Top 7 Video Interview Tips: Nail First Impressions in Executive Interviews

Paul Freed on February 3, 2026

By Paul Freed, Managing Partner | Herd Freed Hartz
Celebrating 25 Years of Executive Search Placements in the Northwest

Like them or not—video interviews are here to stay.  In my experience conducting hundreds of video interviews each year, I’ve seen simple mistakes trip up both executive candidates and company leaders on either side of the screen. In a competitive job market, these first-impression moments can make or break whether you move forward—or get left behind.

We all remember the scramble to adapt to video interviews post-COVID. Early on, recruiters like me gave plenty of grace as we were all working through the chaos.  Yet I’m still surprised by the common mistakes I see weekly—simple fixes that could dramatically improve outcomes.

So from my executive recruiter perspective, here are my 7 quick video interview tips helpful for both company interviewers and candidates to ensure the best first impression:

  1. PROFESSIONAL BACKGROUND – Does your video backdrop reflect the image and impression you want?  If in an office, don’t have a bright window as your backdrop as it will be hard to see your face.  It’s much better to orient your video toward an interior wall backdrop.  If you are taking the interview from your home, think about the backdrop setting. 

    In the last year alone, I’ve seen candidates in garages with storage racks, at kitchen tables with dirty dishes, on their bed, or with distracting virtual backgrounds like moon landings or fake beaches. For executives, your backdrop subtly signals organization and judgment—opt for neutral bookshelves, plants, or a clean wall. Digital blur is a safe default if your space isn’t perfect. Remember, CEOs evaluate cultural fit from the first frame.

  2. LIGHT YOUR FACE – So much of communication is non verbal and people need to see your face clearly. Avoid backlighting from windows that turns you into a silhouette—I’ve seen candidates look like they’re in witness protection. Invest in a simple $30 desktop LED ring light like this one (which I use myself and highly recommend) and can buy on Amazon. It transforms your presence, making expressions readable and projecting confidence—crucial when CEOs assess leadership charisma on video.

  3. BE READY – Prep your notes before the interview starts.  Test your tech 24 hours ahead (and again right before), silence your phone, disable notifications, and log in 1-2 minutes early. At this level, readiness signals respect for others’ time and executive poise—no excuses fly with busy CEOs.

  4. EYE CONTACT – We all know to look people in the eye in-person, but where do you look on your laptop?  Look as close as possible to the camera lens (usually the upper middle of your screen).  Pro tip: Raise your laptop on books/boxes for eye-level camera. Minimize the participant’s window and drag it just below the camera lens so your gaze aligns naturally.  It is human nature to lower trust and connection with people when they do not make regular eye contact. Lack of eye contact erodes perceived confidence—executives notice instantly, as it mimics disengagement in boardrooms.

  5. BRING ENERGY – Video conversations have a tendency to drain 30% of the natural energy you’d have in-person. Lean in slightly, nod actively, and amplify smiles/nonverbals by 20-30% to counteract the ‘Zoom fatigue’ effect. People will mirror your energy and body posture, so you can use this trick to physically lean in a bit on certain points of the conversation.  

    I’ve heard feedback from CEOs saying, “I just didn’t feel the energy or passion from that candidate”.  CEOs hire for passion and spark—many pass on qualified candidates who seemed flat on screen, even if facts checked out.  There is an “extrovert bias” with many hiring managers who feel the most engaging and confident person will be best for the job.  Like in dating, you want to feel that spark, energy and personality.

  6. USE YOUR HANDS – When being coached for my keynote professional talks to CEO groups, I was wisely told to use all of the stage to fully engage the audience. Like a keynote speaker owning the stage, use purposeful hand gestures to emphasize points—it keeps viewers engaged in a small frame. Subtle gestures convey dynamism and storytelling ability—key for leaders who must inspire teams.

  7. FACTS TELL, BUT STORIES SELL – Prepare 2-3 concise SOAR/STAR stories (Situation, Opportunity/Action, Result) highlighting strategic impact. Ask reciprocal questions: ‘What prompted your leadership team to pursue X strategy?’ This turns monologue into mutual dialogue. I’ve had many CEOs share interview feedback and repeat the quick story as a highlight example of why someone was a good fit for the role.  The best interviews feel like peer conversations—stories build that connection faster than bullet points.

 



Stan Kawahara – VP Operations @ Quantum Windows & Doors

Paul Freed on January 30, 2026

Our Herd Freed Hartz executive search team was honored to partner with Quantum Windows & Doors on a nationwide retained executive search to find their new VP of Operations.

