Last week, I kicked off a multi-post series on video interviewing. In the first post, I countered some of the common misconceptions about video interviewing with the actual facts: It’s engaging and relevant in ways that video resumes are not; it’s safe and legal; and it’s beyond Skype’s capabilities.

With common objections and hurdles removed, the remaining posts in this series will showcase the value and ROI such a solution can deliver.

In this post, I’ll summarize the two main features, which are widely available, and offer perspectives from the vantage points of hiring managers and recruiters through the lens of the products available.

The first function recruiters and hiring managers should utilize is a candidate profile, or recorded candidate responses to job-specific questions. Of employers already utilizing video interviewing, most use it to eliminate or shorten the phone screen. And, why not? Done right, video interviewing:

• Is completed on a schedule dictated by the candidate – not the employer – recognizing the importance of passive candidates
• Enables employers to insert welcome videos or informational videos before candidates begins the process, thus engaging them and setting some context for their responses
• Empowers applicants to re-record their responses to put their best foot forward – a boon for employers that truly value the candidate experience [If you prefer a candid exchange, use a live interview!]

A candidate receives an on-line invitation to complete a profile based on the position to which s/he has applied. A wizard guides the applicant through the process and, when complete, submits it.

The bottom line ROI: What used to take half an hour to produce an opaque sense of a candidate can now be completed in a fraction of the time, yielding a much clearer picture. Shrewd recruiters leverage elimination of scheduling conflicts and the increased efficiency to connect with the highly sought candidate much earlier.

Some vendors offer only the candidate profile, while more established providers bundle it with a live video interview function. Through live video interview, candidates can connect with geographically distributed recruiters and hiring managers, striking a blow to growing, bloated travel budgets. I don’t think this will ever replace the final candidate coming to the office for a last interview, but it can reduce the need to fly more than a few candidates on-site for that interview. Done right:

• Interviewers and interviewees can connect from anywhere demonstrating to candidates an appreciation for the otherwise burdensome logistics of interviewing
• Live interviews can be recorded and attached to a candidate profile, making it easier for absent stakeholders to review the interview
• Participants are able to enter and exit the process without downloading anything, bypassing any technological hurdles historically encountered

For recruiters, video interviewing is the vehicle that finally delivers the package that hiring managers have long wanted: a more comprehensive profile of the candidate with less upfront investment from the hiring manager through a process that is both efficient and collaborative. It’s a way to get a truer sense of an individual and his/her organizational all the while enabling smarter decisions. In my next two posts, I’ll address the integration and collaboration that’s fueled through video.