Résumé-based background checks are no longer the only way employers learn about job candidates. With the increasing reliance on online identities, social media background checks are becoming a common part of the hiring process. But what exactly do these checks involve? Are they legal? And how can job seekers prepare?
In Your Questions About Social Media Checks Answered, we cover some of the risks of skipping these checks, but the best way to illustrate their value is the case of CF Montréal’s hiring of Sandro Grande as a coach in 2023—only to fire him the very next day after public backlash over violent and offensive social media comments he allegedly posted more than a decade earlier. Despite his claims of being hacked, the incident sparked reputational damage for the club and highlighted a serious oversight in pre-employment background checks. As this example shows, what someone says online, even years ago, can have real consequences.
In fact, a 2023 survey found that a large majority of Canadian companies (86%) say they would fire an employee over inappropriate social media posts. Two-thirds (65%) say they use social media to screen applicants, and 64% consider it an effective screening method.
Whether you’re an employer trying to hire responsibly or a job seeker working on your personal brand, understanding social media background checks is essential. In this blog post, we break down how these checks work, and why it’s a good idea to run social media background checks on yourself before applying for jobs.
What Are Social Media Background Checks?
Social media background checks involve reviewing a candidate’s publicly available online presence across social media platforms. These checks aim to provide insights into a person’s behaviour, professionalism, interests, or potential red flags that may not surface through résumé-based screenings.
Unlike traditional background checks, such as criminal record checks where the information is only accessible through police records, social media background checks focus on publicly shared content, which may include:
- Public posts or comments
- Photos or videos
- Likes, shares, and reposts
- Group or forum participation
- Visible bios and hashtags
While not always required (or allowed) by employers, social media background checks are increasingly being used to evaluate a candidate’s potential cultural fit within the organization, their level of professionalism, and their overall alignment with the company’s core values and mission.
Why do Employers Use Social Media Background Checks?
From a hiring perspective, résumés and references only tell part of the story. Social media background checks offer employers a window into a candidate’s conduct. They’re often used to:
- Verify professional persona
- Flag inappropriate behaviour or hate speech
- Spot signs of discriminatory views, illegal activity, or harassment
- Confirm qualifications or thought leadership in industry topics
- Assess communication skills and online tone
They’re especially helpful in public-facing roles where someone is an ambassador or the “face” of a company. For this reason, like all background checks, not everyone needs a social media background check; it has to be applicable and justifiable for the role. A mail room attendant or delivery driver isn’t likely to need a social media background check according to most organization’s background screening policy, but a spokesperson or CEO makes sense.
For employers, social media background checks can add an extra layer of insight when evaluating top candidates—especially in client-facing or public-facing roles. Reviewing a candidate’s public social media presence can reveal how they present themselves, interact with others, and handle public discourse. It also allows employers to spot positive signs, like thought leadership, community engagement, or a well-maintained professional profile—all of which can support better-informed hiring decisions.
How do Employers Conduct Social Media Background Checks?
Social media background checks are typically performed by reviewing a candidate’s public profiles on platforms such as LinkedIn, Facebook, X (formerly Twitter), Instagram and TikTok. Employers generally use one of two methods: conducting the check internally, or hiring a third-party background screening service. While in-house checks are more common in smaller organizations, larger employers often rely on third-party background screening vendors to ensure they comply with Canadian privacy regulations and other compliance requirements. These providers follow established guidelines and focus only on job-relevant, publicly accessible content, helping employers make more objective hiring decisions.
Using trusted background screening vendors can also reduce unconscious bias, as these background checks typically anonymize protected characteristics (such as age, ethnicity, or religion) that could lead to discrimination if considered during hiring. Furthermore, vendors, such as Certn, can customize social media background checks based on what matters most for specific organizational needs––for example, identify risk categories and tailor keywords and phrases to make sure employers are getting the most relevant insights, all while maintaining a seamless, legally compliant process.
Here are more insights on social media screening from a webinar last fall: How HR Leaders Use Social Media Screening.
Are Social Media Background Checks Legal?
Yes, social media background checks are legal, but only when conducted in a way that respects privacy laws and human rights protections. Employers must adhere to the Personal Information Protection and Electronic Documents Act (PIPEDA), which outlines strict rules around collecting, using, and disclosing personal information during hiring. In addition to federal privacy law, employers must also follow provincial or territorial legislation. This is especially important, as permitted use varies across Canada.
Best Practices on Social Media Background Checks
To conduct social media background checks responsibly and legally in Canada, employers are advised to:
- Obtain Written Consent: Employers must obtain clear, written consent from the candidate before performing social media background checks. This step is critical to maintaining transparency and demonstrates respect for the candidate’s privacy. It also helps reduce legal liability for the employer.
