1. Direct (e) Mail

2. Frederik Gossele
Marketing & Communication Specialist at Securex
My favourite song: Diana Krall

3. How a Business Game can boost
your awareness and brand image ?
25/10/2012

4. Securex en Europe
• 1.600 employés/spécialistes en Belgique, France
et au Luxembourg
• 28 points de contact clients dont
• 25 en Belgique
• 2 en France
• 1 au Luxembourg
• Nos clients
• Plus de 150.000 particuliers et entreprises
• Plus de 110.000 indépendants
• Plus de 6.500 courtiers, comptables et experts-
comptables

7. Securex Mailings and campaigns

8. Source: Elias Veris

9. Everybody plays
Source: Elias Veris

10. Average age: 34
26% over 50
Women: 40%
46% of gamers play
with other gamers in
person
Source: theesa.com

11. Gamificati
on
The process of using game thinking
and game mechanics to solve
problems and engage users

12. Objectives
• Boost our awareness
• Innovative image
• 500 players
• Explain what Human Resources
really means
• Involve our customers and interact
12 with them

13. Multiple long- and short-term aims
Reward every effort
Rapid & frequent feedback
A tiny bit of uncertainty
Source: Elias Veris

14. 14

15. HR Business Game 1.0
15

16. Taking a closer look @the game
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17. Taking a closer look @the game
17

18. Taking a closer look @the game
18

19. 19

20. Purpose of the game
•During 3 weeks, gather all people interested in HR
in an online game
•Making it a contest between 5 different categories
•Confront them with real situations in a virtual
company
•Let them discuss the answers in the forum
•Connect them through
social media
20

21. HR Business Game 1.0
• The game started on 8th of November until 29th November
• Every working day
• 3 -4 challenges
• Each problem/question is visualised by a graphic
• With multiple choice answers
• Great and quick response!
• Points could also be delayed, this means a
decision you make today can produce a result in 1
year or during several months
• Discussion forum to discuss about the questions and answers
• A prize per category
21

22. Points and a leaderboard

23. Business game on Facebook for fans
23

24. 24
FACEBO
OK

25. Closing the game
• The game stopped on the 29th November at midnight.
• We invited all players to our closing event in Securex Brussels
(8th of December).
• We announced the winners of the different categories on the
event and handed them over the prize. 5 categories = 5 prizes
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26. Closing event
26

27. Players
500
450
400
350
300
250 Start
200
150
End
100
50
0
Large HR Non HR Students Securex
companies Professionals Professionals
27

28. Average points TOP 5
55000 60000 65000 70000 75000
Large Companies
HR Professionals
Non-HR Professionals
Students
Securex
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29. IT has decided that Facebook will be prohibited for all personnel. What’s your opinion?
1. You think it’s a wise decision. Use Facebook at home!!
2. You think it is a bad decision. Facebook must be OPEN
3. You don't care, you yourself are using a Smartphone anyway.
4. Counter-proposal : Facebook is 'open' from 12-13 hours.
29

30. You have your final candidate. You begin calling a few references and search
on the Internet. You discover your top candidate:
1. was accused but not convicted of murder.
2. was kicked out of school for cheating.
3. Only got jobs because of his family.
4. Has been seen partying often on his Facebook page.
30
The question is: Do you hire him?

31. Great games provoke cheating
hmmm…
Source: Elias Veris

32. Didn’t you ever try to beat the system?
Source: Elias Veris

33. Why is the HR Business Game a real success story ?
• A new, alternative, non existing way to promote HR activities, stimulate open discussion about HR topics
and of course, have some challenge
• More than 75% of the players went until the end of the game
• We created a real addiction to the game
• Interesting discussions in the forum with the players
• Employer Branding towards (HR) professionals, students and young graduates
• Created contacts and reasons to contact for our Sales Dpt. Within the categories “HR Departments of
Large Companies” and “HR Professionals”
• Press Coverage
• Top of mind during more than 3 weeks
• We learned a lot about the perception of the players
• Real involvement of the players
• Satisfaction rate above 95%
• Second place “Pioneer in HR Communication Award”

34. Impact on Awareness
34

35. TRENDS
2 februari
2012
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36. HR Business Game 2.0
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37. frederik.gossele@securex.be 0494/39.44.14
37