Social Media Posts About Racism Leads to Evaluative Backlash for Black Job Applicants

Black Americans post about race and race-related issues on social media more than any other racial group. In this study, we investigated whether Black Americans who post about racism on social networking sites (i.e., Facebook) experience evaluative backlash during the employee selection process. Par...

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Bibliographic Details
Published in:Social media + society 2020-10, Vol.6 (4)
Main Authors: Howard, Simon, Kennedy, Kalen, Tejeda, Francisco
Format: Article
Language:English
Subjects:
African Americans
Mass media
Race
Racism
Social media
Social networks
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Summary:Black Americans post about race and race-related issues on social media more than any other racial group. In this study, we investigated whether Black Americans who post about racism on social networking sites (i.e., Facebook) experience evaluative backlash during the employee selection process. Participants (N = 154) were given a Black job candidate’s cover letter, resume, and a scanned printout of their social media. Depending on what condition they were randomly assigned to, the applicant’s social media contained posts about racism or posts that were race neutral. Results indicated that Black individuals whose posts were about racism were evaluated less favorably than Black individuals whose posts were race neutral. Specifically, they were perceived as being less likable. In addition, Black individuals whose social media posts were related to racism were less likely to be offered an interview for a job. Implications, limitations, and future directions are discussed.
ISSN:2056-3051
2056-3051
DOI:10.1177/2056305120978369