The answer is simple: as much as they possibly can. Technology is now a crucial part of the recruitment process, and video is one of the most cost-effective investments that recruiters can make. Not only does it help to engage with potential candidates and clients, it's an innovative and personal way to showcase the potential that their company has to offer.
During the Reconverse Video in Recruitment event last week, the round table debate centered on how to use video to offer a better candidate experience, stand out from the crowd and improve efficiency when hiring. In recruitment, video is worth a thousand words; although companies might be effective in their messaging and persuasive in their presentation, there is nothing better than video to help them stand out from the competition and provide a better understanding to candidates and potential clients on what it's like to work with the company.
It's becoming more difficult to find talent; the recruitment market has become increasingly competitive and many businesses are finding it harder to stand out from the crowd and persuade people with amazing qualities to join their teams.
Companies that present themselves through a professional video achieve three important advantages; they have a chance to engage with candidates and clients before they set foot within the company doors, they use multimedia elements to their advantage and offer a broader view than words to describe what makes their company different, and they can tell a story that will have the viewer's full attention.
"Video will start to define the people who are going to move ahead in the industry", says Nick Francis, creative director of Casual Films. "Video is incredibly engaging. It's easy to consume. It makes it very effective for the recruitment process. What you want to do is engage their (the candidates') hearts, and that's what you can do with video." According to Francis, only 18% of employers have employee videos; people aren't doing it right and haven't used the medium to its maximum ability.
Video in the Selection Process
"The candidate experience is paramount," says Khalil Ayub, director of Campus Futures, "The technology is great by if it doesn't work from a candidate perspective, don't bother." Ayub's company has been using captured video interviewing when hiring for Virgin Media's graduate campaign. For him, the experience has been extremely positive: "We found video interviewing invaluable in terms of filtering candidates. It works as a really good tool to select people." For many reviewers, video as part of the selection process isn't just about saving time; it's also about finding candidates that would normally be overlooked in a traditional screening process.
"We weren't getting a good understanding of what the individual is like, which is actually the reason behind doing the video interview," he explains. For candidates looking for a job, the experience couldn't be more positive. The flexibility that video as a medium provides to them is unparalleled, breaking down geographical obstacles when applying to a job. "You don't lose candidates because they are away. You get their input. It's not just a faceless robotic experience, you want them to be excited about your organization," Ayub adds. His advice to graduate recruiters is simple: "Use it to look for organisational fit. Ask no more than four questions."
An extremely positive candidate experience
For many companies, the thought that video interviewing might repel their candidates is a main deterrent to their investing in video as part of their recruitment process. The reality is completely different; candidates have an overwhelmingly positive response to video interviews.
Matt Alder, author of the Metashift report, says that during his investigation, he had to "add another month to the project to find someone that didn't like video interviewing." The companies that do use video interviewing tend to place it as their first interview step, in order to filter candidates more effectively. Through captured video interviewing "it's easy to sell candidates to hiring managers," according to Alder. "I have no doubt that video will be mainstream. Most companies will be using video in some way."
Many candidates have already completed video interviews; it's becoming a more mainstream part of the interview process and is a way to connect early on in the process with candidates that are willing to listen to employer branded messaging.
There is no doubt that the future of recruitment includes video; now it's each companies' when and at what point companies should use video in their recruitment process and branding.