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This buzzword is the latest buzzword in every sector, especially since Mark Zuckerberg's launch of Meta (formerly Facebook) at the end of 2021.
But what is the metaverse?
It's difficult to give a single, precise answer to this question, as the very concept of the metaverse (or metavers) evolves with the technologies on which it depends.
The word first appeared in 1992 in Neil Stephenson's novel Snow Crash. In this work of science fiction, citizens explore an online virtual world via their digital avatars. A way for them to escape their distressing reality.
"Metaverse" is a contraction of "meta" (beyond) and "universe". It is therefore a shared, immersive digital universe, accessible via connected devices (computer, tablet, telephone and, of course, virtual reality headsets).
Without going as far as a parallel universe, and because its contours are fluid and destined to evolve rapidly in the years to come, we can already take a look at what's being done in terms ofimmersive universes, particularly for the benefit of human resources. We can talk about XR (an acronym for "Extended Reality"), which brings together all the so-called immersive technologies.
Estimated at $40 billion in 2021, the metaverse market is expected to reach $280 billion by 2025 and exceed $1,600 billion by 2030, according to some studies (cf. Strategic Market Research LLP).
Numbers like these are undoubtedly synonymous with jobs. First of all, they mean a wealth of vacancies in all sectors, from IT to architecture, advertising and museography. Meta (formerly Facebook) plans to recruit 10,000 engineers in Europe by 2027, and intends to invest $10 billion a year over ten years in XR (extended reality) projects and research.
New services and therefore new professions will also emerge, such as "immersion director" or "metaverse manager"...
At the same time, human resources are changing. For some years now, and especially since Covid-19, they have been integrating so-called HRtech into their processes. From HRtech to metaHR, there's only a fine line that's gradually being crossed, with the use of XR tools and solutions to address today's recruitment and training issues.
Immersive universes are gradually taking on an essential role in the assessment phases, both for candidate evaluation and preparation.
For example, The Adecco Group has set up a conversational experience for its candidates to practice job interviews. This two-part PITCHBOY simulation includes an exchange with an Adecco coach, followed by a realistic situation with a recruiter, both virtual.
XR (extended reality) technologies are ideal for dealing with sometimes stressful situations. Also, the use of avatars in the evaluation process can help avoid cognitive biases linked to age (although more senior audiences are less inclined to use these universes), gender, origin, and so on.
Mazars (audit and consulting firm) is experimenting with an AI-based game for its recruitment. The program includes 6 tests to assess the soft skills (empathy, analytical ability, adaptability, teamwork, etc.) of some 10,000 candidates in the auditing branch, whatever their school of origin, via a game based on Artificial Intelligence developed by Goshaba.
Assessments aside, it's easy to imagine entirely virtual job fairs in the near future. As we saw during the Covid period, digital events have multiplied.
The Hays office uses XR technologies for its recruitment: its metavers include a meeting room equipped with a whiteboard and pen. Candidates can explore the workspace and meet their potential future colleagues. It's an opportunity to get a better idea of what it's like to work in the company.
Carrefour has gone one step further, offering a recruitment session in the metaverse. Virtual space and avatars, but live speeches. The introduction by Group CEO Alexandre Bompard can be seen in this video.
Critics of the experiment point out that we're still in the early stages of this phenomenon, and that we haven't yet achieved 100% metaverse recruitment. The final word still lies with a human.
These immersive experiences should be seen as decision-support tools, just like CVs (used to be?) or solutions like Assessfirst that offer in-depth analysis of future employees' softskills. Perhaps this will become a recurring phase of recruitment, like group interviews, for example.
While assessment tools can be used to select the right candidates, the next step is to welcome them properly into the company.
When you consider that 4% of new employees leave their jobs after just one day, and that 22% of staff turnover occurs within the first 45 days (see Bersin by Deloitte industry study: Onboarding Software Solutions 2014: On-Ramp for Employee Success), the opportunities offered by XR (extended reality) in the field of onboarding can only be welcomed.
Failed recruitment is expensive for a company, costing between €30,000 and €150,000 according to a study by ManPower, HR Voice and Open Sourcing, depending of course on the type of position.
Digital technology, and in particular immersive worlds, can offer a differentiating and engaging experience, and enable a certain scalability that is essential when recruitment is frequent and numerous.
Take Franprix, for example, which has developed a 360° conversational experience to better prepare new employees before their first day in the store. The user finds himself in his future working environment, placed in situations involving restocking or facing, cashiering, customer advice... The virtual experience is of real interest to the Group, which recruits thousands of people every year.
In Denmark, the Total Group has tested a collaborative serious game (developed by MySeriousGame) for new arrivals, enabling them to meet and discover the people they will be working with in a fun and innovative way, while developing their sense of belonging.
In training, virtual reality is an obvious application, offering incredible opportunities for training in trades and technical situations. Take, for example, the truck driving simulators deployed by AFTRAL.
However, training in immersive environments is tending to be applied to much less manual professions and to increasingly diverse situations: reception, sales, management, awareness-raising...
The immersive environment simulates the physical world while integrating digital tools enabling learners to interact. The evolution of technologies offers increasingly authentic, learner-centered experiences, because of the emotional and cognitive effect that can be achieved by creating true immersions.
The report Immersive Learning for the Future Workforce (Accenture) promotes experiential learning as the most effective way to learn. It improves the quality of learning and significantly increases retention rates by up to 75%.
Active engagement through interaction, attention through immersion and gamification, individualization of the course and sometimes feedback through feedback... these are all factors in favor of deploying XR (extended reality) technologies in training.
Examples abound. Medtronic, for example, uses PITCHBOY conversational experiences to train its remote sales teams. Nearly 9 out of 10 Medtronic users feel that conversational simulations help them develop their skills, and 83% of the skills called upon in simulations are applied in real-life situations.
Extract from a Medtronic simulation recording
Let's also take MGM Resorts International as an example. The Group uses Strivr VR for its learners to experience situations with difficult customers in their casinos.
Whether we're talking about metaverse(s),immersive universes or XR (extended reality), the important thing is to understand that their definitions are changing and intrinsically linked to technological developments. HR is clearly becoming more aware of the usefulness of these technologies for their missions. Hybrid work, increasingly dematerialized, need not be synonymous with isolation; hence the value of the interactivity of the metaverse. The metaHR are already here!
Streamlining recruitment and training, attracting tech profiles... Beyond boosting human resources performance, immersive worlds are, from a more down-to-earth point of view, useful for rejuvenating a company's image. These initiatives are a regular source of articles and buzz of all kinds, most often benefiting the company's brand image and sometimes appealing to the millennial generation.
Let's keep in mind the real added value of metavers for recruitment, integration or training: better memorization of information, tenfold engagement and a differentiating experience.
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