Here are two case studies that demonstrate the good, the bad and the ugly.
How an enterprise is using video interviewing: Cigna
Cigna, a global health service company, has employed a traditional hiring process since a group of Philadelphia citizens formed its predecessor company, Insurance Company of America, in 1792. First, it would screen applicants with a telephone interview. Then candidates would interview with the appropriate recruiters and managers via telephone or in person. Sometimes there would be three rounds of interviews, depending on the level of the job opening.
Cigna has continually looked for innovative ways to engage its candidates on a global scale. Eighteen months ago, Cigna added video interviewing to the mix, according to Frank Abate, talent consultant—IT Contingent Labor for Cigna Talent Optimization. “Video interviewing was not a corporate mandate. It started as a project, then snowballed when we started to look at the advantages. Now it has changed our thought process,” he reports.
Cigna chose InterviewStream as its video interviewing provider and has found the advantages include:
- Speed-to-market. Cigna was interested in a candidate that was completing a civilian assignment in Afghanistan. “He wouldn’t be back in the US for a month. We used the video tool and were able to hire him before he returned. We were able to get him on board more quickly,” says Abate.
In another instance, Cigna insourced an entire department. Abate says Cigna was able to fill 50 roles in just 90 days. “Before it would have taken us six months,” he says.
- Cost savings. Abate says if Cigna has four candidates in four different locations, the insurer will use video interviewing instead of booking trips to four locales.
- Brand enhancement. InterviewStream created a branded portal for Cigna. “We have been able to get a lot of information about us into the marketplace. Candidates can see videos to learn about our culture. The portal provides the information so candidates can make an educated decision about whether they want to work for us. It’s been like leading a horse to water,” observes Abate.
- Better candidates. This knowledge has allowed candidates who aren’t a good fit to self-select out. And it’s kept the excited ones in.
- Better candidate experience. “It’s become easier for the candidate to meet with us,” says Abate.
- Reduced risk. Filling jobs faster with better candidates is helping Cigna get its necessary work done. “Having 50 openings means 50 people are not working. That’s an awful lot of work not getting done,” he says.
- Global reach. Cigna currently operates in 30 countries. “We have been able to leverage this tool internationally. This has been huge for us. Video interviewing has made a large global enterprise much smaller,” says Abate.
The Cigna executive says the employer does not demand everyone have a video interview. In fact, he says “video interviewing is never our first-touch tool. We always speak with the candidate first and then introduce the video tool. Recruiting is still about people. We use it as an additional tool to make things happen for the candidate and us.”
Abate says Cigna was able to adopt InterviewStream’s solution easily. “We haven’t had one technical issue. Talk about easy. If all our new implementations were this easy, we would have a very good life,” he reports.
How an RPO is using video interviewing: WilsonHCG
WilsonHCG is a global recruitment process outsourcing (RPO) and human capital consulting provider. The RPO has been using video interviewing for the last nine months, according to Kim Pope, vice president of recruitment solutions.
“We pride ourselves on staying at the forefront of technology. We are innovative and work to stay ahead of the curve,” she explains. WilsonHCG is also sharing the technology with its RPO clients. Montage is the video provider.
Pope has found the video interviewing tool particularly helpful in filling high-volume call center sales positions. Here, the video is the candidates’ first touch. “The video interview helps facilitate interaction with our team. We have a good idea about the candidate after they answer the first five questions,” she says.
Video interviewing has also helped in building up its clients’ talent communities. “Being able to have documented video interviews alongside candidates’ resumes adds value to our talent pool by bringing candidates to life. It also cuts down on recruiter search time, which is a valuable resource,” Pope says. She notes that it saves costs for clients when recruiters can easily sort through categorized resumes in a talent network versus starting a brand new search strategy.
WilsonHCG has found video interviewing’s advantages include:
- Cost. Many of the RPO’s clients have key stakeholders located from coast-to-coast. Video interviewing eliminates travel costs for the company to fly candidates and interviewers in for face-to-face meetings.
- Multiple opinions. Interviews in the beginning of the process are typically conducted one-on-one, which limits the hiring decision (or decision to move forward in the process) to one person. The ability for multiple hiring managers to review video interviews allows the team to collaborate on the decision.
- Geographic reach. “We recruit candidates both nationally and internationally,” says Pope. One WilsonHCG client is based in the UK and is building a team in the southeast United States. “Video interviewing has streamlined the hiring process for this client,” she says. Plus, as candidates become more mobile, relocation for the right career is more of a consideration. Companies are realizing that they’re limiting their talent pool by only sourcing from their immediate area.
- Speed-to-market. “Video interviewing condenses the process. We don’t lose time trying to get everyone’s travel schedules to jibe,” she says. WilsonHCG is able to identify talent for its clients’ requisitions earlier in the process and improve time-to-fill ratios.
- Reduced risk. “We can make sure we have the right candidate before we invest more time with the candidate in the interview process,” Pope explains. Early in the screening process, candidates can prerecord an interview on their own time and submit it with their resume. Recruiters review responses and determine if the candidate is a right fit to be considered for an interview.
- Better candidate experience. While phone interviews cut down the time spent vetting candidates, it lacks the humanistic elements of a face-to-face interview. “Video interviewing creates an instant connection, especially with clients who already have virtual work environments,” Pope notes. It provides candidates with a feeling of engagement.
- Employer brand: By utilizing an innovative technology, it shows candidates you’re a forward-thinking company that invests in its process. Candidates appreciate this, especially that you’re giving them a better candidate experience. This will help boost your employer brand by creating a better first impression.
Pope says WilsonHCG had to educate the hiring managers it worked with about how to use the new technology platform. “We had the right technology partner. Montage trained our clients,” she reports.