştir.

Keywords

Oyunlaştırma, İşe Alım, Eğitim, Performans Yönetimi, Kariyer Yönetimi

References

• Armstrong, M. B., & Landers, R. N. (2018). Gamification of employee training and development. International Journal of Training and Development. 22(2), 162-169. doi:10.1111/ijtd.12124
• Armstrong, M. B., Landers, R. N & Collmus, A.B.(2016). Gamifying Recruitment, Selection, Training, and Performance Management: Game-Thinking in Human Resource Management. H. Gangadharbatla & D. Z. Davis (Ed.), Emerging Research and Trends in Gamification (ss.140-165), Hershey PA: IGI Global.
• Berber, İ. A. (2018). Oyunlaştırma-Oynayarak Başarma. (1.Baskı) Ankara: Şeçkin Yayıncılık.
• Bunchball (2010). Gamification 101: An Introduction to the Use of Game Dynamics to Influence Behavior.1-14. http://jndglobal.com/wp- content/uploads/2011/05/gamification1011.pdf adresinden alındı (27 Aralık 2020).
• Burke, B. (2012). Gamification 2020: What Is The Future of Gamification?, Gartner. Inc. https://www.gartner.com/en/documents/2226015/gamification-2020-what-is-the-future-of-gamification- adresinden alındı (30 Aralık 2020).
• Büyüköztürk, Ş. (2018). Sosyal Bilimler İçin Veri Analizi El Kitabı İstatistik, Araştırma Deseni SPSS Uygulamaları ve Yorum (24. Baskı). Ankara: Pegem Akademi Yayıncılık.
• Cambridge Dictionary (2020). https://dictionary.cambridge.org/tr/s%C3%B6zl%C3%BCk/ingilizce/gamification adresinden alındı (27 Aralık 2020).
• Callan, R. C., Bauer, K. N., & Landers, R. N. (2015). How to avoid the dark side of gamification: ten business scenarios and their unintended consequences. T. Reiners & L. C. Wood (Ed.), Gamification in Education and Business (ss.1-18). New York: Springer International Publishing. doi:10.1007/978-3-319-10208-5_28
• Chou, Y.K. (2019). Actionable Gamification. Beyond Points, Badges, And Leaderboards. Packt Publishing. https://learning.oreilly.com/library/view/actionable-gamification/9781839211706/Text/chap03.xhtml#leanpub-auto-chapter-3-the-octaly
• Csikszentmihalyi, M. (2018). Mutluluk Bilimi: AKIŞ (Çev. B. Satılmış). Ankara: Buzdağı Yayınevi.
• Çilingirtürk, A. M. (2011). İstatistiksel Karar Almada Veri Analizi (1. basım). Ankara: Seçkin Yayıncılık.
• Dale, S. (2014). Gamification: making work fun, or making fun of work?. Business Information Review, 31(2), 82-90. doi: 10.1177/0266382114538350
• Deci, E. L., Vallerand, R., Pelletier, L., & Ryan, R. (1991). Motivation and education: the self-determination perspective. Educational Psychologist, 26(3-4), 325-346.
• Deif, A. (2019). Impact of gamification on learning and motivation of workforce. Kenon, V.H. & Palsole S. V. (Ed), The Wiley Handbook of Global Workplace Learning (ss.577-590). John Wiley & Sons, Inc.
• Deloitte (t.y.). Life at Deloitte DU: The Leadership Center in India. https://www2.deloitte.com/ui/en/pages/careers/articles/inclusion-leadership-development.html adresinden alındı (20.07.2021).
• Dessler, G. (2019). Performans yönetimi ve değerlendirmesi. Özdemirci A. (Çev.). İnsan Kaynakları Yönetimi. Şener, İ. & Erdilek Karabay, M. (Çev. Ed.) (ss.272-307). Ankara: Palme Yayınevi.
• Deterding, S. (2015). The lens of intrinsic skill atoms: A method for gameful design. Human-Computer Interaction, 30(3-4), 294-335. doi:10.1080/07370024.2014.993471.
• Deterding, S., Dixon, D., Khaled, R., & Nacke, L. (2011). From Game Design Elements to Gamefulness: Defining “Gamification”. MindTrek '11 Proceedings of the 15th International Academic MindTrek Conference: Envisioning Future Media Environments (ss.9-15). New York: ACM. doi:10.1145/2181037.2181040
• Dicheva, D., Dichev, C., Agre, G., & Angelova, G. (2015). Gamification in education: a systematic mapping study. Educational Technology & Society, 18(3), 75-88.
