Video Interviews: Employer Brand and the Candidate Experience



Video interviewing software has become an increasingly popular way for businesses to screen candidates. Now, companies from startup to Fortune 500 are using video interviews in their hiring process in order to streamline and expedite the hiring process,

While video interviewing is commonplace, many companies still get it wrong.  Specifically, many recruiting teams stumble when it comes to the employer branding and candidate experience implications of video interviews.

To get started, here are some of the pitfalls you should consider when you start using video interview software that can hurt the candidate experience, and thus your employer brand:

  • Unclear Instructions: The number one complained from candidates is how confusing using the software can be, and what is expected of them. Additionally, since there’s just a single prompt, applicants don’t have the opportunity to clarify or ask follow-ups as they would in person. For this reason, it’s best practice to make sure your questions and prompts are as precise as possible.  You should also think about adding some instruction on anything from eye contact to dress.
  • Tech Glitches: Even with developed technology, tech glitches are inevitable, especially when you’re dealing with audio and video. This can confuse some applicants and make some interviews difficult to see or hear. However, most new platforms allow applicants to test out their webcam and microphone.  The best video interview software also provides tech support to applicants in real time.
  • Introverts nervous on camera: There are a lot of people who would make excellent employees and might interview much better in person but do poorly on camera. To those individuals, using a video interview system might not only reduce their performance but also make your company seem less friendly.  Make sure to provide an alternative means of interviewing for those who request it.
  • Unclear Next Steps: With a regular interview, next steps and who an applicant should follow up with are pretty straightforward. Unfortunately, video interviews aren’t as straightforward for the applicant. While their application is being reviewed, they can’t do much more than wait for a response. This also prevents you from knowing which applicants would and wouldn’t follow up as you might be able to gauge with in-person interviews.
  • Lack of Personal Touch: People generally like talking to humans more than they do talking to computers. Even though video interviews are often used as an initial screening rather than a final interview, the lack of a person on the other end can make the process feel rather impersonal. Talking to a computer can also make it feel as though your application is going into a black box with little indication of whether or not it is being reviewed.

While these aspects of video interviewing software are potential pitfalls, there are also upsides to using this technology in your recruiting efforts.  Specifically, these platforms allow you to inject employer branding content that is now watched by a captive audience.  It’s a great opportunity to build headspace with candidates and can come from a few different angles:

  • Hiring Manager’s Thoughts: Who better to share your company culture than your hiring managers?  Having your team leads give a quick 1 minute overview on the role, 1-2 core employee value props, and the team/organization is a great way to share your employer brand.
  • Share Employee Stories: Video interviewing platforms give you the opportunity to share highlights of your employees’ experiences with candidates. Though it is viewed through a digital platform, this allows them to witness a more human side of your company and hear about the experiences of more than just the people interviewing them. Of course, feel free to throw in a really awesome culture video if you’ve got one!
  • Integrate Company Values: Through the questions you ask and the videos you share through your video interviewing software, you can highlight what values are most important to your company. Whether it’s work-life balance, justice and equity, or the environment, these platforms can allow you to put your best foot forward.
  • More Applicants: Lastly, Since video interviews don’t require someone to speak to each candidate, they allow you to broaden your initial pool. You can give more individuals a shot who you otherwise might not have had the opportunity to interview without spending any extra time.  This means you can touch more applicants in a deeper way which gives you more shots to evangelize your employer brand.

Originally posted on Workology blog.


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