Quantum Windows & Doors operates at the intersection of artistry and precision. The company produces more than just windows and doors—it co-creates enduring architectural elements that embody craftsmanship, innovation, and pride. Serving the ultra-luxury residential market, Quantum is renowned for its exceptional quality, deep customization, and human-centric approach. Rather than simply taking orders, Quantum collaborates.

With a newly expanded 120,000 sq. ft. facility, a team of 75 dedicated employees, and a tripling of revenue since acquisition, Quantum is poised to scale to over $100M in the next five years. Backed by high-net-worth investors, the company is ready to match its ambition with operational excellence. The Vice President of Operations will play a central role in that transformation.

Quantum’s Mission: To manufacture the highest quality wood, clad, and steel products, which demonstrate attention to craftsmanship and design in a working environment which is healthy, safe, and amiable, making every effort to use materials and processes which minimize adverse effects on the environment.

Quantum was founded in 1982 as a response to the industry’s demand for a better-built custom wood window. Quantum’s founders were two general contractors native to the Pacific Northwest, dissatisfied with the mass-produced windows available. These gentlemen demanded a level of craftsmanship on par with the homes they were building. In 1982, Quantum Wood Windows, Inc. started in a little shop north of Seattle, WA, and grew quickly.

Sample windows were made and taken around to local contractors and architects, and slowly our reputation grew. The response to the product was excellent, but as with any new venture, it took a lot of work for each sale. Marketing efforts even included showing the windows at local Snohomish and King County fairs.

Over the years, Quantum product lines have expanded and market reach has become international. From its humble beginnings in a general contractor’s garage, Quantum has grown into an industry leader in the manufacturing of wood, clad, and steel windows and doors.

Quantum’s current production facility in Arlington, WA, is designed to maximize craftsmanship and attention to detail throughout the production process. Quantum is still locally owned today. As their business grows and changes, one thing that does not change is that they continue to strive to produce high-quality products.

This retained executive search was led by Jim Herd/Managing Partner and Ryan Biancofiori/Partner.

Learn more about Herd Freed Hartz’s track record in:
Manufacturing industry executive searches
Private Equity industry executive searches
COO/VP Operations leadership searches

Mark DeCosta – Director, National Accounts @ Cascade Coffee

Paul Freed on January 30, 2026

Our Herd Freed Hartz executive search team was honored to partner with Cascade Coffee on a nationwide retained executive search to find their new Director of National Accounts.

What does it take to make more than 2.3 billion servings of coffee a year? Ask Cascade Coffee.

As a leading contract manufacturing partner in the coffee industry, Cascade Coffee operates behind the scenes – providing roasting, grinding, flavoring, packaging, and turnkey solutions for many of the most recognized coffee brands in the world.

With over 220 employees, a 175,000 sq ft roasting and production facility, and $150 million in revenue, Cascade is entering an ambitious new phase of growth, backed by private equity firm LaSalle Capital. The company is focused on building modernized systems, expanding capabilities, and driving top-line growth through operational excellence and customer-centric innovation.

Cascade isn’t just a co-packer—it’s a true partner to its customers. With deep operational and coffee-industry expertise, a high-performing team, and a forward-looking leadership group that includes recent key hires in operations and finance (also placed by Herd Freed Hartz), the company is positioned for sustained growth and increased market share.

This retained executive search was led by Scott Rabinowitz/Partner and Chris Blais/Partner.

Learn more about Herd Freed Hartz’s track record in:
Consumer/Retail industry executive searches
Manufacturing industry executive searches
Private Equity industry executive searches
Sales leadership executive searches

Ben Coker – VP Finance @ joe.coffee

Paul Freed on January 30, 2026

Our Herd Freed Hartz executive search team was honored to partner with joe.coffee in Tacoma, WA, on a retained executive search to find their new VP of Finance.

joe.coffee is reimagining the future of coffee commerce—empowering independent coffee shops, roasters, and distributors with a hospitality-first point-of-sale (POS) and loyalty platform. Coffee shop owners have switched to the joe.coffee platform because while they get the core payment platform you’d expect with an incumbent POS kiosk, joe.coffee is custom built with independent coffee shop owners in mind, leading Joe customers to see as much as a 20%+ revenue increase in the first year. This is due to providing a suite of capabilities designed to boost revenue including: mobile ordering, loyalty/rewards, flash offers/deals, managing reviews, shop management, new customers referrals (joe.coffee app), outsourced e-commerce/fulfillment, customer data insights, and enabling a faster and more personalized service.