• Domínguez, A., Saenz-de-Navarrete, J., de-Marcos,, L., Fernández-Sanz, L., Pagés, C., & Martínez-Herráiz,, J. J. (2013). Gamifying learning experiences: Practical implications and outcomes. Computers & Education, 63, 380-392. doi:http://dx.doi.org/10.1016/j.compedu.2012.12.020
• Ellez, A. M. (2014). Ölçme araçlarında bulunması gereken özellikler. Tanrıöğen, A. (Ed.), Bilimsel Araştırma Yöntemleri (ss.167-190) (4. basım). Ankara: Anı Yayıncılık.
• Eppmann, R., Bekk, M., & Klein, K. (2018). Gameful Experience in Gamification: Construction and Validation of a Gameful Experience Scale [GAMEX]. Journal of Interactive Marketing, 43, 98-115. doi:https://doi.org/10.1016/j.intmar.2018.03.002
• Ērgle, D. (2015). Fostering Employee Engagement Through Gamification: AirBaltic Forecaster Tool. Management, 10(3), 219–234.
• Ērgle, D., & Ludviga, I. (2018). Use of gamification in human resource management: Impact on engagement and satisfaction. 10th International Scientific Conference “Business and Management 2018”. 409-417. doi:10.3846/bm.2018.45.
• Ertemel, A. V. (2016). Dijital Çağda İllüzyonel Pazarlama (1. Baskı). İstanbul: Abaküs Kitap.
• Eyal, N., & Hoover, R. (2015). Kancaya Takılınca-Alışkanlık Yaratan Ürünler Geliştirmenin Sırları (Akat, B. Çev.) (1. Baskı). Ankara: Elma Yayınları.
• Frank, A. (2014). Gamer mode: Identifying and managing unwanted behaviour in military educational wargaming (Yayınlanmamış doktora tezi). KTH Royal Institute of Technology, Stockholm.
• Finans Gündem (2016, 14 Aralık),TEB’in online platformu HIPPO’ya ödül. https://www.finansgundem.com/haber/tebin-online-platformu-hippoya-odul/1147767 (Erişim Tarihi: 27 Aralık 2020).
• Gupta, A., & Gomathi, S. (2017). A review on gamification and its potential to motivate and engage employees and customers: Employee engagement through gamification. International Journal of Sociotechnology and Knowledge Development, 9(1), 42-52. doi:10.4018/IJSKD.2017010103
• Gürbüz, S. (2019). İnsan Kaynakları Yönetimi: Teori, Araştırma ve Uygulama (3. Basım). Ankara: Seçkin Yayıncılık.
• Gürbüz, S. & Şahin, F. (2017). Sosyal Bilimlerde Araştırma Yöntemleri (4. Basım). Ankara: Seçkin Yayıncılık.
• Grünewald, H., Kneip , P., & Kozica, A. (2019). The Use of Gamification in Workplace Learning to Encourage Employee Motivation and Engagement. Kenon, V.H. & Palsole, S. V. (Ed.), The Wiley Handbook of Global Workplace Learning (ss. 557-575). John Wiley & Sons, Inc.
• Hamari, J., Koivisto, J., & Sarsa, H. (2014). Does Gamification Work? A Literature Review of Empirical Studies on Gamification. 47th Hawaii International Conference on System Science, 3025 - 3034. doi:10.1109/HICSS.2014.377
• Hanks, K. (1999). İnsanları Motive Etme Sanatı, Yönetim Dizisi, (İkizler, C. Çev). (1. Basım) İstanbul: Alfa Yayınları.
• Herger, M. (2014). Gamification In Human Resources (Enterprise Gamification) (1. basım). California: CreateSpace Independent Publishing Platform
• Herger, M. (2015) ““In every job that must be done, there is an element of fun!” – Mary Poppins””, Zarządzanie Zasobami Ludzkimi, 2, 117-122.
• Huizinga, J. (1949). Homo Ludens A Study Of The Play Element In Culture (1 Baskı). Londra, Boston ve Henley: Routledge&Kegan Paul Ltd.
• Kapp, K. M. (2012). The Gamification of Learning and Instruction: Game-Based Methods and Strategies for Training and Eduation. Pfeiffer.
• Karimi, K & Nickpayam, J. (2017). Gamification from the viewpoint of motivational theory. Italian Journal of Science & Engineering, 1(1), 34-42.
• Khan, M., Shaikh, H. R., Mustafa, A., & Kazi, A. G. (2019). Willingness of gamified recruitment and selection among job seekers of sindh, Pakistan. Journal of Management Info, 6(4), 15-22. doi:10.31580/jmi.v6i4.1156
• Kim, B. (2015), Understanding Gamification: The Popularity of Gamification in the Mobile and Social Era, Library Technology Reports, American Library Association). The Popularity of Gamification in the Mobile and Social Era. Library Technology Reports, Understanding Gamification. American Library Association.
• Kocadere, S. A., & Samur, Y. (2016). Oyundan Oyunlaştırmaya. İşman, A., Odabaşı, H. F., & Akkoyunlu, B. (Ed.), Eğitim Teknolojileri Okumaları (s. 397-415). Ankara: TOJET - The Turkish Online Journal of Educational Technology.
