Uncovering passion and communication skills

It's a question without a definite and easy answer. How can you find out if your applicants are passionate about the job and the company, and if they have the necessary communication skills? The Titanic Visitor Centre is taking an imaginative approach. As part of the application process candidates have been asked to perform a three-minute performance of one part of the Titanic story. A 3 minute performance takes some serious preparation, and will allow the recruiters to easily narrow down the applicants. The really great thing about it though is that it gives candidates who are creative more of an opportunity to showcase themselves. What can you do to ensure you end up selecting the right candidate? Is a conventional interview the right answer for you - or do you have requirements where other selection processes may be more suitable?