Making the Business Case for Video Assessment

Although the benefits of video assessment may seem obvious, you’ll need to position it correctly if you want to secure buy-in within your organisation.

Although the benefits of video interviewing technology may seem obvious, you’ll need to position it correctly if you want to secure buy-in within your organisation.

In so many of the projects I’ve worked on in my career, success has hinged on my ability to create a compelling and robust business case. This ability is important for anybody convincing executives and business leaders to adopt new technologies, a prospect that not only costs money, but also requires personnel to adapt quickly to changes in their work processes. I’ve recently had a number of conversations with organisations about how to build the business case for video assessment and how to overcome any concerns, so I’ve put together some advice that I always share with organisations going through technological change.

1. Research is key

Never go before your key stakeholders without a well-researched proposal that connects specific performance issues to evident/identifiable causes. Make sure you’re able to not only define these problems, but clearly demonstrate the effect they are having on the bottom line.

2. Showcase the benefits of video assessment

Be clear on how video assessment can solve the key issues in your recruitment process, make sure you connect HR efficiencies created by video assessment directly to improved business outcomes. Below I’ve highlighted two common recruitment issues often cited by our clients and explained how video assessment can work to effectively resolve them.

Issue: It takes too long to fill vacancies

Benefits: Lay out exactly how the video assessment process will work to improve efficiency, such as the ability to establish firm timetables, to ensure that every application can be received, reviewed and assessed within a given amount of time.

Using video assessment technology, candidates can take the interview from the comfort of their own home, at any time, as opposed to the hiring team waiting for prospectives hires to accept an interview date and paying for the cost of travel. Eliminating the cost of travel and decreasing time-to-hire are benefits that will be easy to quantitatively demonstrate in your presentation. The video assessment process will also have a huge impact on hiring manager’s time, which can also be easily be quantified.

Issue: Too many wrong-fit candidates, resulting in higher staff turnover and lower business performance

Benefits: Using a standardised, video-led process is both consistent and measurable, allowing for more objective decision-making compared to traditional telephone or face-to-face interviews.

This in turn will lead to better hiring decisions. A consistent interview process eliminates much of the unconscious bias inherent in unstructured telephone or face-to-face interviews. Recruiters can assess each recorded interview based on the applicant’s responses to the list of predetermined questions, rather than their individual rapport with a certain candidate. Ultimately hiring the right person for a role will reduce attrition and improve business performance.

3. Anticipate their concerns

It’s all well and good providing the benefits, after all, this is a proposal, but all stakeholders will, most likely, voice their concerns to ensure they making the right investment and that it's going to make an impact. What's more people will often be resistant to change, be it a new process or unfamiliar technology. Make sure you anticipate these concerns and address them head on.

  • Video will replace face-to-face - Assure them that video assessment will sift out those candidates who aren't right for the company quickly and effectively, so only the cream of the crop will be sent for the final round of face-to-face interviews. Your recruiters or hiring managers will be impressed with the quality of candidates they meet!
  • No money or time to implement the technology. Emphasise that by making the hiring process more efficient, the cost of introducing video assessment technology will be dwarfed by the time and hard cost savings it will deliver.

4. Know your numbers

Senior stakeholders are primarily interested in the company’s bottom line. For each of the challenges video assessment will overcome, express them in terms of their impact on profit and loss.

Rather than simply claiming that video assessment will increase offer rates, for example, argue that reduced attrition will reduce costs by X amount, basing your calculation on an anticipated fewer number of new hires per year. Or point out that 25% of applicants who have poor candidate experience will start shopping with a different brand immediately, ultimately hurting your company’s revenue. Anything you can do to demonstrate the connection between HR success and business success will make the decision much easier for your executive audience.

Today’s executives are far less willing to invest in a technology just because it’s innovative or new. The business leaders I’ve spoken to and worked with over the years have been far more impressed by a thorough knowledge of the recruitment process, its inherent flaws and how video assessment will deliver tangible business value. Remember that the case for video recruitment is a case for business success, and the rest of your business case will fall into place.

If you're interested in learning more about how to build the business case for video interviewing technology, I'll be hosting a webinar on February 22, 12:30-1:30pm GMT with Diane Rysdale, Head of Recruitment at Hastings Direct. RSVP below!