ATS in supporting positive Employer Brand : How can Applicant Tracking System support in building Employer Brand?

Abstract

This bachelor thesis will concentrate on utilization of recruitment tool in applicant communication and how effective communication impacts employer brand. This topic will be discussed in theory and how it has been displayed in literature. Author will also discuss how recruiting has been affected by E-recruitment and ATS recruitment tools. Also, one of the main ideas to find out how ATS system can be seen from an employer branding point of view.

The approach to the chosen topic was done by reviewing books and academic journals from the area of human resources, marketing, organisational behaviour and business management. The review shows that research and theory from a range of fields can help add to one’s knowledge on employer branding; these include areas of research that investigate recruiting methods and processes, organisational attractiveness to potential new recruits, as well as work that examines organisational identity and organisational identification. Author will conduct a qualitative research in form of interviews. The interviews will be held for 2-3 different company representatives whom are responsible for their recruitment processes and employer brand.