Recruitment in South Africa & the Expanding Needs of Candidates

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Aoife Morris, Regional Development Manager at Sonru, has aided recruitment teams throughout South Africa and the UK to make the game-changing introduction of Video Interviewing to their recruitment processes. In our latest guest blog post, Aoife discusses the shift towards technology throughout South Africa, the influence of Video Interviewing in tackling current South African recruitment trends and how the future of Video Interviewing throughout the region is shaping up. 

With changes in the recruitment industry mounting in South Africa, it comes as little surprise that technology is now an integral asset for aiding recruitment efforts and is being adopted by organisations across the region at a rapid pace. Many organisations are turning their attention towards technology in an effort to streamline their processes, see a better return on their investment and to keep up with what can be now classed as the new ‘norm’.

One such technology being implemented to aid HR & Recruitment departments to achieve heightened success at a faster pace is Video Interviewing.

How Do Recruitment Trends in South Africa & Video Interviewing go Hand-in-Hand?

The Shift Towards Mobile

As online recruitment becomes mainstream across South Africa, it comes as no great shock that mobile is playing an increasingly larger role in the success of recruitment campaigns. A recent Sonru study on candidates completing a Video Interview in South Africa uncovered an incredible 50% complete on mobile. This placed South Africa in the Top 10 Countries for Mobile Completion, ranking number 7.

With a turn towards mobile recruitment across the globe, the trend in candidates throughout South Africa opting to engage in the recruitment process via mobile puts the region in a healthy position to compete for top talent around the globe.

Flexibility is Changing the Game

The figures around candidates choosing to complete their Video Interview via mobile underlines candidates’ push for flexibility. While recruiters may enjoy employing a more flexible solution to free up time for other recruitment tasks, Bizzcommunity highlighted the interest in flexible working to attract and retain top talent across South Africa.

Highlighting this need for flexibility in an increasingly candidate-driven market is the fact that 74% of candidates surveyed in South Africa completed their Video Interview at home, making it the most popular location to complete. Furthermore, choosing their own time to complete emerged as the favourite benefit for candidates completing in South Africa.

“It was convenient, fast, and allowed me to express myself freely in the comfort of my room.” – Candidate

The growing need for organisations to accommodate flexibility in the workplace is mirrored by candidates’ Video Interview completion behaviour. For organisations in South Africa seeking to instil flexibility as part of their HR practices, it’s a valuable move to incorporate such flexibility from the get-go with an appropriate screening tool such as Video Interviewing.

Employer Branding

In today’s recruitment landscape, simply offering candidates a position isn’t fulfilling enough. The same rings true for candidates in South Africa, with Bizzcommunity stating that companies must share their values and the advantages that working for the organisation can bring.

Throwing Video Interviewing into the mix, not only is the recruitment team’s load lightened, but it offers the organisation a competitive edge and allows them to add elements of personalisation to the process. Technology is becoming an integral part of the hiring process, and 80% of candidates in South Africa reported an improved opinion of the hiring company because they used Video Interviewing.

Features such as introduction videos and media questions offer the hiring team the opportunity to introduce themselves to candidates, give them tips on what they are looking for and get more involved throughout the first-round screening stage.

As the importance of employer branding rises in South Africa, forward-thinking is vital to maintain a spot as an employer of choice.

“I was impressed to see how ahead-of-the-curve they are, in terms of how they recruit potential candidates. I think that online interviews are a thing of the future.” – Candidate

Video Interviewing in South Africa: No Signs of Slowing

It doesn’t look like Video Interviewing implementation in South Africa will be slowing any time soon. In today’s candidate-driven market, it’s important to note the 94% of candidates surveyed in South Africa felt sufficiently informed about what was required before completing their Video Interview, and a whopping 92% were satisfied with the candidate experience.

“I love that the company is innovative when it comes to technology. This is an exceptional tool to use.” – Candidate

And the future of Video Interviewing looks bright among South African candidates, with an incredible 99% stating they would complete a Video Interview in the future.

With that in mind, the employment of technology in recruitment efforts across South Africa can be deemed a necessary step to take in order to stay on top of key trends and to reap the rewards of next-level recruitment.

Want to know more about the awareness, attitudes and behaviours of candidates completing their Video Interview in South Africa? Feel free to get in touch via email or over on LinkedIn to get full access to the findings in Sonru’s research spotlight!

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, 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 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.
Clément Helinckx
Non-Executive Director
Clément is a member of the Saphir Capital Partner's Team. Clément worked at PwC Luxembourg for 6 years in Private Equity Audit and then as Manager in the Corporate Finance practice in Valuation, Buy-side and Sell-side advisory. He holds a MSc from IÉSEG School of Management.

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.