Social Media Screening: The Good, The Bad and The Ugly
Posted 11 January 2017 12:00 AM by Debbie Lamb, Junior Marketing Communications Manager
Social networking is one of the most popular online activities with high user engagement rates and expanding mobile possibilities. According to estimates, the number of worldwide social media users reached 1.96 billion and is expected to grow to at least 2.5 billion by 2018. North America leads the way with the largest penetration of social media users at 59% followed by South America and Western Europe. Pew Research Center discovered that in the U.S., women and men use social media at similar rates and where you live no longer plays a large role in using social media. It is estimated that US social media users spend 216 weeks on social media on their smartphone, 53 weekly minutes on PC and 50 minutes per week on accessing social networks via tablet devices. With this in mind, it probably comes as no surprise that social media is playing an increasingly significant role in the recruitment process. How much should employers depend on these networks to source and screen potential employees?
According to CareerBuilder's 2016 social media recruitment survey, 60% of US employers use social networking sites to research job candidates, up from 52% last year and 11% a decade ago. The report also found that almost half of hiring managers who screen applicants via social networks have found information that caused them not to hire a candidate. Conversely, 41% of employers say they are less likely to interview job candidates if they are unable to find information about that person online (either on social media or via a search engine).
Social Media and Recruiting
Using social media to support the recruitment process can provide valuable opportunities for both the candidate and the employer. A recent survey from The Society for Human Resource Management (SHRM) found "the number one reason employers engage in social media channels is to attract potential candidates not yet looking for a new job." Social media is used by 82% of the organizations surveyed to recruit managers and other salaried employees (87%) and hourly employees (55%).
Many of the social networks – such as Twitter, Facebook and LinkedIn – can prove to be very effective when identifying and communicating with top talent. Researching an applicant on social media may also enable employers to find out a little more about them, rather than just relying on their résumé. For example, LinkedIn could offer additional detail to back up a candidate's qualifications or demonstrate whether they would be a good cultural fit for the company.
Risks of Social Media Screening
Social media can, therefore, be useful when trying to source candidates. However, there are pitfalls that employers must be aware of if they are using social media to screen – and reject – an individual. This is because making a hiring decision based solely on what is found on a candidate's social media profile could be seen as unethical and could open the employer up to the risk of liability, discrimination claims or a breach of privacy laws.
If a social media search uncovers any illegal activity, it could influence the hiring decision, but, in general, it would be wise to proceed with caution and seek advice before you reject someone based on information found on social networks. After all, this may only be one piece of the story, as far as an individual's background or character is concerned, and it may not even be an accurate representation.
The problem is that it's a bit of a gray area for employers, so it's a good idea to use a third party screening provider if you intend to use social media as part of your background checking process. Our Social Media Search solution, for example, enables you to leverage insights gained through social media, while ensuring you comply with Fair Credit Reporting Act (FCRA) standards as well as any local, state and federal discrimination laws. The solution runs a character or reputation search on a candidate's online presence, giving you a complete view of both positive and negative behaviors of an individual so that you can reduce hiring risks and make a more informed decision.
Be Transparent and Informed
It is advisable to develop a robust social media screening policy as part of a company's overall employee background screening program as well as inform candidates that you intend to use social media to collect information on them. By downloading our article, "The Age of The Millennials: 7 Tips for Screening an Emerging Generation" you can receive tips so your company can provide a positive, effective and compliant candidate experience for members of this digital generation.