Video is About to Become King — Are You Ready?

Let’s face it: YouTube, Break, Hulu, and Veoh have changed the way we view movies and videos and, more important, they have changed the way we use the Internet.

We rely more and more on pictures, graphics, and videos to display data, deliver the news, give us instructions, and keep us up-to-date with our families. The facts are amazing. Using Quantcast as my source, here is a rough idea of what’s going on. The online version of the New York Times, for example, has a monthly readership that averages about 14 million people in the United States. And that’s the largest readership of any print media I could find. The online Wall Street Journal does a paltry 4 million and even the prestigious Economist does only 3 million globally and most are seeing declining readership.

On the other hand, YouTube averages about 71 million viewers monthly — just in the U.S. And its rivals are also doing well and growing. Veoh does about 23 million, Hulu about 19 million, and Break about 15 million globally.

This indicates a decisive trend: more and more of us are getting information and education from video, rather than from words – whether in print or online.

We have already seen video slowly gaining in popularity and importance in recruiting. All top-tier career sites incorporate both pictures and video. Usually the videos are of employees talking about their jobs, but some include campus tours or chats with the CEO or a hiring manager. Many recruiters have received a video resume, and chat rooms have buzzed with concerns over the legality of such resumes and whether they should be accepted.

I don’t believe there is any serious legal issue in using video resumes, as long as your organization has a policy about how they are used. They are no more discriminatory than a face-to-face interview and may actually help to showcase communication skills and other positive traits. They can speed up the pre-screening process and may even eliminate the need for the number of interviews we subject candidates to.

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Younger candidates, who are just entering the job market, may prefer to create a video resume as it reflects the media with which they are most comfortable. I can also easily imagine a time when the face-to-face interview is replaced with a live, virtual interview, perhaps with the hiring manger and several others also present virtually. The use of video lowers costs, expands the number of people who can participate in an interview, allows asynchronous viewing, and makes it more convenient for a candidate.

Here are just four of the ways organizations are using video.

  1. Branding and position promotion. Many organizations are including videos that showcase the organization or promote a specific job or group of jobs to prospective candidates. For example, KPMG, Starbucks, and Nike all incorporate at least one video on their careers’ homepage. Many other organizations include clips of chats with employees or even take you on a guided tour of the company, as does Tivo. Just as the Internet allowed sites such as Amazon to provide more product information and user ratings, candidates are now starting to expect the same from career sites. The practice of incorporating videos about the organization and about available positions will expand over the next few years as candidates expect a much higher level of information and awareness than they did even two years ago. Several companies produce these types of videos. One is a Dutch company, C-Looks, which is able to provide videos for a variety of purposes, including promotion. Another is RecruiTV, which allows you to make and embed videos in your career site. Still another in this expanding arena is Vipe, an organization that serves both the corporate marketing effort as well as the candidate.
  2. Screening or interviewing candidates. Another growing use of video is to screen candidates. Sites such as InterviewStudio and FaceHire allow a recruiter to set up an online interview easily. InterviewStudio was founded by Colleen Aylward who is the author of a fabulous white paper that I recommend you download a video called “Unmuddying the Waters.” Here is an example of a tool that allows a recruiter to video chat with a candidate. Candidate screening via Skype or other webcam service seems to be inevitable and a great way to expand the limited capabilities of a telephone.
  3. Resumes. The practice of candidates submitting their resumes as video clips is just beginning. From as far back as the first CD/ROMS, candidates have been intrigued by the idea of submitting their resume in a video format. Video has advantages – it allows candidates to show their communication skills and it is often easier for a candidate to be expressive about past achievements when telling a story to a camera. Although these are not a substitute for an interview, they are a way to pre-screen candidates and develop a more complete picture than one gets from a written resume. If you are doing a lot of college hiring or are looking for entry-level people, the video resume may be a good way to differentiate candidates and a way to get more qualified people to apply. Many younger people who lack in-depth experience but feel they have other qualities might rather put together a short video than write a resume. The Dutch site C-Looks allows candidates to easily make their own short resume using a webcam. John Younger, President and Founder of Accolo, a San Francisco-Based RPO provider, says, “While I don’t think videos designed to replace a complete resume will ever take off, short videos where a candidate answers one or two particular questions will become very popular and useful.”
  4. Outplacement. Videos are a wonderful gift to outgoing employees as part of their severance package. A creative organization could provide the tools and coaching to help each person create a video summary of their experience and capabilities that could be circulated to organizations that are hiring. A copy could be given to the employee to use on their website or as part of en email job-seeking campaign. Once again, C-Looks provides this service as well.

