New research from job site Foosle explores Brits’ attitudes towards searching for jobs: “Majority of Brits claim to be tech-savvy but cling to old-fashioned job hunting habits.” Yet, digital practices such as video interviewing are making their way.
Three in four (78%) people describe themselves as ‘tech-savvy’– adopters and users of all things digital.[i] However, this tech-enthusiasm has not crossed into the world of job-seeking, with just 15% in the UK claiming to have used digital tools to apply for a new role[ii].
To bridge this technology-adoption gap, Foosle has launched a fresh approach to encourage candidates to use video interviewing. The guide uses behavioural science principles like social norms, reciprocity, messenger and more to help employers and recruiters support candidates to embrace video interviewing as a new part of the job application process. The guide will be sent to employers using video interviewing tools and is freely available for anyone to download from the company website.
Foosle’s research revealed that younger generations are not as tech-forward as expected when it comes to applying for jobs, even in comparison to older generations. Nine in ten (89%) millennials[iii] describe themselves as tech-savvy. However, a very small proportion of these job seekers have used digital-video methods to apply for jobs.
Fewer than one in ten (8%) millennials have recorded a video interview or participated in a live job interview via Skype.
Meanwhile, 7% of an older generation (45-55 year olds) can claim the same, dispelling myths that millennials are more digitally resourceful on the job hunt.
A higher proportion of these job seekers are still using more traditional means to apply for jobs. CVs and covering letters are used by three in four (74%) millennials and 40% use networking to seek out job opportunities.
Yet, despite the slow adoption of digital job applications, millennial candidates are keen to reap the benefits they offer. Two in five (43%) think that an opportunity to show off their personality or demonstrate the ability to think on the spot (44%) would help them land the job. Both of these benefits can be achieved with video interviewing, a tool just 2% of millennials have used.
Alistair Rennie, Managing Director of Foosle, says:
“Employers and recruiters have told us that while they value the time and money saving benefits of video interviews, often candidates drop out of the job application process when it comes to the phase of recording a video interview. So while employers are ready to capitalise on this innovation, one of their key challenges is getting job seekers to do the same.
“Video interviewing is a new and different experience for job seekers, so naturally there is some hesitation. Despite being a self-confessed digital nation, people do take time to adopt and embrace new technology. This explains why the majority (64%) of job seekers are sticking to what they know when applying for jobs – CVs and covering letters.”
Foosle is supporting the tech savvy employers who already recognise the value of video in recruitment, by giving them the tools they need to support job seekers and help shake-up old habits.
Here is a summary of their approach with the full Guide to Candidate Behaviour Change available here.
We tend to be influenced by what others do – this behaviour is known as ‘social norms’. It means we often take cues from the way other people act without necessarily realising it. Video interviewing is a relatively new technology which, for many, wouldn’t be considered as a social norm. So employers and recruiters need to position it as a burgeoning, trend to make sure it fits in with people’s existing social norms about technology.
When it comes to receiving information or finding out new things, the messenger can sometimes be more influential than the message. If you’ve used video interviewing before with success, make use of this principle by delivering your message and call to-action, using successful candidate case studies, which will embody the principle of ‘someone like me.’
When it comes to presenting ourselves to other people, we tend to act in ways that make us feel the most positive and is consistent with how we already behave and think of ourselves. Look at the language you’re using to communicate with candidates prior to their job interview and seize the opportunity make video interviewing line-up with their existing beliefs and behaviours.
Risks and incentives
Naturally, we respond to risks and incentives but the way these are framed influence the nature of our response. In most situations, we feel more compelled to do something if it means we will be losing out or if we can easily realise the rewards. Communicate with candidates in a way that clearly conveys these gains and losses. Whether a candidate will get the job they have applied for is uncertain, yet there is only one viable outcome from not attempting the application at all.
We are hardwired to over respond to both positive and negative actions of others and feel obliged to give back to others the type of behaviour we have received from them. The most effective way to use reciprocity is to be the first to give and do so in a personalised way. Try inviting candidates to take a video interview by sending them one of you having that same experience.
What’s your experience with video interviewing? Does Foosle’s study resonate with your own practice? Feel free to share your thoughts and contribute to the conversation.
[i] Foosle commissioned Tech-Savvy research with OnePoll who surveyed a GB representative sample of 1,000 adults aged 18+ between 14th a- 16th October 2015.
[ii] Digital tools for job application refers to social media (7%), video CV (2%), skype interviews (4%) and video interviews (2%)
[iii] Generation Y or Millennials refers to as anyone who took this survey ages 25-43