Dive Brief:

• In an effort to recruit engineers, Uber is sending people a coding game to play during their rides, according to a Business Insider report. 
• The game, "Code on the Road," tests the coding skills of Uber riders in cities that have large concentrations of tech workers, including Seattle, Austin, Boston, Denver and Portland.
• If riders accept the test, they get three coding problems to solve. If they score well, riders are prompted to get in touch with Uber.

Dive Insight:

Uber is reportedly using the test to find new job prospects in a tight tech labor market. Rather than using a rider's personal information, the company chooses whether or not to offer the game based on geographic areas. 

A spokesperson told Business Insider that the option to play Code on the Road gives people an "opportunity to show us their skills in a fun and different way." The game is not tailored to any particular skill set, but instead offers generic coding questions. For Uber, the game is a way of enticing potential engineers who have never considered working for such a company, according to the report. 

Companies like Google have used similar methods in the past. For example, Google has a programming test that launches when someone searches for specific programming-related terms.

The labor market for talented tech personal is growing increasingly competitive, especially in places with a large concentration of technology companies. In January, Robert Half Technology released its 2016 Salary Guide for Technology Professionals and found there is still more demand than supply for IT professionals, creating a competitive recruiting environment.