Everything you need to know about video interviewing
This guide is intended to provide you with an overview of video interviewing, the different options of video interviewing, their benefits, how it is implemented within the recruitment process and much more.
Over the past 15 years, video interviewing has been widely adopted by HR and recruitment professionals, and while it is still a source of competitive advantage for many organisations, video interviewing has become an expected and preferred method of pre-screening by cohorts such as millennials.
Furthermore, organisations are turning to video interviewing to assist them in dealing with the high volume application but talent scarce market which has become the ‘new normal’ for many organisations.
These drivers have meant that, previously, the question was whether an organisation should introduce video interviewing. Now, the question has changed from whether to when an organisation should introduce video interviewing.
But before we start, let’s clarify some of the other terms which are used interchangeably with video interviewing: - • Virtual Interviewing • Digital Interviewing • Web Interviewing • Conference Interviewing
Whether you are starting to investigate video interviewing or just interested in understanding more of the value it offers, I hope you find this eBook of use.
Video interviewing - An explanation
Video interviewing is transforming the recruitment process for both employers and candidates. Video interviewing is when online video technology is utilised to allow candidates and recruitment / HR professionals to engage earlier in the recruitment process to their mutual gain.
The key benefits for video interviewing are:
• Reduced cost-to-hire
• Reduced time-to-hire
• Improved quality-of-hire
• Improved processes
Video interviewing platforms are often provided as a software-as-a-service (SaaS) application. This means that the application is accessible through the ‘cloud’ via a web browser which provides the employer and candidate with numerous benefits. The employer benefits as there is minimum involvement from the IT department because there is no necessity to install and host the application or the videos – keeping costs low and no hassle. The candidate only requires a web browser or to download the mobile application to a device with a web camera to complete their interview.
The vendor will also provide candidate support to ensure that candidates have the best experience possible. The employer will be supported by a Customer Success Manager who will ensure that the implementation achieves the desired benefits.
There are two video interviewing options available to organisations; pre-recorded video interviewing and live video interviewing.
The different video interviewing options
There are two main types of video interviewing: pre-recorded video interviewing and live video interviewing
Pre-recorded Video Interviewing is a oneway video interview when the recruiter requests the candidate to answer pre-defined questions through video. With no set time for the interview to take place, the candidate can complete their answers at their convenience, and the recruiter can watch and review answers at their convenience. The hiring team can then collaborate to assess and score the candidate with in-system scoring features, then the candidate is either removed from the process or shortlisted.
Pre-recorded video interviewing:
- Is a one way interview
- Asks the same pre-defined questions to all candidates
- Has set timed responses for each question
- Is reviewed by the recruiter at a time convenient to them Pre-recorded video interviewing can also be referred to as One
-Way Video Interviewing, Single View Video Interviewing, On-demand Video Interviewing, Asynchronous Video Interviewing and Video Screening.
• Live Video Interviewing is a two-way video interview in which a video interview is conducted between the candidate and recruiter in real time. The video interview itself is often recorded so that the interview can be reviewed and shared with the hiring team at a later date. The Best-in-Class live video interviewing software provides features which allow for notes to be taken and provide collaborative scoring amongst the hiring team.
Live video interviewing:
- Is a two way and live interview
- Has variable questions asked by the recruiter
- Has no set time limits
- Is reviewed by the recruiter during the interview and by watching the recording Live video interviewing can also be referred to as live interviewing, Real Time Video Interviewing, Video Conference Interviewing and Two-Way Video Interviewing.
