EXPLORING THE IMPACT OF AI ON CANDIDATE EXPERIENCE AND EMPLOYER BRANDING IN RECRUITMENT PROCESSES

Abstract

Artificial Intelligence (AI) is increasingly embedded in recruitment, offering enhanced efficiency, objectivity, and improved candidate experiences. This study investigates the multifaceted effects of AI on candidate experience and employer branding through a mixed-methods approach. Quantitative data were collected via a structured questionnaire from 97 respondents, mainly MBA students, using a cross-sectional design. Key variables examined include candidate experience, satisfaction with AI accuracy, and perceptions of employer branding. Complementary qualitative insights were drawn from secondary sources, notably the IBM report “The Business Case for AI in HR.” Findings indicate a generally neutral satisfaction level, with younger candidates showing greater positivity, reflecting generational differences in AI acceptance. The perceived accuracy of AI in matching skills correlates strongly with positive candidate experiences. Candidate perceptions of AI also influence views on an organization’s technological prowess and innovation, highlighting AI’s role in employer branding. Despite AI’s benefits in streamlining recruitment, candidates prefer human interaction in various stages, underscoring the ongoing importance of human judgment. Ethical concerns related to bias and transparency call for measures to ensure fairness and clear communication, which in turn build trust and enhance employer branding. Insights from HR executives emphasize AI’s efficiency potential alongside the need for ethical implementation. The study recommends improving AI robustness, mitigating biases, enhancing communication clarity, integrating natural language processing, balancing AI with human interaction, and emphasizing transparency and training to maximize AI’s positive impact in recruitment.