• Koivisto, J., & Hamari, J. (2019). The Rise Of The Motivational Information Systems: A Review Of Gamification Research. International Journal of Information Management, 45, 191-210. doi:10.1016/j.ijinfomgt.2018.10.013.
• Kopeć, J., & Pacewicz, K. (2015). Introduction. J. Kopeć, & K. Pacewicz (Ed.), Gamification. Critical Approaches (ss. 6-8). Warsaw: Faculty of Artes Liberales.
• Korn, O., Brenner, F., Börsig, J., Lalli, F., Mattmüller, M., & Müller, A. (2018). Defining Recrutainment: A Model and a Survey on the Gamification of Recruiting and Human Resources. Freund, L. E. & Cellary, W. (Ed.), Advances in The Human Side of Service Engineering (s.37-49). Springer International Publishing. doi:10.1007/978-3- 319-60486-2_4
• Kumari, S. (2019). Gamification: An employee engagement strategy for organizations of 21st century. Sharma, N. Chaudhary, N. & Singh, V.K. (Ed.), Management Techniques for Employee Engagement in Contemporary Organizations (ss.199-217), Hershey PA: IGI Global.
• Küpper, D. M., Klein, K., & Völckner, F. (2019). Gamifying employer branding: an integrating framework andresearch propositions For a new HRM approach in the digitized economy. Human Resource Management Review, 1-15. doi:10.1016/j.hrmr.2019.04.002
• Lamprinou, D., & Paraskeva, F. (2015). Gamification design framework based on SDT for student motivation, International Conference on Interactive Mobile Communication Technologies and Learning (IMCL). 406-410.
• Landers, R. N., & Callan, R. C. (2011). Casual Social Games as Serious Games: The Psychology of Gamification in Undergraduate Education and Employee Training. M. Ma, A. Oikonomou , & L. C. Jain (Ed) içinde, Serious Games and Edutainment Applications (399-423). Verlag London: Springer. doi:10.1007/978-1-4471-2161-9_20
• Lazzaro, N. (2004). Why We Play Games: Four Keys to More Emotion in Player Experiences. 1-46. XEODesign Inc. http://twvideo01.ubm- us.net/o1/vault/gdc04/slides/why_we_play_games.pdf adresinden alındı (30 Aralık 2020).
• Lee, J. J., & Hammer, J. (2011). Gamification in education: What, how, why bother? Academic Exchange Quarterly, 15(2), 1-5.
• Lepper, M. R. (1988). Motivational considerations in the study of instruction. Cognition and Instruction, 5(4), 289-309. doi:10.1207/s1532690xci0504_3
• Lowman, G. H. (2016). Moving beyond identification: Using gamification to attract and retain talent. Industrial and Organizational Psychology,, 9(3), 677-682. doi:10.1017/iop.2016.70
• Mollick, E., & Rothbard, N. (2014). Mandatory Fun: Consent, gamification and the ımpact of games at work. SSRN Electronic Journal, 1-54. doi:10.2139/ssrn.2277103
• Oprescu, F., Jones, C., & Katsikitis, M. (2014). I play at work-ten principles for transforming work processes through gamification. Frontiers in Psychology, 5(14), 1-5.
• Özdemir, M. (2020). Eğitim Örgütlerinde İnsan Kaynakları Yönetimi Kuram Uygulama Teknik (2. Baskı). Ankara: Anı Yayıncılık.
• Paharia, R. (2013). Loyalty 3.0: How to Revolutionize Customer and Employee Engagement with Big Data and Gamification. (1. Baskı). McGraw-Hill Publishing. https://learning.oreilly.com/library/view/loyalty-30-how/9780071813372/ch04.html#ch04
• Pacewicz, K., (2015). The Dopamine Loop And Its Discontents. Analysis Of “Gamification By Design” As Biopolitical Power/Knowledge, Kopec, J. & Pacewicz, K. (Ed.), Gamification. Critical Approaches (27-39), Warsaw: Faculty of Artes Liberales.
• Perryer, C., Celestine, N., Scott-Ladd, B., & Leighton, C. (2016). enhancing workplace motivation through gamification: transferrable lessons from pedagogy. The International Journal of Management Education, 14(3), 327-335. doi:10.1016/j.ijme.2016.07.001
• Pink, D. H. (2019). Drive-Nasıl Motive Oluruz? Nasıl Motive Ederiz? (Göktem, L. Çev.) İstanbul: MediaCat.
• Pierce, K. R. (2019). Gamification for learning and workforce motivation. V. H. Kenon, & S. V. Palsole (Ed.) içinde, The Wiley Handbook of Global Workplace Learning (ss.539-556). John Wiley & Sons, Inc.
