Can Gamification Reduce the Shortage of Skilled Logistics Personnel?

Purpose: The logistics sector faces a worldwide shortage of skilled personnel. Gamification represents a new approach to attract people's interest by applying game elements in a non-game context. In our study, we develop a theoretical framework to improve the image of the logistics sector using gamification for future studies. Methodology: Based on the findings of the literature review, we discuss gamification and its potential to improve the image of the logistics sector. Moreover, the core of this paper is to develop a theoretical framework to apply career choice theories for gamification to attract logistics personnel. Findings: In total, six career choice theories were identified as appropriate for a theoretical framework. We suggest using these six theories for future empirical studies to measure how gamification influences people's career choices. Originality: This paper introduces gamification to attract people to the logistics sector as a new approach with substantial potential. It provides an initial valuation of the potential of gamification to improve the image of logistics jobs. Due the novelty of the topic, the theoretical framework provides a starting point for future empirical studies.