Prosperia: Journal of Economic Development, Accounting, and Global Markets
Vol. 1 No. 3 (2026): : August: Prosperia: Journal of Economic Development, Accounting, and Global Ma

The Use of Digital Data and Artificial Intelligence in Recruitment: An Analysis of Business Candidates’ Perceptions of Organizational Attractiveness

Haryanto Haryanto (Universitas Raharja)
Najmuddin Najmuddin (Universitas Primagraha)
Mohammad Fauzan Nawawi (Universitas Raharja)
Andri Cahyo Purnomo (Universitas Raharja)
Memed Saputra (Universitas Primagraha)



Article Info

Publish Date
24 Jul 2026

Abstract

This study examines the causal relationships between artificial intelligence implementation, digital data sourcing practices, and candidates' perceptions of organizational attractiveness within the contemporary talent acquisition landscape. Adopting a rigorous empirical research design, a scenario based vignette survey experiment was conducted with a sample of 413 final year undergraduate university students in major Indonesian metropolitan areas. The econometric analyses, executed using paired Student's t-tests, reveal that increasing automation levels enhances corporate innovation signals but severely reduces perceived social environment viability and applicant intentions to apply. Furthermore, the utilization of personal online digital data significantly damages procedural fairness evaluations compared to professional tracking frameworks. Individual technology trust serves as a critical moderating variable, determining the magnitude of intention shifts among prospective business and engineering applicants. These findings suggest that organizations must strategically balance automated processing efficiency with candidate privacy boundaries to protect employer brand value. Navigating this sociotechnical dynamic allows recruiting organizations to leverage predictive talent analytics while maintaining high organizational attractiveness for top tier talent.    

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Journal Info

Abbrev

prosperia

Publisher

Subject

Description

Prosperia: Journal of Economic Development, Accounting, and Global Markets is a peer-reviewed academic journal dedicated to publishing high-quality scholarly works in the fields of economics, accounting, finance, and global market studies. The journal provides an international platform for ...