Artificial intelligence technologies in digital HR communications: prospects and risks

Shlyapov Ivan Viktorovich Graduate student; Institute of Industrial Management, Economics and Trade; Peter the Great St. Petersburg Polytechnic University 194021, Russia, Saint Petersburg, Novorossiysk str., 50, room 2702 7505427@mail.ru Titovnina Elizaveta Il'inichna Master's degree; Institute of Higher School of Journalism and Mass Communications; St. Petersburg State University 199034, Russia, Saint Petersburg, Universitetskaya nab., 7-9, room 709 titovnina@toagentstvo.ru

Gurushkin Pavel Yurievich ORCID: 0000-0001-6980-0573 PhD in Politics Associate Professor; Higher School of Journalism and Mass Communications; St. Petersburg State University 199034, Russia, Saint Petersburg, Universitetskaya nab., 7-9 gurupavel@ya.ru Other publications by this author

The most valuable resource in any commercial organization is people. The effectiveness of using other types of resources depends on the company's employees. The selection, adaptation, and training of personnel are among the primary tasks on which the entire communication system of the company will depend, regardless of the scale and scope of activity. The object of the research is digital HR communications, and the subject is the use of AI technologies in personnel management and optimization of HR processes. The scientific novelty of the article lies in a comprehensive analysis of the opportunities and risks of introducing artificial intelligence technologies into the field of digital HR communications.

With the advent of digital technologies and their introduction into enterprises, companies have managed to achieve significant progress in debugging their own production facilities, but the approach to resources, including human resources, could not avoid the impact of innovative products aimed at optimizing work with staff. It is obvious that the introduction of digital technologies is already a necessity, so the issue of their active implementation is becoming more and more acute among HR specialists and managers.

According to the Grand View research agency, the global HR technology innovation market has already reached $14 billion. And it is projected to double to $30 billion in 2025.

According to the results of a study by ECM-journal and Coleman Service in Russia, only 4% of companies have undergone a complete digital transformation, automating all the main HR functions. The study was conducted among 69 domestic enterprises. Most of these organizations have only partially automated HR functions ^[6]. Most often, automation only concerns accounting and employee evaluation, and, much less often, staff selection and hiring.

The main advantage of using digital technologies is to reduce the complexity of all HR processes based on rapid decision-making, improve the quality of analytical information, use the possibilities of predicting the situation for a strategic period, use a structured database of employees located anywhere in the world, reduce time and financial costs, and use HR analytics. The disadvantages are mainly related to the high cost of software and development.

An assessment of the cost-effectiveness of implementing, for example, digital training services and platforms in the employee training process for many companies has revealed positive trends. For example, the return on investment in Nestle's digital learning system is 28% per annum, which indicates the high efficiency of its implementation. Other indicators also showed positive dynamics: the level of professional knowledge and competencies in the company increased to 88%; professional skills were formed, which led to positive changes in the effectiveness of staff trained in digital format; 49.5% of trainees changed their attitude to work for the better ^[8].

Examples of foreign platforms using AI to automate HR processes

Foreign companies are more active in the direction of digitalization of personnel departments. Western recruitment software developers are rapidly adopting machine learning methods in their products. A number of IT companies have already developed and are improving modules based on artificial intelligence. Here are just some platforms for automating HR processes.:

- Amazing Hiring – thanks to artificial intelligence technologies, the personnel search process is optimized;

- HireEZ – actively uses artificial intelligence to optimize employee search. Their service has a number of other tools to help recruiters save time.;

– Assess First - the platform is engaged in intelligent recruitment based on the potential of future employees;

- Microsoft Dynamics AX is a full–fledged ERP system offering a variety of tools for personnel, financial and day-to-day management ^[11].

One of the most advanced HR technologies is IBM's artificial intelligence, which uses data analysis and predictive analytics to identify employees who want to quit. The technology helps to detect an impending dismissal in a timely manner, which makes it possible to have a conversation with employees and prevent them from leaving or find a replacement in time. The introduction of artificial intelligence gives 95% accuracy of forecasts ^[3].

The main disadvantage of foreign platforms is that the services help optimize the search and selection process only based on the parameters set by the recruiter. Analytics on platforms helps you draw conclusions based on the data you receive, but it does not allow you to use this data to improve search results.

