the ultimate guide to video interviewing.1

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2012 by Spark Hire, Inc.

This is your personal copy of The Ultimate Guide to Video Interviewing. Please do notdistribute, lend, or copy this material. If you would like to share this eBook with a friend orcolleague, please direct them to the following URL so they can register for their personalcopy: http://resources.sparkhire.com/free-video-interviewing-ebook
http://resources.sparkhire.com/free-video-interviewing-ebookhttp://resources.sparkhire.com/free-video-interviewing-ebook


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Table of Contents

Introduction Page 4Chapter 1: Video Versus Traditional Interviewing Page 5The Phone Screen 6The In-Person Interview 8Green Recruiting 9

Chapter 2: Saving Time and Money Page 12Video Interviewing Equals HR Savings 12Video Interviewing: The Wave of the Future! 16Embracing Visuals 18Chapter 3: Video Interviewing Options Page 20What is a Video Interview? 20One Way Video Interviews 21Live Video Interviews 25How to Conduct a Successful Online Interview 26Chapter 4: Branding Page 30How A Great Company Brand Attracts and Keeps Great Talent 30How to Interview Candidates For Fit 35Chapter 5: The Discrimination Question Page 40What is Discrimination? 41What is the EEOC? 42

What Does the EEOC Protect? 43


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What is Discrimination in the Hiring Process? 45The EEOC and Online Video Technology 46Video Compliance and the EEOC 47Video Compliance and the EEOC: Part 2 48Videos Dont Discriminate: People Do! 50Tips for Staying Compliant on the Human Side 50Conclusion Page 55


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Introduction

Your companys open position has been getting a lot of good applications. Youve finallynarrowed them down to just the most qualified candidates and now its time to startinterviewing. The problem? One of your candidates lives across the country, so now youneed to look up airfare. Another candidates packed schedule at their current workplacemakes it nearly impossible to find time for an interview. And on your first preliminary

screen, you spent a half hour on the phone with a candidate you knew was wrong for theposition within 90 seconds. Sound familiar?

The traditional recruiting process is full of pitfalls and time wasters, especially when itcomes to scheduling and performing interviews. With the help of online video interviewing,the recruitment process can be easier, faster, and cheaper than ever before. But just whatis video interviewing and why does it matter? How does video interviewing cut down therecruiting process? What about discrimination?

These are all important questions we will cover as we discuss the benefits of videointerviewing. Like any hiring tool, to get the most out of online video interviewing you mustfirst understand what it is and how it can benefit your companys hiring.


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Chapter 1: Video Versus Traditional Interviewing

The traditional hiring process is filled with inefficiencies. Perhaps this is why the use ofonline video in the hiring process jumped a staggering 320 percent from 2010 to 2011according to a study from theAberdeen Group.This is no negligible jump. Recruiters andhiring managers are realizing the power of online video in cutting out the fat in thetraditional hiring process.

The current process to take a candidate fromimpressive resume to star employee is a longroad to travel. First theres the weeding outperiod. Even spending only six seconds perresume, the sheer number of resumes recruitersand hiring managers need to review is staggering.Despite creative, new concepts like infographicsand video resumes gaining popularity, youll stillhave quite a stack of paper to skim through.

The economy has made every open position look tempting to a wide variety of job seekers.Even if you can dismiss these under or overqualified candidates quickly, you still have moretotal resumes to review. All this time and you havent even gotten to the interview stageyet! No wonder the average position takes about 45 days to fill. Its shocking it doesnt

take longer!
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Once you have a pile of qualified candidates you need to narrow down your selection toonly the best. This is where video interviewing can really make a difference. Videointerviewing can help you build a better bridge between your qualified candidates and yourcompany superstar.

Lets first look at the two main components of the interviewing process: the phonescreenand the in-person interview. Well take a gander at how the traditional hiringprocess gets things done (spoiler alert: its slow!) and how video can help you streamlinethe process.

The Phone Screen

The phone screen is usually the step between finding a great candidate on paper andmoving them along in the interview process. Its basically a weeding out process allowing

you to speak with candidates to see if they would be a good fit for the company.

Their qualifications have gotten them in the door. Now youre judging whether they wouldfit into the company culture at large. You need to briefly evaluate the personality, poise,and professionalism of these candidates.

Unfortunately, this step often lasts fartoo long. Most recruiters know in the first 90

seconds whether or not a candidate is right for the job. So how long is the average phoneinterview? Well, its not less than two minutes. The average phone interview actually


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stands at a time-sucking 30 minutes. If youve already figured out the candidate on theother end of the phone is wrong for your company or the position, youll be spendinganother 28 minutes with them just playing nice.

You need more insight into a candidates personality than a paper resume affords.However, you dont need to spend 30 minutes chatting with a candidate you immediatelyknow is wrong for the position. This is a waste of everyones time. Video can help cut downon this time-consuming process.

One way video interviewsare a great way to get a clearer view of a candidates personalitywithout spending a half hour listening to their voice. Employers or recruiters can posewritten questions to candidates, which they then answer on video. This allows recruiters toassess important nonverbal communication skills. Considering55 percent of allcommunication is nonverbal,this is a huge deal in the hiring process.

Perhaps best of all, these one way interviews can be watched whenever you have the time.Watch the answers to a few questions and know the candidate is 100 percent wrong forthe position? Stop watching and move on. Youve just saved yourself valuable time.
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The In-Person Interview

Your phone screens are all finished and youve narrowed itdown to only the most qualified candidates. Now its time tosee these candidates in person. Hopefully youve narrowed thepool down pretty far, because in-person interviews can oftenbe hard to schedule. This is especially true of passivecandidates who already have jobs. These candidates havepacked schedules, just like you. The process of coordinatingboth of these schedules can be a real headache.

Hopefully all of your candidates are local too. There might beplenty of great candidates outside your geographic backyardthough. With the war for top talent raging on, its not a goodidea to ignore these gifted out-of-towners. But travel expenses

are high and could really set you back.

Live video interviewing is flexible and cost-efficient. First, lets consider travel. Take a fewsteps over to your computer and turn on your webcam. There, youve just traveled for yourinterview! Live video interviewing allows you to save money you would have spent flyingout top candidates for in-person interviews. In fact, online video can save as much as 67percent of the travel costs associated with interviewing.


