Leveraging Video at Delta Air Lines

220px-DeltaAirLinesHQAtlantaGAGetting from a pool of 800,000 job candidates seeking flight-attendant positions down to 10,000 is no easy feat.

But it certainly doesn’t hurt that cause having the right technologies in place. Just ask Chris Collins, vice president of global HR services for Delta Air Lines.

In a session titled “Delta’s Digital Transformation: Modernizing Recruiting to Align with Business Strategy” at the HR Tech Conference yesterday, Collins (speaking along with Mark Newman, president and CEO of HireVue) shared how Delta was able to use video-screening technology to trim its flight-attendant candidate pool down to 10,000 individuals.

Collins told attendees that Delta looks for five key attributes in the people it hires: honesty, integrity, respect, perseverance and servant leadership. “Every airline can replicate routes, can replicate airplanes … can replicate price,” he said. “But what they can’t replicate is people … and culture.”

At every stage of Delta’s hiring process, Collins said, job candidates are able to view (through their mobile devices) nicely produced videos showing what the flight attendant’s job entails. The objective, he explains, is to make the job real clear to those expressing interest in it and encourage some of them to take leave of the process.

Delta was able to further reduce the number of candidates through its use of HireVue’s video-based screening platform. Eventually, the very best candidates left in the pool were brought in for onsite interviews.

“It’s not a 30-minute ‘Hello, how are you doing?’ interview,” Collins said. “It’s a half-day experience. We do that because we want to know how you’re going to interact on a daily basis with those you’re going to have to serve.”

In all, Delta’s multi-step process serves as one more example of the power of video and the prominent role it can play to pare down a huge pool of candidate to something much more manageable (but still huge) and ensure that the very best candidates are the ones who ultimately receive job offers.