RTT – Video and the Recruitment Lifecycle: A Tool to Attract, Engage and Select

Video Recruitment InterviewingOver the last five years, using video for interviewing and as a candidate engagement tool has become widely used within the recruitment process across an ever-growing range of industries. In addition, its use has expanded far into the employee lifecycle.

This Resourcing Think Tank looked at how we can ensure it becomes an intuitive part of the hiring process; properly aligned to an organisation’s employer brand and other engagement channels such as social, email, chat, gaming, surveys etc.

Whilst video interviewing in particular has been embraced by the millennials, (many who now “live” in an online social world), it is still looked at with a sense of reluctance by many more experienced candidates.

At this Resourcing Think Tank we discussed how Resourcing as a function needs to evolve and behave more as a marketing function to ensure that all candidates, from school leavers through to senior hires, are properly catered to during the resourcing lifecycle when engaging in video.

We will be addressing how Resourcing can shift a business’ culture from a short-term view, to one of engaging and cultivating talent over a period of time using video interviewing and engagement until the time is mutually right to progress.

These are the thoughts and takeaways from the latest Resourcing Think Tank (RTT) held on Thursday 6th October 2016 hosted at GE by Lorna Bullett (Talent Acquisition Leader) titled ‘Video and the Recruitment Lifecycle: A Tool to Attract, Engage and Select’.

The following summary has been prepared to reflect a segment of the discussion held amongst senior HR and Talent Acquisition professionals from leading national and international businesses. Specific company details, experiences and examples have been omitted from this summary as all discussions are held under ‘Chatham House Rules’.

Video interviewing – key takeaways:

  • Know the reasons of why you want to use video interviewing. Be prepared to answer questions from the business of what benefits it will bring. This will require a comparison with your current recruitment process.
  • Video interviewing will not help you if the rest of the recruitment process is broken.  You need branding, marketing, referrals all running smoothly before video interviewing can really come into play and take you to the next level. If the process is transparent and you have regular contact with candidates and inform them of next stages then in theory the process should work well.
  • Without understanding what you need as an organisation, no amount of new technology will help you. If you can clearly identify what you want and be able to articulate this to a software provider then it will help them to produce what you need.

Video interviewing – Think Tank discussion:

There are a number of questions surrounding the topic of video interviewing. Is it here to stay?  How many companies actually use this type of software?  Do the businesses that use it like it?  

We discussed some of the benefits of video interviewing.  A key benefit was that if the hiring manager makes the video interview, then it could be argued that this is more intimate and personal than a first stage phone call with a recruiter. However, it was also considered that it is best used for people with 1-3 years of experience, with the response rates for candidates with over 3 years of experience dropping significantly.

Additionally, re-screening using video interviewing allows businesses to see exactly when a potential candidate has been rejected. This will help with ensuring you are an equal opportunity employer as it is fairly easy to track inconsistencies and determine how and when a manager gives a certain score.

Throughout this Think Tank I got the impression that even the businesses using the software do not know if it is better or worse than the more traditional ways of interviewing.  It is great to see companies trialling video interviewing and contributing to performance statistics, however, if the companies were unsure how they performed prior to introducing video interviewing then how can they accurately determine whether there has been an improvement?

At the start of the event I asked everyone what their key objectives were for attending this Think Tank.  We have considered some of our participants’ key questions below which indicate how businesses are thinking in regards to video interviewing.  We will briefly touch upon most of these points but if you want more information then please feel free to contact me.

How do we appease everyone and not just the age group that are comfortable with videos and social media as a whole?

Appeasing everyone should not be the aim.  You cannot make everyone happy regardless of how you interview. In my eyes, one of the key points of pre-recorded video interviewing is that you can make it consistent. It is probably the fairest way to interview as everyone has the same set of questions asked in exactly the same tone and accompanied by the same body language.  You can track when certain things are marked for or against the candidate and can go back to that at any point of the process.  The key is being able to produce feedback in a timely manner and ensure the process is transparent.

How do you deal with cultural bias and discrimination?

Dealing with cultural bias and discrimination is one of the things that video interviewing excels in achieving. As mentioned in the previous paragraph, this is due to the fact that everything is recorded and available to be checked if a candidate felt wrongly judged. The person marking the video will have to give full validated reasons as to why the candidate has been marked positively or negatively.

How do you engage the business and earn the trust to use video recruitment?

Engaging with the business will depend on who you work for.  The company that supplies video interview software will be able to show you an ROI. To make use of this, you need to have the performance statistics of your current recruitment model.  This will enable you to see if an improvement can be obtained.  If you struggle with evaluating your current recruitment process, Resourcing Insight would be able to help you with this.

How does video interviewing affect the candidate experience?

Ensuring the candidate experience goes smoothly is the Holy Grail to on-boarding. It helps to reduce attrition, encourages positive word of mouth in relation to the company and helps keep agency costs down as people will want to work for you. The candidate experience should not change if you use video interviewing the way it should be used. Like any other way of interviewing, if you make the experience transparent and provide quality feedback in a timely manner then in theory the process should work well.

What is the reason behind wanting to use video recruitment?

This is the most important question that was asked in the entire Think Tank. What is the reason for using video interviewing? Why do you as a business want to use video interviewing? If that reason is because you feel that other people are doing it, then you will probably fail. If you have a genuine reason, such as you are hiring a higher number of graduates or entry level employees over the next few years, then that makes sense. If, however, you said you want to increase engagement with C-Suite level candidates I would say you might need to go back to the drawing board.

No matter the circumstances for the implementation, it will require thorough research as to how it could work in your business. Without this, you may just be opening a can of worms and have another piece of software that hinders your role rather than helps it.

Ryan Hallwood

Written by , Analytical Consultant

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