Given the continuing advances in technology, it is not surprising that companies are using new ways to target potential employees. This is accomplished by “geofencing”—setting up a virtual perimeter around a particular geographic “zone,” whether a specific zip code, neighborhood or business area, so once individuals enter the zone, they receive specific messages or advertisements on their cellphones.
Increasingly, companies are using geofencing to locate and attract specialized talent, as geofencing may provide a more cost-effective and targeted method of recruiting than traditional methods.
However, along with the cost-efficiency of geofencing, come questions about individual privacy. Using geofencing to send job advertisements relies on collecting a substantial amount of data from individuals, analyzing that data and using it to target a specific audience in a specific area. It raises a number of privacy questions, including:
In the event of a security breach, these questions could become front and center and could result in backlash from individuals who were unaware their information was collected in the first place.
In a world that is increasingly interconnected, geofencing provides yet another opening for information exposure. If you are considering geofencing to recruit new talent to your company or are concerned about the privacy implications of geofencing, contact Nate Steed, Norbert Kugele or your attorney at Warner Norcross & Judd.
