How Social Media Has Transformed the Hiring Landscape: Reflections from the WBE Canada Annual Conference 2025
On November 12 & 13, I had the honour of attending and speaking at the WBE Canada Annual Conference in Toronto. It’s an event I look forward to every year. For more than a decade, I’ve been a proud member of this incredible community of women business owners. WBE Canada has been instrumental in fostering collaboration, opening doors for diverse suppliers, and creating a safe, supportive, and deeply knowledgeable network where we can share insights and help each other grow. Every conference feels like a reunion with colleagues who have become friends, trusted partners, and inspirations.
This year, I was invited to present on a topic that has become increasingly urgent for employers: “How Social Media Has Changed the Hiring Landscape.” As the owner of Canada’s first background screening company (in business for over 50 years) I’ve witnessed firsthand how digital footprints have dramatically reshaped the way organizations evaluate candidates and how candidates present themselves.
Marty presenting her talk on “How Social Media Has Transformed the Hiring Landscape.” Photo credit: WBE Canada
The New Hiring Reality: Transparency Through Technology
What used to be a straightforward hiring process: résumé, interview, references, is now far more complex. Today, social media is a powerful window into how individuals communicate, engage, and behave. Employers aren’t just evaluating skills; they’re assessing alignment, judgment, professionalism, and cultural fit through what candidates post online.
During my session, I highlighted how platforms such as LinkedIn, X (formerly Twitter), Facebook, Instagram, and even TikTok can influence hiring decisions. Social media doesn’t just tell us what people say; it shows us how they interact with others, what causes they support, and how consistently they present themselves.
But with greater access comes greater responsibility. While social media screening can uncover valuable clues, it must be conducted ethically, fairly, and with a clear understanding of privacy boundaries. That’s where trained professionals and proper processes come in.
Photo credit: WBE Canada
Why Social Media Checks Are Now Essential
One of the key messages I brought forward is that social media checks are no longer a “nice-to-have,” they’re an essential part of the modern hiring toolkit. Organizations want to protect their brand, their team, and their clients. They want to ensure that the people they bring on board embody their values not only in the workplace but also in their digital interactions. We want to be sure that they know who they are hiring.
However, social media screening should never be about personal beliefs or superficial judgments. It should focus on red flags that directly impact workplace behaviour, such as:
Harassment or discriminatory language
Confidential information leaks
Evidence of illegal activity
Extreme online conflicts or hostility
Inappropriate public postings that contradict organizational values
I also discussed how employers should never conduct these reviews on their own. I emphasized repeatedly that once you see something on social media, you can’t unsee it. You must remain objective in the hiring process. If you are not objective, it can open the door to unconscious bias and potential legal risks. Instead, partnering with certified screening professionals ensures that reviews are compliant, unbiased, and aligned with best practices.
A Community That Supports and Elevates
Photo credit: WBE Canada
Beyond the presentation itself, what made this conference special as always, was the community. The energy at the WBE Canada Annual Conference is unlike any other. It’s a gathering of trailblazers who champion supplier diversity, collaborative growth, and meaningful business relationships.
I’ve been part of WBE Canada for over 10 years, and every year I walk away inspired by the strength and generosity of this network. Women lift each other up in this community. We share insights freely. We celebrate successes loudly and are there for each other in the not so good times. And we come together with a shared commitment to building stronger, more diverse supply chains across Canada and beyond.
Having the opportunity to share my expertise especially on a topic that is so relevant to today’s hiring challenges, was truly an honour. And it was equally meaningful to connect with attendees afterward, many of whom shared their own experiences navigating the evolving digital hiring space.
Looking Ahead
As technology continues to evolve, so will the hiring landscape. Social media is only one piece of what has become a much broader digital puzzle but it plays a critical role. Employers who understand how to assess it responsibly will have a clear advantage in making better, more informed hiring decisions.
For me personally, speaking at WBE Canada’s conference was a reminder of why I remain so passionate about this industry and this community. Together, we are shaping the future of business one connection, one conversation, and one shared insight at a time.
The Britton Management Profiles booth, featuring Ed Lopes. Photo credit: WBE Canada.
If your organization is looking to strengthen its hiring practices, ensure compliance, and protect its reputation, my team and I are here to help. As Canada’s first background screening company with more than 50 years of industry leadership, we provide comprehensive, ethical, and fully compliant social media checks and background screening solutions that will help us all to navigate the complexities of hiring in the digital age.