Reckitt Benckiser to use social gaming in graduate recruitment drive

Tasks are assigned by the app, and budding brand managers use a team made up of their Facebook friends to perform additional jobs. As the game progresses, players can upgrade their office to ensure they have the working environment to reflect their career status.

Reckitt Benckiser plans to use this app to increase awareness among the next generation of marketers who might consider working with them. It aims to inform potential recruits about the type of people who thrive in the RB environment, and what the company has to offer.

The app forms part of the long term vision for RB's recruitment strategy and new versions will be implemented as the game develops in the market.

More than just hitting a button

Nudge Social Media's creative director Stephen Folkes commented: "poweRBrands is different from other games as it has the key aspect of cerebral decision making - it's not just a case of hitting a button to advance. You need to make the right decisions and really think on your feet. It's about being entrepreneurial in a team environment and taking responsibility for your decisions. I think players will enjoy the challenge we've created for them, and find that they learn things along the way as part of the experience".

Andraea Dawson-Shepherd, global corporate affairs director at Reckitt Benckiser said: "Behind RB's success is a team of innovative people ensuring the company's outperformance. In order to continue our successful growth we need to make ourselves better known among the next generation of people who might consider working with us. We need to let them know what the company has to offer and the type of people who thrive here. Facebook is a natural platform for this, and Nudge and Euro RSCG Riley have developed an engaging and challenging application which will give users an insight into the decision making and responsibilities that come with a career in RB."