Over the next few years, all recruiters will come to embrace and more effectively use video to brand, inform candidates, receive resumes, provide information to candidates and hiring managers, and provide onboarding for new employees. Are you ready to join?

Kevin Wheeler is a globally known speaker, author, futurist, and consultant in talent management, human capital acquisition and learning & development. He has founded a number of organizations including the Future of Talent Institute, Global Learning Resources, Inc. and the Australasian Talent Conference, Ltd. He hosts Future of Talent Retreats in the U.S., Europe, and Australia. He writes frequently on LinkedIn, is a columnist for ERE.net, keynotes, and speaks at conferences and events globally, and advises firms on talent strategy. He has authored two books and hundreds of articles and white papers. He has a new book on recruiting that will be out in late summer of 2016. Prior to his current work, he had a 20+year corporate career in several San Francisco area tech and financial service firms. He has also been on the faculty of San Francisco State University and the University of San Francisco. He can be reached at kwheeler@futureoftalent.org.

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17 Comments on “Video is About to Become King — Are You Ready?

  1. Wholeheartedly agree. Video has so many implications for the future of recruitment. We have a new offering arriving early 09. Video enables both clients and candidates to infulence in a way they never have before. This will be both positive and negative!

  2. Kevin,

    Thanks for raising the awareness on video as a candidate tool. Having integrated video technology into my site roughly 5 months ago companies have been quick to leverage this tool as a branding opportunity, promoting company culture, day in the life etc. . However there are still numerous concerns when an employer is presented with a video resume through the site. Our network is mainly comprised of recent college grads who are familiar with video as a communication tool & could really benefit from showcasing their strengths in this format.

    Best,

    Chad Pinkston
    http://www.thecorporateplaybook.com
    “Connecting Athletes to Companies”

  3. Totally agree with your article – we have recently launched Talent on View that enables the recruiter to be able to save, record and share face to face and remote interviews with their clients.

    The remote interview feature enables the employer or recruitment agency to invite candidates, via email, to take part in answering pertinent questions, in their own video, which is automatically streamed straight back to the recruiter/employer to view to see if suitable for a role.

    Saves time, money, conflict of schedules and speeds up the hiring process for all concerned – this is all done is a secure, branded and controlled way. Talent on View enables candidates get seen by potential employers in a non-intrusive way.

  4. Totally agree with your article – we have recently launched Talent on View that enables the recruiter to be able to save, record and share face to face and remote interviews with their clients.

    The remote interview feature enables the employer or recruitment agency to invite candidates, via email, to take part in answering pertinent questions, in their own video, which is automatically streamed straight back to the recruiter/employer to view to see if suitable for a role.

    Saves time, money, conflict of schedules and speeds up the hiring process for all concerned – this is all done is a secure, branded and controlled way. Talent on View enables candidates get seen by potential employers in a non-intrusive way.

    Alexis Twigg
    http://www.talentonview.com

  5. Excellent article! This is one of many process and technology changes that we can expect to transform our industry over the next several years.

  6. Kevin – thanks…very timely and interesting post.

    I appreciate your comment about the legalities of using video resumes. Certainly, there will be issues just as there are issues that candidates face every day in face-to-face interviews. But I believe it’s time has come, and video will only continue to play a larger part of the recruiting/interviewing/selection process moving forward.

    It’s great to get your opinion on this – thank for addressing the issue.

  7. We have been using video for over a year now to promote positions we are working on. Getting candidates to view and apply for the jobs isn’t as easy as just putting up a video post. There is much much more to it. Knowing how to SEO posts for video and text is a huge part of the process.

    Here are some examples of videos we have put out.

    http://www.youtube.com/watch?v=O_ST4yVVUUI

    http://www.youtube.com/watch?v=JQv_Wx700j4

    http://www.youtube.com/watch?v=gMx9K2i_1FE

    If anyone is looking for videos to be produced for them please contact us.

  8. Good article Kevin.

    We have been using “Live” video interviewing for the past few months that we developed inhouse. So far, our customers are very happy about the quality of the solution and the results. It seems to be a very valuable service that lowers cost (travel expense for interviewing) and improves speed to hire, as live webcam video interviews can be scheduled most any time of the day with short notice.

    Customers login to our website and simply point and click to view the candidate during the interview.

    In regards to legality issues etc…we make sure our customers know that the video interviewing program is optional for our candidates, and if the candidate refuses or prefers not to do a video interview, it may be for various reasons that do not pertain to the evaluation of the candidate. We also make sure our customers understand the legalistic nature of discrimination in regards to how it may pertain to video interviews. Overall, we are proud of our program and think that it makes perfect sense as a value added tool for our customers and partners. We don’t offer video resumes as we prefer the live aspect of the program.

