Personnel Marketing

Artificial Intelligence in HRM

Bestoon Othman, Jing Xi, Peshraw Mahmood Salman, Shwana Akoi, Aras Nasr Yousif

The case study examines the degree to which Artificial Intelligence (AI) can advance human resource management (HRM) functions of personnel marketing and recruitment in Kurdistan/Iraq, which is an example of a country that is undergoing a drastic shift when it comes to digitalization. The quantitative research method was adopted, and a survey research was carried out through designed questionnaires to obtain the opinion of hiring managers and recruiters and personnel specialists in the plethora of business organizations Kurdistan offers. The response rate was discovered to be 90 percent in which 180 valid responses were received. The stratified random sample method was used in the provision of the inclusion of other industrial sectors such as the technology, health care, education, manufacturing and services. The work on statistical analysis was performed using SPSS software that guaranteed good and reliable results. Data interpretation was done through regression analysis, chi-square tests and descriptions to obtain the measure of AI implementation, its impact on recruiting efficiency and contribution to more efficient staff marketing solutions. The application of AI-based applications, such as chatbots, predictive analytics and automated resume screening was found to be increasing in popularity. What these tools imply is colossal in the context of enhancing the aspect of recruitment and reaching out to the applicants. Nonetheless, it was also discovered that the survey also displayed the image that there are some crucial challenges, including the inaccessibility of IT tools, reluctance of HR practitioners to develop, fear of information security and influence by algorithms. The findings suggest that AI is able to completely reshape HRM in Kurdistan and Iraq, but one can also get to know that in the long-term view, the AI implementation process cannot be facilitated without the investments in digital infrastructure, education, and ethically oriented systems of values. The current paper offers useful information related to the implementation and the implication of the AI on the HRM within the evolving regional state in addition to useful recommendations to firms that may consider adopting AI in order to attain competitive advantage in the process of recruiting and promoting human resource.