- Review Only Publicly Available Information: Employers should limit social media background checks to content that candidates have intentionally made public. Accessing private or restricted content, even indirectly, could violate privacy laws and cross ethical boundaries.
- Be Transparent and Honest: The process should be open and straightforward. Employers should not use deceptive tactics, such as creating fake accounts to bypass privacy settings. Misleading methods can damage a company’s reputation and lead to legal consequences.
- Ensure Relevance to the Role: Social media content should only be considered if it directly relates to the candidate’s suitability for the job. For example, employers might look for signs of professional communication in a client-facing role, but unrelated personal opinions or hobbies should not be part of the evaluation.
- Avoid Discriminatory Practices: Employers must not use social media information to make hiring decisions based on protected characteristics such as race, religion, gender identity, disability, or sexual orientation. These factors are protected under federal and provincial human rights legislation, and using them as a basis for employment decisions is discriminatory and illegal.
For more information, you can view Certn’s best practices on pre-employment social media background checks.
Why Should You Run Social Media Background Checks on Yourself?
Running social media background checks on yourself is a proactive way to manage your online reputation. In a competitive job market, your online impressions matter. Even if you don’t post much, others might tag you in photos or comments that are visible publicly. Knowing what’s out there puts you in control of your narrative, and here are the benefits:
- Control Your Online Image: By checking what’s out there, you can identify what others might find when searching for you. It gives you the chance to adjust your online presence to reflect the image you want to project. Whether you’re job hunting, seeking business opportunities, or just managing your digital persona, knowing what’s out there helps you control the narrative.
- Identify and Remove Inappropriate Content: Running social media background checks lets you spot posts or photos that could be perceived negatively or no longer align with your personal values or professional image. If you find something problematic, you can remove it or adjust your privacy settings to limit who can see it.
- Prepare for Job Searches: Employers often review social media profiles during the hiring process, so it’s essential to ensure that what they find supports your professional image. Social media background checks let you identify potential red flags before they do.
- Protect Your Privacy: You may be unknowingly sharing more than you’re comfortable with. A self-check allows you to adjust privacy settings to better safeguard your personal information. This protects not only your privacy but also your reputation.
- Prevent Bias or Discrimination: By reviewing your social media presence, you can ensure that your online persona doesn’t inadvertently lead to biased assumptions, whether based on political views, lifestyle choices, or personal beliefs.
Running social media background checks on yourself is not only about identifying and removing potential risks. It’s also about taking charge of your online reputation, ensuring it reflects who you are, and using it to your advantage—whether in the hiring process, personal branding, or just for peace of mind.
How Can Social Media Affect You Getting a Job?
Your social media presence can be just as important as your résumé when applying for a job. Employers often look at public profiles to get a fuller picture of who you are beyond your application. What you share, intentionally or not, can influence hiring decisions in both positive and negative ways.
On the positive side, a clean, professional online presence can strengthen your candidacy. Employers may be impressed by thoughtful posts, community involvement, or industry-related content that shows you’re passionate about your work. Engaging with others respectfully or showcasing leadership in online communities can also leave a strong impression.
On the flip side, red flags such as offensive language, discriminatory comments, or inconsistent work history can raise concerns. Even old posts that no longer reflect your views or values might hurt your chances if they’re visible publicly.
That’s why running social media background checks on yourself before applying to jobs is a smart move. It lets you clean up outdated content, tighten privacy settings, and make sure what’s online supports, not sabotages, your professional goals.
How to Run Social Media Background Checks on Yourself
The first step in running social media background checks on yourself is to perform a thorough search across various social media platforms where you’ve shared information, whether publicly or privately. Search for your name and variations of it to see what comes up. Make sure to check:
- Public Profiles: Review what employers, recruiters, or anyone else might see. This includes photos, posts, comments, and any other public content.
- Privacy Settings: Check your privacy settings across platforms to ensure that personal information (like your phone number, address, and private posts) is protected.
- Old Accounts or Posts: Look for any outdated or potentially embarrassing posts, comments, or photos that may not represent who you are now. It’s a good idea to delete or adjust privacy settings for any content you feel is no longer relevant or appropriate.
Once you’ve completed your sweep of social media, expand your search. Use search engines to look for your name in blog posts, local news stories, online publications, or public directories. You might also check image search results, which can reveal old profile photos or pictures where you’ve been tagged. This broader scan helps you get a fuller picture of how your online identity appears across the web—not just on social media.
Regularly running social media background checks on yourself ensures that you’re in control of your digital presence. It allows you to proactively manage what others see, fix inaccuracies, and maintain a personal brand that reflects who you are today.
