Gamehill
Gamehill
KGHM – 2nd edition of ‘Competent in the Industry’
EMPLOYER BRANDING
Gamification of employer branding
KGHM is a global leader in copper and silver production, as well as a company committed to local community development and education. As part of its activities, it supports young talents, preparing them for work in the rapidly growing mining and smelting sector. One of the key programs carried out by KGHM is the “Competent in the Industry” project, which aims to educate future specialists in the copper industry, while at the same time strengthening KGHM's image as an attractive employer for the younger generation.
With the young generation in mind
KGHM, with its full commitment to developing the copper industry’s future workforce, commissioned us with a unique project. The client wanted to create an innovative gamification platform that would encourage high school students to consider working at KGHM.
The goal was to create an engaging educational tool that would attractively present students with the real working conditions at KGHM, including the company’s history, traditions and advanced production processes.
Innovative approach to gamification
In response to the client’s needs and expectations, we undertook a number of key tasks that ensured full support of the “Competent in the Industry” project. As part of our activities:
- We developed the game’s story concept, capturing the vision of the world associated with KGHM’s values and presenting key aspects of the company’s operations.
- We have created a dedicated PIN-based login system, providing participants with secure and easy access to the platform.
- We managed participants’ personal data in accordance with RODO guidelines, taking full responsibility for its protection and communication with users.
- We created “tailor-made” microlearning materials.
- We launched the Adaptive Learning module, which personalizes the learning experience for each participant.
- We handled the entire development of the prize concept – from conception to procurement to distribution.
Weekly meetings
To ensure the highest quality of project implementation and compliance with client expectations, we introduced weekly meetings with the KGHM team. This allowed us to monitor progress on an ongoing basis, adapt solutions to changing needs, and respond quickly to emerging challenges. Thanks to these meetings, we were able to:
- Keep track of the work schedule and implement project milestones in a timely manner.
- Revise and improve graphic and educational materials to meet the highest standards.
- Flexibly customize solutions, ensuring maximum customer satisfaction.
- Resolve problems effectively, ensuring a smooth implementation process.
- Maintain constant communication and transparency, building mutual trust..
Thanks to this approach, we were able to make sure that every aspect of the implementation of the “Competent in the Industry” project was properly taken care of.
Missions that discover the world of KGHM
The storyline of the “Competent in the Industry” game was designed to allow participants to explore key aspects of KGHM’s business step by step. Each mission provided a unique opportunity to explore the various areas that define the company, while demonstrating the values that make KGHM an attractive employer:
- Mission I – Chronicler of the Copper Era: Participants explored the history of KGHM and learned about the company’s products and subsidiaries.
- Mission II – Seeker of the earth’s treasures: Explored the mechanization of the mining process and rich mining traditions.
- Mission III – Rescue Ambassador: They entered the world of metallurgy, also learning how to respond quickly to emergencies.
- Mission IV – Architect of the industrial future: Discovered the secrets of the Ore Enrichment Plant (OEU) and KGHM’s integrated production cycle.
- Mission V – Safety Guard: They learned about health and safety and tailings management at KGHM.
- Mission VI – International Strategist: They explored KGHM’s global operations outside Poland.
The game’s storyline was thus not only an entertainment tool, but also a key element of the Employer Branding strategy, effectively promoting the company as a future employer among young talent.
Competition, points and rewards: A ranking system that motivates
The ranking system further increased the motivation of participants by introducing an element of healthy competition. Three main types of rankings were available on the platform:
- Overall ranking – all game participants were able to track their progress against other players.
- Group ranking – schools competed against each other, strengthening team spirit and building school bonds.
- Intra-school ranking – allowed comparison of student performance within a single institution.
These rankings were linked to a system of points that students earned for completing tasks and participating in missions. These points could be exchanged for attractive prizes, which provided additional motivation to engage in the game. The client, in this way, wanted to recognize the commitment of the participants and the results they achieved.
How to reach a wide audience?
To ensure maximum reach and effectiveness of the project, we prepared a comprehensive package of communication materials to support the promotion of the gamification platform. As part of these activities, we created:
- A communication video of the entire project, which presented the assumptions and goals of gamification in a concise and attractive way
- Poster designs to encourage participation in the game.
- A video with a QR code leading to the platform, facilitating direct access to the game.
All these activities were aimed at supporting the client in the effective communication of the project, so that information about the game would reach as many potential participants as possible. Our team made sure that each form of communication was tailored to the preferences and media habits of the younger generation.
Statistics from
the gamification platform
