84%-plus employee engagement rates achieved through gamified HR for civil engineering firm Colas

Success Stories

The Colas Group is a multinational civil engineering company that focuses on transport infrastructure.

They have a global presence spanning 50 different countries on 5 continents, and carry out more than 50,000 projects annually, with 72% of their activities concerned with the construction and maintenance of roads, and the other 28% focused on railways.

If you’ve ever been in a train or an automobile, there’s a high probability you’ve utilised mobility infrastructure implemented or improved by the Colas Group.

The challenges

🎯 Colas, like any business, rely on attracting and retaining talented people to keep their organisation thriving and innovating, and on connecting their teams across territories so everyone feels like they’re working towards a bigger picture.

When your business quite literally builds and services the routes through which global commerce flows, that reliance is only amplified.

Specifically, they were looking for new ways to:

• Bolster their employer brand
• Engage employees
• Teambuild globally

📱 Games and gamification experiences “by Drimify”

Colas opted to use Drimify gamification experiences to tackle both challenges. Their approach takes a branded Media Contest, where employees submit photos or videos, followed by a connected Voting Gallery, where a second round of engagement crowns multiple winners.

The combined experiences are configured to subtly influence target audience behaviour and encourage desired actions.

Gamifying employer branding by leveraging an engaged workforce

There are few weapons in the employer branding arsenal with better strike rates than testimonials from existing employees, so Colas used gamification to supercharge their effectiveness – to both source more employee testimonials of a higher quality, and ensure they’re then put in front of a qualified audience on an optimised candidate journey.

The initial Media Contest was open to employees across the business to submit a 2-minute video showing off their job in a way that would encourage candidates to join the company, for a chance at prizes for participants whose videos go on to receive the most votes.

To make the Media Contest and connected Voting Gallery more applicable to more target segments, Colas used the categories feature, so employees could submit their entry under the most appropriate category for their position.

The various entries were then shared across social media to promote the connected Voting Gallery, which was open to prospective candidates – with the final page having calls-to-action (CTAs) directing participants to follow Colas on LinkedIn, and to checkout current Colas vacancies. (The most strategic time to have candidates check out your vacancies is after they’ve seen existing employees singing the praises of their positions.)

Gamification to support employee engagement and build teams

A similar format was applied internally to create engagement among employees, and to teambuild across territories.

Put out in multiple languages, the Media Contest invited Colas employees to submit photos falling into different categories that reflect various aspects of the Colas Group’s identity, including, among others: the team and their smiles, their premises, their machines, and their working environment. Participation was incentivised by highly desirable prizes for the submissions receiving the most votes – including iPads, Apple watches, tickets to sporting events, and gift vouchers.

The connected Voting Gallery then generated a second round of engagement, and gave employees insights into other members of other teams in their business through the images and the captions, and encouraged them to vote for each other, fostering a shared sense of community.

It generated an enormous employee engagement rate of 90%.

Results and KPIs

Key figures 🚀

For the “My Story Challenge”:

• 84% engagement rate for the external Voting Gallery from 23,911 participations
• More than 40 video submissions from engaged employees

For the internal EPD Photo Contest and Voting Gallery:

• 90% engagement rate for the internal Voting Gallery from 717 participations
• More than 200 photo submissions from engaged employees

Objectives achieved 😎

• The Colas Group’s employer brand boosted
  • By both rewarding and engaging employees
  • By exposing prospective applicants to employee-generated positive media
  • Setting those candidates on an optimised candidate journey
• Employees engaged through interactive, gamified internal communications
• The Colas Group’s global teams and divisions connected by gamification experiences leveraging social interaction 🌍

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