Banco Santander in Colombia has implemented a gamification strategy to attract and evaluate talent aligned with its leadership style. The initiative targets cooperative, agile profiles focused on the customer. Developed with strategic partner Magneto, this tool has improved candidate experiences and satisfaction indicators.
Banco Santander, with over 160 years of global history and a decade in Colombia, has evolved its approach to identifying and developing talent. The Selection and Culture Management has rolled out an innovative strategy where gamification plays a central role in evaluating candidates in precise, human, and memorable ways.
The initiative attracts profiles that cooperate, act with agility, drive change, and prioritize the customer. While technical experience matters, cultural fit is key. “It’s not about playing for the sake of playing. Gamification is an intentional evaluation. It allows us to observe real behaviors under pressure, collaboration, and decision-making. That tells us about each person’s potential and future at Santander,” said Lorena Aya Antonio, Selection and Culture Manager at Banco Santander Colombia.
The gamified tests, developed with strategic partner Magneto, have produced measurable effects: greater employer brand recall, a distinct and modern selection process experience, and a significant rise in NPS. Reports from these dynamics provide insights on leadership, innovation, attention to detail, and feedback, enabling long-term career planning. This approach links selection, development, and internal mobility within the organization.