Does Culture Impact Video Interviewing?

This month, we’re all about global – differences and similarities across the regions. Today, we will talk about one cultural dimension: Individualism vs. Collectivism and whether it impacts video interviewing. This ties in nicely with our latest white paper, ‘The Global Candidate Experience of Video Interviewing,’ in which we compared research findings from candidates’ perspectives across Europe, Asia Pacific, Middle East & Africa, and The Americas.

As you know, Sonru is always open to working with universities and their students, and our most recent academic adventure was with City University in London, and we’re delighted to share a quick summary of the background to the study and the results.

Applicant Reactions to Asynchronous Video Interviews Across Two Different Cultures

The Research

The study sought to investigate applicant reactions towards asynchronous video interviewing (AVI) across individualistic and collectivistic cultures.

Aims of the study:

  1. To investigate how applicant reactions (i.e., perceptions of fairness and favorability) towards AVIs predict behavioral outcomes, namely recommendation intentions, withdrawal intentions, and perceived procedure performance.
  2. To investigate how cultural differences moderate applicant reactions’ ability to predict behavioral outcomes.

Key Findings

After analyzing the results, the findings concluded:

  • Applicants’ perception of fairness and favorability towards AVIs did predict behavioral outcomes. Specifically, higher perceptions of right and favorability predicted higher recommendation intentions, higher perceived performance, and lower withdrawal intentions among the applicants.
  • Culture did not moderate the relationship between applicants’ perceptions of fairness and behavioral outcomes. Applicants that believe the AVI selection process to be fair are more likely to recommend the organization to others and less likely to withdraw from the process regardless of whether the individual is of an individualistic or collectivistic culture.
  • Culture did moderate the relationship between applicant perceptions of favorability towards AVIs and perceived procedure performance. At lower perceived favorability levels, individualists tend to have higher perceived procedure performance than collectivists.


The findings suggest that organizations can adopt AVIs to recruit candidates globally. The effect of culture in moderating selection fairness perceptions and behavior outcomes is small. Therefore, global organizations may not need to tailor their selection procedures specifically to meet applicants’ needs in different societies.