Leveraging Generative AI for Employer Branding: A Dual Marketing–HR Perspective

Abstract

The rapid rise of generative artificial intelligence (AI) presents new opportunities for organizations to craft compelling employer brands by combining marketing and HR strategies. This paper examines how generative AI tools (e.g. ChatGPT) can enhance employer branding efforts from a dual marketing–HR perspective within Pakistan’s tourism sector. A quantitative survey (N=200) of tourism company employees was conducted to test hypotheses linking generative AI adoption to employer brand perceptions and employee retention intentions. Results indicate that organizations’ use of generative AI in marketing/recruitment communications is positively associated with stronger employer brand perceptions (β≈0.54, p<0.001) and that a stronger employer brand, in turn, significantly reduces turnover intentions (β≈-0.56, p<0.001). Generative AI had no direct effect on turnover once employer branding was accounted for, suggesting a full mediation. These findings highlight how integrating cutting-edge AI capabilities can serve as a dynamic capability that enriches organizational resources (resource-based view) and signals innovation to employees (signaling theory), yielding practical benefits in talent attraction and retention. The paper contributes to both marketing and HRM theory by bridging domains: it extends AI-marketing literature (e.g. Kumar et al., 2024) into employer branding and enriches HRM practice with insights from digital marketing. For tourism firms, it implies that leveraging generative AI in recruitment marketing and internal communications can materially strengthen the employer brand and reduce employee attrition. Limitations (cross-sectional design, focus on one country/sector) are noted, and future research directions are suggested.