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Attracting Talent in the Age of AI

Arvidsson Bergving, Ellen LU and Pettersson, Linn LU (2025) SKDK11 20251
Department of Strategic Communication
Abstract (Swedish)
Artificiell intelligens omvandlar i allt högre grad organisationskommunikation genom att omforma uppgifter och interaktioner som tidigare hanterats av människor, vilket leder till strategiska förändringar i rekryteringsarbetet. Den här studien utforskar hur medarbetare inom rekrytering och marknadsföring skapar mening kring AI:s betydelse, särskilt i relation till kommunikationsprocesser, employer branding och professionell identitet. Genom en abduktiv ansats och ett socialkonstruktionistiskt perspektiv syftar studien till att förstå hur mening konstrueras och förhandlas i takt med att AI blir en alltmer integrerad del av det dagliga arbetet. Empirisk data samlades in genom nio semistrukturerade intervjuer med medarbetare från två... (More)
Artificiell intelligens omvandlar i allt högre grad organisationskommunikation genom att omforma uppgifter och interaktioner som tidigare hanterats av människor, vilket leder till strategiska förändringar i rekryteringsarbetet. Den här studien utforskar hur medarbetare inom rekrytering och marknadsföring skapar mening kring AI:s betydelse, särskilt i relation till kommunikationsprocesser, employer branding och professionell identitet. Genom en abduktiv ansats och ett socialkonstruktionistiskt perspektiv syftar studien till att förstå hur mening konstrueras och förhandlas i takt med att AI blir en alltmer integrerad del av det dagliga arbetet. Empirisk data samlades in genom nio semistrukturerade intervjuer med medarbetare från två rekryterings- och marknadsföringsföretag i Sverige. Med utgångspunkt i Sensemaking Theory och Adaptive Structuration Theory visar resultaten att medarbetare inte passivt anammar AI, utan aktivt formar och tolkar dess roll i sin kommunikativa och professionella praxis. På så sätt deltar de i en ständig förhandling, där de balanserar nyfikenhet med försiktighet i övervägandet av effektivitet, autenticitet och etisk användning. Studien bidrar till forskningsfältet strategisk kommunikation genom att belysa hur AI-integration formar meningsskapande kring kommunikativa normer, employer branding och professionell relevans. (Less)
Abstract
Artificial intelligence is increasingly transforming organizational communication by reshaping tasks and interactions once managed by humans, prompting strategic shifts in recruitment workflows. This study explores how employees in recruitment and marketing make sense of AI’s significance, particularly in relation to communication processes, employer branding and professional identity. Through an abductive approach and a social constructionist perspective, the study aims to understand how meaning is constructed and negotiated as AI becomes increasingly embedded in everyday work. The empirical data were collected through nine semi-structured interviews with employees from two Swedish recruitment and marketing firms. Drawing on Sensemaking... (More)
Artificial intelligence is increasingly transforming organizational communication by reshaping tasks and interactions once managed by humans, prompting strategic shifts in recruitment workflows. This study explores how employees in recruitment and marketing make sense of AI’s significance, particularly in relation to communication processes, employer branding and professional identity. Through an abductive approach and a social constructionist perspective, the study aims to understand how meaning is constructed and negotiated as AI becomes increasingly embedded in everyday work. The empirical data were collected through nine semi-structured interviews with employees from two Swedish recruitment and marketing firms. Drawing on Sensemaking Theory and Adaptive Structuration Theory, the findings reveal that employees do not passively adopt AI, but actively shape and interpret its role within their communicative and professional practices. In doing so, they engage in an ongoing negotiation, balancing curiosity with caution as they weigh efficiency, authenticity, and ethical use. The study contributes to the field of strategic communication by highlighting how AI integration shapes sensemaking around communicative norms, employer branding, and professional relevance. (Less)
Please use this url to cite or link to this publication:
author
Arvidsson Bergving, Ellen LU and Pettersson, Linn LU
supervisor
organization
course
SKDK11 20251
year
type
M2 - Bachelor Degree
subject
keywords
artificial intelligence, AI, strategic communication, employer branding, sensemaking, recruitment, marketing
language
English
id
9194743
date added to LUP
2025-06-30 11:19:20
date last changed
2025-06-30 11:19:20
@misc{9194743,
  abstract     = {{Artificial intelligence is increasingly transforming organizational communication by reshaping tasks and interactions once managed by humans, prompting strategic shifts in recruitment workflows. This study explores how employees in recruitment and marketing make sense of AI’s significance, particularly in relation to communication processes, employer branding and professional identity. Through an abductive approach and a social constructionist perspective, the study aims to understand how meaning is constructed and negotiated as AI becomes increasingly embedded in everyday work. The empirical data were collected through nine semi-structured interviews with employees from two Swedish recruitment and marketing firms. Drawing on Sensemaking Theory and Adaptive Structuration Theory, the findings reveal that employees do not passively adopt AI, but actively shape and interpret its role within their communicative and professional practices. In doing so, they engage in an ongoing negotiation, balancing curiosity with caution as they weigh efficiency, authenticity, and ethical use. The study contributes to the field of strategic communication by highlighting how AI integration shapes sensemaking around communicative norms, employer branding, and professional relevance.}},
  author       = {{Arvidsson Bergving, Ellen and Pettersson, Linn}},
  language     = {{eng}},
  note         = {{Student Paper}},
  title        = {{Attracting Talent in the Age of AI}},
  year         = {{2025}},
}