Applications and interviews via the Internet

Skilled Trades 4.0: Online applications are commonplace. Webcam interviews have also become standard practice in many industries since the coronavirus pandemic. But what should companies consider to optimally target apprentices and skilled workers online?

This article is part of the special feature on digital craftsmanship.

Craft businesses have many options when it comes to recruiting online : In addition to postings on their own website, online job boards and business networks like XING or LinkedIn are particularly recommended . To receive as many applications as possible, craft businesses should ensure that job postings contain all the essential information . This includes not only a job description outlining the required qualifications , but also information about the business itself , as well as working hours and benefits. Phrases like "performance-based pay" or "above-average salary" are especially unpopular with potential candidates. According to a 2021 study by the online job board StepStone, 96 percent of applicants are more likely to apply if a specific salary is mentioned.

Keep interviews simple

Complicated application processes are also a deterrent: According to the study, 86 percent of respondents consider it important that the entire process is quick and easy . Furthermore, around 72 percent of applicants now primarily search for job postings using their smartphones . Therefore, websites should be programmed so that all text and images are displayed optimally on small screens . Applying should be possible directly online – with just a few clicks and text entries. According to the study , individual cover letters for each application are particularly unpopular with applicants , which is why experts recommend requesting only a resume as a first step. Motivation and background information can then be clarified later in the interview , if necessary.

When choosing response channels, companies should be flexible: Many applicants prefer to apply by email . However, there are also specialized software products that offer further options (see table). Online job boards usually have their own application tools that are easy to use. Important: Companies should always answer applicants' questions promptly and keep them informed about the current processing status . In times of skilled labor shortages, competitors could otherwise be faster and simply snatch up interesting candidates.

Conducting job interviews online

For applicants, a simple process also includes job interviews via video conference , for example using webcams, smartphone, laptop, or tablet cameras . Especially during the coronavirus pandemic, online interviews are a good way to identify the most promising candidates in advance. This allows both sides to gain a first impression – without travel costs or health risks . To make a good impression on applicants, companies should consider not only the technology but also their own environment and how to conduct the interview effectively.

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For job interviews conducted via video, a quiet room is always recommended, where no one walks through the frame or interrupts the conversation. Initially, it can be disconcerting that there is no direct eye contact between the interviewers. This is because both people would have to look directly into the camera – but at that point, you have to look away from your own monitor. Therefore, your camera should be positioned at eye level and not too far from the monitor – otherwise, the other person will have the impression that you are looking past them. The background visible in the frame should not be too distracting : a plain-colored wall is best. Video conferencing programs like Zoom , Google Meet , or Teams also offer the option of blurring the background or simulating a virtual environment using green screen technology.

Save time and costs

Photo: © Thomas Busch

For the interview itself, company leaders should think about a suitable structure beforehand. For example, after a brief introduction, they could take the prospective candidate on a short virtual tour of the company using a mobile phone or tablet camera . This often eases nervousness on both sides and provides starting points for the rest of the interview.

A major advantage for businesses: With fully digital application processes and job interviews, tradespeople can demonstrate that they are taking advantage of digitalization – and thus saving time and costs for everyone involved.

Checklist: Job interviews via video conference

Use reliable technology to ensure flawless video and audio transmission . Possible hardware solutions include an external webcam with a built-in or external microphone , a headset, or the integrated technology in smartphones and tablets . Additionally, your internet connection should be fast enough to transmit video and audio without delay (upload speed at least 10 Mbps).

• Place the camera on a solid, vibration-free surface at eye level. The frame should capture part of the upper body while still allowing sufficient distance between the head and the top of the frame.
• Ensure good light, ideally with bright, indirect lighting. Details and colors should be clearly visible. Special ring lights are also suitable.
• Before your first call, test your technical equipment thoroughly and familiarize yourself with its operation.
• Choose a quiet room without disturbing background noise and where no other people will enter during the conversation.
• To avoid unwanted flickering on monitors, your clothing should not have patterns and should be in neutral colors.
• Liven up the interview by sharing photos of your company, current reference projects, or special products via screen sharing. If Wi-Fi reception is sufficient, a virtual tour of your company using a smartphone or tablet camera is also possible.

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