Document Type
Conference Proceeding
Publication Date
2025
Abstract
Artificial Intelligence (AI) is revolutionizing Human Resource Management, enhancing efficiency, accuracy, and strategic capabilities as companies want to stay competitive in the global market. In recent years, AI has transformed numerous facets of business operations, especially in the development of employers’ branding strategies. Additionally, one-third (36%) of HR professionals anticipate a high use of AI in the next two years, while 61% expect at least moderate use within a year. AI enhances employers’ branding - fostering a work culture that attracts and retains top talent in the global market. Furthermore, the contribution of AI in improving employers’ branding strategies has attracted significant interest lately. The aim of this research is to examine the impact of using AI on employer branding from the perspective of potential employees. This study provides novelty for the context of the use of AI in enhancing employers’ branding, especially with the limited literature regarding the Arab context, specifically Egypt. The research employs quantitative techniques using structured questionnaires via online platforms using purposive sampling. The research utilizes statistical analysis using SPSS. Organisations using AI are seen as attractive and innovative thus enhancing the employers’ brand image, especially for Gen Z. This research attempts to contribute to literature providing insights on how the use of AI can leverage employer branding (EB). Results from the 112 respondents indicated that a positive correlation exists between AI and employer branding, suggesting various implications for organisations.
Recommended Citation
Ayoub, D., El-Fekey, S. F. & Walid M. (2025), The Impact of Using Artificial Intelligence (AI) on Employer Branding, The Annual Conference of Business, Economics and Politics in the Middle East (BEP-ME), The British University in Egypt, November 22, Cairo, Egypt.