How pre-recorded video interviewing works and the benefits
Organisations that use pre-recorded video interviewing benefit from the following:
- Video interviewing allows recruiters to go beyond the CV which is particularly valuable when recruiting customer facing roles and when the applications are homogeneous, i.e. graduates, interns
- Eliminates the need for scheduling because the interview and review are completed separately, at the convenience of both the recruiter and candidate
- Video interviewing replaces the need for telephone interviewing thereby saving 50%- 80% of the time and cost when compared with telephone interviewing ü
- Quicker time-to-hire is achieved through the recruiter saving time and through the faster response of the candidate, there is a significantly reduced time-to-hire. This offers a competitive advantage over the competition for talent
- Acquire better talent through including more candidates in the recruitment process thereby encouraging diversity and inclusion
- Introduce collaborative recruitment through engaging the hiring team earlier in the process which means they can participate and engage with candidates quicker
- Builds the employer brand as the candidates are engaging in an innovative process with a fully branded interface of the company
- Increases diversity by allowing more diverse candidate profiles at the beginning of the recruitment process
How live video interviewing works and what are the benefits
Many of the pre-recorded video interviewing benefits are easily transferrable to live video interviewing. In addition, live video interviewing offers organisations other solutions to solve unique challenges.
- Collaborative recruitment in the live video interviewing context is only possible with the recording of the interview. Once the interview has been recorded it can be shared, evaluated and scored with the hiring team, even if they were not present during the live video interview
- No need to download and install software
- Two-way visual and audio communication is more engaging and allows one-to-one rapport to be developed between the recruiter and candidate
- Reduces geographical barriers and the need to travel. This offers savings in time and cost which accelerate the recruitment process
- No firewall/security issues for the recruiter or the candidate
- Builds the employer brand. Rather than using a consumer video conferencing tool such as Skype, the candidate experience is delivered through a fully branded interface. The candidate will have a higher perception of the organisation and the value the employer places upon innovation
- Saves time and hassle as a result of the scheduling features that quickly and efficiently organise the interviews between the recruiter and candidate.
The difference between video interviewing software and video conferencing
Today, you will be hard pressed to find an organisation which doesn't use Skype or enterprise level video conferencing tools such as Blue Jeans for internal communications purposes or engaging with suppliers or clients – and sometimes, for video interviewing. It is important to recognise there is a considerable difference in using software tools like Skype for video interviews compared to dedicated video interviewing platforms. Firstly, neither Skype or video conferencing tools, offer pre-recorded video interviewing features which allow the recruiter to conduct pre-recorded video interviewing.
How do they differ
Many live video interviewing features have been developed to provide a positive candidate experience and the tools to effectively and quickly manage the interview process for the recruiter. Through an easy to use and purposely designed video interviewing platform, the recruiter can invite candidates for an interview at a mutually convenient time and date at which point the interview also is recorded so that it can be shared with the hiring team. Thereafter through collaboration with colleagues, the candidate is assessed and scored.
Harming the candidate experience
For many organisations the first step into live video interviewing is through the use of such tools as Skype. While Skype is a very popular and helpful communication tool, it is not a live video interviewing platform or an enterprise level solution. Candidates often experience issues which can put them through unnecessary pressure and stress during both the setup and interview process and recruiters are no less immune. Recruiters often complain about the quality of the call, audio issues, dropped calls and most importantly, the missing features which easily allow the recruiter to arrange and interview candidates without the continuous back and forth communication with the candidate which is time consuming, damaging to the candidate experience and in the chaos, organisations have been known to lose candidates due the inefficiencies.
The difference between video interviewing software and video conferencing
Here are some features that best-in-class video interviewing platforms provide compared to video conferencing tools:
- There is no need for the candidate to download software or have an existing user account
- There is pre-recorded video interviewing functionality which allows for pre-screening of candidates
- The video interview is recorded, evaluated and shared between the hiring team ü Comprehensive scoring, rating and collaboration features
- The videos are archived in accordance with data protection so that the recruiter can reference back to assess how top performers in the company did during their interviews or for talent pooling purposes
- The platform is fully branded which is vital for building the employer brand and a positive candidate experience
- There is 24x7 365 days per year candidate and client support
- The live video interviewing is a software-asa-service application and therefore there is are no firewall or security restrictions. Skype can be blocked by internal firewalls or security policies
- There is no need to download or install any software prior to use
- Scheduling features allow for live interviews to be planned through sharing dates or calendars with the candidate which saves time, cost and hassle
Pulling it all together
Video conferencing tools are designed for video conferencing. They do not deliver a positive candidate experience or provide the efficient tools and features for the recruiters to manage the recruitment process. The candidates and recruiters often find the experience cumbersome which does not positively contribute to the employer brand.
