本研究確定了當前徵才市場中，組織所打造的正面雇主品牌以及提升組織吸引力對人才招募產生重要而深遠的影響。隨著人工智慧技術在招募領域的應用逐漸普及，本研究旨在深入探討這種技術對徵才過程產生的影響，以及求職者對人工智慧徵才系統的口碑是否會對雇主品牌產生顯著的影響。除此之外，我們也研究在人工智慧徵才下，個人與組織之間的適配度及徵才方式的公平性是否成為影響組織吸引力的重要因素。這些研究將有助於更全面地了解人才招募過程中人工智慧的角色，並提供有價值的實務建議，以優化組織在競爭激烈的人才市場中的地位。
這項研究使用了量化研究方法，總計收集到了403份有效問卷。經過分析，研究結果顯示，雇主品牌對組織吸引力產生了積極的正向影響，其中個人與組織的適配度會產生部分中介效果。求職者對人工智慧徵才的口碑會部分調節雇主品牌的相關路徑。另外也在研究中發現，求職者認為在人工智慧徵才下，此徵才方式的公平性也會正向調節影響雇主品牌與組織吸引力間的關聯性。

This study identifies the significant and far-reaching impact of the positive employer brand created by organizations and the enhancement of organizational attractiveness on talent recruitment in the current hiring market. As artificial intelligence (AI) technology becomes increasingly prevalent in the recruitment field, this study aims to delve into the impact of this technology on the recruitment process and whether job seekers' perceptions of AI-enabled recruitment systems significantly affect organizational attractiveness. Additionally, we explore whether the Person-Organization fit and the fairness of the recruitment process become crucial factors influencing organizational attractiveness in the context of AI-enabled recruitment. These investigations contribute to a more comprehensive understanding of the role of AI in the talent recruitment process and provide valuable practical recommendations to optimize an organization's position in the fiercely competitive talent market.
This study employed a quantitative research approach, collecting a total of 403 valid questionnaires. The results of the analysis indicate that the employer brand has a significantly positive impact on organizational attractiveness, with the fit between individuals and the organization serving as a partial mediator. The word-of-mouth of AI recruitment among job seekers partially moderates the relevant pathways of the employer brand. Furthermore, the study reveals that job seekers perceive fairness in AI recruitment methods, which positively moderates the relationship between the employer brand and organizational attractiveness.

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