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Then theres the scheduling hurdle. Online video makes scheduling interviews withcandidates easier than ever. No more juggling packed schedules or getting a call from alate candidate because theyre stuck in gridlock. Even scheduling interviews with passivecandidates becomes pain-free using live online interviewing. Most importantly, you can getthe same important insights into a candidates personality and communication skills withoutall the hassle. Video interviewing wont replace in-person interviews. Instead, they will justhelp you make smarter decisions about which candidates to bring into the office for thesetime-consuming one-on-ones. Video interviews are helping to save time earlier in the hiringprocess so you can really focus on getting to know your top candidates.

Green Recruiting

Its important to remember that businesses play a big part in the environmental equation.The whole idea of going green for a business is about sustainability. It is the concept of

doing more with less and not only applying it to your financial strategy to save money, butalso making a positive impact on the environment.

As a hiring manager, one big initiative you can take advantage of is utilizing online videofor acquiring new talent. Video recruiting keeps you green by efficiently streamlining thehiring process. Prospective employees can review your company online via abrandedcompany profileto get a better view of your organization. You can post jobs and receive

applications that let you quickly screen the candidates through their video profiles. Next,you can eliminate those time-consuming phone screens with one way video interviews.
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This gives you a clear idea of their communication skills and creativity. Multiple members ofyour company can access these interviews to share notes and screen candidates. Thisnarrows down your top picks without the paper shuffle that traditionally occurs in the hiringprocess.

The live online interview also keeps your company green and saves money by cutting outtransportation for interviewees. Not only do you minimize your travel expenses, but youreduce your carbon footprint a bit too.

Youve still got to look at how the concept of doing more with less as it applies to yourfinances. How much does it cost to recruit and hire a new employee? There are a lot ofvariables that go into what a business pays but generally speaking, there are 1.) the costsassociated with the acquisition of a new hire which can be measured to a more accuratedegree, and 2.) the costs associated with the unfilled position itself.

There are many more costs to consider as well. Theres the cost of advertising andpromoting the position, the cost of your time spent reviewing resumes and schedulinginterviews, and then the actual interviewing process. Plus, its not like you can hire in abubble. The candidates who make it to the final round will most likely need to be discussedwith a group of managers and co-workers.


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Chapter 2: Saving Time and Money

Now that weve discussed the ways online video interviewing can enhance the traditionalhiring process, its time to focus on two things every business cares about: time andmoney. Not only are these two things important, theyre also connected. Your employeeswasted time is also wasted productivity for your company, which means wasted money.

So lets dive into some of the ways in which video interviewing can help you keep morecash in the bank:

Video Interviewing Equals HR Savings

It is becoming increasingly more cost effective for companies to conduct video interviewswith their candidates. Not only does it save money, but it saves time in finding the rightemployees, which has always been a challenge.

So, howcan using video equal savings for your company?

You can screen candidates faster saving time and money.

Time is money. Utilizing video, you no longer have to worry about getting a panel togetherto interview candidates. With some video interviewing services,you can record the

interview to review later or share it with colleagues who will help with the decision making
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process.

Another advantage to this is that you dont have to find a time when you are both availablefor the interview. Instead, you can have the questions ready and the candidate can gothrough and answer each one on their own time. You can also keep the videos on file toreview them again for future positions.

It has been estimated that one phone screen takes as long as 10 video screens. Not only

will video interviewing save you time, but you will most likely save on losses fromproductivity on the part of the employee conducting the interviews.

It saves your company money and the candidates time when it comes to travel.

Typically a company will pay for a candidate to come out for an interview. This can reallyadd up after factoring expenses such as flight, hotel, and meals. Looking at actual costs,

many companies pay travel expenses for a candidate only to find out they dont want tohire them. Instead, have a face-to-face with your candidate before filing any extra hiringexpenses.

Looking at the cost of out-of-town candidates makes a lot of companies balk at evenincluding them in the hiring process. A lot of companies will immediately disqualify acandidate based entirely on area code. But with the tough economy and the war for talent,

can your company really afford to turn down top prospects just because of geography?


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Besides, everyone knows travel is a pain. Even for candidates who arent far-flung, travelcan wreak havoc with your schedule. For instance, if your scheduled interview candidategot stuck in a giant traffic jam, you now have to push back or reschedule the interview.This is more time wasted and more money thrown away. With online video interviewingyou only have to walk over to your computer and turn on your webcam. No tray to put inthe upright position, no rush hour traffic to fight. Its that simple.

Use it to access a larger range of candidates.

As mentioned, sometimes the perfect candidate doesnt live around the block. With videointerviews, you can look at candidates that are eager to move to the area. Not limiting yoursearch geographically will generate more candidates who have the skills and abilities thatyou are looking for in each position.


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It will cut down on turnover which will save money in the long run.

Studies have shown thatusing video in the recruiting processleads to higher employeeretention and higher achievement of yearly goals. A study by the Aberdeen Group on 506organizations revealed that when candidates were chosen through video interviews, therewas a 95 percent employee retention rate. Plus, 82 percent of those employees delivered12-month milestones on time. Another great outcome of employees who were screenedthrough video interviewing was that 54 percent achieved goals on time as opposed to 43

percent hired the traditional way.

The correlation between this is that in the video interview process you can make smarterdecisions on candidates by evaluating personality and communication skillsan evaluationusually reserved for the one-time in-person interview. Plus, with employees staying in their

jobs longer, you will not have to fill each position as often. And we all know how much itcosts to rehire a position, especially if you have to do it frequently. This means money in

the bank for your company.

It will save you time and money by taking away the guess work.

You will have the ability to evaluate the candidate on a higher level than in phoneinterviews. With video interviewing, it is just as easy as in person to pick up on a personsbody languageand to assess other attributes that are important to you as the interviewer.
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It will help with scheduling difficulties that lead to time savings for everyone.

Many video interviewing services offer the ability to store interviews for the future enablingyou to share it with your colleagues who will be making decisions on the new hire as well.This saves the time it would take for them to schedule and conduct their own interviews.

Also, you can utilize pre-recorded video interview services to have preset questions forcandidates to answer on their own time. You can also keep the candidates video interview

on file for future positions.

Video Interviewing: The Wave of the Future!

The year is 3033 and our alien overlords need to hire a new overseer of Earth. Are theygoing to fly him all the way from the planet Blorgon for an interview? Of course not! Itsonline video to the rescue!

