BIASED CYBERVETTING NO RECRUTAMENTO DIGITAL: ENTRE SEGMENTAÇÃO DE MÍDIAS E IDEALIZAÇÕES DE CANDIDATOS
Resumen
A adoção de tecnologias digitais por recrutadores nos processos de recrutamento e seleção (R&S) tem alterado de forma significativa as estratégias organizacionais, especialmente quanto ao uso de mídias sociais. Embora estudos anteriores tenham abordado como essas plataformas otimizam atividades de RH, ainda há uma lacuna de pesquisa relacionada às estratégias adotadas pelos recrutadores e os fatores que influenciam suas tomadas de decisão no processo de R&S. Para investigar essa lacuna, realizamos um estudo qualitativo com entrevistas semiestruturadas com dez recrutadores que utilizam mídias sociais em seus processos. Identificamos que os recrutadores não se limitam a busca de informações em plataformas profissionais, como o LinkedIn, mas também acessam redes de uso pessoal, como Facebook e Instagram, com o objetivo de utilizar as informações online para avaliação de candidatos, em um processo nomeado como cybervetting. Dessa forma, o estudo contribui com a literatura de duas maneiras: primeiro, evidenciamos como diferentes mídias são usadas para buscar candidatos distintos, seguindo uma lógica de segmentação digital; segundo, propomos o conceito de biased cybervetting para descrever uma prática emergente, caracterizada pela busca por um “candidato ideal” nas redes sociais, baseada em decisões no processo de R&S pautadas em idealizações e expectativas sobre as postagens dos candidatos.
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BERKELAAR, Brenda L. Cybervetting, online information, and personnel selection: New transparency expectations and the emergence of a digital social contract. Management Communication Quarterly, Missouri, v. 28, n. 4, p. 479‑506, 2014.
BERKELAAR, Brenda L. Different ways new information technologies influence conventional organizational practices and employment relationships: The case of cybervetting for personnel selection. Human Relations, Londres, v. 70, n. 9, p. 1115‑1140, 2017.
BERKELAAR, Brenda L.; BUZZANELL, Patrice M. Online employment screening and digital career capital: Exploring employers’ use of online information for personnel selection. Management Communication Quarterly, Conway, v. 29, n. 1, p. 84–113, jan. 2015.
BERKELAAR, Brenda L.; HARRISON, Marion A. Cybervetting. In: BERKELAAR, Brenda L.; HARRISON, Marion A. (Orgs.) The International Encyclopedia of Organizational Communication. Hoboken: John Wiley & Sons, 2017. p. 1‑7.
BLUMEN, Diego; CEPELLOS, Vanessa M. Dimensões do uso de tecnologia e Inteligência Artificial (IA) em Recrutamento e Seleção (R&S): benefícios, tendências e resistências. Cadernos EBAPE.BR, Rio de Janeiro, v. 21, n. 2, e2022‑0080, 2023.
CHAMORRO‑PREMUZIC, Tomas; AKHTAR, Reham; WINSBOROUGH, David; SHERMAN, Richard A. The datafication of talent: How technology is advancing the science of human potential at work. Current Opinion in Behavioral Sciences, Amsterdã, v. 18, p. 13‑16, 2017.
CHARMAZ, Kathy. Constructing grounded theory: A practical guide through qualitative analysis. London: Sage, 2006.
CHEN, Yan; SHERREN, Kate; SMIT, Michael; LEE, Kyung Young. Using social media images as data in social science research. New Media & Society, Reino Unido, v. 25, n. 4, p. 849–871, abr. 2023.
CUBRICH, Marc; KING, Rachel T.; MRACEK, Derek L.; STRONG, Jamie M. G.; HASSENKAMP, Kristen; VAUGHN, Daly E.; DUDLEY, Nikki M. Examining the criterion‑related validity evidence of LinkedIn profile elements in an applied sample. Computers in Human Behavior, Amsterdã, v. 120, p. 1-8, jul. 2021.
CUSUMANO, Michael A.; GAWER, Annabelle; YOFFIE, David B. The business of platforms: Strategy in the age of digital competition, innovation, and power. New York: Harper Business, 2019.
