Enterprise Gamification Use and Perception in B-Corp Companies
Enterprise Gamification Use and Perception in B-Corp Companies
Enterprise Gamification Use and Perception in B-Corp Companies
Annemarie Dirkzwager
Abstract
“The distressing fact that 85% of employees worldwide are psychologically unattached from their work, calls for measures to be taken (Gallup, 2017). Many benefits can yield from an engaged workforce, ranging from respect and dignity towards employees, to competitive advantage in retention and productivity (Mirvis, 2015). Gamification, the use of game design elements in non-gaming contexts, could be introduced in enterprises as an innovative technology-based intervention which could potentially decrease the numbers of disengaged workforces by using psychological factors found in games tapping on the individuals’ motivators (Deterding et al., 2011). Therefore, this research aims at expanding the literature on the use and perception of gamification as a tool to promote employee engagement in socially responsible, B-corp certified companies (N=66). Quantitative analysis has been conducted to measure the relationships between the use of enterprise gamification, the perceived usability of enterprise gamification, and the B-impact worker’s score. In addition, six companies were interviewed to complement the quantitative analysis. The results revealed that there are no statistically significant relationships between the characteristics of the company, the use and perception of gamification, and the workers B-impact score. Further, there was no statistically significant correlation between the use of gamification and the B-impact score for workers. However, a statistically significant (p<0.05) relationship between the use of gamification and the perceived usability score was found. Results are in line with the theory, resulting in managerial implications stating that potential positive impacts on employee’s engagement can be achieved if the gamification design is well aligned with the corporation’s objectives and aimed at the employee’s well-being. Productivity will eventually increase due to work satisfaction, and enthusiastic employees. However, more research and pilots are recommended to correctly assess the ethical considerations, the specific potential positive impacts of gamified systems and its relationship with the characteristics of socially responsible corporations. To finalize, it can be concluded that gamification is a potential system which B-corp certified companies could consider implementing to engage employees, if attention is paid to its design and purpose”
Reference
Dirkzwager, A. Enterprise Gamification Use and Perception in B-Corp Companies.
Keywords
Enterprise, gamification