Every day people all around the world watch millions of videos on the Internet and the numbers of hours they spend watching this type of content is apparently increasing by 50% every year. Moreover, studies say that 46% of adults who have online accounts have become content creators and are frequently posting photos and videos on their profiles.

Jobseekers are increasingly embracing video content. Companies need to come up with creative ways of using it in order to differentiate themselves in today’s highly competitive recruitment market, show off their company culture to attract the best talent and connect with potential candidates through video interviewing.

For example, Sonru, an Irish online video interview start-up, have issued a white-paper in which they state that video interviewing is becoming more and more mainstream and candidates would prefer a video interview to a face-to-face interview and three times as many respondents would prefer an automated video interview to a telephone-screening interview.

Some companies have already started to replace phone interviews with video interviews, video conference interviews or Skype interviews to save time in their hiring process and break down geographic barriers. This could be an easy solution for the skills gap issue especially when over 38% of employers struggle to fill their open positions.

So, videos can help businesses to build buzz around them and can also have a massive influence on a candidate’s decision to apply for a job or accept an offer. With basic video editing tools and a unique message, companies can easily provide an inside look into their business, get views and likes and attract interest from potential employees.

But, do videos only bring benefits to businesses?

A study from the DeGroote School of Business at McMaster University in Ontario revealed that job applicants interviewed through video conferencing can come across as less likable, while those doing the hiring can be perceived as less competent.  And that’s because video interviewing can be a false interaction. For example, an interviewer will never be able to asses a candidate’s charisma or the strength of their handshake. That’s why interviewers need to be extremely well-prepared and offer candidates equal opportunities as well as undivided attention. A good practice is to use video interviewing during the first round of interviews and then invite the best candidates for a face-to-face meeting.

While traditional interviewing is unlikely to go away any time soon, video interviewing is certainly gaining more and more popularity amongst both candidates and employers. But, it will always be only as good as the people using it. Used correctly, it can be a cost effective and time saving way of shortlisting candidates and, in time, it can lead to a significant reduction of face-to-face interviews.

The Investigo expert consultants have years of experience and understand exactly each of their client’s requirements. Call us today on 020 7194 7850 if you’re searching for new talent and would like to receive a consultative and tailored approach to your interviewing and selection process.