Video Job Applications: An Inclusive Tool or a Recruitment Blocker?

Reddit has more than 130 million active users every day, so it’s a valuable source of insight into how candidates feel about many topics. A quick search on the topic of video job applications results in a huge array of conversation threads – none of which are particularly complimentary about the types of organisations who would use this as their preferred recruitment tool. We take a look at the legal, moral and practical implications of asking candidates to create video job applications.

When are video applications useful?

If a candidate doesn’t feel confident writing a cover letter or filling out an application form, then video applications are a great option. And from a recruiter’s perspective, there are undoubtedly some situations and roles that require the ability to film videos or present to a blank screen. For example:

• Social media: if candidates will be regularly posting videos of themselves online.
• Research: if candidates will be required to present their findings online, where they are unlikely to receive immediate audience interaction.
• Education: if candidates will need to host webinars or downloadable tutorials.
• Internal communications: if candidates will be required to record clips for company announcements, or narrate how-to videos for internal processes.

For roles such as these, it’s a great idea to assess whether candidates are capable of filming content or presenting to an unseen audience. But keep reading to discover what you need to be aware of before you ask for video job applications.

Video job applications can lead to bias

A key concern is that video applications act as a screening point before you’ve even established whether someone can do the job. Many candidates choose to not include their age and race in their CV, because these factors don’t have any impact on how well they are suited to a role. But in asking candidates to record a video application, you are asking them to indirectly disclose their age, race and many other factors that have no bearing on whether not they could be a great addition to your charity team.

A significant concern is that you could even run into problems with anti-discrimination legislation. According to UK law, direct discrimination is when someone is put at a disadvantage or treated less favourably because of a protected characteristic such as their age, race, disability or religion. ACAS (the Advisory, Conciliation and Arbitration Service) which is an independent public body funded by the UK government) says:

“In recruitment, discrimination could happen through:

• the arrangements you make for deciding who to offer the job
• the terms under which you offer the job
• not offering someone the job.”

If you’re asking a candidate to reveal their protected characteristics via video as a way of creating a shortlist, you could immediately face allegations of discrimination.

AI can be a help and a hindrance 

It’s a simple reality that AI has crept into nearly every corner of life, with many of us choosing to use AI at work. It’s exactly the same for candidates, who may choose to use assisted technology to present the best version of themselves. For many, this means writing their job application, then asking an AI model such as ChatGPT to check their spelling and grammar.

However, problems arise when candidates have asked AI to write them a script (or a cover letter) which they then simply present as their own work. For some candidates, this will have been necessary – for example if they are dyslexic and they were struggling to write a cover letter, or if they were feeling anxious about being asked to create a video – whereas other candidates might simply be giving themselves an unfair advantage.

What’s important is that you remain vigilant to this. If several candidates seem to have similar content in their video applications or cover letters, the chances are they’ve all used AI to create their applications from scratch. Remain open-minded if you’re watching a video or reading a cover letter – the occasional verbal slip or spelling mistake might actually indicate original content! What’s important is that regardless of how a candidate is applying for a job – be that via a video or cover letter – you remain open to meeting or chatting with them afterwards, as their use of AI might have been necessary to help them initially catch your attention.

First impressions matter

First impressions happen almost instantaneously, and despite your best intentions as a recruiter, it’s all too easy to judge someone from a video clip before you’ve had chance to actually talk to them and form a more rounded view. A candidate might come across as indecisive, aloof, obnoxious or worse – when a phone conversation or face-to-face chat might actually show that they’re just nervous and not used to talking to a camera!

From a candidate’s perspective, you could be giving them an unflattering first impression of your charity too, as it immediately lets prospective employees know that you’re happy to request something they might feel uncomfortable about. So unless there’s a genuinely great reason for stipulating that you will only accept video applications, ask yourself whether you could be more flexible in your expectations.

Not everyone thrives in front of a camera

Confidence on camera, presentation style and the willingness to record yourself can very easily influence a decision, when none of those things may be relevant to the role. Younger applicants often feel more confident sharing on social media, but many older and neurodivergent candidates aren’t used to sharing their life and opinions with an unknown audience. And even if some candidates are used to filming themselves and posting the content online, they’re often doing it for a different reason – because they want to share their experiences and opinions with their friends.

Asking a candidate to film themselves for a career opportunity is significantly different, and can easily lead to anxiety and a poor performance that isn’t reflective of their actual skills or personality.

GDPR considerations for video applications

If you’re asking candidates to record a video job application, you need to be very clear about your GDPR responsibilities. For example, you need to ensure candidates know who can access their video, how you plan to use it, how their video will be assessed, how long it will be retained for, when it will eventually be deleted and how it is being stored in the meantime.