Sure, this scenario might seem a little far-fetched, but its hard to deny the popularity ofonline video. For instance over four billion videos are viewed per day just on YouTubealone. Thats a lot of video being consumed! Its hard not to see online video as the waveof the future for both job seekers and employers.

Online interviewing is the future of the hiring process. Lets look at some reasons why your

future selves will be thanking you for jumping onto the virtual interview bandwagon!


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Flexibility

Who wants to be tied to a schedule all the time? Video interviewing allows you to recruit onthe go! For instance, Spark Hire offersaconvenient mobile appallowing job seekers torecord Spotlight Interviews, or one way interviews, no matter where they are. Now you canview your top candidates from a boardroom, a train car or even poolside! Whats morefuturistic than recruiting from the surf?

Its still saving you money in the future

The one thing that will most likely go unchanged in the future isthe need for cost-saving business practices. Even our alienbosses will be worried about the bottom line. Online interviewsare a great way to save money. For one, they free up moretime by making even the toughest to reach, passive candidates

available at the click of a button. They also cut travel cost by asmuch as 67 percent. Both live video interviews and one wayinterviews help you save on travel by allowing you to makesmarter decisions about who you spend time meeting inperson. Now employers and job seekers can get the face timethey crave without anyone needing to buckle up for takeoff.
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Its also saving the planet

If youre concerned about the future then you should be thinking about the environment.With global warming and greenhouse gases the environment suffers every time someonehas to fight traffic to get to an interview or when you fly out a candidate. Onlineinterviewing is a great way to show planet Earth you care.

Who knows what the future holds, but the environment becomes more important to each

generation of employees and legislators. Maybe in the future your business will have to paycarbon offsets for every candidate you fly out to headquarters. Video interviewing is asimple solution to this complicated global problem. After all, whats more green thanfinding the perfect candidate without needing them to leave home?

Embracing Visuals

Visual media is the wave of the future. The popularity of social networking sites and appslike Tumblr, Pinterest, and Instagram show text alone isnt the answer. After all, a pictureis worth a thousand words, even online. Virtual interviews allow you to see and hear fromyour candidates faster, and evaluate whether the candidate is right for the position.

As an employer, video interviews are building a faster bridge between posting the job andfinding the perfect candidate. If doing things faster and more effectively isnt futuristic, I

dont know what is! (But the Blorgons might.)


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Chapter 3: Video Interviewing OptionsWe know video interviewing can streamline the traditional hiring process. Weve alsodiscussed how video can save you time and money in the recruitment process. But justhow does video interviewing work? What are the options? And how can you best use videointerviewing technology to screen applicants and find the best candidates? Those will bethe questions we cover in this chapter.

What is a Video Interview?

A video interview uses online video technology to allow job seekers and employers toconnect earlier in the interviewing process. Since55 percent of all communicationoccurs atthe nonverbal level, seeing and being seen is extremely important. Video interviews allow

job seekers and employers to get to this nonverbal connection much earlier in therecruiting process.

With the integration of video interviewing, you dont have to wait until after a resume anda phone screen to judge a candidates ability to effectively communicate. Videointerviewing is building a faster bridge between finding a great candidate on paper andmaking them your next all-star employee.

But you still have questions about video interviewing: What are the different types of video

interviews? How do they work? What are their benefits? And just how do I use them to
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One way interviews are a great way to cut down the pre-screening process. As wevementioned, the typical phone screen takes upwards of 30 minutes. This is why you can do10 video screens in the time it takes to do one phone screen. Still, there are ways to makeyour video pre-screening even more efficient. Here are a few simple tips on how you canuse video to make the pre-screening process as painless as possible:

Top four one way video interview questions to ask to improve candidate pre-

screening.

The whole point of video interviews is to find the bestcandidates in a convenient way saving time and money. So itstands to reason that the more efficient the interview processitself is, the more time will be saved. Its an easy way to cutback on the amount of preliminary interviews you perform

before narrowing down the field to only the most qualifiedcandidates.

Just like every other aspect of the hiring process, there areways to make the pre-screening process run smoother. Askingthe right questions can help you shorten the list of potentialcandidates to find the person that is just right for your position.


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Here are four questions you should ask to make sure youre advancing the right people tothe next round of interviewing:

What makes you qualified for this position?

This question might seem very basic, but this is just a pre-screening interview so youneed to cover your bases. You might be interviewing someone with a fantastic

personality and really great communication skills, but if they dont have thequalifications necessary to do the job youre out of luck. Youve already eliminated theunqualified candidates from the stack of paper resumes you have, so in the pre-screening interview its time to ask candidates about what qualifications they havethat make them just right for the position.

If you make the question broad you allow job seekers to self-select what they think

the most important qualifications are for the position youre hiring and share thatinformation with you in an allotted amount of time. If what theyre mentioning isntwhat youre looking for, you can save yourself a full interview.

Where do you see yourself in five years?

This is a tough question, but its a very important one if youre hiring someone you

intend to keep around. The response to this question should let you know if the jobseeker is using this position as a step on the road of their career or if theyre just


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looking for any job. If their career goals dont match the current position, you couldbe training someone who is already on the way out. No one wants to wasteresources, so its good to know where your new employee is headed.

What do you like best about this company?

If the candidate has done any research at all, they should be able to tell yousomething about the company. Instead of just asking what they know, however,

youre asking them what theyve found in their research that really stood out. If jobseekers talk entirely about benefit packages and summer Fridays, you might have anissue. If they talk about the core values and mission of the company, you might justhave a good fit. And if they dont have anything to say at all, they havent researchedthe company and might not have the motivation needed to succeed.

Why should I hire you?

This question is there to give you a quick impression of the candidates personality.The candidate should highlight their best qualities in their answer, as well as theirrelevant experience. In short, youre having the candidate summarize why they wouldbe a good potential hire for your company. If their elevator pitch doesnt wow you,its a good bet that theyre not going to find something that will impress you more in alonger interview.


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There are plenty of other great pre-screening interview questions, but those four will giveyou fast insight into candidates. If they impress you with those four simple questions, itmight be time to schedule a more involved video interview. If they arent quite up to par,you didnt lose a tremendous amount of time, and you can focus your energy elsewhere.

Live Video Interviews

One way interviews are great, but sometimes you need to interact with your top candidates

in real time. To do this, look no further than live online interviews. These interviews workjust like their three-dimensional counterparts, only minus travel costs and all the time ittakes to schedule a normal face-to-face. Just point your webcam, and your candidate willpop up on the screen, allowing you the ease of interviewing by phone with the personaltouch of seeing a candidate face-to-face.

