You can never ask too many questions―and in the case of last week’s webinar with HireVue, “How to Be the Amazon of Recruitment,” (get the recording here) we were extremely excited about the number of great (and challenging!) questions from our attendees. Now, Porter Williams of HireVue and I answer all the ones that got away last week.
Are SmashFly and HireVFHiue integrated?
Chris: Yes, SmashFly and HireVue are integrated and can be used together to build rich candidate profiles. Within SmashFly, a user can send a digital interview invitation via a targeted CRM email campaign or automatically send interview invitations to targeted contacts through workflow automation. In the end, the candidate receives the opportunity to share their skills and stories via digital interviews and, once complete, the interviews are available in one click within their contact record in the CRM.
I usually hear digital interviewing as part of the screening process within the ATS. So what are the advantages of having it as part of my sourcing process?
Porter: In the traditional discussion, digital interviews or what we call “on-demand interviews,” are used in the screening stage, usually in place of a phone screen. But, they have a very strong place in sourcing, where instead of being a digital interview, it’s really more of a digital introduction where companies will ask candidates about themselves to tie to a pool versus a specific req. Then, recruiters can funnel them into the right channel group for where they might be successful, and that information can become part of your rich candidate profile.
Chris: When we built the integration with HireVue within SmashFly, we were thinking about data. There’s resume data, social data, etc., but the digital interview allows you to provide data and personality to the contact record that you couldn’t get otherwise. The real value is not only allowing your recruiters to sort and search through the data, then view the interviews directly from the contact record, but ultimately allows you to use automation to kick this off for specific skillsets. Depending on how you’re bringing contact records into the system, you can make sure these interviews are happening without recruiter involvement and time.
How do digital interviewing tools interact with different assessment tools?
Porter: They absolutely work together. We have a lot of clients that make use of both digital interviewing and assessment providers. It’s important that they both get automated into your process, which creates a very smooth and seamless transition for candidates. Usually the assessment comes first to create a structured data point and then leads into the digital interview so you’re only watching candidates who have passed and matched your personality assessment. The recruiter comes in after the digital interview, so they are able to take in data from both the assessment and the interview all together.
Who are some of your clients, and what kind of a measurable impact have you had on their hiring/talent acquisition efforts?
Chris: On the SmashFly front, our customer is anyone who wants to improve how they attract, engage, nurture and convert qualified candidates. Our customer base includes many in the Fortune 1000, including CDW, Eaton, The Cheesecake Factory, CH2M and Nestle Purina, as well as fast-growing brands like Twilio. We actually just published a case study with one of our clients, CH2M. CH2M has a really well-defined candidate development strategy that they are implementing within the CRM. They have mapped the personas and skillsets that they want to attract and have a very detailed process of how those candidates get through different stages in the CRM. Based on the interactions the candidate has had with a recruiter or the organization, they funnel through different stages, and ultimately reach the point where they are ready to apply to a position. Then they match these interested and ready candidates with open job positions, which has led to reduced time to fill, reduced cost per hire and more qualified candidates.
Porter: We work with companies across all types of verticals, and across those customers, we work with every level of the organization. Our sweet spot are companies recruiting globally that are dealing with high-volume or broad geographical recruitment, like Redbull, GE and Vodafone.
We did a big research study last year with Nucleus to evaluate what our customers got out of using HireVue. What we saw was higher recruiter productivity, 25% reduction in time to hire, reduction in cost per hire―all things we somewhat expected. But there was also an overall reported result of more quality: more top performers, less turnover. These things are tough to measure, but we’ve heard from some customers that hiring managers are saying things like, “This the strongest fleet of candidates I’ve ever seen in our process.” We see a lot of differ results, but ultimately faster and more effective hiring process.
You mentioned providing content to potential candidates through the CRM. What are the types of content you’ve seen work well? What should I be creating and sending to potential candidates?
Chris: We get this question a lot, and it’s an area of need for a lot of organizations we work with. When thinking about content strategy, first and foremost, the low-hanging fruit is really targeted, job-specific emails. Make sure that when a candidate opts into your communication, you are really only sending them jobs or content based on their skillset. If they are a marketing professional, they shouldn’t be receiving sales positions just because it’s all you have open.
The next step is leveraging marketing content: your Glassdoor profile, cool projects your company is working on, employer stories. There are a lot of different types of company content that can be interesting and influential to candidates making a decision that marketing may already be highlighting.
The third step is really getting specific into your candidate personas. You should really be understanding what they want to learn about and thinking about how to provide value in their subject matter. Leveraging third party content, like curating blogs that might help them improve their skills, is a good place to start if you can’t create everything yourself. We are seeing companies trying to be a valued source of information for candidates instead of just sending jobs their way.
Is there a need for a role in talent acquisition to own data?
Chris: You could never go wrong with having someone who is focused on data, but with technology innovation happening in the talent acquisition space, we’re seeing more ways to bubble up the right information about the right people at the right time. As we move forward with how we use data to make better decisions, we are seeing practitioners being able to leverage data through technology better already.
Do systems that rely on video disproportionately advantage people who are attractive or good at creating a positive presence on video?
Porter: This comes up a lot. It really comes down to: Do we hire beautiful people more because of video interviewing? The good news is that recruiters are all really aware and concerned about this risk, and the awareness is really important.
The reality is: Bias exists throughout the entire interaction and interview process. We had a well-renowned law firm do an analysis of our system, and the overall review has come down as such: While there is risk of biased being introduced, it is no greater than what is present in any other types of interviewing. And, because of the structure and process within digital interviewing systems, they have the chance of decreasing bias because candidates are focused on relevant questions for the job, instead of the conversation going into similarities, etc. There is also power in a recording because it creates a record. There was one case we heard about a candidate suing an organization for age discrimination, but the organization was actually able to go back and show, through records and process, that there was a clear record of evaluation data and interviews proving he did not meet the outline job criteria.
Can you have too much data when making a decision?
Chris: You can never capture too much data. But at the end of the day, we need to understand what we need answers to. If we can do that, we can use the technology we have to get those answers and make decisions. It’s understanding the questions first to frame the data.
Porter: As long as you can use it effectively, than no you can’t have too much. If you are inconveniencing the candidate with asking tons of questions and forms, then you really better be able to use that data.
You have described this as the CRM profile of the future―so is it really available today? If so, what does the roadmap suggest for evolution?
Chris: We are living the future today with CRM. While everything we talked about is possible in terms of capture today within CRM candidate record, the degree to how we do it varies. Capturing the data is just the first step; where we get into the “future” or forward-thinking is really using this data to better identify and target contacts for stronger relationships and decision-making. Most solutions will provide abilities to leverage data to give users a starting point, and it’s the area where the most innovation will be happening in CRM and Recruitment Marketing Platforms. That being said, I think we’re close to realizing some true gains in these areas and fully expect innovation in the near future.
To pick our brains and ask us some more tough ones about recruitment marketing, candidate experience, candidate profiles or recruiting analytics, you can tweet me @cbrablc and Porter @porterkwilliams.