32
Media searches
It is common for employers to consider an applicant’s ‘online reputation’,
i.e. the evaluation of an applicant based on their online behaviour and
what they and others post about them. CPNI’s Media Screening: use of the
internet in employment decisions provides advice to employers on using
the internet to inform their employment decisions. This chapter provides a
brief overview of media searches explored in the guide, and their relevance
to pre-employment screening.
What applicants do or say on the internet may incur reputational or security risks to the
employer. Media searches may therefore be required if the applicant will have access to sensitive
material or sites within the organisation, or depending on their duties or responsibilities. Media
searches can help verify identity, confirm or resolve concerns about suspicious behaviour, or
establish how security aware the applicant is (for example, the information disclosed in the
applicant’s profile on a social networking site, or the permissions granted for other users to view
their profile). Potential conflicts of interest may also be identified.
Media searches must be necessary, proportionate and transparent. If the employer has no
justifiable reason for conducting media searches, then they should not be done. Searches must
also comply with relevant legislation (e.g. DPA, HRA, and employment law). Only online
information which can be publicly accessed should be researched. If results are recorded, they
must be stored securely and retained for as long as there is a genuine business requirement.
There are risks inherent with media searches:
Information on the internet may be inaccurate or unreliable, with little or no prospect of
verifying the information.
The information must relate to the applicant, and not someone of the same name.
Is their applicant attempting to build themselves up through their online behaviour?
You should be mindful of third party views or opinions.
You should be mindful of your own views. Online activity you might consider unacceptable
may be second nature to younger internet users (in particular, Generation Y).
Applicants should be informed that all sources of information available to the organisation may be
reviewed to assess their suitability for employment. You should include in your screening policies
thresholds for what online material or internet usage is deemed to be adverse, and what the
impact of adverse information would be on the organisation and its existing employees.
Applicants should be given the opportunity to discuss their online activities, for example at
interview.
You should decide who carries out media searches (i.e. yourselves, or a third party screening
company). You should be clear on your requirements (and your reasons for them), and the value
of such searches. You should refrain from reaching a decision on whether to employ based solely
on the results of media searches. These must be added to all other information at your disposal
to reach a fair and balanced decision.