Applied online, and I was then invited to a phone interview which lasted about 40 minutes and was with an employee phoning from their desk, not someone from HR. This was particularly meaningful as it didn't feel like the person on the other end was conducting a box-ticking exercise; I was speaking with someone who genuinely enjoyed what they did and knew exactly what the job entailed - this also left the opportunity at the end to ask his personal opinion on his career and the company.