ROYAL OAK – Given the continuing advances in technology, it is not surprising that companies are using new ways to target potential employees. One of these ways is “geofencing.” Recruiters are now borrowing this technique, which has been honed by digital marketers and social media platforms to get advertising, marketing and brand messages to hyper-focused audiences. Warner Norcross & Judd Partner Norbert Kugele explains why businesses can get into legal difficulties if they don’t understand geofencing in this edition of M2 TechCast.

Increasingly, companies are using geofencing to locate and attract specialized talent. A company might buy a database of potential recruits culled from online profiles or educational records, and then set up a virtual perimeter around a particular geographic “zone” where the coveted recruits work or live. When a potential recruit enters a geofenced zone, the individual will receive an ad on a mobile device inviting the person to apply.

Recruiters say this approach provides a more cost-effective and targeted method of recruiting than traditional methods. But it also raises questions about protecting the privacy of the individuals you are targeting. If your organization collects personally identifiable data in connection with a geofencing campaign, then you should also put mechanisms in place to protect the data from the malicious activities of hackers and from improper use or disclosure by authorized users.

To listen Kugele’s explanation, click on https://soundcloud.com/podcastdetroit/m2techcast-episode-92-geofencing

To read a recent guest column Kugele published with fellow Warner Norcross & Judd Partner Nathan Steed, click on https://mitechnews.com/guest-columns/geofencing-recruitings-new-golden-technique/