movie-cameraUnless you’ve spent the last couple of years under a rock, you know that video recruiting tools have become increasingly popular for screening and interviewing candidates. While some would go so far as to say that they’re an essential part of a high-performing talent acquisition process – including my friend Bridget Webb, vice president of marketing at WePow – I think it’s safer to say that video has proven to be a viable medium for executing critical workflows.

The most obvious value proposition is two-fold: they save time and money. The significant reduction of time recruiters and hiring managers spend screening candidates is a big win. But as more employers are taking candidate experience into consideration, a different story is emerging in video – one focused on the value of video for candidates.

From Webb’s perspective, these tools will only continue to grow in popularity, particularly for “companies realizing the benefit from using differently in areas like employment branding, candidate attraction, and internal employee engagement.”

While Webb’s opinions are biased (WePow is a leading provider of video recruiting solutions), I’m inclined to agree with her. In fact, if the recent uptick in the number of solution providers offering video tools (including Jobvite, iCIMS and Peoplefluent) is any indication, I’d say the most popular use cases for video (candidate screening and interviewing) are just the beginning.

Four New Use Cases for Video in Talent Acquisition

Looking ahead, there are a few new use cases for video recruiting solutions that will gain traction in 2014 – further solidifying the viability of video in talent acquisition as it branches into other critical functions.

1. Hellos and Highlights via Video Cover Letters

If any of you know me personally, you’re aware of my serious disdain for cover letters. They’re often redundant and always tedious. But video cover letters (offered by iCIMS, Peoplefluent, and more) are a different story. They allow applicants to introduce themselves to recruiters and hiring managers, quickly highlight key qualifications, and even share an anecdote that sets them apart from other applicants.

Of course, this could be less-than-ideal for more reserved types. It can also bring up questions around compliance that your organization may not be ready to discuss. For now, I think video cover letters could be a nice (optional) addition to candidate applications.

2. Boosting Employer Brand Image

A couple of weeks ago, I talked about the difference between reputation and image as it relates to employer branding. When I connected with Webb to discuss new use cases for video last week, she told me about a Fortune 500 client who used WePow to step up their university recruiting efforts.

“They were looking for a way to deliver their message and story in an authentic and real way, rather than the high-budget marketing videos they were accustomed to using,” Webb said. “WePow.Screen allowed them to utilize their own interns’ and recent college grad hires’ video testimonials to help convey this message in a way that would resonate with the right candidate.”

3. Quick Wins in Candidate Engagement

From a candidate perspective, the standard application process is tedious at best and atrocious at worst. The majority of job postings fail to give candidates more than the barest notion of what a role entails and how the company operates. Add to that the amount of time required to fill out candidate profiles and answer screening questions, and you’re lucky to have half of them actually complete the application process.

That’s why I love to see the continued success of sites like OnGig, which are turning the traditional job posting on its head. Job postings feature videos from recruiters, hiring managers, and would-be colleagues alike – creating a clearer picture of what a candidate can expect from the role and the organization. Some employers invest more time and resources into these videos, but it doesn’t take Hollywood production quality to create a more engaging experience for candidates.

4. New Hire Introductions

Another interesting use case is the practice of introduction videos from new hires. Thankfully, the number of organizations introducing new hires the old fashioned way (the awkward first-day parade through the office) is decreasing. And while many invite new hires to answer a few “getting to know you” questions in introduction emails, a growing number are doing this with video.

Not only can these be more fun for both new hires and their new colleagues, but they can also help to assimilate new hires into the organization more quickly. Their new colleagues can put faces to names, and immediately engage with new hires in a more meaningful way.

Of course, this isn’t an exhaustive list of new and innovative ways companies are using video in talent acquisition. If you’d like to share new use cases your organization has found for video, feel free to contact me: kyle.lagunas@brandonhall.com

Kyle Lagunas

As the Talent Acquisition Analyst at Brandon Hall Group, Kyle heads up research in key practices in sourcing, assessing, hiring, and onboarding - as well recruitment marketing, candidate experience, and social recruiting. Through primary research and deep analysis, he keeps today's business leaders in touch with important conversations and emerging trends in the rapidly changing world of talent. Kyle has spent the last several years offering a fresh take on the role of technology as part of an integrated talent strategy, and focuses on providing actionable insights to keep leading organizations a step ahead. Previously the HR Analyst at Software Advice, he is regular contributor on SHRM's We Know Next and TLNT, and his work has been featured in Forbes, The New York Times, Business Insider, Information Weekly, and HRO Today.

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