Abstract:

As digitization and its use have affected people's live and behavior, HRM begun to adapt recruitment and employer branding tools accordingly and has found gamification to be a great tool in the recruitment process to communicate the company's values to candidates and place its name, image as a brand in their minds. Our research is concerned with identifying metrics to measure the extent to which HRM can increase the effectiveness and attractiveness of Employer Branding to candidates when HRM use gamification in recruitment activities.