БИЗНЕС, ИИ и ИЗГРАЖДАНЕ НА РАБОТОДАТЕЛСКА МАРКА

Abstract

This study explores the role of artificial intelligence (AI) in the strategic development and establishment of employer branding within the modern business context. It analyzes how AI assists companies in identifying the needs and preferences of both potential and current employees through data analysis, automated feedback processing, and behavior prediction. The paper examines innovative practices such as the use of chatbots in recruitment, intelligent platforms for employee engagement, and personalized internal communications. Special attention is given to how AI can contribute to the creation of an authentic employer image based on values, transparency, and corporate culture. The report also emphasizes the ethical challenges related to the automation of human resources management, as well as the need to balance technological solutions with a human-centered approach. The study presents best business practices and applied models demonstrating how AI can help organizations not only optimize talent attraction and retention processes but also build a sustainable and appealing employer identity.