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Is it though?
Social media can honestly tell you a shitload about who a person is and can give you a general perspective on their values.
Most employers won't deny you a job because you have a few pics of you drunk on your wall. They will deny you a job however, if you share and support anti-semitism, xenophobia, racism or whatever other fucked up extremist ideologies.
I don't think people understand what's being meant by "checking social media".
Correct. Can't really blame them....Companies have hundreds of applicant going after a position. It costs money to recruit, hire, train and fire and repeat the process if something goes wrong. Why shouldnt they check all avenues to make sure you should work there? If you have anti religious views that could possibly be an issue in the workplace, why should they give you a chance, when there are 100 other applicants with your qualifications without those views? If you had 1000 girls trying to be your gf and there was only 1 spot, you'd screen them hard as well and disqualify just the same.
So check things like criminal record and things that actually matter. Most things that people post online, are a reflection of their opinion. Everybody was entitled to one of those, until "employers" took away our freedom of speech and we had to be careful what we say incase some rich bastard wont let us line his pockets. If I wanted a job and was denied the chance because I don't have an imaginary friend in the sky, then I wouldn't want to work for that place anyway. Just because I'm not religious, doesn't mean I'll be a dick to anybody who is. I wouldn't deny a muslim a position at my company because of his religious views. It's not going to be fixed just because I moan about it, but I feel like I'm the only one who can see the problems. There are even fucking adverts (commercials) on tv about this shit now. Telling people to pretend to be professional online. I'll act however I want to act outside of work. If they pay me my hourly rate for the time that I'm in and out of work, then I'll happily act professional for 24 hours of pay per day.