Built by baristas in 2019, joe.coffee has grown to 400 customers, 90%+ retention, 40 employees and approximately $3M in revenue. They are mission driven to help small independent coffee shop owners succeed and be a positive impact in the community. This unique market success attracted recent private equity investment by Frontier Growth for nationwide expansion and scale up.

This retained executive search was led by Paul Freed/Managing Partner and Karen Bertiger/Partner.

Learn more about Herd Freed Hartz’s track record in:
Technology industry executive searches
Startup industry executive searches
Private Equity industry executive searches
CFO/VP Finance leadership searches

Lizzie Marsters – CEO @ Starker Forests

Paul Freed on January 30, 2026

Our Herd Freed Hartz executive search team was honored to partner with Starker Forests on a nationwide retained executive search to find their new Chief Executive Officer.

Since 1936, Starker Forests has owned and managed forests, striving for excellence in forest resource stewardship. As a 5th generation family business, Starker owns 95,000 acres of forestland, with a focus on community partnership and reinvestment. For almost a century, Starker Forests has built a solid foundation and culture, with an eye towards continued growth and innovation for generations to come.

Healthy culture – Starker has a strong commitment to living out their values of “Dedicated. Mindful. Innovative.” Starker believes in a triple bottom line approach (financial / social / environment) as they strive to be good stewards of the land, financially sustainable, innovative, and a good neighbor, with a family-friendly office culture and as an advocate for healthy managed forests.

With 95,000 acres of forestland (primarily between Corvallis, OR and the Oregon coast), Starker’s focus is on harvesting larger logs (~50 years) with high market demand from regional wood products companies. Starker has a strong balance sheet, and enjoys a simplified business model that enables a small headquarters team of 20 while utilizing external partners for forest management, harvest, fire- fighting and tree planting operations (500K seedlings planted annually). Starker continues to add approx. 2,000 acres annually to their forestland portfolio.

Community partnership – Starker Forests is a strong community partner through a mix of charitable giving, education, and a strong partnership with OSU College of Forestry. In addition, Starker provides community access to their forestland for mountain biking (Alder Creek Tree Farm), trails, environment and community education, and other recreational uses.

New innovation – Building on the company’s foundation of success and legacy, Starker continues to innovate with a vision for finding new niche markets, forest management practices, community recreational opportunities, and local business impact for the next generation.

This retained executive search project was led by Paul Freed/Managing Partner and Karen Bertiger/Partner.

“Lizzie is a true champion for the things we care about most — sustainable forestry practices, deep community involvement and the cultivation of a strong, supported workforce,” said Anna Starker May, a fourth-generation owner and board member.

“I am thrilled to be joining the Starker Forests family,” Marsters said. “I’m excited to learn from the incredible people here, build on the outstanding work of today, and help lead us into tomorrow. I look forward to bringing my passion for working forests, innovation and community impact to this next chapter at Starker.” (Full article)

Learn more about Herd Freed Hartz’s track record in:
Family Business industry executive searches
Agriculture industry executive searches
Chief Executive Officer/President leadership searches

Our 25th Anniversary Celebration!

Paul Freed on January 5, 2026

2026 is a big milestone year: USA’s 250th anniversary, FIFA World Cup, Winter Olympics…and the 25th Anniversary celebration for Herd Freed Hartz!  This year marks a defining milestone back in July 4th, 2001, when Jim Herd, Paul Freed & Kevin Hartz founded the Seattle executive search firm.  Our mission when founded, and remains today, is to be the trusted partner for Northwest organizations to help them recruit top executives to give them a competitive edge, bring peace of mind and help them succeed.

Herd Freed Hartz has believed something simple but powerful: the right executive leader changes everything. Twenty-five years later, that belief remains at the heart of every search we take on—because great leadership doesn’t just fill roles; it shapes cultures, strengthens momentum, and accelerates performance.

25 YEARS OF RESULTS THAT MATTER
After completing 1000+ retained executive searches, and expanding our team – we have been honored with recognition as the Top Executive Search Firm in the Northwest by Forbes and CEOWORLD.   With a proven track record across a mix of industry verticals and executive leadership roles – this has given us added insight with market trends and talent pools.

We’ve found that companies hiring an executive recruiter want results that matter:

  1. Quality & Speed – Our “Time to Candidate” Metric combines both by showing the number of days from search kickoff to the date the finalist candidate was presented who was hired.  Our average is 37 days.
  2. Culture Fit – 95% of our placements are still in the role two years later.  We deliver clients peace of mind by finding a great culture fit the team will enjoy working with. There is no keyword search for culture fit.
  3. Impact – We strategize measurable first year success outcomes and mutual expectations, we set up our placements for success. We’ve had a front row seat to many company success stories that have shaped our region and led innovation globally.