Now, without any desktop software installation employers and job seekers can spark a

connection whenever and wherever. Missed the interview but still want to weigh in? Livevideo interviews can be recorded and played back at a later date so even those not in theoffice during the interview can have a say.

Live interviews help employers and recruiters cut down on travel costs and wasted time.Scheduling becomes easy when you can connect with qualified job seekers with the click ofa mouse.

Do live video interviews have different best practice standards? How do you make the


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most of your facetime with interested candidates? Here are some tips about how to bestuse live video interviews to find your next superstar employee:

How to Conduct a Successful Online Interview

Online interviewing is one of the latest technologicaladvancements to benefit the job search process, andwith it both companies and job seekers can save time,

money and, energy.

However, before you and your company can startreaping the benefits of online interviewing, you shouldfirst take a look at some of these tips that can helpyou conduct a successful online interview. Follow themso you can have a successful online interview the first

time and every time.

Professionalism

This is a major tip for live video interviews: treat an online interview with the same respectas an in-person interview. Its very easy to assume that just because you are not physicallythere in the office with the job seeker that its not as important of an interview, but thats

not true. If anything, an online interview can be more intense because there isnt as muchtime for small talk as with an in-person interview.


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As the interviewer, you need to make sure you are representing your company in aprofessional way. You need to be just as prepared for this interview as with an in-personinterview. You are the one that sets the pace, standard, and level of professionalism in theinterview and it shouldnt differ from a traditional interview or what your company expects.

Fix any hardware issues

Since you are depending on your technology to interact with a job seeker, you need tomake sure all of your equipment works and functions properly. First and foremost, youneed to make sure your internet connection is running smoothly. After all, its hard to useonline video if youre not online! Making sure youre on a stable internet connection is akey component of having a successful video interview.

Once your connection is secure, all youll need is your webcam and a microphone if one is

not already installed on your computer or laptop. You should make sure your webcam isset up at the right angle and that your face is centered. Make sure your mic isnt fuzzy ormalfunctioning. Once you have everything set up, its a great idea to setup a mock onlineinterview with one of your co-workers or associates. That way, you can see if anything ismalfunctioning or broken.


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Lighting

You need to make sure your lighting is appropriate and not blinding to the otherparticipant. Make sure you dont have any lights behind you glaring into the webcam as itwill distract the other participant and may throw off their answers to your questions.Conversely, no job seeker is going to feel comfortable being interviewed by a dark blur.Make sure you have proper lighting and try to avoid extremes.

Time Zones

Since online interviewing allows for you to interact and interview with people all over thecountry and the world, its very important that you mark what time zone you want the jobseeker to adhere to. That way, they will be there waiting for you to start the interviewwhen you sign on. Time zones can be confusing for some people, but the most you can dois tell them specifically what time zone you are in. If they cannot make it at the right time

this should be a red flag for you about the candidates dedication. If the candidate canteven be bothered to look up the proper time zone, theyre probably not right for the job.

Time Delays

Technology is awesome, but it certainly is not perfect. Since you and the other participantlikely have different browsers, computers, and webcams, there may or may not be a lag

time in your online interview. Internet connections can also get a little fuzzy, so you needto remember to be patient. Wait until the job seeker is completely done talking before you


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start answering their question or asking another one of your own. You certainly dont wantto talk over your job seeker during an in-person interview, so you want to make sure youdont do it in your online interview either.

Questions

Make sure you are prepared for the interview and havequestions for the job seeker. Both parties have to be

ready to answer and ask questions and should have a listof important ones ready. Also, as the employer you needto be ready to answer questions about your companyand, in fact, should expect it from your job seeker. If theydont have any questions for you, then you might need toconsider how much time they took to research the company theyre hoping to establish afuture with.

With online interviewing, you can speak with multiple candidates in a day and still havetime to actually get work done. Online interviews, of both the live and one way variety,save a lot of time and money so you should be sure you are ready to engage in them. Afterthat, you can hire until your hearts content!


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Chapter 4: BrandingBranding your company as a great place to work is important in attracting top talent. Butmany companies skimp on branding, especially today with the rough economy flooding themarketplace with applicants. However, just because there are more people looking for jobsnow doesnt mean company branding can be ignored. After all, you dont want to hire justany employee; you want to hire the best.

Its no mystery great companies attract great employees. Using online video technology aspart of your branding efforts is a smart choice. It instantly shows candidates your companyis willing to embrace new technology. It also shows the company is both flexible andcreative, two must-haves for both experienced and Millennial workers.

Before we get into using online video technology to brand your company, lets take a lookat overall branding and at the companies doing it right.

How A Great Company Brand Attracts and Keeps Great Talent

Selling your company is the key to finding and keeping great employees in todays jobmarket. It is imperative to understand what makes employees happy in their current job.More often than not, the reason that great employees stay with their company is becausethey like the culture and the environment that surrounds them.


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As reported inTime Business,17.3 million people left their jobs by choice in 2011, whichwas up 9 percent from 2010. With the unemployment rate continually high, why wouldpeople walk away like that? Well, they must not be concerned with just money, right?

Many companies have started to realize this. For instance, if you look at the 100 BestPlaces to Work, you will see a correlation between many of the top companies.Surprisingly, the companies with the highest pay did not have the highest rank on the list.Heres how some of those companies at the top of the list have formed their company

brands to attract the right people.

Google

Google, sitting atop the list in 2012, offers so many amenities to employees that it is hardfor them to choose which is the best. Google has a unique environment that is reallyunmatched. They have established their very own way of life that includes everything from

professional development opportunities to free lunches, to unmatched employeeappreciation initiatives. It is this dynamic work culture that helps them attract the best andthe brightest. Offering their employees a culture that makes them excited to come intowork everyday allows Google to keep, and continue to attract, the best talent.

