Gamification as a tool for ensuring the competitiveness of modern companies

The new generation of employees, the instability of the external and internal environment and many other factors force companies to look for new tools in order to achieve the goals in the work with the staff. And one of these tools is the active use of gamification in the process of HR -management. The purpose of this work is to study the features of the use of gaming technologies in the human resource management in modern Russian enterprises. The main research objective is to determine the competitive advantages that the company obtained using gamification technology in HR-practices. This article discusses as gamification notion newly introduced in Russia. The theoretical and applied problems of this definition are investigated. The analysis and systematization of the practice of using gaming technologies in the field of HR-management by Russian and foreign companies was conducted. Based on the data obtained the most popular ways of using gamification technology were determined in the companies using the Russian system of personnel management. The paper outlines the advantages and disadvantages of using various elements of gaming technologies implemented into key HR-directions. It is shown that gamification elements can be applied in solving most of the tasks of the HR-departments of modern companies: recruitment and adaptation, training, material and immaterial motivation, involvement, corporate culture, personnel assessment and career development. The study enables to define competitive advantages of the companies using gamifica-tion technology in the human resource management. Among the main advantages can be named: increasing involvement and loyalty of employees to the company, reducing recruiting and starting costs in the process of searching, selecting and adopting of new employees, optimization of staff training costs, reducing employee turnover and corporate spirit improvement within the organization.