HRO Today Global Spring 2014 - 35

Training
The 4A Model of Engagement For Employees
The most basic tenet of gamification is the levels of
engagement. The 4A model-aware, active, addicted,
and amplified-is well understood in the context of retail
and eCommerce, and should form the core of your user
engagement strategy for any application, workflow, or
portal that works with real people. Unless you measure the
engagement scores of your employees, on an individual basis
and in real time, and emit the right signals, your initiative is
unlikely to connect with your employees, who will quickly
drop off in pursuit of something else.
For example, when I land on any eCommerce site through a
Google ad, I am only an " aware " customer, and at this point,
the site needs to let me consume. Blanking out the site and
requiring me to login to Facebook is the online version of
demanding that I swipe my credit card on the billing counter
before I am allowed to browse the merchandise in the store.
So it's no wonder that 98 per cent of customers are dropping
off without buying anything-and in many cases, without
even bothering to window shop on the portal!
It is easy to understand why most gamification initiatives
fail. If you launch a gamified knowledge management
portal, and expect employees to start contributing without a
chance to do some " window shopping, " it should then be no
surprise that they leave, and never come back.
What if your gamification solution could actually track
your employees' behavior and engagement levels with
the company, and emit the right signals, thereby pushing
employees toward behavior that reinforces their strengths or
addresses their weaknesses? Using innovative engagement
analytics against past behavior, comparisons to industry
benchmarks, and a big data store, organisations can
understand what motivates and drives their employees, and
guide them toward actions that create high-performance
team members based on their unique level of engagement
and skillset.
For example, say you have an employee who has earned lots
of kudos for her communication skills. Your performance
management system can encourage this employee to share
best practices or case studies. Alternatively, this employee
can be suggested for a role in the sales organisation.
There is a lot of data out there about your employees that
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HRO Today Global Spring 2014

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