Beyond the ability to make more informed hiring decisions for their unique hiring criteria, the Urban Outfitters’ team found that they were also able to substantially extend their candidate reach. Retail stores made it a standard practice to offer an on demand interview to every applicant, providing a better way to connect with their applicant pool.
“Once the stores started using HireVue, they didn’t know how they lived without it,” comments Korellis. “Some of our stores were receiving up to 300 applications a week. With the size of our candidate pool, HireVue has been a lifesaver.”
“We are unlimited with the number of candidates we can screen. Prior to going digital, if our best candidate was the 250th to apply, odds are that the hiring manager wouldn’t have even seen them. Now, because every candidate takes an on demand interview, we have expanded our candidate reach, giving every applicant the opportunity and we are truly finding the best talent.”
Without the scheduling and coordinating of group interviews, store managers are able to quickly invite candidates to take the on demand interview. Most interviews are now completed in just nine hours of receiving the invitation to complete their HireVue interview. Previously, it would have taken three or four days to screen those candidates.
“We survey all of our candidates at the end of their digital experience and they tell us they love the flexibility and convenience to interview anywhere, anytime and even from their mobile device. In just six months, we had nearly 16,000 digital interviews completed and 30% of them were taken on a mobile device. Offering a mobile experience is so important to us, because we are meeting these candidates where they prefer to interact every day.”
“What’s more, nearly 90% of our candidates complete their interview outside of business hours. We are constantly receiving emails and feedback from candidates about how much they appreciate the flexibility.” Korellis continues, “In addition to the convenience, our candidates have also given feedback that they appreciate the ability to showcase their personalities and abilities via video versus on an application.”
Urban Outfitter’s candidate feedback has resulted in an extremely positive Net Promoter Score (NPS). The average NPS score in the retail industry is 28 and Urban Outfitters reports more than double that at an NPS of 69.
“The hiring team equally appreciates the convenience. They have dedicated time to review their candidates and can quickly decide who should move on to a face to face interview. They can also collaborate with the larger team and share candidates with other departments,” says Korellis. “Not only is the collaboration a huge benefit, but the in person interviews are now more personal. Because the hiring manager has ‘seen’ the candidate, the conversation is elevated and there is a comfort level that is now in place.”
“We recently used HireVue to staff our first store in Hawaii and the process was phenomenal. We were able to easily assess our candidates by watching their interviews to decide who we should invest in traveling and meeting in person. We did the same thing for a store in Winnipeg, Canada and it was an extremely smooth process,” comments Korellis. “We’ve found that once a candidate takes an on demand interview, they are more vested and truly want to engage with us.”
“MOVING TO DIGITAL INTERVIEWING HAS TRANSFORMED OUR HIRING PROCESS INTO A TRUE REFLECTION OF THE URBAN OUTFITTERS CULTURE. OUR VALUE IN CREATIVITY AND COMMUNITY AND OUR NONCONFORMIST APPROACH NOW BEGINS WITH OUR CANDIDATE EXPERIENCE. NO OTHER INITIATIVE HAS IMPACTED OUR HIRING TEAMS LIKE DIGITAL RECRUITING HAS,” CONCLUDES KORELLIS.