K Group: Improving recruitment process quality and efficiency at K Group
K Group is an €11bn company operating in the grocery, building, technical and car trade sectors. With its 1,600 stores in eight countries and 42,000 people, K Group is the third biggest retail company in the Nordics, after H&M and IKEA.
When it comes to recruitment, K Group has been using pre-recorded video interviews for over 600 open positions since the implementation of the method some years ago. K Group is one of the heaviest users of the system, with about 200 projects annually.
We had a chance to speak with Visa Myllyntaus who’s responsible for recruitment, employer branding and onboarding at K Group about the importance of including video interviewing in the recruitment process.
Answering the why
It’s always intriguing to find out why companies use, or dont use, certain services, and this conversation was no different. Visa claims there are mainly 3 key reasons on their whys: to improve i) the quality and ii) the efficiency of the recruitment process, and perhaps even more importantly, to improve iii) the service provided to hiring managers.
Another thing that is so fascinating to learn is the benefits a customer uncovers as they use RecRight. It’s different for each customer and these insights allow for continuous product and service improvement.
Visa nominated three elements when asked about the advantages that video interviews provide:
“Firstly, we get more information on each of the candidates compared to just reading their CV’s. We can ask questions that are relevant for that particular job, and we can see what kind of personalities they are, and so we get a better grasp of their know-how through the videos.”
“The second benefit I would say is that we have an opportunity to meet more people. In a normal, more traditional setting we might invite, let’s say five people to a face-to-face meeting. With the video interview we might invite 10 or even 15 people. So we get to meet more than double the people than in a normal setting, and we have a real interaction with more people.”
“The third benefit is that we have a chance to introduce the hiring manager, perhaps also the team, to the candidates. This is important because people want to see what kind of people they would be working with if they landed the job. At the same time, there’s a great opportunity to build our employer brand.”
Video interview allows other people to enrich the process
A more traditional interview is heavily tight up with scheduling a joint interview time and often also a physical location. It can get really complicated when there are several people as you need to find a suitable time in everyone’s busy schedule. That’s where video interview can give extra efficiency as both the candidate and the hiring manager can enter the process at their own convenience, including from the other side of the world. It’s independent of time and place and it allows other people to enrich the process.
“Hiring managers have two concerns when using a video interview system. One is that they don’t have the time and the other is that they don’t want to be in front of the camera. Sometimes the manager is more concerned about appearing on the camera than the candidates are”, reveals Myllyntaus.
“Video interview as a recruitment method allows the recruitment team, HR business partners or like in our case, a service center, to record a good set of interview questions already beforehand. These questions are proved to be the ones that are relevant for that particular position and hiring managers can use without doing everything themselves and from scratch. This saves time. And the shy ones don’t need to appear on the camera.”
Visa adds: “This allows us to serve the hiring managers better and also utilize more of our shared service center. People in the service center can concentrate on more ‘bureaucratic stuff’ of the recruitment process, going through the candidates, and the video interviews for the managers and even recommend who to invite to the final phase, to the face-to-face interview.”
There’s no reason to wait for the perfect position
At the end of the interview Visa wants to share his concrete insight on video interviews to encourage those who are still thinking of applying it in their recruitment:
“You don’t need to wait for a perfect moment or position, for example next summer, when you you might have hundreds of applications. You can try it out in the next position where you have maybe 10, 20, 30, 40 applicants. I’m sure you’ll see the benefits in that. I believe that video recruiting is something you can use in a normal, everyday cases. In my opinion, that’s where the big benefits come from”, Myllyntaus sums up.