THE ROLE OF ARTIFICIAL INTELLIGENCE RECRUITMENT AND QUALITY TO EXPLAIN THE PHENOMENON OF EMPLOYER REPUTATION

Sebastian Kot,Svitlana Bilan,Hafezali Iqbal Hussain,Leonardus W W Mihardjo,Muhammad Haseeb

doi:10.3846/jbem.2021.14606

Abstract

The prime contribution of current research entails the explanation of role of artificial intelligence based human resource management function to determine the employer reputation among pharmaceutical industry of Indonesia. The study intends to examine the empirically investigation the role and impact of artificial intelligence-based recruitment and artificial intelligence-based quality to determine the employer reputation with mediating role of artificial intelligence adoption. The study contributes to the body of knowledge and claims to be novel in explaining the AI based HR function to explain the phenomenon of employer reputation. The study examined the empirical investigation between AI based recruitment and AI based quality to influence the AI adoption that further predicts the phenomenon of employer reputation. The study was conducted on pharmaceutical industry of Indonesia and convenience sampling was used for data collected and Smart-PLS was utilized for data analysis. The study found that AI based recruitment and quality significantly influences the AI adoption and further it influences the employer reputation. The mediation role of artificial intelligence adoption is significant where it is found that artificial intelligence mediates the relationship between artificial intelligence recruitment and employer reputation, with similar significant mediation role between artificial intelligence quality and employer reputation.

Highlights

The emergence of latest technologies and artificial intelligence has shaped the business practices towards digitally managed functions
The business functions based on electronic means such as conducted through AI based systems known as electronic HR, electronic commerce and electronic management; the latest technological based equipment facilitates business processes with accuracy, effectiveness and speed since the emergence and implementation of IT based systems well known as artificial intelligence
The current research study determined the employer reputation based on artificial intelligence solution among Indonesian pharmaceutical industry

Summary

Introduction

The emergence of latest technologies and artificial intelligence has shaped the business practices towards digitally managed functions. The studies have been conducted to determine the role of AI in various business functions such as management, marketing, operations and supply chain management, few studies have been addressed the human resource management process including functions of HR. The emergence of IT based systems has provided functions to conduct business processes including recruitment processes, marketing functions and financial functions that have been improved since implementation of IT based systems (Nawaz, 2019). The business functions based on electronic means such as conducted through AI based systems known as electronic HR, electronic commerce and electronic management; the latest technological based equipment facilitates business processes with accuracy, effectiveness and speed since the emergence and implementation of IT based systems well known as artificial intelligence. The previous limited studies have been discussed electronic means of managing HR such as recruitment and hiring processes that required to fulfill the current vacant position at firms (Breaugh, 2013), including those devoted to social networks usage in HRM processes (Rozsa & Kmecová, 2020)

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