This month, we’re all about global – differences and similarities across the regions. Today, we’re going to talk about one cultural dimension: Individualism vs. Collectivism and whether it has an impact on video interviewing. This ties in nicely with our latest white paper ‘The Global Candidate Experience of Video Interviewing’ in which we compared research findings from candidates’ perspective across Europe, Asia Pacific, Middle East & Africa and The Americas.
As you know, Sonru is always open to working with universities and their students and our most recent academic adventure was with City University in London and we’re delighted to share a quick summary of the background to the study and the results.
Applicant Reactions to Asynchronous Video Interviews Across Two Different Cultures
The study sought to investigate applicant reactions towards asynchronous video interviewing (AVI) across individualistic and collectivistic cultures.
Aims of the study:
- To investigate how applicant reactions (i.e. perceptions of fairness and favourability) towards AVIs predict behavioural outcomes namely recommendation intentions, withdrawal intentions, and perceived procedure performance.
- To investigate how cultural differences moderates the ability of applicant reactions to predict behavioural outcomes.
After analysing the results, the findings concluded:
- Applicants’ perception of fairness and favourability towards AVIs did predict behavioural outcomes. Specifically, higher perceptions of fairness and favourability predicted higher recommendation intentions, higher perceived performance and lower withdrawal intentions among the applicants.
- Culture did not moderate the relationship between applicant perceptions of fairness with behavioural outcomes. Applicants that believe the AVI selection process to be fair are more likely to recommend the organisation to others and less likely to withdraw from the process regardless of whether the individual is of an individualistic or collectivistic culture.
- Culture did moderate the relationship between applicant perceptions of favourability towards AVIs and perceived procedure performance. At lower levels of perceived favourability, individualists tend to have higher perceived procedure performance than collectivists.
The findings suggest that organisations can adopt AVIs to recruit candidates globally. The effect of culture in moderating selection fairness perceptions and behaviour outcomes is small, therefore global organisations may not need to tailor their selection procedures specifically to meet the needs of applicants in different societies.