At the Career Fair, tech companies compete for the same candidates with virtually identical employer branding messages, causing candidates to tune out before they even get to know an employer. Axians wanted to stand out at the Career Fair at the RAI in Amsterdam, appeal to both hardcore and casual gamers, generate new leads, and directly link visitors' skills to relevant job openings. Techonomy built the Axians Talent Lab for this purpose: the first-ever gaming lab at a trade fair, featuring a gaming personality test and a high-score-driven Jetpack Game, taken from concept to launch in just four weeks. The result: the place to be at the Career Fair, with 1,200 play sessions and approximately 404 new leads to follow up on.
Our approach
The idea
Axians wanted to stand out at the Career Fair, generate new leads, and connect visitors' gaming skills to the professional field in a highly competitive labor market where candidates are bombarded with the same traditional recruitment messaging. The booth needed to appeal to both hardcore and casual gamers, engaging them with unique challenges and insights into their own performance.
The strategy
Interactive games have the power to not only grab attention but also to entice, as they tap into people's drivers and motivations. By letting candidates take action instead of just watching, Axians disrupts the traditional candidate journey and bypasses the competition on the trade show floor.
The process
- Concept: designed the trade show booth and determined which data was relevant for Axians to collect from visitors during the Career Fair.
- Build: developed 'the lab,' featuring a personality test and the Jetpack Game to gather insights into skills, interests, and work styles. Taken from 0 to 100 and live at the fair in four weeks.
- Activation: a trade show booth at the RAI in Amsterdam with Axians employees in lab coats, laptops for playing the games, and a printout of your own results to take home.
- Follow-up: game data and opt-ins directly linked to the lead process, allowing Axians to match skills and interests with suitable job openings.
- Sustainability: game and test handed over to Axians for annual reuse at the Career Fair.
Resultaten door onze experts
