The use of artificial intelligence to support recruitment processes and the attractiveness of companies: an experimental investigation

Abstract

Nowadays AI technology is preponderantly entering our lives in many different scenarios. From the smallest things in our daily lives to the most vertical working environments. This study aims to establish the effects of incorporating artificial intelligence (AI) in the recruitment processes of multinational enterprises (MNE) and how these technologies affect the perception of potential candidates on the company’s innovativeness and overall attractiveness. Adopting a 2×2 experimental design, the job advertisements with different recruitment processes were randomly assigned to a sample of respondents. The job advertisement was classified under two companies with businesses in different industries, Apple Inc. and Allianz SE. We presented two scenarios for each of the companies: AI technologies were used in one type of scenario, and traditional recruitment methods in the other. The data was collected using an online survey for which hierarchical regression models were applied for analysis. The findings demonstrate that the integration of AI in the recruitment process has a positive impact on job attractiveness, meaning candidates regard such technology as a sign of companies’ modern outlook and effective management, regardless of their level of familiarity with the technology. The findings of the analysis reveal that the company image’s innovativeness positively influences job attractiveness, but the combined impact of AI and innovativeness does not enhance job attractiveness beyond the effects of the two variables. Thus, the findings of the research indicate the significance of new AI technologies and the innovative image of companies in terms of their appeal to employers and jobs. Hence, this study can help the Human Resource Management (HRM) sector to improve the recruitment processes in order to attract the best and most competent talent in the future.