An investigation into the perceived impact of Artificial Intelligence on recruitment and selection practices of HR professionals within the retail sector in the Western Cape

Abstract

The evolution of digital technology has a significant impact on every individual. One of these digital technologies that is currently changing the landscape in various industries is Artificial Intelligence (AI). AI can assist systems to act and think like rational human beings, resulting in more efficient work processes with half the effort. Despite this, there are still many fears, misconceptions and uncertainties about AI, and organisations may not be doing enough to educate staff on the introduction of advanced technologies within the workplace. The integration of AI into Human Resources Management has rendered traditional methods of recruiting and selecting skilled employees obsolete. The developments in AI also have significant implications for Human Resources (HR) professionals as they have to work alongside advanced technologies such as AI. The overarching objective of the study is to explore the perceived impact of AI on recruitment and selection practices within the retail sector in the Western Cape, as perceived by HR professionals. Primary data was collected using a qualitative approach wherein 9 participants were selected using the purposive sampling method. The research data was collected using semi-structured interviews and the interview guide developed by the researcher served as the research instrument. The findings revealed that the HR professionals demonstrated a solid understanding of AI, having experienced it either on a personal or professional level. The impact of AI on recruitment and selection was perceived to be mostly beneficial, particularly in the screening stage of the process and the automation of simple tasks that allow for efficiency and time management. The findings further revealed the generational differences of applicants and access to technology and resources as being factors impacting the level of preparedness and adoption for the use of AI within recruitment and selection. Another aspect the study sought to explore is the perceived resistance to AI adoption in human resources within companies in South Africa. The findings highlight the emergence of two factors contributing to AI resistance namely the perceived high costs associated with AI technology and the lack of education and awareness about AI. Furthermore, training and development, change management and education and awareness was found to be some of the perceived measures for increasing AI preparedness and adoption within organisations.