Second Life: Webkinz at Work?

By Kel Gratke

Kel Gratke is a Generation Xer.

I recently was perusing some of our clients’ Web sites for best practices in online recruiting. While not new, I am continually impressed to see more and more organizations using social networking as a way to attract new recruits—especially the Millennial generation. It seems Facebook, LinkedIn, and Twitter have taken the lead as the lexicon of brands in the social networking world.

However, I came across a site that is truly out of this world. It’s called Second Life, and companies are using it to connect with younger recruits and all generations of employees. I hadn’t heard of it before, but apparently a couple of our Millennial employees had. They had almost an underground sort of tone to their voices as they described how it works.

As soon as I logged on, I could see why.

Second Life is a way for people to interact online, but usually under a cloak of anonymity. It’s a secret, animated world where you choose an avatar to represent your personality. You can interact with other “people” and shop for all sorts of accessories with fake money. Some people might consider it just a quirky video game, like SimCity or Dungeons & Dragons. For us GenX parents, it does sound like Webkinz—those stuffed animals with online identities. Whether you feel like it’s a little too creepy or a little too cuddly, Second Life is definitely finding a life in today’s workplace.

Check out a recent edition of PBS’s Frontline, where Second Life is described.

Companies like IBM are using Second Life to hold virtual meetings and annual conferences, saving millions of dollars in travel and venue costs, while adding a level of fun. Brainstorming sessions take on a whole new feel when you meet around a campfire or at the beach. And c’mon, wouldn’t it be amusing to see your boss looking like George Jetson, or Michael from “The Office”?

The global security company Northrup Grumman uses Second Life as a training device—learning how to dispose of bombs without the danger and cost. The IRS is using the program as a recruiting tool: They built an island in a virtual world where a prospective employee can go to a career fair and click on booths to learn more about the government agency—again saving millions in recruitment advertising and providing a way to stand out from the competition. What Millennial wouldn’t remember the job fair that was not only virtual, but also animated?

This futuristic technology may be just what today’s global workplace needs. Not only will Millennials love the online connectivity of it all, but it will also put everyone on an even playing field—letting even the brand-new employee make his or her comments be heard. And, if nothing else, Second Life will bring some fun to the workplace, something we know all the generations are hungry for.

In fact, in our company’s M-Factor Survey, 98 percent of all respondents said that fun on the job was important.

What are some other ways that virtual social networking sites like Second Life could be beneficial to a multi-generational workplace?

Comments

[Kel]

From the research that I did on the topic, I found that after the gamers came, saw and conquered back in '05 and then moved on, things quieted down to the point where many workplaces were able to move in and really develop a cool niche.

[Andrew Eklund]

This is the second time in a week I've read a reference to Second Life as a viable social network. Have I missed something? Like Alex said, didn't SL die, like, a couple of years ago? (And by "die" I mean dwindle down to obscurity.)

But seriously, did I miss something? Has there been a relaunch of SL? Is there a new business model? Are we still trading "Linden Dollars"?

[Alex]

Unless I'm completely out of touch, which is always a possibility, I feel as though Second Life has peaked, and is seen right now as pretty passe. People want instant gratification, and sincere personalization. I see Second Life as something you've got to signup for, log into, get to your proper location, go through virtual walking, and then you only get to talk to an avatar.

On the other hand, I can see why businesses would use it as a training tool. It's VR on the cheap.