Artificial intelligence and digital data in recruitment. Exploring business and engineering candidates’ perceptions of organizational attractiveness

Artificial intelligence (AI) is increasingly used in Human Resource Management (HRM), particularly within recruitment. However, the candidate perspective on AI usage remains underexplored, as existing research predominantly focuses on the employer’s viewpoint. Addressing this gap, we conducted a vignette survey experiment to examine how the combination of AI with professional and personal digital data influences the perceptions of business and engineering candidates regarding organizational attractiveness (OA) and their likelihood to apply for a job. The study was conducted in two large European Union (EU) countries, providing insights specific to the EU context, where regulations like the General Data Protection Regulation and the AI Act lead global efforts on responsible AI use. Our findings indicate that candidates generally view AI positively, particularly valuing its role in fostering innovation and development. Nevertheless, the combination of AI with professional and personal data prompts a more cautious perspective among candidates, with some opting not to apply. Notably, engineering candidates displayed more significant reservations towards AI than their business counterparts, contrasting to prior research. This investigation enriches theoretical, methodological, and practical discussions concerning AI in recruitment, elucidating factors influencing candidate perceptions and suggesting avenues for future research. • Using Artificial Intelligence (AI) and digital data from the Internet in recruitment can impact Organizational Attractiveness (OA) and candidates’ decision to apply for a job. • This impact can vary between the OA dimensions and candidates’ educational disciplinary backgrounds. • Engineering candidates’ perceptions towards OA diminish upon discovering that their personal and professional digital data from the Internet could be utilized in recruitment. • The business candidates’ intentions do not change upon discovering that AI can be used in recruitment alongside their personal and professional data from the Internet.