Hamayesh Arwin Alborz همایش آروین البرز ETSJR فصلنامه نوآوری در مهندسی و فناوری | ETSJR 2 2 2026 11 06 The Role of Generative Artificial Intelligence in Reshaping Human Resource Management Processes and Enhancing Employer Branding The Role of Generative Artificial Intelligence in Reshaping Human Resource Management Processes and Enhancing Employer Branding 470 482 FA Majid Pilehvar 1University of Tabriz, Iran Majid Pilehvar 1University of Tabriz, Iran Saeid Pilehvar 1University of Tabriz, Iran Saeid Pilehvar 1University of Tabriz, Iran 2026 10 23 Background and Purpose: With the emergence of Large Language Models (LLMs) and the rapid advancement of Generative Artificial Intelligence (GenAI), traditional human resource management (HRM) paradigms are undergoing fundamental transformation. As organizations face an intensifying “war for talent,” conventional recruitment and retention methods are no longer sufficient. This study explains the strategic applications of generative artificial intelligence in transforming HR functions and examines its impact on employer branding through the personalization of the employee experience. Method: A descriptive-analytical approach was adopted, based on a systematic review of recent literature and industry reports (2023-2024), examining GenAI-based tools across the employee lifecycle and analyzing the opportunities and challenges of their implementation. Findings: Generative artificial intelligence, beyond automating repetitive tasks, functions as an “intelligent colleague.” In talent acquisition, it reduces time-to-hire and improves recruitment quality through engaging job descriptions and real-time candidate interaction; in learning and development, it enables personalized learning paths; and in employer branding, it enhances organizational image through creative, interactive content and improved candidate experience. Nonetheless, challenges such as algorithmic bias and data security persist. Conclusion: Integrating generative artificial intelligence into HR processes is not optional but essential for maintaining competitive advantage, requiring organizations to shift from a traditional to a data-driven, intelligent approach and to elevate HR from a support function to a strategic partner, guided by clear ethical protocols for overseeing AI outputs. Background and Purpose: With the emergence of Large Language Models (LLMs) and the rapid advancement of Generative Artificial Intelligence (GenAI), traditional human resource management (HRM) paradigms are undergoing fundamental transformation. As organizations face an intensifying “war for talent,” conventional recruitment and retention methods are no longer sufficient. This study explains the strategic applications of generative artificial intelligence in transforming HR functions and examines its impact on employer branding through the personalization of the employee experience. Method: A descriptive-analytical approach was adopted, based on a systematic review of recent literature and industry reports (2023-2024), examining GenAI-based tools across the employee lifecycle and analyzing the opportunities and challenges of their implementation. Findings: Generative artificial intelligence, beyond automating repetitive tasks, functions as an “intelligent colleague.” In talent acquisition, it reduces time-to-hire and improves recruitment quality through engaging job descriptions and real-time candidate interaction; in learning and development, it enables personalized learning paths; and in employer branding, it enhances organizational image through creative, interactive content and improved candidate experience. Nonetheless, challenges such as algorithmic bias and data security persist. Conclusion: Integrating generative artificial intelligence into HR processes is not optional but essential for maintaining competitive advantage, requiring organizations to shift from a traditional to a data-driven, intelligent approach and to elevate HR from a support function to a strategic partner, guided by clear ethical protocols for overseeing AI outputs. https://www.etsjr.ir/downloadfilepdf/13802