CHATGPT AND DIGITAL COMPETENCES IN THE DEVELOPMENT OF EMPLOYER BRANDING

Abstract

The article outlines the scope of the issues surrounding the use of ChatGPT as a tool for creating employer branding. It is presented how the artificial intelligence tool can be used in external activities. The aspect related to digital competences, which are very important in the light of ChatGPT, is also taken into account. The research objective of the article is to assess the impact of modern digital tools based on artificial intelligence for employer branding, i.e., employer branding. Equally important is the use of digital competences, which contribute to the application of more advanced digital solutions. In order to address the research problem, a pilot quantitative study was conducted on a random sample of respondents. The research showed that there is low awareness of the existence of modern artificial intelligence tools and, consequently, the strengthening of employer branding activities through the use of innovative solutions. On the other hand, respondents believe that digital competences, i.e., knowledge, skills and experience to be used in the future, are of increasing importance. The research showed links between employer branding, digital competences and ChatGPT. A limitation of the research is the random selection of respondents, as well as the very nature of the pilot study.