StareIs it possible to quantify the information overload we live with in today’s world? Here’s a number that comes close: a study from USC’s Marshall School of Business projects that this year, the average American will consume 15.5 hours of media each day. That’s enough data delivered via T.V. viewing, video gaming, social media use, Internet surfing, and mobile messaging to fill nine DVDs. It’s no wonder that people are easily distracted.

So how can recruiters catch and keep the attention of top talent? With the right bright, shiny object: video.

Show Them What You Want to Show Them

The use of video for human capital management (HCM) has been growing steadily. With LinkedIn’s purchase of online learning company, video is likely to take another big leap ahead as 300 million active and passive job candidates gain access to a giant library of content related to career development.

For recruiters, video interviewing has become a mainstream method of visual engagement in this world of short attention spans. Video interviewing enables recruiters to be very candidate-centric in their communication — to speak the candidates’ language — which lays the groundwork for quick engagement.

With video, you can show candidates what you want to show them: the advantages of working for your organization, your unique corporate culture, your pleasing physical environment, etc. Welcome videos in the on-demand video interview scenario make the hiring experience feel personalized and help differentiate your company from its competitors. Keep the message on target, and you’ll keep candidates’ eyes on your organization.

Make the Hiring Experience User-Friendly

Any confusion about how to apply to your company will clash with your candidates’ short attention spans, and they will move on to the next thing, abandoning your hiring process mid-stride. That’s why clear instructions, ease of use, and simple workflows are paramount when building user-friendly application processes.

If there is technology involved in your hiring process, make certain you are working with a vendor that supports its product day and night, or else you risk offering a frustrating experience that candidates will likely badmouth on social media. Make your systems as seamless as possible. For example, with some video interviewing solutions, recruiters can share job postings on LinkedIn and invite candidates to a single-step application process, something we have all come to expect. Moving seamlessly from one website to another has become the norm.

Keep It Moving

Delays create boredom and frustration, so keep the hiring process moving and keep communication transparent. Consider using video interview technology to minimize scheduling delays. When you have candidates’ attention and time, make the most of it by involving the right people in the interview. Research shows that, if you ask candidates back for more than two rounds of interviews, you risk creating a negative impression of your company. Make the effort to bring together hiring decision-makers who may be offsite or traveling through video technology to minimize the number of interviews candidates need to go through.

Finally, remember that hiring is a two-way street. Candidates want an inside look at your employment experience, so ask potential colleagues — or even the boss’s boss — to drop by for a few moments to introduce themselves at the end of a video interview. When it’s a top candidate you are trying to woo, this small gesture can make a huge difference. Otherwise, you could provide short videos of your company’s leadership talking about their visions for the future. When you satisfy candidates’ needs for information, you’ll keep their attention and maintain engagement throughout the entire hiring process.

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