EL OUIRDI, Mariam; PAIS, Ivana; SEGERS, Johan; EL OUIRDI, Asma. The relationship between recruiter characteristics and applicant assessment on social media. Computers in Human Behavior, Amsterdã, v. 62, p. 415‑422, 2016.
PAIS, Ivana; EL OUIRDI, Mariam; SEGERS, Johan; EL OUIRDI, Asma. Predictors of job seekers’ self‑disclosure on social media. Computers in Human Behavior, Amsterdã, v. 53, p. 1–12, jul. 2015.
ELMHOLDT, Kasper Trolle; ELMHOLDT, Claus Westergård; HAHR, Lars. Counting sleep: Ambiguity, aspirational control and the politics of digital self-tracking at work. Organization, Reino Unido, v. 28, n. 1, p. 164–185, jan. 2021.
GAWER, Annabelle; BONINA, Carla. Digital platforms and development: Risks to competition and their regulatory implications in developing countries. Information & Organization, v. 34, n. 3, art. 100525, set. 2024.
GODOI, Christiane K.; BALSINI, Cristina PV. A pesquisa qualitativa nos estudos organizacionais brasileiros: uma análise bibliométrica. Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. São Paulo: Saraiva, v. 481, p. 89-112, 2006.
HEDENUS, Anna; BACKMAN, Christel; HÅKANSSON, Peter. Whom do you know? Recruiters’ motives for assessing jobseekers’ online networks. The International Journal of Human Resource Management, v. 32, n. 8, p. 1754-1777, 2021.
HOLLAND, Peter; DOWLING, Peter; BREWSTER, Chris. HRM and the smart and dark side of technology. Asia Pacific Journal of Human Resources, Estados Unidos, v. 60, n. 1, p. 62-78, 2022.
HOLLAND, Peter; JESKE, Debora. Changing role of social media at work: Implications for recruitment and selection. In: Electronic HRM in the smart era. Emerald Publishing Limited, Leeds, p. 287-309, 2017.
HOSAIN, Md Sajjad. Integration of social media into HRM practices: a bibliometric overview. PSU Research Review, Reino Unido, v. 7, n. 1, p. 51-72, 2023.
HOSAIN, Md Sajjad; LIU, Ping. The impact of social media recruitment on job candidates’ perceptions: Evidence from Bangladeshi fresh graduates. Postmodern Openings, Iași, v. 11, n. 1, p. 20–41, 2020.
KHULLAR, Arunima; PANDEY, Prakhar. Effective use of social media recruiting. International Journal of Intercultural Information Management, v. 4, n. 4, p. 216-227, 2014.
LADKIN, Adele; BUHALIS, Dimitrios. Online and social media recruitment: Hospitality employer and prospective employee considerations. International journal of contemporary hospitality management, Reino Unido, v. 28, n. 2, p. 327-345, 2016.
LAUKKARINEN, Matti. Social media as a place to see and be seen: Exploring factors affecting job attainment via social media. The Information Society, Londres, v. 39, n. 4, p. 199-212, 2023.
LAURIANO, Lucas Amaral; COACCI, Thiago. Losing control: The uncertain management of concealable stigmas when work and social media collide. Academy of Management Journal, Nova Iorque, v. 66, n. 1, p. 222-247, 2023.
LEONARDI, Paul M.; TREEM, Jeffrey W. Behavioral visibility: A new paradigm for organization studies in the age of digitization, digitalization, and datafication. Organization studies, Reino Unido, v. 41, n. 12, p. 1601-1625, 2020.
LEONARDI, Paul M.; VAAST, Emmanuelle. Social media and their affordances for organizing: A review and agenda for research. Academy of Management Annals, v. 11, n. 1, p. 150-188, 2017.
MELÃO, Nuno; REIS, João. Selecting talent using social networks: A mixed-methods study. Heliyon, Países Baixos, v. 6, n. 4, 2020.
NIKOLAOU, Ioannis. What is the Role of Technology in Recruitment and Selection?. The Spanish journal of psychology, Madri, v. 24, p. e2, 2021.
PEKKALA, Kaisa; VAN ZOONEN, Ward. Work-related social media use: The mediating role of social media communication self-efficacy. European Management Journal, Glasgow, v. 40, n. 1, p. 67-76, 2022.
