Once Upon a Video Interview: Telling the story inside the data

Following the recent release of Sonru’s ‘360˚ View of Video Interviewing in Action‘ report, Joy Redmond, Head of Research, weighs in on the importance of creating the story inside the data. 

I love marketing disruptive technology because it poses so many more challenges than simply getting the message out. You have to create the industry/market and then build awareness for something that nobody is looking for or cares how your product works or its impact.

My main role is to build the evidence by creating a body of knowledge that faces up to those challenges. Big data is very trendy and there’s nothing like 100,000 this or 1,000,000 to show market acceptance. We’ve published our fair share of large quantitative studies such as 1 Million Insights or Video Interviewing Completion Facts. In Clients Know Best, we analysed the behaviour of our most successful clients’ campaigns to provide best practice tips.

The thing about analysing behaviour on the Sonru application is you’re only seeing that moment in time. We do not know what happens before and indeed after our clients use Sonru. Often too, the ‘story’ gets lost in the data. Of course, we interview clients and publish case studies that fill in these gaps but we wanted to produce something new, that was a sort of merry in-between of both these research methodologies that told the story with its beginning, middle and end.


So throughout the summer of 2019, I conducted many structured interviews with Sonru clients across the world and added those findings to more than sixty previous case study interviews. The end result is a 360 ̊ View of Video Interviewing in Action, in which we look at the impact of video interviewing on the recruitment process from the Application stage, through to the Process and how Selection decisions are made and then the post-hire Review.

I don’t know if our relationship with our customers is unique or typical of SaaS products. From day one, our users have worked with us to hone the product from beta to launch, they’ve put themselves on the record both in print and on stage to share their Sonru stories and they tirelessly give their time in user feedback and testing to continuously improve our award-winning product. Yet again, Sonru’s customers did not let us down and openly shared their successes and failures from every part of the recruitment process from application to review and their honesty will help hundreds more companies make the most of asynchronous video interviewing.

It has been a pleasure to spend so much time with our customers to put this handbook together for you. I experienced first hand the limitations of interviewing people across different timezones and the missed opportunities when calendar invitations were accepted while I was sleeping. With so many of our customers in the Southern Hemisphere, I often found myself doing the phone interviews at dawn or dusk from home outside the Irish working day. The flexibility afforded by asynchronous video interviewing really hit home for me and let me finish up by apologising once more for my barking dog in the background! Thanks again to all the respondents for giving their time so generously for this handbook which I’m sure users worldwide will keep in easy reach.

You can download our report: 360˚ View of Video Interviewing in Action here. Happy reading.

banner image for users to download the 360 degree of video interviewing report

Joy Redmond
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.