The latest thinking, news and events from the world of Recruitment

Where Video in Recruitment Sits in Todays Market


There comes a point when every new technology shakes off the ‘disruptive’ label and plants itself firmly at the table as the norm in its market.  Look at email, smartphones, cloud computing, even the humble PC. These once disruptive technologies are now so part and parcel of everyday lives that it is hard to imagine how we ever managed to survive without them.

The shift between ‘disruptive’ and ‘commonplace’ is often so seamless that we hardly even know it has happened. Ask yourself, when is the last time you were impressed by being able to Google something on your phone? This little cusp between the exciting and the expected is where Video Interviewing finds itself in todays’ market.

In recent years, video interviewing has seen a stratospheric rise. In a recent survey by staffing company OfficeTeam, it was found that 63% of HR Managers use video interviewing for recruitment. This is a phenomenal figure for a specialised technology in a market, second only to the ATS which is used by around 75% of HR Managers.

So why has the recruitment industry taken to Video Interviewing in such a manner? Well, we at Sonru have been in the market since 2007 and over this time, we have seen 4 key reasons emerge:

Addressing the Pain Points
There are certain pain points that almost every recruiter I speak to has: scheduling hassles, meeting the needs of hiring managers, inconsistent interviewing, difficulty sharing feedback. The simple fact is -video interviewing has grown because there was a desperate need for it within the industry.

  • Convenience – Recruiters are busy.  Whether within large or small recruitment teams, the time investment to schedule, carry and review interviews is huge. Video Interviewing has allowed recruiters to take control of the process and fit it into their own schedules. I love hearing stories from recruiters about when and where they review their candidate interviews. From ‘screening’ sessions with the whole team over popcorn to watching interviews on their phone during their tube journey, the convenience of the process has really struck a chord with recruiters.
  • Consistency – The Video Interviewing process is the same for all candidates; same questions, same time allowance, same conditions. Similarly with the review process, the interviews are sharable among stakeholders. Hiring managers can also easily provide feedback and aren’t depending on recruiters to ‘summarise’ candidates interview performance for them.
  • Hiring Managers – Speaking of hiring managers, Video Interviewing has allowed them to become more involved with the recruitment process. Hiring managers are the people who are ultimately going to be working alongside these candidates, being involved in the process has resulted in a far better quality of hire.

I always ask companies I am speaking with “How many of your recruiters work at weekends”? Unsurprisingly, the answer is generally none. Our research shows that over 60% of candidates are completing their interviews outside of office hours. This tells us loud and clear that best time for recruiters and candidates are not in sync. Without the flexibility of video interviewing, one of them would have to disrupt their schedule.

Growth In Pace of Tech Disruption
Video interviewing aside, the pace of growth of technology is at an all time high. The Boston Consulting group recently published some stats that really put this into context for me. They looked at the humble telephone, which the ability to change lives. It revolutionised our ability to communicate, do business, tell someone to pick up a pint of milk and yet it took a full 75 years to reach 100 million users worldwide. In contrast they also looked at Candy Crush. Candy crush reached 100 million users worldwide in less than a year and half.  Let that sink in…one of the most important developments in communication in our lifetime verses a game.  No one is going to say that Candy Crush offers more value than the telephone but the point is, new technology is being embraced at a rate higher than ever seen before.

  • Growth of Mobile – You’ve probably heard the stat that more people in the world own a mobile phone than a toothbrush? It sounds crazy but it’s certainly impacting the way organisations approach their talent acquisition. Organisations demand a process that translates to mobile and with almost a third of our candidates completing their interview on a mobile device, video Interviewing is certainly meeting this demand.
  • Mobility within the Industry & Sharing of Ideas -Video Interviewing is something that once you have used it, you can’t go back to not using it and we consistently see this among recruiters. Having used video interviewing in one company, it is generally their first order of business when they join a new company. Have you ever left the house without your mobile phone and felt like you were missing your right arm for the day? That’s the way recruiters often feel when they have to go back to traditional screening methods.  In addition to this, the recruitment industry as a whole is excellent for sharing ideas, new technology or new trends in talent management. When a technology like Video Interviewing is proving so successful for recruiters, they are keen to share this within the community.

So what does the future hold for Video Interviewing? We are seeing growth year on year that is not showing any signs of slowing. Without hologram interviews coming in to disrupt the market any time soon, video interviewing is going nowhere!