The impact of digital footprint on interview invitation rate and perceived cultural fit: An integrative review

Anos Chitamba
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Anos Chitamba: Durban University of Technology

International Journal of Research in Business and Social Science (2147-4478), 2025, vol. 14, issue 5, 118-124

Abstract: The ongoing digitization of professional interactions has significantly altered how employers evaluate candidates throughout the hiring process, with digital footprints emerging as a crucial factor in recruitment decisions. This integrative literature review investigates the influence of digital footprints on two essential recruitment outcomes: interview invitation rates and perceived cultural fit. Digital footprints, which encompass social media activity, professional profiles, and online interactions, provide employers with valuable insights into a candidate's qualifications, personality traits, and cultural alignment. Research indicates that candidates with well-managed digital profiles, particularly on platforms such as LinkedIn, tend to receive a higher number of interview invitations, whereas adverse online content can negatively impact job prospects. Furthermore, employers are increasingly leveraging digital footprints to gauge cultural fit by analysing online behavior, shared content, and social media interactions to assess alignment with organizational values. However, the reliance on digital footprints raises ethical concerns, including privacy issues, unconscious bias, and discrimination, as employers may unconsciously favour candidates who share similar personal or political views. The review underscores the necessity for standardized ethical guidelines in digital screening practices to ensure fair and unbiased hiring decisions. Additionally, job seekers are encouraged to proactively manage their online presence, curating content that accurately represents their professional identity. Employers should strive to balance efficiency with fairness by implementing transparent digital screening policies to mitigate bias risks. This study contributes to both academic discourse and practical approaches for digital hiring, emphasizing the importance of ethical frameworks and systematic evaluations in the digital recruitment process. Future research should investigate cross-cultural variations in digital screening practices and the implications of artificial intelligence in automating digital footprint assessments. Ensuring fairness and transparency in digital hiring practices will be essential for fostering equitable employment opportunities in the digital era. Key Words:Digital Footprint, interview invitation rate, perceived cultural fit and Signalling Theory

Date: 2025
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