Wegmans

Wegmans Food Markets is ranked number four on the list for 2012. Their efforts arefocused on their employees health. They offer healthcare and time-off benefits to both
http://business.time.com/2011/11/17/more-americans-calling-it-quits-another-sign-the-job-market-may-be-better-than-it-looks/http://business.time.com/2011/11/17/more-americans-calling-it-quits-another-sign-the-job-market-may-be-better-than-it-looks/http://money.cnn.com/magazines/fortune/best-companies/2012/full_list/http://money.cnn.com/magazines/fortune/best-companies/2012/full_list/http://money.cnn.com/magazines/fortune/best-companies/2012/full_list/http://money.cnn.com/magazines/fortune/best-companies/2012/full_list/http://business.time.com/2011/11/17/more-americans-calling-it-quits-another-sign-the-job-market-may-be-better-than-it-looks/


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part-time and full-time employees. They make the environment fun by encouraging healthcompetitions and organizing their own sports leagues. Also, they work hard to get theiremployees discounts throughout the community, from fitness centers to family funactivities.

These are just two of the companies from the 100 Best Places to Work in 2012. Usingtheir proven methods, try and brand your company to be appealing to your ownemployees. In changing the way you look at what creates a better work environment, you

will realize that employee productivity is much higher when they are thriving and happy.

According totheHarvard Business Review,this is what you have to look forward to whenyour employees start to thrive in their jobs:

They demonstrate 16 percent better overall performance (as reported by theirmanagers)

They were 125 percent less burnt out (self-reported) than their peers They were 32 percent more committed to the organization They were 46 percent more satisfied with their jobs They also miss much less work and report significantly fewer doctor visits, which

means health care savings and less lost time for the company
http://hbr.org/2012/01/creating-sustainable-performance/ar/1http://hbr.org/2012/01/creating-sustainable-performance/ar/1http://hbr.org/2012/01/creating-sustainable-performance/ar/1


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As you can see, it would be well worth it to make some environmental changes in yourcompany to create a happier, healthier, and more profitable environment for everyone!

Now that we know the benefits of a good employer brand, how can online videotechnology, and more specifically video interviewing, help with building your companybrand? How will this brand then pull in top talent? Lets look at a few of the things usingvideo interviewing says about your company, and how this can translate to an attractivecompany brand.

Creativity

Using online video in the hiring process shows yourcompany is willing to get creative. This can instantly brandyour company as a creative workplace where employeescome up with out of the box solutions for common

problems.

Stepping outside the traditional hiring process shows thecompany is a place where creativity is valued andappreciated. Best of all, because the company is willing toget creative in its hiring approach, it will in turn attract morecreative hires. These creative hires will bring new innovative

ideas to your company, helping you to solve old problems.


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Hires with this imaginative spark just might be able to bring your company its next greatidea. In this increasingly ideas-based economy, can you really afford to ignore creativity?Employing online video in the hiring process brands your company as a place where thisinnovation is sought after and admired.

Flexibility

Using online video for interviewing also shows the company is willing to be flexible, which

will attract top talent. Workers from every generation, baby boomers to Millennials, arelooking for more workplace flexibility. The companies that recognize workers are more thana cog in a cubicle are the ones attracting the best employees. Online video allowscandidates to cut out the commute and employers to schedule interviews without all thefuss. It works to make interviewing more flexible than ever before.

Since the interview is often the first taste potential hires get of the company culture, youre

establishing the flexibility of your company up front. This will enhance its brand withpotential hires. Bright individuals will be attracted to the idea of a flexible workplace, andyoull have nabbed a great employee.

Embracing new technology

Most of all, using online video sends a clear message that your company is embracing new

technology. With the rash of technology currently available, not adapting to the virtualmarketplace can be a disaster for companies. Now all companies are expected to not just


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have a corporate website, but also a social media presence. Web savvy employees are

attracted to companies embracing new technology and utilizing the power of the web.

To ignore new technology is to stay stagnant, and you wont find many great employeesattracted to a company that stands still. Instead, use online video interviewing to brandyour company as a place where technology is welcomed and adopted wisely. In turn, youllattract smart employees who do the same.

Merely using video interviewing can clearly tell job seekers a lot about the company cultureand enhance the company brand. Using video can brand your company as a great place foremployees to spend their 9 to 5. The benefit of having a great company brand is attractingtop talent. This means recruiting employees who will fit in with the overall culture of yourorganization and can hit the ground running. This is no easy task, but it gets simpler whenyouve used video to brand yourself to attract the right talent. But how do you use videointerviewing to find employees who will fit into the company at large?

How to Interview Candidates For Fit

Just like people, every company has its own personality. A job candidate truly cant besummed up by a simple paper resume, no matter how impressive that resume is. Likewisecandidates cant know what a company is like just by browsing through a website orresearching its history. Finding the perfect fit between candidates and company is essential

to building a talented and happy team. Video interviewing is making this simpler byallowing employers to see a candidates personality earlier in the hiring process.


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Like any good puzzle, finding the right fit can often be time-consuming and difficult.Withmore than halfof employers reducing or having already reduced recruitment budgets,theres less room for error now with new hires. As you know, a lot of time and traininggoes into getting a new hire up to speed, and this process is repeated with the next hire.

Not every candidate you hire will be a perfect match for thelong-haul, but there are plenty of ways to avoid losing

employees due to a mismatch in overall company fit. Thehiring process is essential in ensuring candidates will be ableto hit the ground running and enjoy the sprint.

There is no point in completely reinventing the wheel, as wecan all learn from the best. Its important to look at theinterview processes of prominent organizations like Google and

Zappos, both which have made Forbes list of the best placesto work. How do they do it? By ensuring the talent they hiremeshes with the overall corporate culture. For instance,Google often asks candidates math questions or questions notentirely related to the job theyre interviewing for. They do thisto assess the critical thinking and problem solving skills ofpotential hires.

Zappos, on the other hand, encourages their job candidates to get weird. Zappos
http://www.personneltoday.com/articles/2011/07/20/57803/employers-taking-steps-to-reduce-recruitment-costs.htmlhttp://www.personneltoday.com/articles/2011/07/20/57803/employers-taking-steps-to-reduce-recruitment-costs.htmlhttp://www.personneltoday.com/articles/2011/07/20/57803/employers-taking-steps-to-reduce-recruitment-costs.htmlhttp://www.personneltoday.com/articles/2011/07/20/57803/employers-taking-steps-to-reduce-recruitment-costs.htmlhttp://www.personneltoday.com/articles/2011/07/20/57803/employers-taking-steps-to-reduce-recruitment-costs.html


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interviews candidates based on a core set of values the company holds. One of those

values is to create fun and a little weirdness. During the hiring process recruiters askcandidates to rate themselves on a 1 to 10 weirdness scale. Seem strange? Zappos findsthis method effective to weed out candidates who are too wacky or too strait-laced.

