Strategic Recruitment in the Digital Era: Exploring AI, Gen Z Employer Branding, and Online Recruitment Platforms

Abstract

The digital revolution in the domain of Human Resource Management has impacted the recruitment practices in different industries. The recruitment practices in the contemporary recruitment scenario comprise Artificial Intelligence, digital employer branding, and digital recruitment platforms, which have become essential tools for different firms to attract and retain highly skilled employees, particularly the new generation of employees, known as Generation Z (Gen Z). The major objectives of the present study are to investigate the impact of Artificial Intelligence recruitment tools, digital employer branding for Gen Z, and digital recruitment platforms on recruitment effectiveness.
The present research has employed the Technology Acceptance Model, the Employer Branding Theory, and the Person Organisation Fit Theory to develop a conceptual model for understanding the influence of recruitment tools on recruitment effectiveness. The research methodology employed for the present study is quantitative research, and the data for the present study have been collected from 250 Gen Z employees.
The findings of the study show that the application of AI-based tools in the recruitment process improves the efficiency of the screening process and the candidate experience. Employer branding using social media is useful in the recruitment of Gen Z. The application of recruitment platforms is useful in enhancing the accessibility of the organisation. The study concluded that the application of AI- based tools, employer branding using digital tools, and recruitment platforms improves the performance of the organisation. This study is useful to the field of digital HR.