2020 Recruitment Trend: Inbound Recruiting


We’re all aware by now that a dedicated recruitment marketing effort is necessary in the fight for top talent today. Recruiters need to attract waves of talent in order to stay top of mind as an employer of choice and nurture their employer brand. While some organisations are still finding ways to kickstart their recruitment marketing strategy, those who have already successfully found their feet are uncovering a knock-on effect on the rise: inbound recruiting.

What if the impact of your recruitment marketing strategy was so great that it led to talent not only taking notice of your organisation but also encouraged them to reach out with their CV even when there are no vacancies available? Enter ‘inbound recruiting’. Acting as a long term strategy for any recruitment process, inbound recruiting can no longer be ignored and will play a significant part in maintaining a strong employer brand over the years to come.

How can Video Interviewing assist Inbound Recruiting?

It’s hard to ignore the endless amount of HR and recruitment technology available today, and it’s no secret that such technology is the way forward in recruitment. In a candidate-driven market, the onus is on the employer to arm the recruitment team with efficient tools to keep a steady flow of top talent streaming in.

Many organisations have already initiated steps towards better recruitment, while focusing on offering equal opportunity to all candidates. Video Interviewing has long been considered a tool which facilitates both standardisation and flexibility within the recruitment process. And, with 94% of candidates surveyed stating that they were satisfied with the Video Interviewing process and 80% agreeing that their opinion of the hiring company improved with the inclusion of Video Interviewing, candidates are certainly welcoming the technology and exiting the recruitment process with a favourable opinion of the organisation.

Met with the ever-growing need to engage in innovation, organisations’ efforts are paying off with candidates expressing positive feedback, particularly when Video Interviewing is at play:

“My opinion has improved since the selection process. Sonru has allowed me to be interviewed in less than an evening and the company has shown an innovative side thanks to this innovative tool.”  – Candidate in Italy

“It shows that this company is on the way of digital transformation. This implies the future orientation of this company and makes a very good impression regarding employer branding or as being an innovative company.” – Candidate in Germany

“This shows the hiring company is respectful of my time so that I don’t need to travel to complete the interview. It also highlights the fact that the company is looking at innovative ways of doing things and stay on trend with disruptive technologies.”  – Candidate in Ireland

“It tells me a lot on how innovation is a big thing and how this company tries to improve themselves along with developing the brand and its employees.”  – Candidate in South Africa

So, what does this mean for inbound recruiting?

A positive recruitment experience motivates 97% of candidates to refer other candidates, while 50% would share their experiences on social media. It’s a well-known fact that the candidate experience matters most in the current recruitment landscape. If more candidates are presented with an opportunity to engage in the recruitment process due to technology such as Video Interviewing, regardless of location, and if they have a fair chance to present themselves to a potential employer, this suggests they are more likely to walk away with a positive outlook on that organisation and its recruitment process. In turn, other candidates will be inspired to pro-actively seek out these forward-thinking employers and put themselves on the radar, signifying that your inbound recruiting strategy is bearing positive results and helping you to maintain the competitive edge needed to support your employer brand.

Video Interviewing Demo

Edward Hendrick
Ed holds a Bachelor of Science Degree in Agribusiness & Rural Development and a Higher Diploma in Enterprise Development and Entrepreneurship.

Since founding Sonru in 2007 with the vision of introducing Video Interviewing to mainstream recruitment, Ed has established the organisation as a global leader and one of the top recruitment SaaS companies worldwide.

With numerous accolades to his name such as the Sunday Business Posts ‘Top 40 Under 40’ and IIA Net Visionary award for innovation, Ed is recognised as one of the world’s leading experts in video recruitment technology and is a renowned industry speaker.

With a passion for new technology and how it can be used to make life easier for people in the real world, Ed has been instrumental in shaping the current landscape of the Video Interviewing industry.
Chris Horan
CTO at Sonru
Chris graduated from Trinity College Dublin with an Honours Bachelor of Science Degree in Physics and Computer Science and went on to complete a Postgraduate Diploma in Applied Science in Physics and Computer Science as well as a Higher Diploma in Enterprise Development.

With almost 20 years’ experience in the software engineering and computer science space, Chris has worked with leading technology companies such as Accuris, CAPE Technologies and BearingPoint.

Chris has been at the forefront of Sonru’s product development since the company’s inception in 2007.
Daniel Richard
Managing Director EMEA
Sonru’s Europe MD, Daniel Richard, graduated from Queen’s University, Canada with a Master of Science in Industrial and Organisational Science.