Like these companies, its important for you to think critically about your company culturebefore the interview process begins. Is it an environment where self-sufficiency is prized oris teamwork the name of the game? Is the company more traditional or a little kooky?

Determine the core values of the company and how potential hires should align with them.Imagine the perfect employee for your particular company and write down this fictionalcandidates attributes.

An important aspect video interviewing brings to the table is not only the ability to brandyour company, but also the ability to see personality earlier in the hiring process. Viewing avideo resume or one way interview, for instance, can immediately give you personality

insights that traditionally come later in the hiring process. This will allow you to matchcandidates up against the attributes your company is looking for in the ideal employee. Byseeing personality earlier in the process, you can also help weed out candidates who justwont fit in with the company without wasting precious time and resources sitting downwith them.

Once you have a general list, get more specific. Look at the position beyond the realm of

qualifications. Does the position call for a people person or someone who can go at italone? What personality would thrive in this position and what personality would wither? If


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you end up hiring a great candidate with a personality that doesnt mesh with the job, odds

are youll be hiring again soon.

Once you have a good handle of the kind of personality and drive needed to succeed, notjust in the position but in the overall culture of the company, its time to think upquestions. Try to think of questions not asked constantly in interview environments.Remember to come up with a great set of questions, and they can be saved to use overagain in your one way video interviews.

If youre asking the same questions as everyone else, candidates are probably usingcanned answers. This means youre not really learning much about the candidates truepersonality, just hearing what they think you want to hear. Using video interviewing canallow you to ask as many serious by-the-book questions as you wish, or get more creativein your approach. It depends on what the environment calls for.

So when it comes time to ask your questions, mix things up! Ask whether a candidate is adog or a cat person. This could tell you about a candidates love of loyalty or self-sufficiency. Ask about the last book a candidate read. This can tell you not just about thepersonality of a potential hire, but also their ambition. If they name a book about yourindustry, you know theyre serious about their career path. If you go this route though, besure to ask follow up questions to make sure the candidate has actually read the book andisnt just naming a title they think will make them sound impressive.

You can also watch video interviews for candidates reactions to outside the box questions.


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Chapter 5: The Discrimination Question

First off, we want to stress discrimination doesnt need to be the elephant in the roomwhen it comes to using online video to hire the best and brightest candidates. Talkingabout discrimination is honestly one of the best ways to guard against it.

Unfortunately, discrimination is part of our everyday lives, and something we have to bevigilant to fight against. As hiring managers and recruiters, the discrimination question is a

part of the hiring process and you know just how damaging it can be to companies. Butcompanies arent the real victims of discrimination; its employees who suffer the mostfrom discrimination concerns. When workplaces have diverse and respectful environments,employees grow and thrive. When the opposite is true employees leave or even sue.

You want to hire the top talent, but you also want to make sure you stay firmly within theEqual Employment Opportunity Commission (EEOC) regulations. It can be a bit scary to

step out of your comfort zone and embrace new technology. The question lingers: What ifthese new hiring practices leave you open to discrimination concerns?

Look at it this way: can you really afford not to embrace new technology? With candidatesand companies getting more tech savvy than ever before, online technologies are thefuture. The best way to embrace new technology is with an open mind and with your eyeswide open. Basically you need to get informed!


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What is Discrimination?

Before we can get to online video hiring solutions we need to take a critical look at justwhat discrimination is. Discrimination occurs any time employers judge employees orcandidates by anything other than their qualifications and experience. For example, if acompany doesnt hire a qualified candidate primarily because of the candidates gender,this is discrimination in the hiring process.

What does discrimination in the workplace look like? AMuslim woman won a discrimination lawsuit against aFortune 500 company. She was being harassed byher boss and co-workers on the basis of her religiousaffiliation. This harassment came in a variety offorms. Her co-workers made disparaging commentsto her and made her feel uncomfortable. At one point,

her boss even snatched off her headscarf. Theseactions were clearly discriminatory and the judge inthe case agreed.

What would discrimination in the hiring process looklike? Well, if we took the case of the Muslim woman,hiring discrimination might mean employers refusing

to consider her for employment as soon as they sawher headscarf or other religious garb.


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It could also mean asking questions about her religion which have nothing to do with her

experience or qualifications. Asking someone about their race, religion, or gender is a bigproblem.

Now lets take a closer look at the EEOC and how this regulatory agency came about.

What is the EEOC?

Youre most likely familiar with the EEOC, but just in case youre not, well give you aprimer. The EEOC office dates all the way back to the 1960s and the birth of the CivilRights Movement. The 60s saw an upheaval in the culture of the United States and with ita closer look at just what was happening in our nations workplaces. With Martin LutherKing Jr. fighting for equal rights and Rosa Parks refusing to give up her seat, thegovernment realized it couldnt ignore the need to address this very real problem.

These cultural shifts in the 60s made it necessary for a government agency to regulate andprotect employees against discriminatory practices. The office protects workers employedby companies both big and small.

In 1965 the EEOC was born and its been protecting the rights of candidates andemployees ever since.

The EEOC keeps strict guidelines covering what is and isnt discrimination in the workplaceand in the hiring process. When a worker files a complaint against a company with the


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EEOC, things are taken very seriously. The EEOC then thoroughly researches this claim to

make sure it holds merit. If it finds the suit has merit, companies can be sued for theirdiscriminatory practices.

The EEOC also keeps careful record of the complaints filed. Every year they release abreakdown of the number and variety of each compliant they receive. This gives us a goodidea of just how far weve come and how far we still have left to go in our fight forequality.

What Does the EEOC Protect?

Below is a list of some of the characteristics covered by EEOC guidelines:

Race Color Religion Sex (including pregnancy and sexual orientation) National originAge (40 or older) Disability Retaliation


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This list has grown longer in recent years, as more areas of discrimination have shown

themselves.

How would some of these categories work in action when it comes to discrimination in thehiring process? Lets say a company is looking for a new receptionist. They get a greatresume and theyre really jazzed by the preliminary phone interview. When the candidatecomes in, however, theyre shocked when she appears in the office in a wheelchair. Still,she has all the knowledge and professional experience theyre looking for. Everyone liked

the candidate before she showed up in person and everyone thought she would be a greatfit for the organization. Her wheelchair has nothing to do with her ability to perform the

job. If the company passes her over on the basis of her disability, this is clearly a case ofdiscrimination.

