and they are using video in a way that com-plements
their traditional HR practices.
To date, adoption of video into the
recruitment process is highest amongst ex-ternal
recruiters, hiring managers in direct
business lines and the C-suite, all of whom
tend to be focused on how video technol-ogy
can save time and money. An example
that speaks volumes involves a client that
operates in a billable hour structure. After
narrowing down resumés, they used on-demand
video (on-demand video refers
to the process of creating questions for
job candidates and inviting them to record
their answers using a web cam) to screen
their short list. Because they bill by the
hour, they were able to see that reviewing
video responses took less than 15 minutes
and saved them approximately $1,400,
or three hours of scheduling and partici-pating
in preliminary phone or in-person
screenings. The even better news is that
they also hired the candidate they chose to
bring in for a face-to-face interview follow-ing
the video screening process.
Of course, the applicant experience
is more important than saving time or
Ross & McBride LLP
www.rossmcbride.com
money and is where the HR team tends to
focus. Clearly committed to the processes
they have in place to protect the employ-er/
employee experience, HR professionals
sometimes express concern that video can
seem cold and impersonal. This is one of
the most common misconceptions about
using video, and it usually means video is
not being used the right way. Video must
complement the hiring process. It must be
incorporated in a way that enhances the
experience for both the employer and em-ployee,
and gives everyone back some of
their day. Below are some tips to make that
happen.
USE VIDEO TO SCREEN YOUR
SHORT LIST
HR pros are incredibly talented at find-ing
the superstars in a pile of resumés.
There is no need to replace that process
with video. Video is best used in between
narrowing down resumés and conducting
face-to-face interviews. Instead of pick-ing
up the phone to schedule and conduct
preliminary screening calls, request an on-demand
video and get to know candidates
much more quickly. In that few minutes of
video, hiring managers will learn enough
about each candidate to choose the right
ones to meet in person. Also, look for a
service that allows you to share those re-corded
videos with other decision makers
so, as a team, you know you are bringing
in the best candidates. The formal inter-views
will still happen, but with the right
candidates after a significantly condensed
screening process.
CATER TO THE APPLICANT
EXPERIENCE
Video recruitment works for roles as di-verse
as interns, accountants, commercial
bankers and sales people. No matter the
role, the feedback on the applicant expe-rience
is stellar. They can record videos
on their own time from the comfort of
their own home, they see it as a fast and
efficient way to present themselves to the
hiring team and they are further along in
the recruitment process before they have
to excuse themselves from their current
role to participate in interviews.
It is important for the employer to
properly communicate with applicants
regarding the video interview. Sending
candidates a personal email from the hiring
manager or HR team makes the candi-date
feel like they are being recognized by
the employer as a quality candidate. That
personal approach HR workers value so
highly is equally important when it comes
to video.
TAKE THE PLUNGE
Most service providers offer a free trial so
employers can experience firsthand the
benefits of adopting video into their hiring
process. Quickly, some of the preconcep-tions
around video tend to disappear.
What if the applicant doesn’t have a web-cam?
This is rare, but when it happens,
they tend to visit the local library or use
a friend’s computer. Will this discriminate
against an older applicant? So far, user de-mographics
have varied significantly. How
can I learn anything about a candidate in
a one-way dialogue? You will be surprised
what a few key questions will deliver for
you and other decision makers in your
organization.
The corporate landscape has changed.
Flex work environments, work-from-home
policies and a shift to more global
hiring practices have created a need for
effective video recruitment technology.
Although it may be considered by some
to be the future of recruiting, it does not
replace all the valuable strategies and pro-cesses
the HR team is currently employing
– it must complement them. Finding the
elusive needle in the haystack will be that
much easier if you are speaking the same
language as your applicants – online and
by video. n
Colin Martin is the founder of Intervue.ca,
an on-demand video interviewing company.
recruitment
VIDEO IS BEST USED IN BETWEEN
NARROWING DOWN RESUMÉS AND
CONDUCTING FACE-TO-FACE INTERVIEWS.
52 ❚ JULY/AUGUST 2014 ❚ HR PROFESSIONAL