Over 5,000 individuals engaged through Groupe BPCE’s gamified employer branding campaign
Success Stories
Groupe BPCE (Banque Populaire Caisse d’Epargne) is a major European banking group. It provides a wide array of services through its extensive network of over 800 branches. As the 2nd largest banking group in France, it’s responsible for financing over a fifth of the French economy.
Annually, the group recruits over 6,000 employees across various sectors: primarily in sales (making up more than half of these positions), as well as roles in IT, auditing, and inspection.
The challenges
🎯 Their main objective was to boost the recruitment site’s appeal in order to drive applications.
For a major entity like Groupe BPCE, this cannot be boxed into a solitary goal. Breaking it down, they were looking to:
- Showcase the companies within the BPCE Group
- Gamify the brand and the recruitment process
- Host a “buzzworthy” LinkedIn event
- Seek out skilled candidates
- Generate more visits to the BPCE recruitment website
- Enhance the group’s social media presence
Our goal was to offer potential candidates a fun way to explore the group and its various companies, highlighting the breadth of our activities.
Séverine Loureiro, Manager of Employer Branding and Employee Experience at Groupe BPCE.
The Drimify solution
The Groupe BPCE’s employer branding team came up with an innovative solution: turning their latest recruitment drive into a gamified experience on an enormous scale.
The experience, made up of different gamified components, was designed to test and add to the knowledge of potential candidates about the Group’s companies, and to reward players along the journey with a variety of prizes.
Central to this concept was the focus on sports, the Olympics in particular, to embody the values of sportsmanship, teamwork, discipline, and perseverance – with each one being applicable to success in a high-level sporting setting, and a high-level corporate setting.
📱 Games and gamification experiences “by Drimify”
The Dynamic Path™ format allowed Groupe BPCE to deliver an engaging user experience customised to their branding and goals. This particular mechanic enabled them to create a longer, interactive digital story, incorporating a variety of customised apps from the Drimify catalogue to sustain participant interest over the course of the campaign.
Each Monday, Wednesday, and Friday over three weeks, a new mini-game was released on the brand’s social media channels, with a particular focus on LinkedIn, keeping followers of Groupe BPCE in the loop.
These games were crafted not just for fun, but to educate participants about Groupe BPCE’s various companies. They featured a Quiz-based treasure hunt, with clues scattered across the different companies’ websites to facilitate independence, while in games like Pacman and Connect Four, between play, participants gleaned insights into the group’s history, professions, commitments, and core values through intermediate screen content.
Premium rewards such as iPads and gift cards were part of the incentive, with weekly prize giveaways every Friday, and a final prize draw for the top 100 scorers at the campaign’s conclusion.
Results and KPIs
Key figures 🚀
- >5,000 engagements across the employer branding campaign
- 554 qualified candidates completing the long-form gamified experience
- 98% completion rate across all participants who started the experience
Objectives achieved 😎
- Thousands of prospective candidates inspired to discover more about the BPCE Group! 🥳
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