Abstract:

The dynamically developing trend of the 21st century is gamification. Elements of game mechanics are known and used, but nowadays they also gain new fields of applications. Currently, more and more companies are using gamification in human resource management, especially with the generation of Y and Z on the labour market. Undoubtedly the reason for using this type of work (introduction to the world of games) is the desire to improve the efficiency of employees. The purpose of the method is to a large extent to involve employees in their daily duties that seem to be boring or routine. Very often they are performed in teams, which often solve problems in team communication. Therefore, the company's managers should use modern techniques activating employees to function for the benefit of the organization. The landscape of the labour market nowadays poses many challenges for employers.It is increasingly difficult to answer without reaching the non-standard methods. One of them is gamification. The global market for such solutions in 2017 was valued at USD 2.1 billion, and by 2020 it will be worth USD 3.5 billion - predicts Markets & Market.

The aim of the article is to indicate the possibility of using gamification in the recruitment process as well as development and management of human capital in enterprises. Described are elements of mechanics and dynamics of games that are used inside enterprises for effective employee management. Then a practical implementation (case study) of gamification in this area in enterprises is presented. The first example was the recruitment process at BMW. The second example was the management of employees involvement in the bank Santander Bank (participation of 1,200 employees), where also detailed business results of strategic goals obtained through the introduction of gamification tools were presented. The third case presented in the article was the game "Bank made for measure" implemented by Great Interactive agency for the BPH bank, where 3,100 employees took part. In this case, the goal was to encourage employees to share ideas for the company's development and also to educate them about new bank improvements. The summary shows the opportunities and limitations of the use of gamification in contemporary organizations.

Keywords:

Innovation, technology, gamification, enterprises, human capital management.