This article was updated on July 16, 2018.
Video interviewing has rapidly become a mainstay of the recruiting and talent acquisition process. In fact, HRO Today reports that according to Aberdeen Group, organizations say they are 61 percent more likely to use video at some point in their talent acquisition process.
Organizations are implementing video interviewing to reduce time-to-hire, to save money on the recruiting process, and to more easily connect with top talent. Interviewing by video can potentially save companies money on the recruiting process by eliminating the need to fly candidates to in-person interviews. With this method of interviewing, travel costs and scheduling snafus with out-of-town candidates can be virtually removed from the equation.
As organizations expand their video interviewing capabilities, it's important to approach the process strategically to maximize the benefits for hiring managers and candidates alike.
Live or Recorded
There are two main forms of video interviewing — live conversations and asynchronous recordings. Each method offers different advantages and benefits, which can help companies decide what type of video interviewing strategy best fits their organization.
Live video interviews give hiring managers the chance to talk directly to candidates in a one-on-one setting that more closely resembles an in-person interview. Managers can see how the potential hire responds to questions and scenarios in real time, and can clarify or ask follow-up questions based on the answers the candidate provides.
In asynchronous video interviews, hiring managers can create recorded questions for the candidate to answer, or provide a list of written questions. The candidate can answer questions in a more controlled setting and at their own convenience. Recorded interviews give candidates more time to absorb each question and form their "best" possible answer. This form of video interviewing can help candidates who are nervous about the video interviewing process, and theoretically provides the hiring manager with a more thoughtful response.
There are a number of factors companies should consider before they implement video interviewing as part of the talent acquisition process. Deciding what questions to ask, how many takes to allow if the candidate's responses are recorded, and how to assess the video interview results are core components of creating a video interviewing strategy. Here are three best practices to consider:
- Ask thoughtful questions. As with any interview, asking candidates thoughtful questions is essential for determining whether they are the right fit for an organization. Questions that draw out anecdotes about a candidate's experience and delve into their accomplishments will provide the best insight. Asking candidates to describe how they might handle a potential challenge within their new role will be more informative than asking about their most recent job title.
- Establish recording parameters. Video interviewing systems can provide a number of options for recording a candidate's responses. Employers can allow candidates to record as many takes as they want, designate a set number of takes, or require the candidate submit their first response. Some systems even hide the interview question until the candidate starts the recording. Candidates are understandably more comfortable with a system that gives them a few tries to hone their answer, while organizations might find that getting an answer on the first take gives them the most accurate impression and mirrors the immediacy they'd experience if the interview were in-person and face-to-face.
- Assess content not video quality. Assessing the results of a video interview can be challenging, but it isn't all that different from evaluating an in-person conversation. The key is to focus on the content of the interview answers, not whether the candidate is a stellar videographer — especially if they've had to use equipment that was provided them for the interview. Instead, hiring managers should pay attention to body language, eye contact, and the content of their responses.
As the internet becomes a more central part of the recruiting process — with mobile and video capabilities taking a larger role than ever before — video interviews have risen in prominence among a variety of companies. Video systems like Skype® provided early opportunities for companies to connect remote employees, and quickly expanded to include the hiring process.
Other solutions can range from an ad hoc system designed by the hiring company, one implemented in tandem with an RPO provider, or one offered by companies like Interview4® or Montage®.
Many applicant tracking systems enable integration of video with a requisition or other part of the solution. To ensure that a candidate's video is connected to their application and profile, organizations should work directly with the Applicant Tracking System (ATS) vendor or their recruiting technology team to create a seamless process.
Building a Strategy
Being able to connect with candidates in multiple ways and on multiple platforms is increasingly important for organizations and job seekers alike. Video interviewing is a simple but effective way to not only save your company time and money during the recruiting process, but to ensure that your candidate experience is smooth, memorable and positive. Building a video recruiting strategy that meets your organization's needs while improving your employer brand will ensure your organization is able to find and identify top talent.
This article previously was posted on HR.BLR.com.