Insights into the candidate experience
In a recent survey conducted by LinkedIn, 77% of professionals said the interview experience is an extremely important ‘deciding factor’ when choosing a new employer. While this is not a ground-breaking revelation, it enforces the importance of the candidate experience and for this reason it is an area of consideration when researching video interviewing.
Only suitable for graduates and high volume? Some of the questions relating to video interviewing and the candidate experience stem from misconceptions that video interviewing only works for recruiting graduates, high volume roles or does not work for senior roles or candidates over 55 years old.
This is a major misconception, in a survey of 9,624 video interviewing candidates (the sample included candidates of all ages, all job types and all levels of seniority), 81% of the candidates have a positive perception of video interviewing. In fact, video interviewing was the preferred prescreening method.
Millennials have expectations While video interviewing is used by candidates of all ages, roles and seniority, millennials, who will account for 50% of the global workforce by 2020 are “demanding” a different candidate experience. 41% of ‘Millennials’ said they prefer to communicate electronically rather than faceto-face (source: PwC). This then begs the question, if a company that recruits millennials, is not using video interviewing, are they losing the battle for talent againsttheir competitors?
It is all about the results A key indicator to the success of video interviewing is the response rate of those candidates who have received a video interview invite and completed the interview.
The global conglomerate Dassault has a 99% response rate which demonstrates candidates are highly engaged with video interviewing as a recruitment method.
How video interviewing fits within the recruitment process
Video interviewing is predominately used as a screening recruitment tool. The different types of video interviewing tools can be used at different stages within recruitment. It is rarely one size fits all but generally, pre-recorded video interviewing is an innovative pre-screening tool to replace telephone screening. Live video interviewing is often deployed later in the recruitment process as a screening tool. The diagram below shows the traditional application of video interviewing in the recruitment process.
To provide some further context, the traditional implementation of video interviewing is when the the candidates apply online, submit their CVs, the recruiter produces a short list of screened candidates and then invites these to complete a video interview. This approach replaces the telephone or first round interviews – it is easy to implement and requires minimal changes to the existing process. Live video interviewing is then used to supplement or replace the initial interview prior to the candidate being invited for their final interview which is face-to-face – unless there are geographical and/or disability challenges for the candidate, then live video interviewing can be used.
An alternative approach = different results
Other recruiters take the alternative approach and introduce video interviewing at the very initial stage of their recruitment process so that every applicant has to apply via video interviewing where they can upload their CV.
While this approach does have advantages, they might not suit all recruiters. By making all candidates apply through completing a video interview as the first stage of the recruitment process, it will reduce the number of possible applicants. That said, those candidates who complete the first stage through a video interview are less likely to be speculatively applying for a new job.
Make video interviewing work for you
It is rarely one size fits all. You should align video interviewing to your HR and organisation strategies and objectives.
To understand how other organisations have successfully implemented video interviewing, we highly recommend you read some of the success stories and cases studies on our website – click here to read.
Integrating video interviewing with your existing IT infrastructure
Minimum involvement from IT
Most video interviewing applications are offered as software-as-a-service, it does not require any installation, hosting or support by the client. This reduces the necessity to involve the IT department in the deployment. There is no need for expensive hardware such as servers which saves cost and time. And all software upgrades (debugging and update releases) are made available immediately to all users without the need to install any software.
