EE Telecom

EE Telecom UK

Marc Douch, Resourcing Consultant from EE talks about the success of using Sonru video interviewing as part of their recruitment process

Time to hire cut by 50%.
Ideal for Internal Recruitment.

We didn’t conduct face-to-face interviews as we already knew them intimately. We felt that face-to-face interviews would have brought in too much subjectivity. We wanted to find out more about their motivation for applying, their feelings toward leadership, what they could bring to the programme and their ideas about store management for the future. Claire Chalk, Frontline Resourcing Senior, EE

About EE

EE, the biggest mobile network in the UK, is the first in Britain to offer superfast 4G mobile services alongside fibre broadband. Over 11,000 customer service and retail employees deliver EE, Orange and T-Mobile plans to over 27 million customers. Every year, their service centre teams have over 86 million conversations with customers, and more than 40 million customers come through the doors of more than 600 retail stores. Their websites receive over 35 million visits per month.EE have been using Sonru’s video interviewing software since late 2012 to select candidates across a variety of roles ranging from Head of Retail Estates to Regional Managers to Store Support Co-ordinators and their internal programme ‘

Aspire to - ’Ideal for the ‘Aspire to’ Internal Recruitment programme

Video interviewing appealed to me as a really good solution as all applicants would be coming from the same level, same role and would have already been through our external recruitment process. It would have been really hard to distinguish as opposed to external applicants we knew nothing about. Claire Chalk, Frontline Resourcing Senior, EE

The ‘Aspire to’ programme aims to develop existing assistant store managers to become store managers of the future. Given that there are currently about 350 assistant managers across the business, EE had anticipated a high response rate as everyone was given the opportunity to apply.  In order to get a place on the ‘Aspire to’ programme, candidates had to submit an application; meet the set criteria (e.g. be at a certain performance level, be with EE for 6 months and for their manager to support their application) and then complete a video interview. The decision was based on the video interview as Chalk commented:

We didn’t conduct face-to-face interviews as we already knew them intimately. We felt that face-to-face interviews would have brought in too much subjectivity. We wanted to find out more about their motivation for applying, their feelings toward leadership, what they could bring to the programme and their ideas about store management for the future. Claire Chalk, Frontline Resourcing Senior, EE

Benefits to the ‘Aspire to’ Internal Recruitment programme

Using Sonru for the ‘Aspire to’ delivered gains in terms of the length of the recruitment cycle and also relating to candidate selection. A quick snapshot of the number of applicants involved in each stage of the recruitment process for both 2012 and 2013 (the year EE introduced Sonru) is presented below.

“We made really good decisions off the back of the videos rather than the paper process with a phone or subjective face-to-face interview,” concludes Chalk.

Video Replaces Phone Interviews for all roles

Before Sonru, each phone interview could take up to 1 hour per candidate instead of a video interview which take 15 minutes to view. Helen Ling, Assessment & Selection Manager, EE

Sonru’s video interview has now replaced telephone screening outside the ‘Aspire to’ programme. However, the time savings were not the single benefit to replacing phone interviews with Ling citing the ease of set up and flexibility offered as well as improved conversion rates adding, “For a Regional Manager role, we invited the same number of candidates (6) to the Assessment Centre from the video interview as we would have from phone interviews in the past. However. we successfully hired somebody from those six. Before we would have had to run another Assessment Centre if we weren’t successful."

Better quality and fewer candidates brought forward

The strike rate at face-to-face has definitely improved. With the Resourcing Vacancies, we hired 3 out of 4 candidates seen at face-to-face. Simone Sellar, Lead Resourcing Partner, Corporate and Support Functions, EE

EE attributes their improved conversion rates to the video interviews which has led to time benefits to hiring managers. Generally, the recruiters watch all the video interviews then invite the hiring manages to view the shortlist to confirm if they should be invited to the Assessment Centre.

The benefit is that the hiring managers now tend to only see the great candidates. They get to see the candidates that I have screened and they save significant amounts of time. They also have huge flexibility in when they can view. Jonny Bevan, Senior Resourcing Consultant, EE

Bevan adds that “ultimately I was able to decline candidates that maybe would have been brought forward on the strength of their CV. This is particularly prevalent at the moment for the regional manager role.” Unanimous Positive Feedback

EE recorded extremely positive feedback following the introduction of Sonru, both internally among the recruitment and management team, and externally among the candidates themselves.

Ling maintains that the candidates found the video interview process ‘unexpected but good’ or ‘a different way of doing things,’ adding “some were a little apprehensive at first but once they saw how easy the technology was to use, they really bought into it. They could see it was easy to use and it sped up the process . They particularly liked that it gave them the opportunity to explain early in the process what they could bring to EE.” According to Ling, the viewers are “really happy, they loved it [Sonru] and want to use it every time now.”

Feedback from the recruiters has also been very positive as it offers more flexible to “carry-on with other ad hoc requests that came in and review the video when they had the time.” It allows a candidate to bring their CV to life. Everything tends to look so ‘samey’ on CVs for a given role, and this is really an opportunity for candidates to bring to life their highlights in a way that I can assess if they would be a good fit for the requirements of the role. Simone Sellar, Lead Resourcing Partner, Corporate and Support Functions, EE

100% of hiring managers said they prefer video to telephone interviewing with a hiring manager involved in a commercial role asserting that “it took 1 hour instead of 5 to screen to face-to-face interview.” Chalk recounted that the hiring managers “liked seeing the candidates under pressure, their body language, assessing if they had an engaging communication style. They liked that it ensured they got right calibre candidates to the Assessment Centres.”Conclusion

My favourite benefit is how simple it is from a candidate journey perspective, from our internal admin perspective, from our viewers’ perspective. It was just so simple and really straightforward for all parties pertaining to the recruitment process, that’s the beauty of it [Sonru]. Claire Chalk, Frontline Resourcing Senior, EE

Using Video Selection powered by Sonru works well for EE with a time savings, better candidates brought forward to Assessment Centres and an ideal solution to their ‘Aspire to’ internal recruitment programme emerging as the key benefits.