There are over 535 million social networking users across the world. These users have one or multiple accounts across LinkedIn, Facebook and Twitter. Any company looking at hiring new staff, looks for the most qualified and talented people as possible candidates. This is where social screening is an effective method.

Facebook is the ideal platform to investigate further into a person’s character and personality, whilst Twitter identifies a person’s interestsetc. LinkedIn offers a more professional insight into who the person is, as well as their working history.

With companies using social screening to find out more about the people they consider hiring, potential employees should consider “cleaning up” their social media accounts. According to mindflash.com there are 5 ways of ensuring you never get hired, based on social screening:

• Digital dirt (inappropriate images)
• Terrible Troll (swearing and adding annoying commentary to blogs posts etc)
• Big Mouth (negative comments about previous employers etc)
• Numerous contacts and comments (having inappropriate contacts and participating in inappropriate conversation with them)
• Being constantly negative (never posting positive comments etc)

Although there are ways to limit the amount of information people are able to view on a personal account, being cautious about what content appears on the social media platform is the safer bet.

Numerous recruitment agencies and companies use social screening to head hunt a potential employee. However social screening is also used to dismiss staff. Although using social screening may take time and possibly cost money (Facebook Ad’s, etc) many companies find it to be the better long term option when trying to find the ideal employee to fill a position. Using social screening also increases the candidate pool.

With social media becoming more and more useful to businesses, it is important to ensure that the content that is visible to the public, compliments who you have said that you are in your CV, etc. Especially if you are looking for a new job.

Twitter

Twitter is a social network with a business edge, that is used to share and push information across to a select group of followers. Followers on Twitter are those people who have committed to receiving communication from you on a regular basis in the form of a tweet (140 characters of information) which needs to be compelling enough to entice the reader to click on a link within the tweet and engage further. There are currently over 55 000 registered South African Twitter users with over 1.5 million tweets a month. There is no opportunity to advertise on Twitter at the moment.

Facebook

Facebook is a social network that is primarily used for exactly that, staying in contact with your friends and their daily activities. Facebook however does allow for businesses to have a Page which people can like of become friends of. These pages get a fair amount of traffic, but it is very important to ensure that your business is right for Facebook as very often a business might not have its primary audience on a platform such as Facebook nor will its ideal clientele want their friends to know that they are making use of its services (ie – private investigators, debt councilors). Facebook does allow businesses to advertise their products or services and these adverts can then click through to either the businesses Facebook page or a specific landing page on their website. There are currently over 3.76 million South African users on Facebook with the greatest percentage of them being between 18 and 30 years of age.

LinkedIn

Linked in is a decidedly business orientated social network. There is little social interaction between users even though you can integrate it with your Facebook and Twitter accounts, being social for socials sake is not its primary focus. LinkedIn is for keeping in touch with business professionals who can either be potential or current clients. There are currently over 1.1 million LinkedIn users in South Africa and this makes it the largest network focused on professional individuals with the largest demographic being users between 25 to 35 years of age. LinkedIn allows businesses to showcase their products and services and have these recommended by their customers. Advertising is also available and users can then click through to a specific page determined by the advertiser. LinkedIn can be an excellent platform to contact potential customers as a platform to initiate communuication.

When looking at which networks to use from a business point of view; a combination is definitely the approach, rather than a mere single focus option. Each network has their own nuances and intrinsic benefits and each should be explored in turn.