Dentsu Aegis uses gaming to attract diverse talent

Dentsu Aegis Network UK has started using mobile gaming as a means to recruit entry-level talent from diverse backgrounds.

The owner of Carat, Vizeum and Mcgarrybowen hopes to attract candidates who would not necessarily stand out using traditional hiring methods. It also wants to make initial assessments more fun. 

A mobile game, created by Arctic Shores, will test job candidates on their creative thinking and problem-solving capabilities through a series of challenges.

During Advertising Week Europe next week, Dentsu Aegis Network will invite people to take part in a live-escape game. Teams of up to five will attempt to "crack the code", with the fastest winning prizes. 

The recruitment team will be on hand to spot potential candidates.

Gareth Watt, head of recruitment at Dentsu Aegis Network UK and Ireland, said: "We don’t believe in using CVs as the sole basis for determining a person’s worth. We know that some people have a talent for the educational system, but many don’t."

The network launched a new way of hiring last year with digital skills workshops that doubled up as recruitment events.

It claims that this approach has led to a higher proportion of women being hired (an 11% year-on-year rise) and has had an immediate impact on resignation rates (down 9% year on year overall and 16% for women).

Tracy De Groose, chief executive of Dentsu Aegis Network UK and Ireland, said: "By removing barriers,
innovating the way we recruit and creating the right environment for diverse talent to succeed, we open up our doors to new thinking and new ideas."

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