Everything else was working in the candidates favor except the one characteristic. Goodthing disabilities are covered by the EEOC. This candidate would have a good case of

disability-based discrimination. The same would be true for categories like religion, race,and gender. The head scarf example we used earlier would be the perfect example ofreligion-based discrimination, and it would also be covered by the EEOC regulations.

Last you might be wondering what retaliation refers to. Retaliation is when an employee isdiscriminated against for reporting discrimination. This is much bigger problem for currentemployees than potential ones. However, if a company turned down a qualified employee

based entirely off the fact this employee had once sued a former employer fordiscrimination, the EEOC would be there to protect them.


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What is Discrimination in the Hiring Process?

So how do we safeguard ourselves as employers and recruiters against discrimination? Wellin the hiring process its imperative to know what kind of interview questions can be askedand what kind of interview questions you should leave on the shelf.

Some examples of discriminatory questions go back to

some of our previous examples of coveredcharacteristics. If a candidate comes into the office foran interview, you cant ask them if the cross theyrewearing means theyre Catholic. Unless the positionyoure interviewing for is a priest or nun, their religiousaffiliation is really none of your concern.

Another example is if a company is hiring a very high-stress, work-intensive position. Its a job where acandidate would need to hit the ground running. If a

female candidate came in for the interview, its not appropriate to ask her if shes planningto start a family soon. The EEOC protects candidates from gender-based discrimination. Infact, a bill is even being proposed to protect the rights of pregnant workers. Asking acandidate about her family planning is a huge mistake when it comes to non-discriminatory

questions.


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So what are some questions you can ask in the hiring process? Make sure your questions

are based entirely on the job at hand. Questions about a candidates prior work experienceor qualifications are great. If the job has a physically demanding aspect, its completelywithin your right to ask if the candidate could perform this aspect of the job withouttrouble. Its not discriminatory if it relates directly to performing the functions of theposition being discussed.

What else isnt discriminatory? Seeing a candidate! Viewing a one way video interview or a

video resume is not discriminatory in the least. At some point, youre going to need tospeak face-to-face with the candidate. And no one is saying in-person interviews arediscriminatory. Just remember to follow the rules outlined above and stick to performance-based questions.

The EEOC and Online Video Technology

The EEOC has been asked several times about the compliance of using video in the hiringprocess. Again, we all understand the importance of keeping discrimination in mind whentrying to hire the best candidates. A happy and diverse workforce also makes for a moreproductive workforce, and you want your company to be seen in the best light. You dontwant to add to those discrimination numbers we talked about earlier. So do you have toworry about video?

The answer is a resounding, no! The EEOC has been asked several times about thecompliance of online video. However, the major takeaway is that each time the EEOC was


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quizzed about online video, they came down firmly on the side of compliance. They did not

say online video is sort of complaint or online video is mostly compliant they said onlinevideo is completely compliant.

Video Compliance and the EEOC

In 2004 the EEOC was asked directly about video resumes.In fact they were asked aboutan employer's recordkeeping responsibilities when it learns the ethnicity, gender, or

disability of an applicant prior to an interview by viewing a picture or video clip of theindividual. [They] inquired how employers should meet all of their governmental EEOrecordkeeping duties in these circumstances.

The EEOC explained there were two statutes covering what the questioner was askingabout: Title VII of the Civil Rights Act of 1964 and Title One of the Americans withDisabilities Act or ADA. Both of these statutes cover nondiscrimination and recordkeeping

obligations. They said, under Title VII, it was not illegal for employers to learn the gender,race, or ethnicity of a candidate prior to the interview. So viewing a video resume clipbefore pulling a candidate in for an in-person interview is completely legal under thisstatute.

Under the ADA an employer cannot ask a candidate questions on the application form or inthe interview specifically to elicit answers about any sort of disability they might have. The

concern was employers might be able to directly see these disabilities due to online video.However, the EEOC said viewing a video resume does not violate this prohibition. In fact
http://www.eeoc.gov/eeoc/foia/letters/2004/titlevii_ada_recordkeeping_video.htmlhttp://www.eeoc.gov/eeoc/foia/letters/2004/titlevii_ada_recordkeeping_video.htmlhttp://www.eeoc.gov/eeoc/foia/letters/2004/titlevii_ada_recordkeeping_video.html


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they said you must not use that information to discriminate in hiring. As with all other

applicants, you must focus on the individual's qualifications for the job. So again, its onthe individual making the decisions, not on the technology to guard against discrimination.

This quote from their answer in 2004 really sums it up best: Employers and recruiters[should] continue to structure their recruitment and selection processes to benondiscriminatory and to consistently focus on the job qualifications of all job seekers,r ega rd l es s o f t echno logy o r o f t he i n fo rmat i on ava i l ab l e by v i r tue o f t ha tt echno logy

Video Compliance and the EEOC: Part 2

Youd think the 2004 letter was pretty compelling stuff about using video in the hiringprocess. The mere fact the EEOC was asked about video resumes in 2004 is fairlyimpressive, and tells us something about how long employers and recruiters have been

interested in video. YouTube wasnt even born until the following year, 2005, which iswhen online video really exploded onto the Internet scene. Yet employers were stillinterested in how they could use video resumes to shorten and enhance their hiringprocess without getting into EEOC hot water.

Since 2004, online video technology has certainly come a long way. So it does make acertain amount of sense to see the EEOC quizzed again on the compliance question when it

comes to using video in the hiring process.


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This time theEEOC was asked about the legality, under the federal equal employment

opportunity (EEO) laws, of screening job applicants based on video resumes and onlineprofessional and personal videos.Again video resumes are mentioned, but now the fieldhas been expanded as well to other online professional videos. Under this umbrella oneway interviews and even live video interviewing would fit with ease.

So what did the EEOC have to say about this concern? Well, they didnt change their mindsat all since 2004. Once again they mention Title VII and the ADA and once again video is

compliant on both fronts.

In fact they go on to say: The EEO laws do no t exp res s ly p roh ib i t t he use o f spec i f i ct echno log i esor methods for selecting employees, and therefore do not prohibit the useof video resumes. Which is again just restating the belief that technology does not havethe power to discriminate, people do.

To this end the EEOC also offered suggestions on how to stay compliant while still utilizingvideo: For example, before using video resumes and other video screening devices, acovered entity could proactively formulate and communicate to selection officials how thevideo resumes can help assess specific qualifications and skills that are necessary forsuccess in the position.

