Uncovering the Promises and Challenges of Social Media Use in the Low-Wage Labor Market: Insights from Employers

Social media has become an effective recruitment tool for higher-waged and white-collar professionals. Yet, past studies have questioned its effectiveness for the recruitment of lower-waged workers. It is also unclear whether or how employers leverage social media in their recruitment of low-wage job seekers, and how social media could better support the needs of both stakeholders. Therefore, we conducted 15 semi-structured interviews with employers of low-wage workers in the U.S. We found that employers: use social media, primarily Facebook, to access large pools of active low-wage job seekers; and recognize indirect signals about low-wage job seekers’ commitment and job readiness. Our work suggests that there remains a visible, yet unaddressed power imbalance between low-wage workers and employers in the use of social media, which risks further destabilizing the precarious labor market.