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Use of Modern IT Solutions in the HRM Activities: Process Automation and Digital Employer Branding

Author

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  • Dorota Kurek

Abstract

Purpose: The aim of the conducted research was to show what kind of solutions based on artificial intelligence are used by modern organizations to automate HRM activities and carry out the so-called digital employer branding. Approach/Methodology/Design: Scientific literature and other reports connected with employer branding and AI were analyzed. Choosing from the group of methods, the author of the article used analysis, synthesis, abstraction, analogy, and comparison. Findings: The research results show that solutions based on AI have found application in onboarding, talent management process or improvement of employee competences. Applicant Tracking Systems, Talent Acquisition Systems and Talent Management Systems as well as chatbots are changing the process of employer branding into digital employer branding. Practical Implications: The results are significant to all kinds of organizations among which there are also public organizations. Implementation of new technologies will not only change the image of the organizations but also will make the HRM activities more objective and easily managed especially while remote work. Originality/Value: The research provides theoretical assumptions and practical answers to encourage further research globally.

Suggested Citation

  • Dorota Kurek, 2021. "Use of Modern IT Solutions in the HRM Activities: Process Automation and Digital Employer Branding," European Research Studies Journal, European Research Studies Journal, vol. 0(Special 1), pages 152-170.
    • Handle: RePEc:ers:journl:v:xxiv:y:2021:i:special1:p:152-170
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    References listed on IDEAS

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    1. Camelia CRISAN & Dumitru BORTUN, 2017. "Digital Storytelling and Employer Branding. An Exploratory Connection," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 273-287, June.
    2. Krystyna Jarek & Grzegorz Mazurek, 2019. "Marketing and Artificial Intelligence," Central European Business Review, Prague University of Economics and Business, vol. 2019(2), pages 46-55.
    3. Alina Daniela MIHALCEA, 2017. "Employer Branding and Talent Management in the Digital Age," Management Dynamics in the Knowledge Economy, College of Management, National University of Political Studies and Public Administration, vol. 5(2), pages 289-306, June.
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    Cited by:

    1. Barišić, Anton Florijan & Rybacka Barišić, Joanna & Miloloža, Ivan, 2021. "Digital Transformation: Challenges for Human Resources Management," Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference (2021), Hybrid Conference, Zagreb, Croatia, in: Proceedings of the ENTRENOVA - ENTerprise REsearch InNOVAtion Conference, Hybrid Conference, Zagreb, Croatia, 9-10 September 2021, pages 357-366, IRENET - Society for Advancing Innovation and Research in Economy, Zagreb.

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    More about this item

    Keywords

    Artificial intelligence; processes automation; digital employer branding; HRM activities.;
    All these keywords.

    JEL classification:

    • F16 - International Economics - - Trade - - - Trade and Labor Market Interactions
    • J5 - Labor and Demographic Economics - - Labor-Management Relations, Trade Unions, and Collective Bargaining

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