A sociedade tem se tornado cada vez mais instruída e exigente, na qual os clientes possuem grande influência nas estruturas da organização, fazendo com que as empresas busquem aumentar a satisfação dos clientes, atendendo-os de modo a superar as suas expectativas. Nesse contexto, estão inseridos os doadores de sangue. No Brasil, a lei que regulamenta o funcionamento dos serviços hemoterápicos preconiza que a doação de sangue deve ser um ato voluntário e altruísta, no qual o doador não deve receber nenhum tipo de vantagem para realizar a doação de sangue. Segundo dados da Coordenação Geral de Sangue e Hemoderivados, no ano de 2014, a região Sudeste, na qual está concentrada a maior parte da população brasileira, registrou uma das menores taxas de doação: a cada 1.000 habitantes, apenas 17,22 % doaram sangue. É fundamental para os hemocentros identificarem a maneira mais convincente e estimulante de convocar/captar doadores de sangue, de modo a manter os estoques suficientes, além de atender os doadores conforme suas expectativas. Portanto, o objetivo desse estudo foi avaliar qual a ferramenta de abordagem individual e coletiva que apresenta o melhor custoefetividade somado à preferência dos doadores, a qual será essencial para o aumento do número de doações. Para isso, os dados utilizados abrangem um período de 4 anos (2012 a 2015) e representam o número de candidatos à doação de sangue de duas instalações do Hemocentro RP, ambos localizados na cidade de Ribeirão Preto (Sede e Posto de Coleta). Valores-p para o teste de Dickey e Fuller de estacionariedade sugerem que as séries analisadas não são estacionárias, sendo então diferenciadas, passando a apresentar p<0,01. Foi observado que existe correlação (p = 0,31) entre o número de malas diretas e o retorno dos doadores seis meses após o envio das mesmas. No Posto de Coleta, não foi constatada essa correlação. Além disso, as ferramentas para captação que trabalham com os doadores de reposição apresentaram melhores resultados, tais como as ferramentas com atendimento mais personalizado (contato telefônico) juntamente com as campanhas realizadas pelo Facebook Inc. / Society has become increasingly educated and demanding, in which the customers have a strong influence on the organization\'s structures, causing companies to seek to increase the customer satisfaction, meeting them in a way that exceeds their expectations. In this context, blood donors are inserted. In Brazil, the law that regulates the operation of hemotherapy services recommends that blood donation should be a voluntary and altruistic act in which the donor should not receive any type of advantage in order to donate blood. According to data from the \"Coordenação Geral de Sangue e Hemoderivados\", in 2014, the Southeast region, where most of the Brazilian population is concentrated, had one of the lowest rates of donation: for every 1,000 inhabitants, only 17.22% donated blood. It is essential for blood centers to identify the most convincing and stimulating way to recruit and invite blood donors, to maintain sufficient stocks by serving donors according to their expectations. Therefore, the aim of this study was to evaluate which tool of individual and collective approach presents the best cost-effectiveness besides to donor preference, which will be essential for increasing the number of donations. To do so, the data cover a period of 4 years (2012 to 2015) and represent the number of candidates for blood donation from two Hemocentro RP facilities, both located in the city of Ribeirão Preto (\"Sede\" and \"Posto de Coleta\"). p-values for the test of Dickey and Fuller of stationarity suggest that the series analyzed are not stationary, being then differentiated, with p <0.01. It was observed that there is a correlation (p = 0.31) between the number of direct mailings and the donors return six months after sending them. No correlation was verified at the \"Posto de Coleta\". Moreover, recruitment tools for replacement donors present better results, such as the tools with more personalized service (telephone contact) along with the campaigns carried out by Facebook Inc.

Artificial intelligence has recently gained an increased amount of attention, both in general and in recruitment. The recruitment process has for a long time been dependent on the human touch, but lately AI has been argued as the “future of hiring”. This thesis investigates how candidates’ and recruiters’ attitudes influence the transition towards using artificial intelligence within the recruitment process. The purpose is to gain a wider understanding, and by providing that knowledge, prepare for the future that lays ahead. The thesis takes on a global approach, and the investigation is conducted in a qualitative manner using an exploratory approach. Attitudes are investigated based on the different elements; AI readiness, bias, personal characteristics, adoption stage of technology, field of study, gender, age, country of origin, level of control, and language barriers. The key findings state how candidates in general have a more negative attitude towards artificial intelligence as a part of the recruitment process, compared to the recruiters, where the main elements influencing attitudes were personal characteristics, level of control and AI readiness. Concluding that attitudes influence the transition towards AI based recruitment tools by slowing down the process due to existing resistance. Regarding the future, recruiters believe that AI will play a great role, indicating that our findings are of great importance.

