THE ROLE OF ARTIFICIAL INTELLIGENCE FOR STRENGTHENING THE COMPANY'S EMPLOYER BRAND
DOI:
https://doi.org/10.32782/city-development.2024.3-4Keywords:
artificial intelligence, employer brand, HR processes, personnel management, talented employees, reputation, companyAbstract
The article examines the impact of artificial intelligence on the development and strengthening of the company's employer brand in the personnel management system. The review of scientific works in this direction shows the relevance and demand of this topic in the research of foreign and domestic authors. The essence of the employer brand and its main components - corporate culture, working conditions, opportunities for professional development, the system of motivation and rewards, as well as the general image of the company in society - were studied. It is well-founded that modern artificial intelligence (AI) develops thanks to the combination of various innovative technologies - cloud services such as AWS, Google Cloud and Microsoft Azure, ensuring the availability of the necessary computing power for enterprises. Generalized HR processes for the use of artificial intelligence in order to strengthen the company's employer brand - creation and processing of large data sets; recruitment and adaptation of personnel; internal communications and employee training; support of corporate culture and motivation; monitoring and analysis of the company's reputation based on feedback; identifying HR trends and predicting future changes. The advantages of using AI in the development and strengthening of the employer brand of companies have been studied: automation of routine tasks; reduction of recruitment costs and time to search for candidates; improvement of the management decision-making process based on the analysis of large volumes of information; quick access to the necessary information to make changes to the corporate culture and employer brand. The risks and challenges of using AI in the development and strengthening of the employer's brand have been studied: significant financial investments and time for staff training; the risk of misinterpretation of data or biased algorithms, which could lead to discrimination or inequality; lack of a human element in HR processes with a negative impact on employee job satisfaction; the need for data protection and privacy. Therefore, AI as a tool for developing and strengthening the company's employer brand opens up new opportunities and provides significant competitive advantages in the labor market.
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