• Pixofun, Yum! Brands, QuizGame Case Study (1-10). https://quizgame.co/content/Yum-Brands-QuizGame-Case-Study.pdf adresinden alındı (27 Aralık 2020).
• Research and Market (2020) Gamification Market - Growth, Trends, and Forecast (2020 - 2025). https://www.researchandmarkets.com/reports/4591677/gamification-market-growth-trends-and adresinden alındı (27 Aralık 2020).
• Roberts, B. (2014). Gamification: Win, Lose or Draw? HR Magazine
• Robson, K., Plangger, K., Kietzmann, J. H., McCarthy, I., & Pitt, L. (2015). Is It all a game? Understanding the principles of gamification. Business Horizons, 58(4), 411-420. doi:10.1016/j.bushor.2015.03.006
• Ryan, R. M., & Deci, E. L. (2000), “Intrinsic and extrinsic motivations: classic definitions and new directions”, Contemporary Educational Psychology, 25, 54–67.
• Sailer, M., Hense, J., Mayr, S., & Mandl, H. (2017). How gamification motivates: an experimental study of the effects of specific game design elements on psychological need satisfaction. Computers in Human Behavior, 69, 371-380. doi:10.1016/j.chb.2016.12.033
• Sanal, A (2018). Gamification in E-Learning: 7 Effective Uses. https://playxlpro.com/seven-effective-uses-of-gamification-in-e-learning/ adresinden alındı (20 Temmuz 2021).
• Sarangi, S., & Shah, S. (2015). Individuals, teams and organizations score with gamification: tool can help to motivate employees and boost performance. Human Resource Management International Digest, 23(4), 24-27.
• Shree, S., & Singh, A. S. (2019). Exploring gamification for recruitment through actor network theory. South Asian Journal of Human Resource Management, 6(2), 242–257. doi:10.1177/2322093719863912
• Singh, Y. (2019). Employee engagement as a contemporary issue in HRM. Sharma, N., Chaudhary, N.& Singh, V. K. (Ed.), Management Techniques for Employee Engagement in Contemporary Organizations (ss.20-45). Hershey, PA: IGI Global. doi:10.4018/978-1-5225-7799-7
• Soat, J. (2018). Games HR plays. Employee Benefit Adviser. 1-36.
• Suh, A., Cheung, C. M., Ahuja, M., Wagner, C., & Wagner, C. (2017). Gamification in the workplace: the central role of the aesthetic experience. Journal of Management Information Systems, 34(1), 268 - 305. doi:10.1080/07421222.2017.1297642
• Suits, B. (2012). Çekirge, Oyun, Yaşam ve Ütopya (2. Baskı). (S. Sertabiboğlu, Çev.) İstanbul: Ayrıntı Yayınları.
• Şenocak, D. ve Bozkurt, A. (2020). Oyunlaştırma, oyuncu türleri ve oyunlaştırma tasarım çerçeveleri. Açık Öğretim Uygulamaları ve Araştırmaları Dergisi (AUAd), 6(1), 78-96.
• Tanrıöğen, A. (2014). Bilimsel Araştırma Yöntemleri (4. Basım). Ankara: Anı Yayıncılık.
• Türkiye Bankalar Birliği (2020). Bankacılık Sisteminde Banka, Çalışan ve Şube Sayıları. https://www.tbb.org.tr/tr/bankacilik/banka-ve-sektor-bilgileri/istatistiki-raporlar/59 adresinden alındı (27 Aralık 2020).
• Türkiye Katılım Bankaları Birliği (2019). Katılım Bankaları. https://tkbb.org.tr/Documents/Yonetmelikler/Katilim-Bankalari-2019.pdf adresinden alındı (27 Aralık 2020).
• Tonus, H. Z. (2014). Yetkinlikler ve Yetenekler Bağlamında İşe Alma. Bursa: Ekin Yayınevi.
• Valērija, P., & Solvita, B. (2017). Gamification in software development projects. Information Technology and Management Science, 20(1), 58-63. doi:10.1515/itms-2017-0010
• Vardarlıer, P., & İnan, K. (2017). Satış Personelinin Performansını Geliştirmeye Yönelik Oyunlaştırma Model Önerisi. İş'te Davranış Dergisi, 2(1), 8-19.
• Werbach, K., & Hunter, D. (2012). For the Win: How Game Thinking Can Revolutionize Your Business. Philadelphia: Wharton Digital Press.
• Yılmaz, E. A. (2017). Oyunlaştırma: Herkes İçin Oyunlaştırma (4. Baskı). İstanbul: Abaküs Kitap Yayın Dağıtım Hizmetleri.
• Zichermann, G., & Cunningham, C. (2011). Gamification by Design: Implementing Game Mechanics in Web and Mobile Apps (1. Baskı). Sebastopol: O’Reilly Media, Inc.