Since its rise in the late 2000s, social media has become a notable aspect and played an increasingly important role in modern society. From an employer’s perspective, when we consider how much time many people spend on multiple social media platforms, and the willingness of many to upload large portions of their lives for all to see, it may seem far from best practice not to consider conducting social media and online screening when vetting job applicants.

However, social media and online screening remain complex areas, subject to various legal and regulatory requirements. HR teams must ensure compliance with data protection laws, privacy regulations, and anti-discrimination legislation, and should have clear, documented policies in place before conducting such checks. Without adequate preparation and awareness of these obligations, employers may face risk of legal repercussions if all aspects, legal or otherwise, are not taken into consideration.

A growing role in hiring

Social and online screening is becoming increasingly important not only because of the digitalised nature of modern life, but also because few organisations can afford to manage the potential risk, both financially and reputationally, of making bad recruitment decisions. it’s never been more critical to establish and confirm that your staff and future employees are who they say they are and align with your business values.

Many HR professionals are dissuaded from adopting social media screening policies because they view it as a potential ethical and legal minefield. However, that is not necessarily true and, when managed correctly and in line with the compliance requirements applicable to the employers, this type of vetting may be part of the application and employment process.

To be effective, a clear framework and understanding of the legal requirements are required, and, in the same way that most organisations possess an anti-discrimination or volunteering policy, they also need an online vetting policy. Its core goal should be solving the question, ‘Who really is the person we want to employ?’

HR and hiring teams must also have a legal basis (e.g., legitimate interest) and justification for conducting social media checks. In most cases, the HR team shall consider their compliance requirements, determine whether the screening is part of a formal hiring process, at which stage it shall be carried out , assess the privacy requirements regarding  the candidate’s knowledge , and directly relates to their consideration for the role in question.

Taking a deeper dive

Social media screening is subject to strict and often complex regulations, meaning each employer must carefully assess and determine what is permissible in their jurisdiction before conducting such checks. When carried out lawfully and transparently, these checks can be a powerful tool, offering valuable insights that go far beyond what an interview or CV can reveal. They can help verify a candidate’s professional claims, identify potential reputational risks, and assess whether an individual’s public behaviour aligns with organisational values.

In some cases, examining the nature of content a candidate engages with, the groups they join, or the causes they support can highlight cultural fit or uncover warning signs that might otherwise go unnoticed. By combining robust compliance processes with thoughtful screening practices, organisations can make more informed hiring decisions while protecting both their brand and their legal standing.

Mitigation of risk

This risk-averse approach can save further problems down the line; a study by Harris revealed that 88% of US hiring managers would consider terminating employees for content identified in their personal social media channels, with 59% saying they would do so for any posts that damaged the company’s reputation. The turmoil and cost of terminating an employee for their online activity could be easily saved by conducting more thorough checks earlier on that not only monitor existing posts but also indicate if the individual may be problematic online in the future.

Any HR team weighing whether to conduct social media checks should consider whether their organisation can afford not to conduct these checks. With the total price of a bad hire estimated to be as high as three times the individual’s salary, all available information must be reviewed in detail to know if appropriate decisions are being made. Indeed, many employers run cost-benefit analyses to review whether the process is worthwhile for some roles.

Few organisations can afford to get their recruitment activity wrong, and in a hiring landscape where soft skills, brand alignment, and ethical conduct are paramount, social media screening is no longer optional; it’s a strategic necessity.