Social Media and Candidate Assessment: Avoiding the Perils While Reaping the Potential

The role of social media in the hiring process has both benefits and limitations for recruitment and hiring.

This article was first published on September 25, 2023, by HR Daily Advisor, a sibling publication to HealthLeaders.

In the digital age, the lines between our personal and professional lives often blur, especially on social media platforms. For hiring managers and companies, these platforms present both opportunities and challenges.

While social media platforms can yield valuable insights into potential candidates and serve as powerful branding tools, they also come with pitfalls that need careful navigation. This article delves into the multifaceted role of social media in the hiring process, exploring its benefits, limitations, and best practices from industry experts.

Social Media Sleuthing

In the modern hiring landscape, the allure of social media as a tool for gaining insights into potential candidates is undeniable. With just a few clicks, hiring managers can access a treasure trove of information that goes beyond the confines of a resume. But as with any tool, it’s crucial to understand its limitations and use it judiciously.

Chelsea Ashbrook, Senior Manager of Corporate Digital Experience at Genentech and the founder of TheFlexibleWorker.com, offers a balanced view on this. “While it’s tempting to dive deep into a candidate’s social media to get a sense of who they are, it’s essential to remember that these platforms only provide a snapshot of their life,” she says.

Ashbrook points out that while discovering a candidate’s love for dogs or passion for gardening might be endearing, it doesn’t necessarily translate to their professional capabilities. Traditional resources like resumes, references, and interviews remain the cornerstone of the hiring process.

However, it’s not a black and white issue. Ashbrook acknowledges that social media can sometimes reveal facets of a candidate’s character that might remain hidden in formal settings. “A tweet showcasing how a candidate adeptly addressed a customer complaint can be a goldmine of information about their problem-solving skills,” she adds. But she cautions against over-reliance on these platforms, emphasizing the importance of a holistic assessment approach.

Gaby Hermes, Operations Manager at KNB Communications, further elaborates on the potential pitfalls of using social media for hiring. While acknowledging the benefits, such as cross-referencing application details and gaining insights into a candidate’s personality, she warns of the inherent risks. “Social media profiles can inadvertently expose personal information that’s protected by anti-discrimination laws. Using this information, even unintentionally, can lead to biased decisions with serious legal implications,” Hermes states. Moreover, the curated nature of online personas means they might not always present an accurate representation of the individual, making it imperative for hiring managers to exercise discretion and judgment.

In essence, while social media can be a valuable tool in the hiring manager’s toolkit, it’s essential to wield it with care, ensuring that it complements, rather than replaces, traditional hiring methods.

Ethical Considerations in Social Media Screening

As social media becomes an integral part of the hiring landscape, ethical considerations come to the forefront. While these platforms can provide a wealth of information, it’s crucial to tread carefully to respect candidates’ privacy. Just because information is publicly available doesn’t necessarily mean it’s fair game for assessment.

Moreover, hiring managers must be vigilant against unconscious biases. Social media profiles often reveal aspects of a person’s identity, such as their race, age, or religious beliefs, which should never factor into hiring decisions. It’s essential to have clear guidelines in place and possibly even training for those involved in the hiring process to ensure that decisions are made based on merit and relevant experience, not personal details, or preferences.

In essence, while social media can be a valuable tool, it’s imperative to use it with integrity, ensuring that the hiring process remains fair, unbiased, and respectful.

Social Media as a Recruitment Tool

Beyond mere sleuthing, social media has evolved into a powerful recruitment tool. The platforms that once were primarily for personal connections and sharing have now become arenas where companies and potential employees intersect.

Roza Szafranek, founder and CEO of HR Hints, sheds light on this trend. “Social recruiting has transformed the way companies approach talent acquisition,” she says. “By showcasing organizational culture, values, and even day-to-day life within the company, businesses can attract job applicants in a more organic and genuine manner.”

This method is not only cost-effective, eliminating the need for pricier recruitment events, but it also offers flexibility in outreach. Companies can opt for organic engagement, paid media campaigns, or a blend of both, depending on their strategy and target audience.

Szafranek also emphasizes the importance of choosing the right platform. “While LinkedIn might be the go-to for many, platforms like Discord are gaining traction among specific demographics, such as programmers and gamers,” she notes.

Social Media for Company Branding

The use of social media in recruitment also has implications for supporting the employer and corporate brand. It’s not just about posting job offers; it’s about crafting a narrative that resonates with potential employees.

Szafranek delves deeper into this concept. “Social media is a component of a broader employer branding strategy. Before you even post that job offer, there’s groundwork to be done,” she says. This involves defining the candidate persona, establishing a consistent tone of voice, and most importantly, crafting an Employee Value Proposition (EVP). “An EVP is more than just tangible benefits like insurance or bonuses. It encompasses emotional benefits like job satisfaction, shared values, and cultural compatibility,” Szafranek emphasizes. She cites Patagonia as an example, a brand that aligns its values with its EVP, offering benefits like flexible working hours and on-site childcare, reflecting its emphasis on quality time in nature.

In essence, social media, when used strategically, can be a potent tool for companies to not only attract talent but also to foster a brand identity that resonates with their core values and vision.

The world of recruitment and company branding is evolving rapidly, with social media playing an increasingly pivotal role. As we’ve seen, these platforms can be both a boon and a bane. While they offer unprecedented access to candidate information and a platform for brand storytelling, they also demand a nuanced approach to ensure fairness, objectivity, and respect for privacy.

As Ashbrook aptly put it, social media should add color to the hiring process but shouldn’t be the only color in the palette. In the end, the key lies in balancing digital insights with traditional hiring methods and using social media responsibly and ethically.