Drugoe Delo X HeadHunter: "ProfCraft" - Career Guidance Mini Game On VKontakte

Objective

HeadHunter and Drugoe Delo aimed to address career choice misconceptions among young professionals who often become disillusioned due to unrealistic salary expectations. The campaign sought to engage school students and young adults in making informed career decisions through an interactive game format integrated with HeadHunter's job search and career assessment tools.

Solution

Proficraft, a career-guidance mini-app within VK Mini Apps ecosystem, developed by Farfor.studio in partnership with the "Russia — Land of Opportunities" platform, HeadHunter and the "Profrazvitie" project. It employs a merge/alchemy mechanic where players combine items and profession cards to discover new roles across 15 career sectors, totaling 300+ professions (6-32 cards per sector), ranging from groomer and quality-control inspector to DevOps engineer and deputy mayor for urban planning. Example combinations include intern + barcode scanner = cashier, and programmer + intern = lab assistant. Daily login rewards and challenge-based currency allow players to purchase craft machine cards. Game tasks are tied to real actions on HeadHunter's platform—resume creation via chat-bot, skill assessments, career materials—creating a direct funnel from discovery to job search engagement. In-game currency purchases hint cards for finding logical profession combinations.

Results

The promotion ran from 06.10.2025 to 15.12.2025. Prizes offered included VK Voices, a VK Music subscription, HH-branded boxes (socks, coffee, snack bars, stickers), Drugoe Delo hoodies, power banks, AirPods and AirPods Max, with an iPhone 16 (256GB) as the grand prize.