You even have to comply with data protection laws if someone has sent you an unsolicited application – so if a video of a candidate unexpectedly appears in your inbox, you need to understand your responsibilities. The Information Commissioner’s Office provides valuable guidance on this, with this page on employment practices and data protection being particularly useful.

Level the playing field

Don’t forget that not all candidates will have equal access to the latest filming and editing technology, or even a quiet space to film themselves without interruption. This means they’re at an immediate disadvantage to a candidate who has the time and facilities to create a polished and professional video presentation.

Likewise, neurodivergent candidates and those with disabilities might struggle with a set application format. Those with hearing, visual, speech, cognitive or sensory impairments might struggle with appearing on camera – or they may find the prospect of writing a cover letter or filling out an application form overwhelming. As a charity recruiter, you need to make reasonable adjustments to ensure every candidate has the chance to apply in a way that allows them to show what they can truly bring to your team.

With this in mind, consider whether you can be more flexible in your application process. Perhaps you could invite candidates to apply via their choice of cover letter, audio clip or video?

Whatever choice you make, ensure you make use of our helpful Applicant Tracking System, which means you and your colleagues will have a shared platform in which to rate, review and shortlist candidates. Share your thoughts on the outcome of their preferred application method, then sync your hiring teams’ calendars to easily schedule interviews!

Expert opinion: “Video makes it fairer for some, but inaccessible for others.”

Emma Thorp spent many years providing executive search services for the life sciences and tech sectors. She’s now an accredited coach and inclusion consultant; she is also an Ambassador for ADHD UK. You can connect with Emma via LinkedIn.

“My preference would always be to submit a video rather than writing a cover letter. However, I am an ADHDer and also dyslexic, so filming a video suits my way of communicating, but I know others may be uncomfortable with the thought of being on camera and much prefer to write an application. What is key is that candidates should be given the flexibility to apply for a role in a way that allows them to put forward the best version of themselves.

Some people have been critical about the use of AI in these situations, but you need to remember that AI is an assistive technology for many people. For me and my dyslexic brain, AI gives me the opportunity to communicate my thoughts clearly in a way that I couldn’t without that support.

You’ve got to consider how an application process could become unfair for some candidates, even if you have the best intentions. If you’re asking candidates to submit their application in a certain way with no options, it isn’t a truly inclusive process. For example, telling candidates they have to fill out a detailed application form, or telling them they can’t use AI in their application will be immensely detrimental to so many people. If you give people a choice – be that a video, an audio clip or a cover letter – you’ll level the playing field and see what they’re really capable of.”

Expert opinion: “I would never expect a job seeker to create a video application.”

David Revell is the co-founder and CEO of Charta Recruitment, which specialises in recruiting high performing salespeople for FMCGs. You can connect with him on LinkedIn.

“To me, getting candidates to create video applications feels like an ego thing. You’re supposed to be attracting talent, not making people audition for the privilege of having a conversation with you. My team and I create video job adverts for all our roles, but I would never expect a job seeker to create a video application. Most people are useless on video – and that’s absolutely no reflection on how good they are at their job.

Being comfortable on camera is a learned skill, not a natural one. Unless someone’s job regularly involves creating video content, it’s a pretty pointless way of assessing them. Many brilliant professionals simply aren’t comfortable performing in front of a lens. And that’s before we even get into the other problems:

• Inclusivity: you’re potentially disadvantaging neurodivergent candidates, people with disabilities, and those with anxiety about being on camera.
• AI: candidates can now use AI to write their scripts or even generate videos for them. So are you assessing their suitability for the role, or their ability to put together a polished video with the help of AI?
• GDPR: you’re creating additional data protection considerations around collecting, storing, accessing and deleting recordings of candidates.

Video applications don’t improve the quality of your candidate pool, they just make it smaller. If you’ve already created a brilliant video job advert yourself, explaining exactly why someone should join your organisation, what they’ll gain and how their life or career could improve, then perhaps you’ve got some basis for asking candidates to reciprocate with a video application. But if you haven’t? The sheer hubris of expecting someone to create a video to impress you, when you’ve given them absolutely no reason to care about the job in the first place, is staggering.”

We’re ready to guide you

Our friendly team have an expert knowledge of the charity recruitment sector, and are well-versed in how to connect with candidates who will make a genuine difference to your organisation. If you’re considering asking candidates to apply for a role in your team via video application – or if you’d simply like some guidance on how to secure the best talent – don’t hesitate to get in touch with us. Give us a call on 020 8939 8430, email us on info@charityjob.co.uk or click the button below. We look forward to talking you through your options.