With nearly three quarters of hiring managers checking candidates social media - what should you be aware of?
We're all increasingly aware that our social media presence isn’t just a place to post holiday snaps or debate the latest TV dramas anymore, it’s a become an extension of our professional identities.
Whether you’re hiring or thinking about your next career move, this is an important thing to consider. Plus - in the membership sector - where trust, reputation, and professional standing particularly matter, social media can be the difference between a successful hire and a missed opportunity.
More than just LinkedIn - social media checks are expanding
It used to be that a tidy LinkedIn profile was enough to look professional, but these days referencing checks often go much further. Some research even suggests that up to 70% of employers review candidates’ social media before making a hiring decision - and over half have even rejected applicants because of what they found.
For membership organisations particularly, hiring managers need to ensure potential employees align with organisational values, so candidates must be aware that engagement with industry discussions, thought leadership, and online behaviour are all part of how they are assessed.
Recruiters aren’t just skimming LinkedIn anymore, they’re increasingly checking Facebook, X (formerly Twitter), Instagram, and even TikTok to get a better idea of how a candidate presents themselves within professional networks and to the public. And in a sector built on trust, your online activity carries significant weight.
What employers are looking for
While there’s no single checklist, common red flags in membership sector hiring include:
- Complaints about past employers or colleagues – Speaking negatively about a previous job online can raise red flags for recruiters, who may worry you'll bring the same attitude to their organisation. A CareerBuilder survey actually identified this as one of the top social media mistakes that could lead to candidate rejection.
- Offensive or inappropriate content – This one speaks for itself - anything that clashes with the ethics of professional membership bodies is obviously going to raise concerns. According to YouGov, three-quarters of employers would rule somebody out for this.
- Spreading misinformation or extreme views – Similar to the above, any membership organisations advocate on industry issues, so alignment with false or divisive content can be a risk.
- Lack of engagement in professional communities – While not usually a deal-breaker for most roles, recruiters in the membership sector often look for candidates who actively participate in LinkedIn groups, association discussions, and industry conversations. This becomes increasingly important for senior positions, where professional engagement signals expertise and leadership.
For hiring managers, understanding these factors ensures they’re bringing in candidates who not only meet job criteria but also contribute positively to the wider membership community.
But social media can also work in your favour
It’s not all about what you shouldn’t post - social media can be a powerful tool for positioning yourself as a leader, too. A well-maintained LinkedIn profile, active participation in industry discussions, and contributions to association-led conversations demonstrate knowledge and credibility.
For candidates, this is an opportunity to highlight expertise, network with membership professionals, and establish authority in the sector. For hiring managers, it’s a way to assess candidates beyond their CVs and see their professional contributions in real time.
Want to make the most of your social media? Try this:
- Share industry news – Show that you’re engaged with trends and developments.
- Engage with relevant sector organisations – Commenting on posts from professional organisations or participating in relevant association groups shows active involvement.
- Highlight professional wins – Whether it’s speaking at a conference, publishing an article, or driving a successful membership initiative, let your online audience see the impact you’re making.
The elephant in the room - how is AI being used in social media screening?
Artificial intelligence is now playing a bigger role in how social media is assessed in hiring decisions. AI-driven tools can scan and analyse profiles at scale, flagging potential concerns that might be missed in a manual review.
These tools don’t just identify explicit red flags like offensive language, they can also assess tone, sentiment, and engagement patterns. AI tools can also highlight inconsistencies between a CV and a LinkedIn profile, adding another layer to referencing checks.
A growing number of AI-powered tools are helping employers conduct social media background checks:
- Ferretly – Uses AI to scan social media platforms, identifying potentially problematic content such as offensive language or extreme views.
- VN Secure – Developed by Viral Nation, this tool screens public social media accounts for specific activities, including discriminatory language, helping recruiters align candidates with company values.
While there’s limited data on the adoption of AI for social media screening, its use is expected to increase as the technology becomes more sophisticated and accessible.
The risks and ethical considerations
Despite the potential efficiency gains, AI-driven screening should be approached with caution. Algorithmic bias and privacy concerns are still significant challenges, and these tools may misinterpret context, sarcasm, or cultural nuances.
Employers should always use AI tools as a complement to human judgment rather than a replacement. Ethical oversight and transparency are absolutely essential to prevent unfair hiring decisions based on automated assessment.
The ending note
Social media’s role in the hiring process is going to continue to grow and change, making it increasingly important for both candidates and employers in the membership sector to carefully consider how online presence can impact hiring decisions. On top of that, the use of AI in social media screening brings up some interesting questions around fairness, privacy, and transparency - which is definitely something to keep an eye on.