HR Systems and ATS
If you don’t have an existing HR system or Applicant Tracking System (ATS), most video interviewing software has basic candidate management functionality. While it is not intended to replace an ATS, there is limited functionality which could act as a helpful bridge between deploying an ATS for smaller organisations. If your organisation does have an ATS, most find that integrating their video interviewing software and ATS, provides considerable time savings and process improvements.
The answer is API
The integration between systems is often enabled through what is known as an Application Programming Interface (API). To ‘connect’ the two systems through the use of an API, it does require cooperation between software vendors.
Prior to proceeding with any video interviewing vendor, it is recommended to ask whether your ATS is currently integrated with said vendor. And if not, ask if it is possible and if so, when it will be integrated. Most leading video interviewing software vendors will integrate with ATS vendors including Lumesse Talentlink, SAP SuccessFactors, Oracle Taleo, Smartrecruiters, and Peoplefluent. Once the two systems are integrated, recruiters can construct interviews and send invites to candidates seamlessly from their ATS.
While there are many benefits in integrating the two systems, itis not a necessity. There are world class brands who use video interviewing and prefer not to integrate the two systems. Instead, they use import and export features which easily and quickly allow data to be exchanged manually between systems.
The future of video interviewing
While the concept of using video within recruitment 15 years ago might have seemed futuristic and revolutionary, today, the video itself is the key to unlocking high performance within talent acquisition.
The video interview provides a substantial amount of data that can be analysed to assist in data-driven-decision-making. Through analysing the audio, video imagery, speech-to-text and other attributes from the video, there is a considerable amount of data which can be used to provide insight and to further optimise the pre-screening process.
Machine learning in HR
The main technological advancement which is helping to unlock the hidden value of video is ‘machine learning’. Machine learning is a type of artificial intelligence (AI). Instead of being programmed to think/react a certain way, machine learning has the ability to learn and teach itself to improve and develop when exposed to new data.
Machine learning will use ‘pattern recognition’ to identify data points in existing employee performance data (i.e. sales quota achievements) to assess the common attributes displayed by high performing individuals.
This then allows the software to make candidate recommendations which exhibit similar attributes during their interview. But how can a computer programme assess these attributes and correlate them to emotions or personality traits?
This is possible through such systems as the Facial Action Coding System (FACS). It is a system to categories human facial movements by their appearance on the face, based on a system originally developed by a Swedish anatomist named Carl-Herman Hjortsjö. Through using video imagery analytics software, the video interviewing software can assess the happiness, sadness, surprise, fear and contempt of the candidate. Those candidates which exhibit those ‘highly performing’ traits are shortlisted for review by the recruiter.
While this might be perceived as the beginning of automating the recruitment process, the intention is to optimise rather than automate the process by providing the recruiter with a ‘pre-shortlist’ which they should make a priority in an ever competitive environment for the best talent.
Building a business case for video interviewing
Most organisations when considering video interviewing can build a business case with a return on investment which is realised within a couple of months. In fact, the business case itself is often self funding, because introducing video interviewing delivers immediate benefits.
The return on investment is often focused around three drivers:
- Cost – As a rule of thumb, video interviewing will reduce the cost-to-hire by 30-60%. This includes the recruitment agency costs, the reduction of traveling costs, and reducing the number of bad hires and their associated costs.
- Time – As a rule of thumb, video interviewing will reduce the time-to-hire by 50%-80%. By calculating the time saved and allocating an hourly rate for the staff involved in the recruitment process, you can assess the cost saved through implementing video interviewing.
- Process improvement – Implementing video interviewing offers organisations the ability to add structure and consistency in their recruitment across the company. This is vital for increasing diversity and provides accountability. Many organisations also notice a transformation in recruitment process where they include more candidates in the early stages and fewer high quality candidates in the latter processes. Video interviewing also has a positive impact on the candidate experience which is a key contributor to building a strong employer brand.
- Quality of hire – The benefits of assessing the cultural fit earlier in the process, meeting the right candidates quicker and making more informed hiring decisions help reduce the number of bad hires which have considerable economic benefits to the organisation.