Does Artificial Intelligence (AI) Enabled Recruitment Improve Employer Branding?

Extant research over the last decades has stressed how artificial intelligence (AI) can be used to boost recruitment process and attract best talents. Although AI is increasingly for talent acquisition, with 36% of hiring processes expected have a pre-screen through (Oracle, 2019) in next two years, we limited knowledge shapes talents’ perceptions about organisation which they are applying to. The goal this investigate if usage improves employer attractiveness branding eyes applicants. To issue survey been conducted on random sample individuals composed 50% females males. examine survey’s result structural equation modeling (SEM) applied. Results showed positive relationship between EB more particular that AI-enabled tools perceived way by potential candidates. Thus, according study, significantly related Employer therefore it contributes improving attraction.