PACIFIC NORTHWEST ROOTS WITH NATIONWIDE REACH
Living in the Northwest with our families helps us understand our unique Pacific NW culture and also helps in selling candidates nationwide on relocation to the region.  We love it here – coffee, hiking, skiing, camping, boating, wineries, fishing, concerts, sports (Seahawks, Mariners, Kraken) and July 4th firework shows on Lake Union.

Our story began at sea level on a South Lake Union houseboat, and today operates from the 71st floor of Seattle’s Columbia Tower—a fitting reflection of how far the firm has risen while staying grounded in its Pacific Northwest roots.  Our Northwest mindset has shaped who we are: strategic, grounded, and built on long-term relationships. We are professional, but not stuffy.

The Northwest region is known for a distinctive blend of qualities—innovation and pragmatism, humility and ambition, deep community roots and global reach. It’s a place where companies scale rapidly, mission-driven organizations thrive, and leadership teams are expected to deliver with both purpose and performance.

A LEGACY OF RECRUITING EXCELLENCE & THE NEXT CHAPTER AHEAD
Celebrating a 25th anniversary isn’t only about honoring the past—it’s about reaffirming what’s still true.   We are grateful, but know we are only as good as our last search. We strive to continue to innovate and add value for our clients and make the executive search process an inspiring experience.

Because what has always driven Herd Freed Hartz isn’t a spotlight or a headline. It’s the work: bringing the right leaders to the right organizations, at the right moment, to help shape what’s possible.  We understand hiring decisions at the executive level carry lasting consequences—and the right leader can define a company’s trajectory for years.

Here’s to 25 years—and to the next chapter. 

Let’s grab a coffee and tell us about your company’s story and 2026 goals.

Ken Price – COO @ Northwest Harvest

Paul Freed on January 5, 2026

Our Herd Freed Hartz executive search team was honored to partner with Northwest Harvest on a nationwide retained executive search to find their new Chief Operating Officer (COO).

Northwest Harvest (NWH) is an anti-racist, anti-oppression organization committed to transforming an unjust food system into one that is more responsive and accountable to the communities most impacted by discrimination. In addition to distributing food throughout Washington, Northwest Harvest aims to shift public opinion, as well as impact institutional policies and societal practices that perpetuate hunger, poverty, and disparities in our state.

Northwest Harvest builds partnerships in communities across Washington to get food where it’s needed most. They provide an average of two million meals each month through our statewide network of more than 350 food banks, meal programs, schools, and community-based organizations. Part of a justice-centered movement, NWH advocates to change inequitable policies, practices, and institutions that perpetuate hunger and poverty. Together, they ensure communities across Washington state can access the nutritious food they want and need to thrive.

Thomas Reynolds, CEO, commented “Herd Freed Hartz has been an exceptional resource for me. I first worked with Fred Pabst when I was a candidate for the CEO role at Northwest Harvest. Communication was timely, clear, and responsive to my specific inquiries. My primary interest was aligning my values and sense of mission with an organization that was a fit for purpose. After joining Northwest Harvest, Herd Freed Hartz helped me to fill vitally important roles; Chief Operating Officer, Director of Procurement, Director of Public Policy. Step by step engagement to effectively market the roles led to outstanding and deeply talented pools of candidates. Ultimately, we landed supremely skilled team players in all three roles who are driving our strategies forward and preparing Northwest Harvest for a purpose-driven future.”

This retained executive search project was led by Fred Pabst/Partner.

Learn more about Herd Freed Hartz’s track record in:
Non Profit industry executive searches
Chief Operating Officer (COO) leadership searches

Joe Jacuzzi – CEO @ America’s Automotive Trust

Paul Freed on January 5, 2026

Our Herd Freed Hartz executive search team was honored to partner with America’s Automotive Trust on a nationwide retained executive search to find their new CEO.

It wasn’t long ago that cars were a much bigger part of American life. For most, they were the first taste of freedom that opened the doors – and the world – to endless possibilities. Cruising down the main drag or backroads for Sunday family adventures was part of life. Now, cruising with friends has been replaced by a virtual world seen from a screen.

America’s Automotive Trust (AAT) believes that cars connect us to the best things in life and that America’s love affair with the automobile should not only be recognized as part of our history, but of our future. Knowing others believe the same, AAT saw an opportunity for like-minded organizations to work together and, in 2016, established America’s Automotive Trust to do just that.