  9. For a number of years, I’ve been saying that sensible organizations should eliminate, automate, and outsource their low-touch, low-value add functions, leaving the high-touch, high-value add functions for the core recruiters to do. I’ve also wondered for awhile about what will happen to the meaning of “high-touch” when we have commonplace real-time broadband video. At that point, what skills would you need a recruiter in an onsite/high-cost location to possess? I bet there are some, but darned if I can think at this point what they’d be….

    Keith keithsrj@sbcglobal.net 415.586.8265

  10. I think this piece is right on about the impact of video on recruiting – it allows companies and candidates to showcase themselves in a unique and effective way and today’s technology makes it easy. One of the key applications for video is in interviews and the next generation is remote interviewing — real-time, online, interactive video interviews via web cam. Remote interviewing, like what GreenJobInterview.com offers, enables real conversation, rather than pre-recorded answers, and totally streamlines the interview process while cutting costs and saving time.

  11. Kevin Wheeler, thank you for your continual contribution to this space. Following you has been an inspiration to all of us. Your support of online video technology is meaningful.

    Yes, video is about to become king and yes, we are ready. Online video will change lives and industries, and iViioo is ready for recruiting 2.0. Online video as king, iViioo as castle. Did you know that iViioo has members that worked at Google (on YouTube) and a current Harvard psychologist? Enough talk – come to our site now for a free 30 day trial! Go through http://www.cheezhead.com/2008/12/18/jc-iviioo/ and we’ll make it 60!!

    Oh and Yasser – you miss 100% of the shots you don’t take right? Go for it man!

    Thanks again Kevin for this entry and to all of the companies listed here that have contributed to online video evangelism.

    Dane Disimino
    Corporate Communication Lead & Online Marketing Manager
    iViioo Inc.
    dane.disimino(at)iviioo(dot)com EMAILS WELCOME

    http://www.iviioo.com

    twitter.com/iviioo

    “Identify. Review. & Select. The most intelligent online video services”

    –Helping Recruiters Cut Costs, Not Corners

  12. Great comments everyone!
    I think there are a couple of dimensions that worth our attention. Not all of them have the same effect to distinguish candidate’s quality. And the real time scenarios usually costs employer much more.

    1. Real time video conference interview – where a company can use Skype or other tools to facilitate a real time interaction between a candidate and hiring team members. (Skype likely to be the biggest tool)

    2. Pre-recorded video answers – company selects a few questions, candidate prepares for the answers then upload/record it. Facehire is an example.

    3. Unrehearsed video interview profiles – company defines a few tough questions, and candidate will answer these questions unrehearsed via webcam streaming recording directly. Hiring will team review later. E.g. iViioo (http://express.iviioo.com) and InterviewStudio

    4. Video resumes – candidate upload/record carefully designed self-introduction to showcase their skills. E.g. C-Looks and others.

    5. Video recruiting video – company presents themselves on video to attract top talent. E.g. RecruiTV, Vipe.

    My personal view is to agree with Keith.

    From my technical interview experience I rather to use #3 for the first step screening. And spend limited efforts on 1-2 candidates for #1. Any pre-recorded video is just adding flavor to the candidate, and to differentiate candidate’s skills, we really need to have unrehearsed answers and tough questions.

    Just a hiring manager’s voice

  13. Video Technology withing the Recruitment sector seems to be taking off in the USA and UK. We (www.cvb.co.nz) are the first New Zealand COmpany to offer bother Video Ads for employer and Recruiters and also VideoCVs/Resumes to the candidate.

    We are seeing more of an up take her in NZ in the usage of our Video Conferencing/Interviewing facilities which allow the recruiter to have a live interview with their candidate face to face from any two/four locations.

    It is harder in New Zealand to get the value of these features across to the recruiters/employers and job hunters here as the technology is less developed and new innovations like http://www.cvb.co.nz

  14. Kevin,

    Thank you for this well written “State of the Industry” article on our industry’s collective use of video.

    Video use for recruiting talent has promise due to the fact that people are intrigued by video and viewership is high. However, we must take it further than just adding animation and company culture info to job postings.

    I think adding a video to an existing job posting may further engage a job seeker but it won’t attract additional candidates (active or passive) that weren’t already going to find and read a job posting.

    I think the real value in using video is around engaging passive candidates. Companies that can get their videos in front of passive candidates will gain a competitive advantage in my opinion.

    Thanks again Kevin.
    Steve
    steve.gilbert@passivecast.com

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