Video Recruiting is Trending Up

Hiring VetsThe use of video recruiting is on the rise. According to a survey of 700 executives conducted by Futurestep in June 2015, 71 percent of respondents currently use real-time video interviewing, while 25 percent say their companies are using video applications as part of the recruiting process. Nearly 24 percent are using recruiting-focused video on their career page/website.

Video recruiting can be part of nearly every step of the recruiting process. Recruiters can use video as part of their marketing effort by placing “day-in-the-life” videos on their career sites, on their LinkedIn, Facebook, and Twitter profiles, and on YouTube, or by embedding them in a job posting. These videos can help showcase corporate culture and the employer brand or give a realistic preview of specific jobs. By using multiple platforms, these videos can reach both passive and active candidates.

Videos can also increase your ability to reach candidates. Research by gigaom.com indicates that a web page with video is 53 times more likely to appear on the first page of a Google search than a page with only text. Other research indicates that search results with video have a much higher click-through rate than plain text.

More and more job candidates are also using video. Many candidates will incorporate a video résumé in online profiles, or they may embed or attach a video résumé to an email, text, or tweet. This allows them to show how they stand out from a crowded candidate pool in a way that is not possible with a text-only résumé.

Use of video communication tools like Skype, Google Hangouts, or FaceTime (among others) can also help with pre-screening, interviewing, and the post-interview process. In the previously mentioned survey by Futurestep, 50 percent of the respondents use video interviews as a way of short-listing candidates. One easy way to do this is a video application. Recruiters can send interview questions to a candidate who can then record the answers online via a webcam for recruiters to review later. A live video interview can eliminate the need to travel, creating a potentially larger candidate pool. No one has to take extra time to travel, which saves money and reduces environmental impact. Post-interview communication can be via video too. Video interviews and applications can be saved for future review so recruiters and hiring managers don’t need to depend on scribbled notes and recollections when making hiring decisions.

There are a few challenges you should consider before you jump right into video recruiting. First, it is critical to be aware of legal risks. If you are using video recruiting for pre-screening, interviewing, or any pre-hire communication, make sure that candidates are not being disqualified based on protected class. The potential for this situation to arise is due to the information about the candidate that can be gleaned through a video. Be sure that all parties involved in the process are trained on making job-related decisions.

Second, there are technical issues that can arise. Connections can fail or streaming speeds can be so slow as to time out or constantly buffer. A bad connection can leave candidates with a negative impression of an organization, so be sure to have the infrastructure to support your needs. Also, not all candidates will have access to the internet, a computer, or a webcam. Having a candidate participate in a video interview at a library is not a good option. Be sure you also have in-person and on-paper options available. You want to be able to interview all your qualified candidates in any way possible.

Third, not all candidates may be comfortable talking to a camera, which could affect body language and the way they interact with you. You want to be sure you are taking this into account if you are getting a negative impression of your candidate.

The use of video communication in recruiting will be attractive to an increasingly tech-savvy and tech-dependent workforce. Use of videos identifies a company as forward-thinking and forward-moving. It can cut cost and time from the hiring process. A well-executed and legally compliant program could be an excellent new tool for your recruiting toolbox.