The Impact of New Technologies on the Employer Branding of Multinational Companies

This Master’s thesis examines the influence of new technologies on employer branding in multinational companies, aiming to characterize this impact in light of current trends. To achieve this objective, a mixed-methods approach was employed, combining quantitative survey research among applicants and employees (including hypothesis testing) with qualitative semi-structured interviews conducted with HR specialists from multinational firms. The findings indicate that a company’s technological advancement significantly increases its attractiveness in the eyes of candidates (particularly among younger generations), although traditional factors such as salary level, benefits, and career development opportunities remain crucial. Social media emerged as a key employer branding tool, substantially raising awareness of the company among young talents. Conversely, the use of artificial intelligence in HR elicited ambivalent reactions - respondents recognize its contribution to efficiency yet express concerns about the potential loss of a personal touch and opaque algorithms. In addition, attitudes toward technology usage proved similar across different respondent groups, with the notable exception of the youngest generation, which places a markedly higher emphasis on social networks when choosing an employer. Interviews with HR experts revealed that multinational firms across various industries are already utilizing digital tools (e.g., social media, internal platforms, AI) in employer branding and concurrently prioritize global consistency in communication, local adaptation, and maintaining a human-centric approach. The thesis thus offers a comprehensive view of the role modern technologies play in building an employer brand and provides practical recommendations for multinational corporations in the realm of human resource management.