Employer branding and youth engagement through gamification, connecting education, experience and long-term talent development within a complex public organisation.
The Port of Amsterdam aimed to engage young people whose primary focus lies on school, social life and gaming. The challenge was to position the port as a modern, dynamic employer — without relying on traditional recruitment or educational communication.
The Port Jumping Game was developed as a free-to-play computer game that allowed students to explore the harbour on their own terms. Adventure and competition formed the core experience, supported by a subtle educational layer that introduced the diversity of roles, processes and career opportunities within the port ecosystem. Learning was embedded in play, not presented as instruction.
The game was launched in the lead-up to the Open Port and Industry Day. High-scoring players were invited to compete live for the title of Best Portjumper, turning digital engagement into a shared, real-world experience.
Positioning: The port established as a contemporary and attractive employer
Engagement: Active participation and organic sharing among regional students
Data: Sustainable growth of the email database for future campaigns
Longevity: Continued online availability as an ongoing orientation and talent-attraction tool
Port Jumping demonstrated how gamification can function as a strategic instrument for employer branding and youth engagement — creating lasting connections between a public organisation and future talent through experience rather than messaging.
