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Video Interviewing: Showcasing Your Employer Brand

Marie O'Sullivan
video interview on computer

Every recruiter has noted the increased use of the term employer brand, but how many understand its importance to recruitment activities? Employer brand is your reputation as an employer. It is the publics’ perception of your company culture. Employer brand positions a company as an employer of choice for candidates, and it has a significant impact on candidate attraction and recruitment. Employer brand isn’t just aesthetically pleasing branding on your website and social media. It’s also the policies you put in place for your employees, like great perks and benefits.

It’s becoming harder and harder to protect your employer brand in today’s connected world. One negative comment or review on social media can spiral. But, there are some aspects of your employer brand that you can control – such as your recruitment process. Video interviewing helps bring a company’s employer brand into the 21st century. But, how can video interview showcase your employer brand to candidates?

Innovative Recruitment Process

Introducing video interviewing to the recruitment process tells candidates a lot about the hiring company. Innovative recruitment processes help to position a company as a modern, creative, tech-focused employer of choice for many candidates. In a candidate-focused recruitment process, information is critical. Many companies detail the recruitment process’s ins and outs on their careers page, while others communicate the next steps with candidates via direct communication. Explain to candidates your process’s video interviewing stage, why you are using this method, and the benefits for recruiters and candidates. Be clear on what is expected of the candidate.

Full Branding

A great video interviewing platform will have the company’s functionality to create a completely immersive branded candidate experience. From the initial email to their interview landing page and the interview itself, you can customize the look and feel to represent your brand. Your account can mirror your careers website, carrying across your employer brand and giving candidates a clear and consistent experience – it’ll be like they never left your website! With many candidates, the recruiting process will be their first impression of your brand. A fully branded video interviewing experience gives candidates a glimpse of your employer brand – the colors, images, and tone of voice were all carefully chosen by your team to represent your company and your team.

Personalization

Personalization is essential in all stages of recruitment, particularly during preliminary screening. The volume of applications and candidates at earlier stages can be enormous. No candidate must fall into the infamous recruitment ‘black hole,’ which can seriously damage your company’s employer brand. Video interviewing makes sure that every candidate is an individual while still allowing recruiters to screen a larger number of candidates in less time. Personalization shows that a company is candidate-focused. Using a recruiter’s email address as the default on video interview invitations, instead of jobs@company.com, adds a very human element to your recruitment process. If possible, address the invitation email to the individual candidate. Send a follow-up message with more details and instructions, or wish them good luck. All types of interviews are stressful for candidates, so try to make their video interview as stress-free as possible.

Introduction Videos

An introduction video embedded in your candidates’ video interview account is a great way to showcase your employer brand while making candidates feel at ease. Introduction videos can be taken directly from your careers website or explicitly created for the video interview. A video giving a tour of your offices or showing an employee’s regular day engages candidates with your company, getting them excited for their interview. Or, your recruitment team could introduce themselves, putting a face to the process, and encouraging candidates to complete their interview. Some Sonru clients even upload blooper videos to show the company’s light-hearted side. Don’t miss the opportunity to showcase your employer brand with introduction videos.

Candidates see companies using video interviewing favorably – the hiring company comes across as modern, innovative, and tech-savvy. For companies like Volvo Group, UBS, Primark, Gulf International Bank, Nestlé, Noble Group, PwC, CERN, and Westpac, video interviewing has created a more candidate-focused recruitment process while enhancing their employer brand.