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How Hiring Managers Use Social Media to Assess Candidate Political Stances [Infographic]



There’s no doubt that politics has become more divisive over the past decade, with people taking more definitive sides in political debates, and often attacking or dismissing those who don’t agree.

The cause of this increased division is unclear, but there’s strong evidence to suggest that social media is the key culprit. With social algorithms boosting the reach of content that sparks emotional response, which then leads to more comments, engagement, sharing, etc., that’s incentivized publications to take more partisan angles in their reporting, helping to provoke a reaction, and drive more traffic to their sites.

The social platforms themselves have argued against this, but again, the correlating evidence is fairly clear.

But another consideration within this shift has been the increasingly public nature of people’s personal political stances, via their posts and actions on social platforms. In the past, you may not have known about your uncle Jim’s opinion on climate science, but now, you likely know about a lot more everybody’s beliefs and approaches, which may also be helping to fuel that division.

And that’s also lead to another impact, with hiring managers now factoring such into their decision-making when assessing candidates.

There are ethical questions around such, but the fact is that if you put an opinion out there, people are going to read it. And hiring managers, who are assessing not only skills but team fit as well, are increasingly checking up on applicants via their posts and updates in social media apps.

To provide some perspective on this, the team from Sky Nova recently surveyed over 1,000 employees, and over 200 hiring managers, to see how they’re using social media insights to get an understanding of candidate political stances, and how that then impacts their decision-making.

You can read Sky Nova’s full report here, or check out the results in the infographic below. 

Results of survey into how employers are using social media as a research tool


Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok



Report Looks at the Most Commonly Shared Life Events on Instagram and TikTok

Social media is where people share their big life events and updates, in order to keep friends and family informed, and celebrate major milestones, changes, etc.

But what life events are people most likely to share in each app?

The team from recently undertook a broader study of life trends, which also looked at the most popular life event postings on Instagram and TikTok, based on hashtag use, which could provide some valuable context for your content planning, and how to connect with the right audiences in each app.

First off, on Instagram – here are the top ten most shared life events within Instagram posts:

Those are all fairly logical, with the majority being celebratory events – though the variance in post volume for each is worth noting.

Based on this, a brand might want to consider marketing to new home buyers in the app, or post about new hires, or make it a bigger focus for campaigns based around these key life events.

On TikTok, the top 10 listing is similar, with some slight variances.

Life events report

‘Separation’ is much higher on TikTok (coming it at 11th on the list on IG), while ‘Marriage’ is not as high (23rd on TT). Not sure what that means – I would initially conclude that TikTok’s younger audience would result in less discussion of marriage, but separation is a key focus (as is divorce) so…

Maybe separated people are more likely to jump onto TikTok to find a new partner.

‘Gender reveal’ is also a bigger focus on TikTok (13th on IG), while ‘Death’ and ‘Funeral’ both make the top 10.

Some of these trends would relate to the variance in audience demographics, but it is interesting to note the differences, and how significant each topic is across the two apps.

Of course, for the most part, this research doesn’t reveal much that you didn’t already know – both apps are used for celebratory posts and major announcements, which includes all of the big life milestones and shifts.

But it is interesting to compare the popularity of each, and to consider how that could relate to your marketing and outreach, in line with usage.

You can read’s full report here.

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