Domestic developments in the field of HR process digitalization

Russian companies are striving to keep up with Western enterprises. A number of IT companies are already offering interesting recruiting solutions on the market.:

- E-Staff is the flagship product from Datex Software. It offers a comprehensive recruitment solution that allows integration with many well-known job search sites. The service has tools for analytics, mailing lists, and import;

- IQHR is a product from Rostelecom with similar functionality as E-Staff;

- Mirapolis Recruit is a subsidiary of 1C, which is engaged in solutions and software development for the digital transformation of HR processes;

- Websoft HCM is a comprehensive solution for document management and communication by company employees;

- iSpring – a program for distance learning of personnel;

Measures to support domestic IT products allow us to count on significant progress in the development of technologies for HR. The Digital Economy of the Russian Federation program was approved by the minutes of the meeting of the Presidium of the Presidential Council for Strategic Development and National Projects dated June 4, 2019 No. 7. It contains a set of measures and programs to support IT companies and the development of the industry as a whole ^[4].

These solutions can accelerate the digital transition in the field of human resource management (HRM), however, for a large number of domestic companies, the experience of Western colleagues remains more valuable, which has its drawbacks. Another disadvantage of foreign solutions is the need for adaptation. All the disadvantages complicate the use of foreign platforms in the Russian market, and the sanctions imposed make it almost impossible to purchase Western software. In such conditions, the creation of a domestic product that could qualitatively change the communication system in the field of human resources becomes a strategic and necessary task.

Barriers and prospects of digital transformation of HR processes

The active introduction of digital technologies into communication management in an organization is changing the tactics and strategy of working with personnel, predetermining the emergence of a new digital concept of human resource management. The digital HR concept includes the features and principles of working with staff in both hierarchical and horizontal relationships ^[21].

Despite the high cost of the changes, it is difficult to underestimate their importance. Of course, optimizing HR processes only indirectly affects the company's profits, but it is the human resource management strategy that creates an environment in which resources are allocated that directly affect profit, which is the goal of any commercial organization.

Large companies actively and successfully integrate systems related to artificial intelligence to achieve other goals: as control over employees, monitoring the technical condition of equipment, and ensuring employee safety ^[26].

In human resource management (HRM), AI can be used to automate many HR communication processes, including resume analysis, candidate evaluation, and recruitment. In addition, AI can be used to analyze market salaries and establish a plan for awards and bonuses for employees, as well as to monitor statistics and collect data for conducting analytical research and implementing new solutions. AI can also be used to improve the effectiveness of training, stimulate employee motivation and development.

To build the most effective communication system for interaction within the company, it is necessary to use the maximum number of elements, such as:

● Tracking and analyzing the work of employees. For example, the CrocoTime system allows you to monitor the time and efficiency of employees, as well as identify problem areas and opportunities for optimization.;

● Recruitment and recruitment of staff. For example, the HireVue system uses video interviews and speech analysis to evaluate candidates according to various parameters.;

● Employee training and development. For example, Coursera for Business offers online courses on various topics from leading universities and companies.;

● Optimization of work processes. As an example, the Google Cloud AI Platform system allows you to create and run your own AI models for various purposes ^[9].

There are several ways to use AI in HRM, however, the introduction of such technologies requires a certain level of digital training of the enterprise and the communicative competence of decision-making personnel. First of all, this concerns data storage and working with them, since they are the "material" for setting up and subsequent operation of AI. The data must be stored correctly for the convenience of further processing. The threat to maintaining information confidentiality is also increasing, so human aspects should be taken into account when implementing artificial intelligence in order to minimize negative consequences ^[13].

According to Ivan Chernitsyn, Head of the Analytical Solutions Center, Gazpromneft Regional Sales Directorate, each company goes through several stages of data management. Previously, company executives had 3 focuses: people, technology, and processes, but now there is a 4th focus - data.

Stages of digital maturity of companies in the context of HR

Gartner, a company specializing in research and consulting for companies operating in the information technology market, known for introducing the concept of ERP and regular research reports in the "magic quadrant" and "hype cycle" formats, highlights a special concept: from BI to AI. In other words, BI, or Business Intelligence, is a designation for tools and methods for creating analytical reporting, AI is a simple designation for artificial intelligence. The essence of this concept is that any company goes through 4 levels of maturity of analytics:

1. Implementation of reporting, analytics, BI tools;

2. Introduction of structures, databases, and a unified data system in the company;

3. Implementation of artificial intelligence in communication processes;

4. Creation of complex analytics based on artificial intelligence ^[7].

Each stage takes several years. Currently, most large companies are between the 2nd and 3rd stages. This concept can be attributed not only to the introduction of BI tools, but also to any other technologies related to data in one way or another.

