Al-enabled biometrics in recruiting: insights from marketers for managers
Abstract
Both researchers and practitioners are only in the early stages of examining and understanding the application of artificial intelligence (AI) in terms of marketing themselves as employers or the open jobs they have. AI has the potential to significantly affect how firms reach, identify, attract, and select human capital. We examine factors that can influence a job candidate’s intent to complete Al-enabled recruiting processes, especially the influence of a firm’s use of biometrics in that process. The results show that (1) social media can increase technology use motivation and Al-enabled recruiting with (2) trendiness as a first stage boundary condition and (3) biometrics as a second stage boundary condition. We contribute to marketing knowledge by identifying that for managers wanting to influence job seekers’ technology use motivation in order to increase their participation in Al-enabled recruiting; they must focus on the indirect effects of trendiness, biometrics, and their social media usage.
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AI's cognitive capabilities differ significantly from those of traditional e-HRM tools.
“However, AI’s cognitive capabilities differ significantly from those of traditional e-HRM tools.”
From Exploring the antecedents of AI adoption for effective HRM practices in the Indian pharmaceutical sector (2023) · cites this paper as van Esch et al., 2021
AI-based recruiting allows recruiters to spend more time with the best talent management candidates.
“One of the most amazing aspects of AI-based recruiting is that it allows recruiters to spend more time with the best talent management candidates (van Esch et al., 2021).”
From Exploring the antecedents of AI adoption for effective HRM practices in the Indian pharmaceutical sector (2023) · cites this paper as van Esch et al., 2021
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Job candidates’ reactions to AI-enabled job application processes
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- Authors
- van Esch, P., Stewart Black, J., Franklin, D., & Harder, M.
- Affiliations
- AUT Business School, Department of Marketing, Auckland University of Technology, New Zealand
- INSEAD, USA
- Auckland University of Technology (NZ)
- Prudential Financial (United States) (US)
- ORCID
- Franklin, Drew
- Venue
- Australasian Marketing Journal
- Publisher
- SAGE Publications
- Published
- 2020-08-01
- Volume
- 29
- Issue
- 3
- Pages
- 225-234
- ISSN
- 1441-3582 (ISSN-L)
- 1839-3349
- OpenAlex
- W3019929955
- Cited by
- 36
- References
- 63
- Citations by year
- 2026: 2 · 2025: 4 · 2024: 6 · 2023: 5 · 2022: 7 · 2021: 9 · 2020: 3
- FWCI
- 6.48
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Australasian Marketing Journal (AMJ) (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › Employer Branding and e-HRM
- Social Sciences › Business, Management and Accounting › Organizational Behavior and Human Resource Management › AI and HR Technologies
- Physical Sciences › Computer Science › Artificial Intelligence › AI in Service Interactions
- Keywords
- biometrics, job seekers, social media, trendiness, boundary conditions, employer branding, human capital attraction
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