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

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  • Giulia Baratelli
  • Elanor Colleoni

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.

Suggested Citation

  • Giulia Baratelli & Elanor Colleoni, 2023. "Does Artificial Intelligence (AI) Enabled Recruitment Improve Employer Branding?," International Journal of Business and Management, Canadian Center of Science and Education, vol. 17(2), pages 1-45, February.
    • Handle: RePEc:ibn:ijbmjn:v:17:y:2023:i:2:p:45
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    References listed on IDEAS

    as
    1. Elanor Colleoni & Flavia Bonaiuto & Laura Illia & Marino Bonaiuto, 2021. "Computer-Assisted Concept Analysis of Customer Centricity: A Review of the Literature on Employee Engagement, Culture, Leadership, and Identity Co-Creation," Sustainability, MDPI, vol. 13(9), pages 1-14, May.
    2. Campbell, Colin & Sands, Sean & Ferraro, Carla & Tsao, Hsiu-Yuan (Jody) & Mavrommatis, Alexis, 2020. "From data to action: How marketers can leverage AI," Business Horizons, Elsevier, vol. 63(2), pages 227-243.
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    More about this item

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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