Social media is everywhere.
What started as a means of digital communication and expression has grown into a multibillion-dollar data and advertising industry where information on over one-third of the world’s population, products, and companies can be publicly accessed. The use of social media has evolved into a necessity for many— a tool employers are now taking advantage of.
While more than half of U.S. states have laws to protect employees from being required to share private social media information, public information is openly available and provides tremendous insights. Employers are now adding social media investigations to their pre-hire screening practices.
Let’s look at how it’s used in the hiring process.
Selectivity
Social media allows employers to identify individuals with interests or job experience related to their organization– which proves valuable when attempting to fill the right seats on the bus.
LinkedIn is the primary playground for the job-seeker and allows for the targeting of candidates with particular work experience, education, and other credentials.
As we progress into the digital age, candidates with well-established and maintained LinkedIn profiles are more likely to succeed in the job market. This means that much of the information on the platform is available to the public.
In addition to LinkedIn, Twitter (now “X”), Facebook, and Instagram house important insights about your job candidates.
Social Media Screening
At its core, social media is a means of communication and a platform for self-expression. The ways individuals operate within these forums of self-expression allow employers to see who people are; their values, and their skills.
Social media screening allows employers to search for red flags. A thorough social media screening product will focus on the following 12 risk classifications:
- Hate Speech
- Insults/Bullying
- Narcotics
- Obscene Language
- Political Extremism
- Self-Harm
- Threats of Violence
- Toxic Language
- Drug-Related Images
- Explicit Images
- Violent Images
- Custom Keywords (established by the employer)
71% of hiring managers in the United States support social media screening, and 55% of them decided against hiring a candidate based on something posted on the candidate’s social media.
Employers can see a fuller picture using social media screening and make more informed hiring decisions.
A Quick Note
It’s important to mention that thorough social media screening searches conducted by a third-party screening vendor cannot be carried out without candidate consent. The Fair Credit Reporting Act regulates both employers and Consumer Reporting Agencies to protect the interests of consumers.
For this reason, social media checks are often included as part of an organization’s standard pre-employment background and drug screening processes. Some organizations also elect to conduct annual social media screenings on current employees to mitigate risk and help promote a healthier workplace.
Brand Culture
Brand culture influences how the public perceives a company. It’s their image. A company’s brand helps them differentiate themselves from competitors and build a favorable reputation.
The people employed by a company are an extension of their brand. Employees’ actions reflect on the company for better or for worse. Employers must maintain a positive brand culture by seeking candidates who will represent their brand well and not damage the institution.
Social media is the perfect place to determine whether individuals align with your company’s mission, values, and goals.
Cost Effectiveness and Outreach
Using social media in hiring also proves to be cost-effective in job recruitment. Employers can save up to 30% in advertising costs depending on their presence.
In addition to recruiting savings, employers are able to reach more candidates than ever before. Recruiters are always on the lookout for “passive candidates.” Passive candidates are not actively searching for job opportunities but are a good fit for the company. With the right job offer, many passive candidates can be convinced to pursue employment at the company.
While independently leveraging social media in the recruitment process provides less depth and detail than a complete pre-employment social media screening solution, it can still tremendously benefit an organization.
Conclusion
Social media is becoming a critical hiring tool. Whether utilized passively by hiring managers or fully leveraged by a third-party screening vendor, employers can benefit from the insights within any one of the major social platforms.
If you have any questions about social media screening, feel free to contact us.
