Social media – an employer’s ally or a job seeker’s hurdle?

In the context of increasing digitalization and the growing use of so­cial media, an individual’s digital footprint has become an additional source of information that HR professionals can utilize. This study aimed to examine how Slovenian HR professionals utilize digital footprint, particularly social me­dia, in the selection process, as well as to identify the specific social media profile factors that influence their selection decisions the most. Using a mixed-methods approach, the study included 52 HR professionals (85% female, 75% employed in the private sector, with an average age of 41 years) who participated in quan­titative data collection, while 27 of them contributed to qualitative data. The findings revealed that most HR professionals use social media at least occasion­ally for candidate selection, most frequently before inviting candidates for an in­terview or during the candidate testing process. The tone of posts, language used, candidate’s comments, and content shared were identified as the most significant factors influencing selection decisions. A comparison between professional and non-professional social media platforms showed that it is important for job seek­ers to prioritize creating a LinkedIn profile and maintain their professional im­age across platforms. This is particularly important as, in practice, information obtained from social media is more often used to exclude candidates from the se­lection process rather than to retain them. While HR professionals acknowledged both the advantages and drawbacks of using social media for selection purposes, they recommended that candidates review their social media profiles before en­tering the job market to avoid potential negative impacts on their job search. We can conclude that social media, when used thoughtfully, can be a useful tool in recruitment, benefiting both job seekers and employers.