Does Artificial Intelligence (AI) Enabled Recruitment Improve Employer Branding?

Giulia Baratelli · Elanor Colleoni

28 citations0/0 files storedInternational Journal of Business and Management

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Employer Branding and e-HRM Higher Education and Employability AI and HR Technologies

Abstract

Extant research over the last decades has stressed how artificial intelligence (AI) can be used to boost the recruitment process and to attract the best talents. Although AI is increasingly used for talent acquisition, with 36% of hiring processes expected to have a pre-screen through AI (Oracle, 2019) in the next two years, we have limited knowledge of how AI shapes talents’ perceptions about the organisation to which they are applying to. The goal of this research is to investigate if and how the usage of AI in the recruitment process improves employer attractiveness and employer branding in the eyes of the applicants. To investigate this issue a survey has been conducted on a random sample of individuals composed of 50% females and 50% males. To examine the survey’s result a structural equation modeling (SEM) has been applied. Results showed a positive relationship between EB and AI and more in particular that AI-enabled tools are perceived in a positive way by potential candidates. Thus, according to this study, AI is significantly related to Employer branding and therefore it contributes to improving talent attraction.

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2000Marketing management: analysis. planning. implementation and control 2000Applications of Structural Equation Modeling in Psychological Research 2003Strategy Maps: Converting Intangible Assets into Tangible Outcomes 2004Conceptualizing and researching employer branding 2004Strategy Maps: Converting Intangible Assets into Tangible Outcomes 2005Captivating company: dimensions of attractiveness in employer branding 1998Managing Corporate Image and Corporate Reputation 2003THE RELATION OF INSTRUMENTAL and SYMBOLIC ATTRIBUTES TO A COMPANY'S ATTRACTIVENESS AS AN EMPLOYER

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2025Artificial intelligence and digital data in recruitment. Exploring business and engineering candidates’ perceptions of organizational attractiveness 2024The Impact of Artificial Intelligence in Recruitment and Selection Processes in IT Companies

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