Use of modern IT solutions in the HRM activities : process automation and digital employer branding

Abstract

PURPOSE: The aim of the conducted research was to show what kind of solutions based on artificial intelligence are used by modern organizations to automate HRM activities and carry out the so-called digital employer branding.

APPROACH/METHODOLOGY/DESIGN: Scientific literature and other reports connected with employer branding and AI were analyzed. Choosing from the group of methods, the author of the article used analysis, synthesis, abstraction, analogy, and comparison.

FINDINGS: The research results show that solutions based on AI have found application in onboarding, talent management process or improvement of employee competences. Applicant Tracking Systems, Talent Acquisition Systems and Talent Management Systems as well as chatbots are changing the process of employer branding into digital employer branding.

PRACTICAL IMPLICATIONS: The results are significant to all kinds of organizations among which there are also public organizations. Implementation of new technologies will not only change the image of the organizations but also will make the HRM activities more objective and easily managed especially while remote work.

ORIGINALITY/VALUE: The research provides theoretical assumptions and practical answers to encourage further research globally.