PÉREZ, Jessica Bayón; FALÓTICO, Andrés Jerónimo Arenas. Various perspectives of labor and human resources challenges and changes due to automation and artificial intelligence. Academicus, Frankfurt, n. 20, p. 106, 2019.
PLOYHART, Robert E. Staffing in the 21st century: New challenges and strategic opportunities. Journal of Management, Austrália, v. 32, n. 6, p. 868-897, 2006.
RAJIANI, Ismi; ARISANTY, Deasy; RIANA, I. Gede. Social Media: The New Frontier for Human Resource Management in Asia. Human Behavior and Emerging Technologies, Nova Jersey, v. 2024, n. 1, p. 1-13, 2024.
ROBARDS, Brady; GRAF, Darren. “How a Facebook update can cost you your job”: News coverage of employment terminations following social media disclosures, from racist cops to queer teachers. Social Media+ Society, Reino Unido, v. 8, n. 1, 2022.
RUPAREL, Namita et al. The influence of online professional social media in human resource management: A systematic literature review. Technology in Society, Países Baixos, v. 63, p. 1-11, 2020.
SCHELLAERT, Maaike; OOSTROM, Janneke K.; DEROUS, Eva. Ageism on LinkedIn: Discrimination towards older applicants during LinkedIn screening. Computers in Human Behavior, Amsterdã, v. 162, p. 108430, 2025.
TOCZEK, Juliana et al. As mídias sociais e o cybervetting nos processos de R&S: Um estudo sobre o comportamento e a percepção dos candidatos. Revista de Ciências da Administração, Florianópolis, v. 26, n. 66, p. 1-24, 2024.
VAAST, Emmanuelle. Strangers in the dark: Navigating opacity and transparency in open online career-related knowledge sharing. Organization Studies, Reino Unido, v. 44, n. 1, p. 29-52, 2023.
WALRAVE, Michel et al. Checked and approved? Human resources managers’ uses of social media for cybervetting. Journal of Cybersecurity and Privacy, Suíça, v. 2, n. 2, p. 402-417, 2022.
WILCOX, Annika; DAMARIN, Amanda K.; MCDONALD, Steve. Is cybervetting valuable?. Industrial and Organizational Psychology, Cambridge, v. 15, n. 3, p. 315-333, 2022.
APPEL, Gil; GREWAL, Lauren; HADI, Rhonda; STEPHEN, Andrew T. The future of social media in marketing. Journal of the Academy of Marketing Science, Nova Iorque, v. 48, n. 1, p. 79–95, 2020.
BAERT, Stijn. Facebook profile picture appearance affects recruiters’ first hiring decisions. New Media & Society, Reino Unido, v. 20, n. 3, p. 1220‑1239, 2018.
BAUER, Martin W.; GASKELL, George (Orgs.). Qualitative researching with text, image and sound: A practical handbook for social research. London: Sage, 2000.
BERKELAAR, Brenda L. Cyber‑vetting: Exploring the implications of online information for career capital and human capital decisions. 2010. Tese (Doutorado em Psicologia Organizacional) — Purdue University, West Lafayette, 2010.
BERKELAAR, Brenda L. Cybervetting, online information, and personnel selection: New transparency expectations and the emergence of a digital social contract. Management Communication Quarterly, Missouri, v. 28, n. 4, p. 479‑506, 2014.
BERKELAAR, Brenda L. Different ways new information technologies influence conventional organizational practices and employment relationships: The case of cybervetting for personnel selection. Human Relations, Londres, v. 70, n. 9, p. 1115‑1140, 2017.
BERKELAAR, Brenda L.; BUZZANELL, Patrice M. Online employment screening and digital career capital: Exploring employers’ use of online information for personnel selection. Management Communication Quarterly, Conway, v. 29, n. 1, p. 84–113, jan. 2015.
BERKELAAR, Brenda L.; HARRISON, Marion A. Cybervetting. In: BERKELAAR, Brenda L.; HARRISON, Marion A. (Orgs.) The International Encyclopedia of Organizational Communication. Hoboken: John Wiley & Sons, 2017. p. 1‑7.
BLUMEN, Diego; CEPELLOS, Vanessa M. Dimensões do uso de tecnologia e Inteligência Artificial (IA) em Recrutamento e Seleção (R&S): benefícios, tendências e resistências. Cadernos EBAPE.BR, Rio de Janeiro, v. 21, n. 2, e2022‑0080, 2023.
