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Video Interviewing

Webinar Recap: How to Build the Business Case for Video Assessment

Ania D'Agostino


Diane Rysdale, Head of Recruitment, Hastings Direct, joined Will Hamilton for a Q&A session on how to secure organisational buy-in for video assessment - here are a few of the highlights.


As the competition for talent in UK markets continues to heat up, the need for adopting strategies designed to increase efficiency and improve hiring outcomes has never been greater. While most of those in charge of recruitment already understand the many benefits that video assessment software can bring to the table, they still need to convince key stakeholders, whether board level, their team or hiring managers that A) there is, in fact, a real problem with their existing processes, and B) that video is the solution.

Will Hamilton, CEO of LaunchPad, and Diane Rysdale, Head of Recruitment at Hastings Direct, recently held a webinar discussion on how to build a compelling business case for video assessment. Below, we’ve highlighted some of the key points and takeaways from their conversation.

Identify Existing Issues and Their Impact On the Business

In order to build a strong case for investment, it’s vital that you first identify the unique challenges that are acting as barriers to recruitment success. For Diane and her team, the primary struggle was with volume recruitment.

Due to standard rates of attrition and consistent company growth, Hastings Direct typically hires about 700 to 800 new customer service representatives for its call centres each year. With new products and services hitting the market over the course of the year, that number would fluctuate regularly, making it difficult to predict demand and stay on top of the problem.

Moreover, Hastings Direct had a number of direct competitors vying for the same talent within their local market, thus heightening the need for an immediate and highly effective solution.

Point Out Relevant Benefits of Video Interviewing

Once you’ve identified existing problems, you’ll need to demonstrate how video assessment will help address them.

One of Hastings’ biggest challenges was scheduling live phone interviews — the vast majority of candidates weren’t available for calls during regular business hours, and recruiters weren’t too keen on sacrificing their nights and weekends to solve the problem. Diane and her team ultimately wanted every candidate to have a positive recruitment experience, as candidate experience was top of the agenda.

Video interviewing enabled applicants to record their responses at their convenience, which recruiters then reviewed during regular business hours. In addition to improving the candidate experience, this dramatically sped up the overall time-to-hire, reducing time to screen by 50%, which in turn reduced the likelihood of costly delays and candidate churn stemming from scheduling complications. 

Make Sure Your Business Case Shows a Clear ROI

Of course, any compelling business case will be spelled out in terms of an investment’s impact on the company’s bottom line.

Diane focused her argument around concrete metrics, such as time-to-hire, candidate completion rate, cost-per-hire, amongst other metrics. For example, she found that conducting telephone interviews and uploading notes into an ATS took, on average, 50 to 55 minutes per candidate. Video assessment reduced that time to approximately 10 minutes.

With a few simple calculations, she was able to demonstrate that it was far more cost effective to invest in the technology than to keep deploying more people to cope with the issue.

Address Potential Stakeholder Concerns

As with any new process or technology, you’re bound to encounter at least some degree of pushback or skepticism. You’ll need to do your homework and come prepared if you hope to nip them in the bud.

There was an existing belief at Hastings that phone interviews were more personal than video, and that making the change would have a demonstrably negative impact on key metrics like response, completion and acceptance rates. Diane was able to use her consulting experience, implementing video assessment technology in other organisations to highlight the benefits, and gain acceptance. An integrated approach was taken, with a high touch phone call pre video interview, which not only increased response rates to video interviews by a full 16% from the previous rate for telephone interviews — completion rates rose to 77% as well.

Parting Words

At the end of the day, change comes with expense, risk and potential disruption to your organisation. As such, you need to be very clear about the reasons for the change, as well as the ROI you’re expecting to deliver for your organisation.

Luckily, this is a relatively easy feat to accomplish — a little bit of research, some simple maths and a compelling, business-centric narrative are all you need to secure investment and propel your recruitment programme to the next level.

Ania D'Agostino

Ania D'Agostino is a Marketing Manager at LaunchPad Recruits