The advice is all about how to communicate nondiscrimination goals to hiring managers.

So does the EEOC think online video technology is compliant? The answer isyes.
http://www.eeoc.gov/eeoc/foia/letters/2010/ada_gina_titlevii_video_resumes.htmlhttp://www.eeoc.gov/eeoc/foia/letters/2010/ada_gina_titlevii_video_resumes.html


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Videos Dont Discriminate: People Do!

Will there still be discrimination in the hiring process? Sadly, yes. Discrimination is aproblem that isnt going away anytime soon. Weve come a long way but we still have along way to go. While discrimination will still exist in the hiring process, the importanttakeaway from this eBook is that online video hiring solutions will not increase thelikelihood of discrimination in the least.

Tips for Staying Compliant on the Human Side

If video isnt discriminatory how can companies make sure to avoid discrimination in thehiring process? In this next section well cover some tips and best practices to make sureyoure using the tool of online video within a framework leading you to better and morediverse hires.

Heres our first tip: stop blaming technology!

It might be easy to blame the computer when something goes wrong. Even thoughcomputers dont run by themselves, its easier to place the problem out of our hands. Ifyou do this, however, youll never address the root of the problem. Without facing theproblem head on youll be doomed to repeat the issue over and over again. When the

problem is as serious as discrimination, its good to address it before its too late!


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Technology cant judge and videos by themselves cant discriminate. If discrimination is

taking place at your company, its not your web camera doing it. Dont blame technologyfor human failings. Its the easy way out, but in the long run it will make your life muchharder. Instead, look at the practices of your company and ask yourself how they can beimproved. How can your company work to be a more accepting, diverse workplace foreveryone?

Stop focusing on technology and start focusing on people.

Another great way to avoid discrimination is to keep your questions standard.

When interviewing a set of candidates for the same position, sit down with everyoneinvolved in the process and come up with a key set of questions to use.

This default set of questions will ensure youre not treating any candidates differently.

Things are going to come up in the interview youll want to dive into further or needclarified. Thats fine. These questions are guidelines, not a script. After all, whether yourein person or using online video interviews, itll appear a little odd if youre not engagingwith the candidate and only reading off of a piece of paper!

Having a set of questions to ask every candidate is not only protecting you fromdiscrimination claims, its also useful. First off, it forces you to really focus in on the

position. What are the qualifications a potential employee really needs to have? Youre notjust asking whatever questions come to mind. Youre razor-focused on the needs of the


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position to be filled.

Set questions are also great because they give you a baseline by which to judgecandidates. If youre just asking questions on the fly, you might think a candidate is great

just because you lobbed them all softball questions. If you have set questions all thecandidates answer, you can really judge the candidates on individual merits, but alsoagainst each other. One way interviews, where you can set a specific number of questionsfor candidates to answer on video, are a great example of where set questions really pay

off.

When trying to fill a position, its important to write down your evaluationcriteria.

Think critically about exactly what youre looking for in the ideal job candidate. Youve donesome of this already when coming up with a set of questions to ask everyone. You can use

those questions when drafting your evaluation criteria.

Evaluation criteria are not just the specific skills needed to fill the position, but also lookingat the overall office environment. Personality fit is an important aspect of hiring, as we allknow. You can get the best and brightest employee but if he or she doesnt fit into theoffice culture youll be rehiring soon.

Write out the traits an ideal employee at your company should have. Does the job requiresomeone hugely outgoing or someone who can work well independently? Different


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personalities thrive under different settings. Dont overlook this important fact when

coming up with how to evaluate candidates. Once you have a written set of criteria, youcan use it to judge all candidates you view and interview. This way you can start to guardagainst preferential or discriminatory treatment.

Youve set a lot down on paper by this point. You have a set of questions to ask allcandidates and you have written criteria youll use to judge whether or not a candidate willbe a good fit for the company and the position. What more can you do to guard against

discrimination creeping into the hiring process?

Get training!

Its important to listen to the professionals, especially when itcomes to something as essential in the hiring process as thepossibility of discrimination. Training will help you recognize

discrimination when it happens-not just in the hiring processbut also in the workplace at large.

Employers should really spring for in-house training of somekind on the topic of discrimination. This way all employeesunderstand the value of diversity and know how to spotdiscrimination when it occurs.


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Conclusion

Using video as part of the hiring process can cut down on time, save money, and help yourcompany hire the best people. It can shorten the traditional recruiting process by providingbetter insight on a candidates personality and communication skills. Best of all, its 100percent compliant with EEOC guidelines.

Online video interviewing is building a better, faster bridge between posting your open

positions and filling out new hire paperwork. As you know, the war for talent rages on. Canyour company really afford to bleed time and money looking for the best people?

Video interviewing allows recruiters and hiring managers to save time and only focus theirenergy on the top candidates. Instead of wasting 30 minutes on a phone interview thatyou immediately know is a dead end, you can spend this time viewing multiple one wayvideo interviews. This way, hiring managers can make smarter decisions about which

candidates to bring into the office.

Video interviews also eliminate distance barriers allowing employers to connect with thetop talent in their industry-regardless of where they currently reside. In the past, pursuingsuch talent could be costly and time-consuming. Now with the power of online video,theres no difference between a candidate one or one hundred miles away. Employers canfocus on finding the best talent for their open positions without worrying about geography.

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The bottom line is that online video hiring solutions allow your company to cut down on theinconvenience of the traditional process. Youll save time and money, but best of all youllbe able to secure top candidates who will bring their ideas and innovations to yourcompany. All you need to do is press play.

For more information regarding videointerviewing, please contact us:

Spark Hire, Inc.www.SparkHire.comPhone: 800-219-0480E-Mail: [email protected]

Twitter:@sparkhireFacebook:sparkhire
http://www.sparkhire.com/employerhttp://www.sparkhire.com/employermailto:[email protected]://twitter.com/sparkhirehttp://twitter.com/sparkhirehttp://facebook.com/sparkhirehttp://facebook.com/sparkhirehttp://www.sparkhire.com/employer?utm_source=ebook&utm_medium=chapteroffer&utm_campaign=freeinterviewshttp://facebook.com/sparkhirehttp://twitter.com/sparkhiremailto:[email protected]://www.sparkhire.com/employer

the ultimate guide to video interviewing.1

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