ADOPTION OF ARTIFICIAL INTELLIGENCE IN HUMAN RESOURCE MANAGEMENT: A TAM-BASED ANALYSIS USING PLS-SEM
Abstract
This proposal explores the transformative role of artificial intelligence ai in human capital recruitment and its impact on organizational attractiveness and applicant intent the research examines how prospective employees perceive ai-driven recruitment processes and how these perceptions influence their willingness to apply for job opportunities a mixed-methods approach was employed combining quantitative and qualitative research a structured online questionnaire distributed via google forms was used to gather quantitative data while qualitative insights were obtained through interviews to enhance research depth the study evaluates organizational brand attractiveness across five dimensions applicant intent through five specific factors and ai-driven recruitment through five additional measures data analysis was conducted using structural equation modeling SEM to identify key influencing factors and test hypotheses the questionnaire was shared via social media platforms utilizing a Likert scale to capture varied responses drawing from a broad spectrum of literature on ai in recruitment and employer branding this study provides a comprehensive analysis of modern hiring practices findings suggest that ai recruitment significantly enhances efficiency and productivity across various stages including sourcing screening assessment interviewing and onboarding however maintaining a balance between ai and human involvement is crucial to ensuring a personalized and ethical hiring experience while ai streamlines many aspects of recruitment human expertise remains essential in delivering the empathy and nuanced understanding that candidates expect ultimately ai-assisted recruitment proves to be an effective tool in attracting applicants while optimizing the hiring process.
Keyword : AI-Based Recruitment, organizational Attractiveness, Applicant Intent
This work is licensed under a Creative Commons Attribution 4.0 International License.
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