Другое дело х hh.ru: "Профикрафт" - профориентационная мини-игра в соцсети ВКонтакте

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, 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). 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, skill assessments—creating a direct funnel from discovery to job search engagement. In-game currency purchases hint cards for finding logical profession combinations.

Results

Not published.