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.