Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing IntelligenceWorldwide corporations are grappling with the challenge of managing the expectations of the digital
workforce, composed of Millennials and Gen Z employees, questioning how to attract, engage,
motivate, and retain these talents, using digital strategies that may fulfil their technological demands.
A possible strategy that has gained popularity in the last years is the gamification of employer branding
experiences where companies can stand out from competitors and market themselves as a great place
to work. In Portugal, this is still a subject to be explored, therefore, this paper’s primary objective is to
clarify employer branding gamification (EBG) as a way of engaging and motivating the Portuguese
digital workforce and understand if this may be a suitable approach for their retention. A survey with
two evenly distributed and randomized blocks, one with a gamified EB scenario and another with a
traditional EB scenario, was administered to 100 individuals. The results show significantly higher
engagement, motivation, and retention values in the group that saw the gamified EB experience, as
opposed to those who saw the traditional one, indicating that gamifying employer branding
experiences has a positive effect on employee motivation, engagement, and retention in the digital
workforce in Portugal