Together with their partners and member organizations of LeMay – America’s Car Museum, the RPM Foundation, Club Auto and the Concours Club, they fulfill our purpose to honor the past, celebrate the present, and drive the future of car culture. Education is at the heart of everything we do, and driving is at our core – from the classroom to the open road.

Much of modern-day American culture has been built on the means of transportation, and the future of mobility is as crucial now as it has ever been. Our automotive heritage should be secured for future generations – a mission that can only truly be accomplished by working together. Through America’s Automotive Trust, they share resources and support each other, streamlining efforts to make a greater impact. It’s the love of everything automotive. The feel of the wind in your hair, or a wrench in your hand. The adrenaline of stepping on the accelerator, and the thrill of the journey rather than the destination. It’s the determination and satisfaction of fixing something, and having a community to enjoy it with.

America’s Automotive Trust believes in not only preserving the passion for cars, but also being sure it continues to thrive. That’s why America’s Automotive Trust exists.

“I cannot adequately express my excitement that Joe Jacuzzi will assume leadership of America’s Automotive Trust this January,” Founding CEO David Madeira said. “Joe’s vast experience in the automotive and other industries, and expertise in marketing and communications will enable the Trust to fulfill its vision of ‘honoring the past, celebrating the present, and driving the future’ of our automotive culture under his strong leadership. I am honored that Joe believes in the mission of the Trust and as I prepare for my new exciting role focused on strategic initiatives for AAT, I will do all that I can to assist him as he leads the Trust to greater prominence.”

“I am honored to join the AAT team,” Joe Jacuzzi said. “AAT’s mission of promoting trade skills, education, and the celebration of automotive culture are incredibly important to the country. And with the stunning LeMay – America’s Car Museum as the crown jewel, I’m very excited to work with the AAT Board, the team, donors and volunteers on continuing to advance their key initiatives and fueling the next generation of automotive enthusiasts.”

For the full press release on their CEO announcement.

This retained executive search project was led by Fred Pabst/Partner.

Learn more about Herd Freed Hartz’s track record in:
Non Profit industry executive searches
CEO & Executive Director leadership searches

Mark Mattke – Executive Director @ Centerforce

Paul Freed on January 5, 2026

Our Herd Freed Hartz executive search team was honored to partner with Centerforce on a nationwide retained executive search to find their new Executive Director.

Since 1968, Centerforce has been empowering adults with intellectual and developmental disabilities to engage with their communities in meaningful and impactful ways. As one of the largest providers for south King, Pierce and Thurston counties, Centerforce serves over 200 individuals with disabilities by partnering with county services and local employers to provide job placement services and assist clients in becoming independent members of the community through direct face-to-face support.

Centerforce offers individuals an opportunity to learn, practice and apply life skills that promote greater independence, community inclusion, and enhance quality of life and engagement in their community. This is an exciting time to join Centerforce as this well-established, financially sound organization prepares to channel existing resources into new areas of growth, opportunity and expansion. They are seeking a creative, passionate, scrappy, mission-driven Executive Director with the vision to lead Centerforce into the future.

Mission Statement: To empower adults with disabilities to engage in their community through advocacy, employment and education.

This retained executive search project was led by Karen Bertiger/Partner and Ross Fletcher/Partner.

Learn more about Herd Freed Hartz’s track record in:
Non Profit industry executive searches
CEO & Executive Director leadership searches

Bret Downing – President @ G3 Builders

Paul Freed on January 5, 2026

Our Herd Freed Hartz executive search team was honored to partner with G3 Builders on a retained executive search to find their new President.

Founded in 2017, G3 Builders is a Seattle-based firm with a focused mission: to deliver exceptional service and long-term value to clients in the life sciences and research industries. Rather than prioritizing revenue, G3 is committed to building lasting relationships through expert delivery of complex, technically challenging projects. 

The team at G3 is highly experienced, selective, and driven by a deep understanding of each client’s vision. With a lean, empowered operation and no corporate red tape, G3 is agile and responsive— ensuring cost-effective, high-quality outcomes from concept through closeout. Local to the Seattle market, G3 brings deep ties to the life sciences community and leverages strong industry relationships to craft innovative construction solutions. 

At G3, every project is personal. Clients benefit from consistent teams, zero disruptions to critical work, and a commitment to excellence that goes beyond the build. 

This retained executive search project was led by Chris Blais/Partner and Jim Herd/Managing Partner.

Learn more about Herd Freed Hartz’s track record in:
Real Estate & Construction industry executive searches
CEO & President leadership searches