Benefits of using video for online recruitment

Video interviews have a positive effect on online recruitment. They can save money, are a service to job seekers and enhance the quality of applicants. Jungle Rating will provide you with three case studies (Loyens & Loeff, Mc Kinsey, Nauta Dutilh) and with tips on how to use video.

In Jungle Rating’s recently published research on how consultancy firms recruit new employees online, we treated the subject video as well. This raised the following question by our readers: ‘Is it really beneficial to use video for online recruiting?’ We interviewed three companies on the success of their use of online video.

Loyens & Loeff

Ideal preparation for a job interview
Dutch law firm Loyens & Loeff offers several videos for students, on its dedicated recruitment website (in Dutch). The videos open in a new window and are produced by Yourfuture.tv. For each type of law student (lawyers, tax lawyers and civil-law notaries) Loyens & Loeff shows two video testimonials of its own employees. The company also shows some funny blooper material of the video shoot.

Visitor feedback
Loyens & Loeff comments: “At job interviews and recruitment events we notice that candidates are familiar with the employees appearing in the videos. They know their names and have watched their interviews. Candidates indicate that the videos really visualise the text on working at Loyens & Loeff. For them, the videos are a perfect way of preparing for a job interview.”

Nauta Dutilh

Integrate video in an online application
Nauta Dutilh offers an online application. This is another good example of integrating video. How does it work?

By choosing a virtual person, the visitor can find out how his career will develop over the years. At all times the visitor sees a TV screen at the left hand side of the elevator. Where relevant he can click and see video fragments that match that specific career phase.

Visitor feedback
Nauta Dutilh indicates it gets positive feedback on this tool. Applicants tell them they gain better insight in their exact career opportunities.

McKinsey

Video interviews successful for recruiting MBA students
McKinsey uses video testimonials as part of an integrated recruitment approach, not just as a nice feature. The consultancy agency had the company TalentInsite develop a special website, meant to attract talent from the top US business schools.

Pre-selected candidates were invited to watch video interviews of other US MBAs that had joined the Amsterdam office via this website. This way, the contact between students and company was established well before they physically were to meet during campus visits.

Positive campaign results
McKinsey measured the success. Over 70% of the invited students visited the website and when the initial invitation was followed up by McKinsey this percentage went up to 90%. Over 25% ended up applying directly to the Amsterdam office.

Visitor feedback
McKinsey received enthusiastic and positive feedback from the candidates. Students commented: “Through the website I must say, I have gained significant comfort with the office, the people, their life and experiences - which I think is unique” and “The website you created for the office is great. It is a great source of information and, more importantly, really conveys the culture of the office”.

The website as a first introduction and selection tool saved McKinsey money and helped target specific students. The interviews were specifically created with this target group in mind. McKinsey: “Being able to monitor which students from which schools visited the website helped us to determine on which business schools to focus during a later visit to the USA”.

Important tips when using video for online recruitment

1. Target your audience
   Who will watch the interviews and what appeals to them? Make sure the message and the way of presenting it match their needs and expectations.
2. Measure success
   Monitor your web statistics, interview candidates and find out whether the videos are being watched, appreciated and bring across the right message.
3. Don’t fake it
   Don’t stage the interviews too much. Make sure the message is realistic and honest. Use real-life employees in a real situation.
4. Integrate!
   Make sure the video interviews are an integrated part of your recruitment. Do not use them solely as a nice add-on feature. Place the videos in a context or link them to a recruitment campaign.

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