Thus, companies face certain difficulties in digital transformation, the integration of digital tools into communication process management systems. Many avoid the introduction of such tools due to the high cost of their integration or creation, as well as the complexity of their development. In addition, the introduction of new technologies is almost always accompanied by risks, which, in the short term, means loss of profits for many entrepreneurs. However, such communication technologies help to gain advantages over a long period of time. The introduction of the latest tools pays off either by optimizing, reducing staff who are replaced by new technology, or by improving the quality and speed of employee interaction, which minimizes risks and losses in an optimized process. Some tools and software are being implemented in order to improve the working conditions of staff.

However, even leaders are only at the stage of preparing for the introduction of artificial intelligence into the communication strategies of the organization. This is due to several factors: the long time required to move from stage to stage, the high cost, and the risks associated with the introduction of AI technologies due to their lack of knowledge, i.e. many technologies that can benefit enterprises in their functionality have not been sufficiently tested. Testing and refinement of new software can take several years.

Another important feature is analytics and research when creating a certain technology, which also require a lot of resources, primarily time.

Selection of quality indicators

K is the quality level of the product; Ktr is the required quality level of the product; t is the current time, Tmi is the time of marketing research; Trt is the time of product development; Trp is the time of technological process development; Tpr is the production of the product; Tvr is the time of product launch on the market;

Technologies that are gradually being integrated by companies are also being introduced into HR departments, mainly automating only routine communication processes.

Artificial intelligence can give HR specialists huge advantages in solving various communication tasks and issues. Thus, the use of AI will provide a better understanding of personnel requirements, optimize the recruitment process, and help make informed and optimal decisions when making decisions on attracting, evaluating, and supporting employees.

Machine learning (MO) is another promising area in the development and modernization of communication processes in an organization. Machine learning is a branch of artificial intelligence that allows computers to learn based on experience and data, without software engineering. It uses algorithms and statistical models to detect patterns and makes predictions or makes decisions based on these patterns.

The application of machine learning in the personnel communications system can be diverse:

1. Recruitment and employee selection: Machine learning can help optimize the job selection process. It can automatically analyze resumes, evaluate skills and experience, and identify the most suitable candidates. This helps to reduce the time and effort spent on staff search and selection.

2. Automation of HR tasks: Machine learning can help automate a number of HR management tasks. For example, it can process employee performance data and identify those who need additional training or promotion.

3. Staff turnover analysis and forecasting: Machine learning can help analyze employee data and behavior to predict which employees may leave in the near future. This will help companies apply preventive measures to retain valuable employees and improve team performance.

4. Staff Training and Development: Machine learning can help create personalized training and development programs for each employee. It analyzes data on previous training and work experience to determine the most effective methods of professional development and competence expansion for each employee individually.

The development of such systems requires a proper level of technological training of the company, the availability of a sufficient number of qualified specialists and, most importantly, time. A special requirement is placed on the quality of the data, which, in turn, determines the quality of training and the accuracy of the final results.

Conclusion

The introduction of artificial intelligence technologies into digital HR communications opens up new horizons for human resource management, offering significant advantages in optimizing processes, increasing efficiency and reducing costs. Modern digital solutions such as recruitment automation, employee data analysis, staff turnover forecasting and personalized training are already demonstrating their effectiveness in large companies, both foreign and domestic.

However, despite the obvious advantages, the introduction of AI into HR processes involves a number of challenges. The high cost of development and integration, the need to adapt foreign solutions to local conditions, as well as the lack of knowledge of some technologies create barriers to their widespread distribution. In addition, successful implementation of AI requires high digital maturity from companies, including the availability of structured data and competent staff capable of working with new technologies.

Nevertheless, the strategic importance of digital transformation of HR processes is beyond doubt. In the face of global competition and rapidly changing markets, companies that can effectively integrate AI into their HR communication strategies will gain significant benefits in HR management, productivity improvement, and key employee retention.

Russian companies, despite lagging behind in digital transformation, are beginning to actively develop their own solutions, which, combined with government support, can lead to significant progress in this area. In the long term, the introduction of AI in HR communications will become not just a trend, but a necessity for the successful functioning of any organization striving for sustainable development and competitiveness in the global market.

Thus, artificial intelligence technologies in HR communications are a powerful tool that, if used correctly, can radically change approaches to human resource management, providing companies with new opportunities for growth and development.