Role of Artificial Intelligence in Digital Employer Branding and Employee Retention

In the digital age, organizations are facing rapid changes in the way they manage people. The IT sector, in particular, is struggling with high employee turnover and intense competition for skilled talent. Employer branding has become an important strategy to attract and retain employees. At the same time, artificial intelligence (AI) is increasingly being used in human resource management to improve efficiency, employee experience, and decision-making. This conceptual paper aims to explain the role of artificial intelligence in digital employer branding and its contribution to employee retention. Based on a review of existing literature, the study discusses how AI tools support employer branding, enhance employee experience, and help organizations retain talent in the IT sector. The paper also proposes a conceptual framework linking AI-driven employer branding with employee retention. The study offers useful insights for HR professionals and provides directions for future research.