Artifcial intelligence in personnel selection and its influence on employer attractiveness

Stephan Weinert (), Elmar Günther (), Edith Rüger-Muck () and Gerhard Raab ()
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Stephan Weinert: Hochschule für Wirtschaft und Gesellschaft Ludwigshafen, Ludwigshafen am Rhein, Germany
Elmar Günther: Hochschule für Wirtschaft und Gesellschaft Ludwigshafen, Ludwigshafen am Rhein, Germany
Edith Rüger-Muck: Hochschule für Wirtschaft und Gesellschaft Ludwigshafen, Ludwigshafen am Rhein, Germany
Gerhard Raab: Hochschule für Wirtschaft und Gesellschaft Ludwigshafen, Ludwigshafen am Rhein, Germany

Marketing Science & Inspirations, 2020, vol. 15, issue 3, 22-35

Abstract: Attracting and retaining talented employees has become one of the most pressing challenges for companies in their struggle for achieving and sustaining competitive advantage. Personnel assessment and personnel selection plays an important role in this context. On the one hand, its methods can help, to distinguish between suitable applicants and less suitable ones. On the other hand, personnel assessment and selection affects the perceived attractiveness of the employer. Therefore, it is closely related to employer branding. In the course of digitization, artificial intelligence is now increasingly used in personnel attraction and selection. New instruments are being introduced. For example, computer-aided speech recognition can allegedly be used to generate personality profiles of applicants. However, the scientific debate on this topic seems to lag far behind the marketing of corresponding instruments. From a scientific point of view, it is questionable not only whether such instruments are prognostically valid, but also whether they are accepted by applicants. Within the framework of an experimental study, two important questions are thus investigated: What effect do job advertisements have on the perceived attractiveness of an employer if the use of computer-aided speech recognition for personnel selection is explicitly pointed out? To what extent is the relationship between job advertisements with and without reference to speech recognition on the attractiveness of employers moderated by technology acceptance, country-specific differences and qualification? Answers to these questions will enhance our understanding of applicant reactions to selection procedures. In addition, they provide important information for the practice of human resource management in the context of employer branding.

Keywords: employer branding; employer attractiveness; artificial intelligence (search for similar items in EconPapers)
JEL-codes: M31 M51 (search for similar items in EconPapers)
Date: 2020
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Persistent link: https://EconPapers.repec.org/RePEc:cub:journm:v:15:y:2020:i:3:p:22-35

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