Effective E-Recruitment Strategies and Sustainable Competitive Advantage
A Role of Artificial Intelligence
Abstract
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The study seeks to analyze the role of Artificial Intelligence in the E-recruitment platforms and associated with Sustainable Competitive Advantage for the organisations in Pakistan. The moderating effect of Artificial Intelligence on the relationship between, Job Portals, Corporate websites, Social Networking Sites, and Recruitment Agencies with SCA was researched on the recruitment platforms. A Smart PLS was used to interpret the results from the survey questionnaire based on 400 HR professionals' opinions collected from the Pharmaceutical and FMCG industries. The results reveal that the HR professionals in Pakistan are not considering AI as a moderating variable in the E-recruitment process. Still, they view AI as an independent variable and it has a positive effect on SCA. The HR professionals who judge SCA contribution by the E-recruitment platforms considered Corporate Websites and Social Networking Sites to be the most valuable. The research outcome showed that Corporate Websites and Social Networking Sites are considered effective by HR professionals in Pakistan and other platforms are not very helpful. This means that there is a requirement for credible and supporting Job Portals as well as recruitment agencies that HR managers can trust.
Keywords:
E-Recruitment, Fast-moving Consumer Goods, Role of Artificial Intelligence, Sustainable Competitive AdvantageReferences
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