Sinha, Aparna
(2024)
Does AI-based recruitment influence an employer’s attractiveness to potential employees?
[Dissertation (University of Nottingham only)]
Abstract
This research investigates the key factors, specifically the new AI-based Recruitment Process which can affect the Employer’s Attractiveness and Joining Intentions from potential candidate’s perspective in Malaysia. Kaplan and Haenlein (2019) describes AI recruiting as a tech-advanced procedure which helps firms in their recruitment and selection processes. It uses a system’s capability to infer the external data accurately to implement the knowledge gained to attain determined goals with its adaptability. Firms using new, innovative and cutting-edge technologies such as AI, Machine Learning, Deep learning technologies etc. are deemed to be attractive as they have great capabilities to widen the reach of realtime engagements for businesses with its stakeholders and offer business continuity even during challenging times like the pandemic (Watters,2023). AI-tools are highly attractive in the recruitment industry as they offer higher speed, superior business insights, reduce human errors, automate tedious repetitive tasks, provides efficiency gains by increases productivity, candidate experience and is also time and cost saving. Hence, it has emerged as a valued asset over traditional recruitment practices(VanEsch and Black, 2019). Other studies like Gartner, InfoTech Research Group report also suggests that AI and other modern technologies are gaining popularity. HR Managers and Firms thus, need to understand the needs of its potential employees when strategically approaching the job market for competitive advantage and to attract skilled talents to join them.
In this study, Berthon’s EmpAt scale (Sivertzen et.al, 2013) was used as a basis to create a conceptual model since it’s renowned and its reliability is proved by many scholars for Brand Reputation and Employer Attractiveness leading to Intention to Join a firm. Besides investigating the new proposed concept of AI-based Recruitment process, other key factors like Firm’s Attributes such as Symbolic, Instrumental and P.E Fit as identified through literatures were also studied. The research was conducted by means of a quantitative survey and 275 responses were gathered out of which 220 responses were used for the study using SPSS software for analysis. The target sample comprised of Working Professionals, recent Graduates and Full Time, Part-time students enrolled in Post-Graduate and UnderGraduate Programs in Malaysian Universities who are looking for a new job or a career change. Structural Equation Modelling (SEM) technique using SmartPLS4 was then used to analyse the findings of the research critically to understand the main factors specifically AI-based Recruitment Process affecting the Employer’s Attractiveness and Brand Reputation. And its influence on Joining Intentions from a potential candidate’s perspective in Malaysia. The results showed that both AI-based recruitment and Firm’s Attributes(Symbolic Attributes(FAS),Instrumental Attributes- (FAI) and Person-Environment (P.E) Fit) directly affects the Brand Reputation and Employer’s Attractiveness which leads to positively influencing the Joining Intentions of the prospective candidates in Malaysia.AI-Based Recruitment also has an effect on increasing the Brand Reputation which results in influencing the Joining decisions of the potential employees.
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