Modern trends in recruitment and selection of personnel (AI, automation, Linkedin)

Abstract: The rapid, dynamic, and evolutionary technological progress has contributed to significant transformations in the recruitment and selection process. The business sector is undergoing a progressive and ongoing transformation towards the integration and full adaptation of digital tools. The progress of new technologies has precipitated profound changes in the manner in which companies select and choose their employees. Contemporary trends have emphasized the utilization of artificial intelligence (AI) automation and the impact of social networks in the process of attracting and selecting suitable personnel. In this paper, we analyze how AI improves the process and what contribution it has to improving the quality of selection decisions. The objective of this paper is to methodically analyze and explore the predominant advantages, disadvantages, opportunities, and risks associated with the utilization of contemporary technology and to determine whether the implementation of digital tools will enhance the efficacy of the recruitment and selection process by increasing its transparency. Through a survey and statistical analysis of data obtained from HR professionals in North Macedonia and analysis of secondary data, the study finds a correlation between trust in AI and its adoption. The findings suggest that although traditional methods remain prevalent, the future of recruitment lies in a hybrid approach combining digital tools and human judgment. This study highlights the ongoing shift from traditional to technology-enabled recruitment practices. While full automation is not yet prevalent in North Macedonia, the adoption of platforms like LinkedIn and AI-based tools is increasing, especially among IT companies. To ensure the successful integration of artificial intelligence and digital technologies within human resource management, it is essential to invest in the continuous training of HR professionals. By equipping them with the necessary skills and knowledge, organizations can enhance their capacity to leverage advanced tools effectively. Equally important is the development of comprehensive ethical guidelines that govern the use of AI, with particular attention to promoting fairness, transparency, and the protection of sensitive employee data. Furthermore, organizations are encouraged to adopt hybrid models that balance the efficiency of automation with the irreplaceable value of human expertise and intuition. Such models not only improve decision-making process, but also foster trust and adaptability among employees. To accelerate the broader adoption of these innovations, it is vital to showcase real-world examples of successful implementation. The future of recruitment lies in balancing technological advancement with ethical, inclusive, and human-centric approaches. Keywords: artificial intelligence, platforms, recruitment, selection, human resource development