A trained Occupational Psychologist with more than 15 years of sales and consulting experience in multinational recruitment and HR services companies, Daniel leads Sonru’s sales efforts within EMEA, helping to grow its rapidly expanding customer base.

Prior to joining Sonru, Daniel spent 10 years at Oracle Taleo helping to build the company from a small regional start-up to a true industry leader. Daniel has held a variety of sales and consulting positions on various continents, including the US and Europe.
Fergal O'Byrne
Non-Executive Director
Fergal holds a Bachelor of Science in Electronic Engineering from Dublin Institute of Technology and is an experienced Internet industry entrepreneur.

Since founding Interactive Return in 1998, Fergal has been a member of the Board of Directors of IGOpeople.com, WINC, and CCD Limited and was a previous chair of the Project Advisory Group for Fáilte Ireland’s eBusiness Support Initiative.

A recognised influencer within the industry, Fergal has served as CEO of the Irish Internet Association and has published four books including ‘10 Online Marketing and Search Engine Essentials’ and ‘10 Technologies Every Executive Should Know’.

In 2015, Fergal was inducted into the IIA Internet Hall of Fame in recognition for services to the internet industry.
George Pennock
George holds an MA in History from Oxford University and is a previous Partner and Head of Saphir UK at Saphir Capital Partners.

George spent several years with the Goldman Sachs Group as a mergers and acquisitions banker before moving into private equity where he has spent most of the past 15 years. He has served as a Senior Investment Manager and COO at Pi Capital, and worked with Botts & Company Ltd where he made private equity investments in the leisure, publishing, branded goods, retail, and technology sectors.

Having spent the past two decades working with a myriad of talented and unconventional entrepreneurs, investing in everything from online employee benefits platforms to river boats and book publishers, George is passionate about backing exceptional people and interesting businesses and believes that while a mediocre management team can ruin even a great plan, a great management team can make a success of almost any business opportunity.
John Penning
Currently, I am a Director of Sonru, the leading Online Video Interviewing company. Previous career highlights include; CEO of the Irish Internet Association, Chairman of IGOpeople.com and Founder and CEO of Interactive Return. In 2015 I was very honoured to be inducted into the IIA Internet Hall of Fame in recognition for services to the internet industry.
Rodolphe Verhaegen
Non-Executive Director
Rodolphe is currently an Operational Advisor with Digital Ventures in Brussels having previously worked in Ebay, most recently as Director of Customer Innovation.

Rodolphe is an innovative and creative business leader, with a strong interest in technology and agile software development practices. He holds an Masters Degree in Business Information Management and a BA in Business Economics from the Vrije Universiteit, Brussels.
Georges Schmit
Non-Executive Director
A native of Luxembourg, Georges graduated with degrees in Economics from the University of Louvain, Belgium (BA) and the University of Michigan, Ann Arbor (MA). Besides his native Luxembourgish, Georges is fluent in French, English and German.

Georges served the Government of Luxembourg from 1981 to 2016 and throughout most of his career he focused on innovation and technology policy, economic development and trade and investment promotion.

During his time with the Government of Luxembourg, Georges served as Secretary General of the Luxembourg Ministry of the Economy and was a member of several European Union high-level advisory bodies including the European Commission's "Enterprise Policy Group”. He also served as both Vice-Chairman and Executive Chairman of the National Credit and Investment Corporation (SNCI) of Luxembourg.

Georges has served on the Board of Directors of both listed and private companies including the world's largest steelmaker ArcelorMittal, the Luxembourg-based global satellite operator SES, the Luxembourg Post and Telecommunications Company, and the Luxembourg State and Savings Bank, among others. Most recently, he contributed to the design and launch of several major Luxembourg Government innovation policy initiatives and sits on the Luxembourg Government’s Advisory Board on Space Resources.
Daria Polunina
Non-Executive Director
A director at Saphir Capital Partners, Daria holds a Bachelor of Science in Financial Management from the University of Essex as well as a MSc in Finance from Cass Business School. Daria also sits on the board of Molinare and Wine Source Group.

Patrick Sweeney
Non-Executive Director
Patrick holds a Bachelor of Business Studies Degree in Accounting, Management, Human Resources, Marketing and Economics from University of Limerick as well as Masters of Education in Management, Human Resources and Training and Development from University of Sheffield.

For 25 years, Patrick held the position of Human Resources and Public Affairs Director for Aughinish Alumina where he was involved in change management, restructuring and international mergers and acquisitions.

Patrick also undertook many other leadership roles including operations management, training and development and employee relations management. In addition to sitting on the Board of Directors at Sonru since 2011, Patrick has operated his own strategic management and human resources consultancy firm for the past 8 years.