Syftet med studien är att undersöka rekryterares upplevelser av digitala rekryteringsverktyg. Med stöd från en kvalitativ metod och valet av semistrukturerade intervjuer har vi åstadkommit och fått inblick i hur våra respondenter uppfattat digitala verktyg i rekryteringsprocesser. Med utgångspunkt från våra forskningsfrågor vill vi för det första få en förståelse för hur implementeringen av digitala verktyg har hanterats i olika organisationer. Vidare undersöker vi vilka möjligheter samt utmaningar respondenterna upplever i förhållande till användandet av digitala verktyg i rekryteringsprocesser. Studiens genomförande har utgått från en kvalitativ metod med induktiv ansats. Bearbetning av empirin har hanterats genom en tematisk analys. Studiens teoretiska utgångspunkter som används för att analysera det empiriska materialet är Kurt Lewin’s förändringsmodell samt paradoxteorin. Med stöd av förändringsmodellen förklaras upplevelserna av digitala rekryteringsverktyg utifrån respondenternas berättelser. Genom användning av paradoxteorin har det framkommit att olika motsägelsefulla krafter som utgör olika paradoxer, dessa är av signifikant betydelse i förhållande till förståelsen av analysen kopplat till våra forskningsfrågor. Utifrån resultatet uppkommer det att digitala rekryteringsverktyg utgör ett stöd för rekryteringsprocessen, i olika organisationer. Vid implementering av nya digitala verktyg framkommer det från våra respondenter att ett bredare perspektiv gällande inkludering och planerade utbildningstillfällen i verktygen uppskattas. Möjligheter som identifieras i studien är att rekryterare anser att det bidrar positivt utifrån en tidsaspekt och att all kandidatinformation besparas i berörd organisations databas. Om vi ser till andra sidan myntet har det även framkommit utmaningar på grund av bristande kunskaper gällande IT i organisationen, integrationen mellan organisationers olika digitala verktyg är problematiskt i förhållande till arbetet. Slutligen berättar respondenterna att tillförlitligheten ifrågasätts vid implementeringen eller bristande kunskap av verktyget. / The purpose of the study is to examine recruiter's experiences of digital recruitment tools. The method of choice was qualitative in the form semi-structured interviews with an inductive approach. These have enabled us to gained insight into how our respondents perceived digital tools in recruitment process. The processing of the empirics has been handled through a thematic analysis that enables clarity as well as structure in the study. Based on our research questions, we first want to gain an understanding of how the implementation of digital tools have been handled in various organizations. In addition to this, we investigate what opportunities as well as challenges respondents experience in relation to the use of digital tools in the recruitment process. The study's theoretical starting points used to analyze the empirical material are Kurt Lewin's model of change and the paradox theory. With the support of the change model, the experiences of digital recruitment tools are explained based on the respondents' stories. Through the use of the paradox theory, it has emerged that different contradictory forces that constitute different paradoxes, these are of significant importance in relation to the understanding of the analysis linked to our research questions. Based on the results, it appears that digital recruitment tools constitute a support for the recruitment process in different organizations. When implementing new digital tools, the respondents reveal that a broader perspective regarding inclusion and planned training opportunities in the tools are appreciated. Opportunities identified in the study are that recruiters believe that digital tools contribute positively, based both on a time aspect and that all candidate information is saved in the relevant organization's database. If we look at the other side the coin, there have also been challenges due to lack of knowledge regarding IT in the organization and the fact that the integration between organizations' different digital tools is problematic in relation to the work. Finally, respondents say that reliability is question implementation and/or lack of knowledge of the tool.

Parallel to artificial intelligence (AI) becoming a more common complement in the recruitment processes, there has been a growing concern among human resources managers, that dehumanization will harm the relationship between employees and employers. Today we see that there has been another development with AI-based recruitment tools in human resources. Companies in many different industries work with AI to improve various aspects of business processes, such as speed, scale and decision-making. Efficiency improvement is a recurring concept in recruitment, especially for industries such as IT where digitalisation continues to increase. The purpose of the study is thus to investigate perceptions of candidate terms regarding AI-based recruitment. To achieve this, a qualitative study was conducted, with semi-structured interviews. Four people who underwent an AI-based recruitment process were interviewed, as well as two recruiters with expertise in the field. The material was analyzed using thematic analysis. The results show that the respondents had a negative attitude towards dehumanizing the recruitment process. A crucial factor that influenced the perception of the respondents was the inability of AI to assess social skills. A majority of respondents agreed that AI-based recruitment tools are necessary to make time-consuming administrative tasks more efficient. Only one respondent was willing to go through a completely AI-based recruitment process, and all respondents pointed out different ways in which the recruitment tools need to be improved. Finally, it was concluded that the AI-based recruitment process must be transparent, reviewed and used as a basis for decision-making rather than decision maker, in order for candidates to have a positive perception of the recruitment. / Allt eftersom artificiell intelligens (AI) blir ett vanligare komplement i rekryteringsprocesser, har oron ökat bland personalansvariga att avhumaniseringen ska leda till skador i relationen mellan arbetstagare och arbetsgivare. Tidigare forskning inom området behandlar faktorer som diskriminering, kvalitetsbrister och andra negativa aspekter till följd av bristande algoritmer för beslutstagande. Forskningen behandlar främst studier ur organisationens perspektiv, och ett kunskapsgap finns gällande kandidaters uppfattning av AI-baserade rekryteringsverktyg. Syftet med studien är därmed att undersöka vilka uppfattningar som finns om kandidaternas villkor, gällande AI-baserad rekrytering. För att uppnå syftet utfördes en kvalitativ studie, med semistrukturerade intervjuer. Fyra personer som genomgått en AI-baserad rekryteringsprocess intervjuades, samt två rekryterare med expertis inom området. Materialet analyserades med hjälp av tematisk analys. Resultatet visar att respondenterna var negativa till den avhumaniserade rekryteringen, främst när det gäller AI-baserade tester. En avgörande faktor som påverkade uppfattningen hos intressenterna var oförmågan hos AI-systemen att bedöma den sociala förmågan. Alla var överens om att den AI-baserade rekryteringsverktyg är nödvändiga för att effektivisera tidskrävande administrativa uppgifter och i framtiden kommer vara en självklarhet. Endast en kunde tänka sig att gå igenom en helt avhumaniserad rekryteringsprocess, och samtliga påpekade olika sätt där rekryteringsverktygen måste förbättras. Slutligen drogs slutsatsen att AI-baserade rekryteringsprocesser måste vara transparenta och granskas kontinuerligt. Vidare bör AI-baserade rekryteringsverktyg användas som en del i ett brett beslutsunderlag snarare än att ta beslut, för att kandidater ska lämna rekryteringsprocessen med en positiv uppfattning.