By Liam Mooney
Social media has evolved from a platform for personal networking into an essential aspect of professional life. For lawyers, a LinkedIn presence is a necessity, but social media engagement goes beyond just a business profile—it offers a glimpse into your personality, political views, and opinions. It can act as an informal character assessment, which employers are increasingly using to inform hiring decisions. Research highlights this trend:
- 70% of employers screen candidates using social media.
- 57% have rejected candidates based on social media findings.
- 54% have turned down candidates for not presenting themselves professionally.
Prospective clients also check social media profiles when choosing which lawyer or law firm to engage. For legal professionals, maintaining a polished and professional online presence is more important than ever.
The Rise of Social Media Screening
While traditional reference checks remain vital in the legal field, social media screening has emerged as an initial form of character assessment. AI-powered tools can now analyse online behaviour, connections, and even the tone of engagement, providing employers with a detailed picture of your personal and professional persona. Tools like Fama and X1 Social Discovery use advanced algorithms to scan social media profiles and flag potential issues based on behaviour, language, and interactions.
For example:
– Fama screens for problematic behaviours such as hate speech, harassment, or unprofessional conduct, providing employers with a behavioural score.
– X1 Social Discovery is often used for compliance and investigative purposes, retrieving and analysing online activity, making it ideal for background checks.
A recent survey by CareerBuilder found that 57% of employers have rejected a candidate due to inappropriate social media content, including unsuitable photos, discriminatory comments, or signs of excessive drinking. Furthermore, 54% have turned down candidates for failing to present themselves professionally on social platforms.
What Technology Looks For on Social Media
Employers don’t just scan your photos or posts—they dig deeper. Here are some aspects AI-powered tools examine:
1. Engagement Patterns: The tone and nature of your interactions are revealing. Are you contributing to professional conversations, or posting inflammatory comments? Consistent negative behaviours can indicate risk factors.
2. Connections and Networking: Who you are connected with can offer insights into your professional network. Employers may analyse your LinkedIn connections to assess your standing within the industry.
3. Language and Sentiment Analysis: Tools like Brandwatch use Natural Language Processing (NLP) to assess the sentiment of your posts. Aggressive or unprofessional tones raise red flags, while positive, collaborative language reflects well.
Why Lawyers Should Care About Their Social Media
As a lawyer, you’re held to higher standards of professionalism. Your engagement on platforms like LinkedIn or Twitter reflects your ethics, values, and conduct in professional settings. Here are a few key guidelines:
1. Maintain a Professional Presence
Share relevant, insightful legal content that aligns with your expertise. Posting articles, blogs, or case updates can showcase your dedication and knowledge. Avoid overly personal or polarising content, especially on platforms like LinkedIn, where clients and potential employers are watching.
2. Watch Your Tone
Maintain professionalism, even in informal conversations. While Twitter may allow for a casual tone, be mindful of how your words could be interpreted.
3. Curate Your Network
LinkedIn is a powerful tool for building professional relationships, but be selective with your connections. Ensure your network aligns with your goals and interests, and avoid associating with individuals who could harm your reputation.
4. Check Privacy Settings
Take advantage of privacy settings on social media platforms. For more personal networks like Facebook or Instagram, consider making your profile private and controlling who can see your posts.
5. Avoid Political and Religious Debates
Engaging in contentious debates on sensitive topics can alienate potential clients or employers who may hold opposing views. Steer clear of polarising discussions to avoid unnecessary risk.
Examples of Social Media Missteps in the Legal Profession
1. An Associate’s Costly Mistake
In 2021, an associate at a high-profile law firm lost their job after posting a politically charged comment on Twitter, which went viral. Despite the firm’s efforts to distance itself from the post, the reputational damage led to the associate’s immediate dismissal.
2. The LinkedIn Connection Dilemma
A legal professional faced scrutiny when an employer noticed that their LinkedIn connections included controversial figures. Although the individual had no public engagement with them, it raised concerns about their judgment and associations.
Final Thoughts: Safeguard Your Professional Reputation
As a lawyer, balancing the personal and professional on social media is essential. One ill-considered comment or unprofessional post could damage your reputation and jeopardise job opportunities. By maintaining a mindful online presence and leveraging technology to your advantage, you can present yourself as a professional, responsible, and engaging candidate. Technology is changing how employers assess candidates—don’t let your social media presence become the reason you miss out on your next opportunity. Stay professional, curate your content, and always be mindful of who might be watching.
