Gamification in self brand management

Gamification is actively used not only in personnel management, but also in education. Modern classes are perfectly equipped, which, at the same time, is both helpful and a challenging for the tutor. The level of attention decreases very quickly. Information is perceived in chunks. We have to look for new forms of its presentation in order to reach out to the listeners and deprive them of the temptation to “google” instead of thinking.

In order for the game to take place, according to researchers, it is necessary to withstand four conditions. This is the opportunity to err, fast feedback, progression, and the storytelling. Being able to make mistakes helps not to be afraid of making mistakes and correct them; quick feedback helps you feel progress. Progress itself motivates moving forward towards larger tasks. The proposed circumstances help to engage in experience through the imagination, which significantly reduces the impact of the routine of ordinary tasks.

Also very important detail in any game is bonuses, praise to the winner.

Not so long ago, researchers presented a game «own brand management». The goal was to motivate MBA students to be more attentive to their own behavior, which affects their image in society. The researchers deduced the types of behavior in the audience, which hinders the assimilation of information. These are immature behavior (talking in class, being late), inattentive behavior (sleep, gadgets), dubious behavior (more attention to earning grades than receiving new knowledge), uncivilized behavior (disrespectful attitude towards the teacher). As for the image, it is the latter type of behavior that affects it worst of all. During the game, which lasted from the first to the last lesson during the semester, the dynamics, correction and development of the student’s awareness were also important.

Points were earned in the following categories:

1. Active participation in the class from the point of view of the professor (asking, answering questions, engaging in discussions, up to five points) 2. Active participation in the class from the point of view of groupmates (asking, answering questions, engaging in discussions, up to five points) 3. Best in show (In every day of the presentation, the class votes for the best presentation) 4. Great presence (If you were present throughout the semester — you will add 3 points at the end — once) 5. Professional mail (you need to send the mail to the professor before the end of the last class and tell him about the relevance, add an application, etc. — 2 points) 6. No decrease (if you have reached the end of the semester without withdrawing bonuses — get 2 more) 7. Additional literature (Read additional literature and attach your thoughts to each of the works — 2 points for each)

Points were shot:

1. Sleep in class (1 point) 2. Using the phone in the classroom (1 point) 3. The phone rang in class (1 point) 4. Being late (1 point) 5. The question, the answer to which is contained in the description of the curriculum (When is the end of the quarter?) (1 point) 6. Nonprofessional mail (attachment only. Leaders do not write like that. They have a letter, welcome, introduction, question, conclusion. Appendix) (2 points) 7. Will I miss anything? (An incorrect offensive question to the teacher is punishable by minus 2 points) 8. Mail without greeting (Hello and to the topic — minus 2 points)

This allowed students to assess image risks and adjust their behavior, which in the end was to become a healthy habit. At the end of the semester — summing up. But the most important thing for the teacher was to trace the development of conscious behavior, the personal growth of the quest participants. The award to the winner met significant criteria. This increased engagement.

Such a game can easily be used in any business. It is enough to define the criteria for accruing and withdrawing points for your employees. Determining what the bonus should be is even simpler: you need to understand who is working with you, what is important for them, what can demotivate them, and what is, on the contrary, add enthusiasm.


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