Tag: unilever

This new recruitment technique has been gamified to help to reduce the risk of unconscious bias.

Unilever has announced a new mobile gaming strategy it has launched as a part of its new hire selection process. They have added this new technique in order to promote diversity while speeding up the process as a whole and reducing the cost of hiring.

This giant consumer goods company is launching the process in the UK following success in other countries.

Unilever has already implemented similar mobile gaming strategy programs in the United States and Asia. They have proven to be successful for hiring new staff in those regions. The British and Dutch company is now expanding the program to save money and time while limiting the risk of unconscious bias when new staff is hired. Considering the fact that last year saw applications from 250,000 graduates around the world, this is an important step. The strategy brings mobile games together with video interviews.

Unilever says this mobile gaming strategy for hiring represents the first fully digitized recruitment process.

That said, other companies have used mobile gamification to help the process. For instance, Vodafone, L’Oréal UK and Ireland, Microsoft, and Ernst & Young. Those brands each use the Debut mobile app as a part of their hiring process.

In Unilever’s case, new applicants complete an online application form. Those who do so successfully then receive an application to play a number of games for a maximum of twenty minutes. Those with the best results are selected to receive a video interview. The applicants who are preferred during that phase move on to the final stage. In that stage, they take a virtual tour of the Unilever offices and experience a virtual collaboration. This provides them with an idea of how it feels to work within one of the company’s real environments.

The mobile gaming strategy for hiring was, in part, a response to data such as that produced by University College London and the Monster employment website. That research indicated that nearly half of all firms use video interviews as a component of their selection process. Moreover 7 percent no longer conduct face-to-face interviews. This occurs, despite the fact that it could promote appearance-based discrimination.

Brandtone, a company from Ireland, has now partnered up with the corporation in south-east Asia.

Mobile Marketing business, Brandtone, has now revealed that it has agreed to work with Unilever in order to assist that company in being able to engage with millions of people residing in south-east Asia.

These two businesses have already worked together and have been successful in their partnership.

They have already managed to run online, offline, and mobile marketing campaigns for the Sunlight and Magnum brands owned by Unilever. The most recent deal will have the Irish firm working to bring the consumer product giant’s customers in south-east Asia to a position in which they will interact with each other. To start, it will ensure that these shoppers are – at the very least – accessible to the brand. Among the countries of focus will be Vietnam, Thailand, and the Philippines.

Brandtone has been responsible for other mobile marketing campaigns for massive companies.

Among the best known names that Brandtone has managed in terms of online, offline and mobile advertising include Heineken, Pepsi, Mondelēz (previously the Kraft snacks division), and Kellogg’s. They have worked to bring those brands into the developing world through mobile technology based interactions.

In south-east Asia, the smartphone penetration rate is as tiny as 20 percent in certain regions. Therefore, Brandtone uses SMS rewards programs in order to provide consumers with incentives. In return for those benefits, customers provide the company with some information about themselves that will then be used in order to create marketing campaigns that are better designed to be relevant to the specific needs and wants of those people.

According to the Brandtone chief executive, Donald Fitzmaurice, “When we announced our expansion into Indonesia almost a year ago, even we could not have predicted the scale of demand from brands for mobile-first data-led marketing strategies, nor how receptive consumers themselves would be.”

He explained that this part of the world has reached a mobile marketing tipping point and that he felt that this was the ideal time for Brandtone’s clients to be able to use the “power of mobile and big data” in order to reach those consumers in a highly effective way.