Using Generative AI for International Employer Branding and Global Talent Attraction Strategies: A Study of Opportunities, Risks and Practical Strategies for Global Managers

Jaykumar Somwanshi

1. Sandip University, Nashik, India

Published 28 October 2026 · Vol. 1, No. 1 (October 2026) · Open access under CC BY 4.0

Abstract

Companies today compete for talent across borders. A strong employer brand helps an organisation attract skilled people in many countries, but building one that works in different languages and cultures is slow and costly. Generative Artificial Intelligence (GenAI), which can write text, create images and produce video, offers a new way to do this work faster and at a larger scale. This paper studies how GenAI can be used for international employer branding and global talent attraction. The study is exploratory and uses secondary data from academic books and articles, laws and regulations, and official documents. It maps GenAI use cases to the stages of the candidate journey, compares how content should be adapted across regions, and ranks eight use cases with a simple priority score based on impact, ease of adoption and risk. The analysis shows that the most valuable and lowest-risk uses are localised job descriptions, employee-story and EVP content drafting and multilingual career-site and social content. Uses that influence hiring decisions, such as AI resume screening, carry the highest risk and need strong human control and legal checks. The paper proposes a five-stage model (Listen, Create, Localise, Review and Measure) and gives practical recommendations for managers. It concludes that GenAI works best as an assistant to human recruiters and brand teams, not as a replacement.

Keywords: Generative AI, Employer Branding, Global Talent Attraction, Employer Value Proposition, International HRM, Recruitment Marketing, Localisation, Responsible AI

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Jaykumar Somwanshi (2026). Using Generative AI for International Employer Branding and Global Talent Attraction Strategies: A Study of Opportunities, Risks and Practical Strategies for Global Managers. Journal of Computing and Organizational Studies, 1(1), 48–60. https://www.jcos-journal.org.uk/id/JCOS.2026.1.1.004