ВПЛИВ ЯКОСТІ ДИЗАЙНУ ГЕЙМІФІКАЦІЇ НА РЕКРУТАЦІЮ, МОТИВАЦІЮ ТА РОЗВИТОК ПРАЦІВНИКІВ

The aim of the article is to examine the impact of the quality and appropriateness of gamification design elements on motivation and the effectiveness of learning activities, as well as to identify the risks and negative consequences that arise from the incorrect use of gamification mechanics (points, badges, leaderboards, etc.). The study applies methods of analysis and synthesis, systematic literature review, comparative analysis, and the method of interpreting empirical research.The article explores the role of gamification as an innovative tool in human resource management, recruitment, and onboarding in the context of digitalization and increasing competition in the labor market. Gamification is considered as a method of applying game mechanics to enhance employee motivation, engagement, and performance. It is demonstrated that its use at the stage of Recruitment 4.0 contributes to strengthening candidate interest, shaping a positive employer brand, and improving the quality of assessing the skills of potential employees. It is noted that gamified onboarding ensures faster adaptation of newly hired employees through the integration of digitalization elements, feedback, mentoring, and gradual task complexity. Special attention is given to the relationship between gamification and modern motivation models. According to the Motivation 3.0 approach, which focuses on employees’ intrinsic drivers, gamification creates an environment in which engagement emerges through positive emotions and a sense of autonomy, competence, and relatedness. Game elements-such as instant feedback, short-term goals, leaderboards, and team tasks-help increase productivity, develop soft skills, and shape a learning-oriented organizational culture.The article argues that gamified methods of learning and professional development enhance the effectiveness of corporate training due to their practical orientation, the possibility of safe experimentation, and reduced stress associated with mistakes. This approach is particularly relevant for the generation of digital workers and aligns with the requirements of modern enterprises for flexibility, innovation, and continuous personnel development.