March 28, 2016


Putting video to use in the hiring process

Some companies embraced it decades ago, but now everyone is getting in on the video interviewing wave. It’s no big surprise. With video offering limitless options as a tool for potent recruiting and hiring, the only surprising thing is how long it took for many companies to catch on.

An indispensable tool
A global survey conducted by Redshift Research on behalf of Polycom, Inc. in 2014 showed that the majority of HR executives already using video at work expected to prefer video collaboration over email as their primary method of business communication by 2016. Surveys of management in 12 countries revealed that nearly all – an overwhelming 98 percent – of participating HR executives believed video conferencing to be a tool that breaks down distance barriers and improves team productivity.

“Advancements in technology and telecommunications are allowing organizations large and small to operate seamlessly from anywhere,” said Mollie Lombardi, vice president and principal analyst for Human Capital Management, Aberdeen Group. “HR leaders require a new understanding of how technology can help them bridge geographical boundaries and rethink their talent strategies to take full advantage of a broader talent pool.”

Video’s popularity for both external and especially internal company communications has grown rapidly in the last few years. From 2012 to 2013 alone, the percentage of organizations invested in using video interviewing leapt from 21 percent to 32 percent. Today the number stands at 71 percent, according to a survey conducted recently by Futurestep, a Korn Ferry company. Those companies who have been using video for years are unsurprised to find that it has become commonplace. Its efficiency cannot be denied.

“I interview candidates for positions all over the country,” Vanessa Mauree, HR director for a major French retail chain, told Redshift Research. “I cannot make a decision from a telephone interview; I need to see the person to make a good evaluation but flying all candidates to Paris is too costly. Video interviews are ideal, and allow me to see more candidates. A good interview is as effective as an in-person interview.”

Mauree’s comments echo the sentiments of HR professionals around the globe. Reduced travel expenses, the ability to reach talented candidates dispersed over wide geographical areas who would be otherwise impossible to recruit, and a shortened time to hire were the most common reasons given to explain video’s fervent adoption in recent years.

Speeding up the hiring process
Traditional hiring methods take, on average, about 45 days to fill a new position. But the cost isn’t just measured in time. The Undercover Recruiter reported that each new position also comes with a price tag somewhere in the range of $1,500 to $5,000. That’s a lot of money to spend on a candidate whose actual performance ability remains unknown. For years it seemed there wasn’t an alternative. No longer. Futurestep’s survey found that 50 percent of HR executives now use video interviews to narrow the candidate pool during the recruiting process.

“Today’s younger employees expect the newest technologies, and smart, strategic video tactics are definitely a competitive advantage,” said Futurestep vice president of global technology solutions Mir Ali. “Video usage not only makes the candidate experience better, it ultimately increases the chances the right candidates are hired for the right roles at the right time.”

To demonstrate video’s advantage over traditional methods, Ali gave the example of how it adapts to the busy work schedules of both candidates and hiring managers. A candidate could come home from work and complete a pre-loaded video application at their own comfortable pace. The application questions are already fine-tuned to get the results your company is looking for. Video just facilitates the process and makes it move both more quickly and efficiently. These are obvious benefits, but they’re not the only ones.

“While improvements in recruitment, training, retention and flexible work are measurable and visible, the intangible benefits of video collaboration are just as relevant,” said Daniel Sonsino, Polycom vice president of talent management. “Improving trust, increasing productivity, enhancing cross-cultural understanding and forming more effective teams are all areas where data can’t show the value – it must be experienced first-hand.”

As one of the most modern means for hiring and recruitment, video is being embraced by companies all over the world. By utilizing an enterprise content delivery network, you too can put video to optimal effect as a recruiting device.