CHAMORRO‑PREMUZIC, Tomas; AKHTAR, Reham; WINSBOROUGH, David; SHERMAN, Richard A. The datafication of talent: How technology is advancing the science of human potential at work. Current Opinion in Behavioral Sciences, Amsterdã, v. 18, p. 13‑16, 2017.
CHARMAZ, Kathy. Constructing grounded theory: A practical guide through qualitative analysis. London: Sage, 2006.
CHEN, Yan; SHERREN, Kate; SMIT, Michael; LEE, Kyung Young. Using social media images as data in social science research. New Media & Society, Reino Unido, v. 25, n. 4, p. 849–871, abr. 2023.
CUBRICH, Marc; KING, Rachel T.; MRACEK, Derek L.; STRONG, Jamie M. G.; HASSENKAMP, Kristen; VAUGHN, Daly E.; DUDLEY, Nikki M. Examining the criterion‑related validity evidence of LinkedIn profile elements in an applied sample. Computers in Human Behavior, Amsterdã, v. 120, p. 1-8, jul. 2021.
CUSUMANO, Michael A.; GAWER, Annabelle; YOFFIE, David B. The business of platforms: Strategy in the age of digital competition, innovation, and power. New York: Harper Business, 2019.
EL OUIRDI, Mariam; PAIS, Ivana; SEGERS, Johan; EL OUIRDI, Asma. The relationship between recruiter characteristics and applicant assessment on social media. Computers in Human Behavior, Amsterdã, v. 62, p. 415‑422, 2016.
PAIS, Ivana; EL OUIRDI, Mariam; SEGERS, Johan; EL OUIRDI, Asma. Predictors of job seekers’ self‑disclosure on social media. Computers in Human Behavior, Amsterdã, v. 53, p. 1–12, jul. 2015.
ELMHOLDT, Kasper Trolle; ELMHOLDT, Claus Westergård; HAHR, Lars. Counting sleep: Ambiguity, aspirational control and the politics of digital self-tracking at work. Organization, Reino Unido, v. 28, n. 1, p. 164–185, jan. 2021.
GAWER, Annabelle; BONINA, Carla. Digital platforms and development: Risks to competition and their regulatory implications in developing countries. Information & Organization, v. 34, n. 3, art. 100525, set. 2024.
GODOI, Christiane K.; BALSINI, Cristina PV. A pesquisa qualitativa nos estudos organizacionais brasileiros: uma análise bibliométrica. Pesquisa qualitativa em estudos organizacionais: paradigmas, estratégias e métodos. São Paulo: Saraiva, v. 481, p. 89-112, 2006.
HEDENUS, Anna; BACKMAN, Christel; HÅKANSSON, Peter. Whom do you know? Recruiters’ motives for assessing jobseekers’ online networks. The International Journal of Human Resource Management, v. 32, n. 8, p. 1754-1777, 2021.
HOLLAND, Peter; DOWLING, Peter; BREWSTER, Chris. HRM and the smart and dark side of technology. Asia Pacific Journal of Human Resources, Estados Unidos, v. 60, n. 1, p. 62-78, 2022.
HOLLAND, Peter; JESKE, Debora. Changing role of social media at work: Implications for recruitment and selection. In: Electronic HRM in the smart era. Emerald Publishing Limited, Leeds, p. 287-309, 2017.
HOSAIN, Md Sajjad. Integration of social media into HRM practices: a bibliometric overview. PSU Research Review, Reino Unido, v. 7, n. 1, p. 51-72, 2023.
HOSAIN, Md Sajjad; LIU, Ping. The impact of social media recruitment on job candidates’ perceptions: Evidence from Bangladeshi fresh graduates. Postmodern Openings, Iași, v. 11, n. 1, p. 20–41, 2020.
KHULLAR, Arunima; PANDEY, Prakhar. Effective use of social media recruiting. International Journal of Intercultural Information Management, v. 4, n. 4, p. 216-227, 2014.
LADKIN, Adele; BUHALIS, Dimitrios. Online and social media recruitment: Hospitality employer and prospective employee considerations. International journal of contemporary hospitality management, Reino Unido, v. 28, n. 2, p. 327-345, 2016.
