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A Study on the Role of Gamification in Attracting Gen Z Talents & Sustainability with Special Reference to IT/ITES Sectors in Coimbatore City

AKSHAYA R C M
MASTER OF BUSINESS ADMINISTRATION
SRI KRISHNA COLLEGE OF TECHNOLOGY

Abstract - This analytical study looks at how gamification might be used to draw in, keep, and engage Generation Z (born around 1997–2012) workers in Coimbatore's IT/ITeS industries while coordinating these interventions with organizational and urban sustainability objectives. Opportunities and competition for entry-level tech talent are created by Coimbatore's quick transformation into a tier-2 IT hub. At the same time, Gen Z brings unique values, such as a preference for digital, experiential hiring, clear career routes, flexibility, and environmental and social purpose. This study synthesizes information on what works, why, and how, drawing on recent empirical literature on gamified learning and recruitment, meta-analyses of workplace gamification, green-IT research, and local-level indicators of Coimbatore's IT growth. It offers a design framework transparent metrics, skills-linked progression, sustainability-linked mechanics (green gamification), andpurposeful mechanics and converts it into workable solutions for performance evaluation, learning and development, hiring, on boarding, and sustainability
engagement. Along with limits and suggestions for additional empirical validation, the research concludes with practical advice for Coimbatore's employers,
legislators, and ecosystem participants.
Key Words: Gamification, Generation Z, Talent Attraction and Retention, Sustainability, IT/ITeS Sector Etc