Companies build strong employer brands to attract, motivate, and retain employees in crises, as it necessitates engagement and building relations with recruits. This study explores the application of gamification to employer branding and recruitment by analyzing organizational objectives for gamification. Game objectives were gamification-, recruitment-, and employer branding-related. We adopted a text analytics methodology and collected data—users’ reviews (from Glassdoor and Google PlayStore) about the games they played during recruitment. The reviews showed positive and negative sentiments. We apply GAMEFULQUEST, including three components—immersion-related, achievement-related, and social-related—based on self-determination theory and related them to employer brand equity and employer brand engagement. [ FROM AUTHOR] Copyright of Journal of Promotion Management is the property of Taylor & Francis Ltd and its content may not be copied or emailed to multiple sites or posted to a listserv without the copyright holder's express written permission. However, users may print, download, or email articles for individual use. This may be abridged. No warranty is given about the accuracy of the copy. Users should refer to the original published version of the material for the full . (Copyright applies to all s.)
Gamifying Employer Branding: Attracting Critical Talent in Crisis Situations like COVID-19