LAUKKARINEN, Matti. Social media as a place to see and be seen: Exploring factors affecting job attainment via social media. The Information Society, Londres, v. 39, n. 4, p. 199-212, 2023.
LAURIANO, Lucas Amaral; COACCI, Thiago. Losing control: The uncertain management of concealable stigmas when work and social media collide. Academy of Management Journal, Nova Iorque, v. 66, n. 1, p. 222-247, 2023.
LEONARDI, Paul M.; TREEM, Jeffrey W. Behavioral visibility: A new paradigm for organization studies in the age of digitization, digitalization, and datafication. Organization studies, Reino Unido, v. 41, n. 12, p. 1601-1625, 2020.
LEONARDI, Paul M.; VAAST, Emmanuelle. Social media and their affordances for organizing: A review and agenda for research. Academy of Management Annals, v. 11, n. 1, p. 150-188, 2017.
MELÃO, Nuno; REIS, João. Selecting talent using social networks: A mixed-methods study. Heliyon, Países Baixos, v. 6, n. 4, 2020.
NIKOLAOU, Ioannis. What is the Role of Technology in Recruitment and Selection?. The Spanish journal of psychology, Madri, v. 24, p. e2, 2021.
PEKKALA, Kaisa; VAN ZOONEN, Ward. Work-related social media use: The mediating role of social media communication self-efficacy. European Management Journal, Glasgow, v. 40, n. 1, p. 67-76, 2022.
PÉREZ, Jessica Bayón; FALÓTICO, Andrés Jerónimo Arenas. Various perspectives of labor and human resources challenges and changes due to automation and artificial intelligence. Academicus, Frankfurt, n. 20, p. 106, 2019.
PLOYHART, Robert E. Staffing in the 21st century: New challenges and strategic opportunities. Journal of Management, Austrália, v. 32, n. 6, p. 868-897, 2006.
RAJIANI, Ismi; ARISANTY, Deasy; RIANA, I. Gede. Social Media: The New Frontier for Human Resource Management in Asia. Human Behavior and Emerging Technologies, Nova Jersey, v. 2024, n. 1, p. 1-13, 2024.
ROBARDS, Brady; GRAF, Darren. “How a Facebook update can cost you your job”: News coverage of employment terminations following social media disclosures, from racist cops to queer teachers. Social Media+ Society, Reino Unido, v. 8, n. 1, 2022.
RUPAREL, Namita et al. The influence of online professional social media in human resource management: A systematic literature review. Technology in Society, Países Baixos, v. 63, p. 1-11, 2020.
SCHELLAERT, Maaike; OOSTROM, Janneke K.; DEROUS, Eva. Ageism on LinkedIn: Discrimination towards older applicants during LinkedIn screening. Computers in Human Behavior, Amsterdã, v. 162, p. 108430, 2025.
TOCZEK, Juliana et al. As mídias sociais e o cybervetting nos processos de R&S: Um estudo sobre o comportamento e a percepção dos candidatos. Revista de Ciências da Administração, Florianópolis, v. 26, n. 66, p. 1-24, 2024.
VAAST, Emmanuelle. Strangers in the dark: Navigating opacity and transparency in open online career-related knowledge sharing. Organization Studies, Reino Unido, v. 44, n. 1, p. 29-52, 2023.
WALRAVE, Michel et al. Checked and approved? Human resources managers’ uses of social media for cybervetting. Journal of Cybersecurity and Privacy, Suíça, v. 2, n. 2, p. 402-417, 2022.
WILCOX, Annika; DAMARIN, Amanda K.; MCDONALD, Steve. Is cybervetting valuable?. Industrial and Organizational Psychology, Cambridge, v. 15, n. 3, p. 315-333, 2022.
Publicado
2025-12-10
Cómo citar
Ressetti Pinheiro Marques Vianna, F., Martinello Lins Pinheiro Vianna, R., Toczek, J., & Peinado, J. (2025). BIASED CYBERVETTING NO RECRUTAMENTO DIGITAL: ENTRE SEGMENTAÇÃO DE MÍDIAS E IDEALIZAÇÕES DE CANDIDATOS. Caderno De Administração, 33(2), 13-48. https://doi.org/10.4025/cadadm.v33i2.77610
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