Komunikacijski model pri iskanju kadrov v družbi 5.0

Mišič, Petra

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Title:	Komunikacijski model pri iskanju kadrov v družbi 5.0
Authors:	ID Mišič, Petra (Author) ID Meško, Maja (Mentor) More about this mentor...
Files:	DOK_Misic_Petra_2026.pdf (1,90 MB) MD5: 33505F35927F7608C48CC307A143A3AA
Language:	Slovenian
Work type:	Doctoral dissertation
Typology:	2.08 - Doctoral Dissertation
Organization:	FOV - Faculty of Organizational Sciences in Kranj
Abstract:	V doktorski disertaciji obravnavamo transformacijo komunikacijskih modelov pri iskanju kadrov v kontekstu paradigme Družbe 5.0, ki kot koncept združuje tehnološki napredek s človeško središčno usmeritvijo. V okviru sodobnega kadrovskega managementa se vzpostavljajo novi komunikacijski režimi, ki presegajo tradicionalne pristope in vključujejo umetno inteligenco (UI), avtomatizirane selekcijske postopke ter digitalne vmesnike. Namen raziskave je bil proučiti, kako tehnološke inovacije, zlasti integracija UI, vplivajo na oblikovanje in prakso komunikacijskih modelov v postopkih rekrutacije ter kako se v tem procesu rekonfigurirajo razmerja moči, etična vprašanja in vloga človeškega dejavnika. Raziskava temelji na kvalitativni metodologiji s podatki, pridobljenimi iz enajstih poglobljenih polstrukturiranih intervjujev z izbranimi strokovnjaki, ki delujejo na presečišču HRM komunikacij in posredno tudi tehnologije. Uporabili smo tematsko analizo s ciljem identifikacije vzorcev, nasprotij in pomenov v zaznavanju, vrednotenju in rabi komunikacijskih orodij v kadrovskih postopkih. Ugotovitve kažejo, da se v kontekstu Družbe 5.0 oblikujejo novi komunikacijski modeli, ki so večkanalni, hibridni in pogosto tehnološko posredovani. Ugotovili smo, da ti novi modeli ne morejo nadomestiti pomena osebnega stika, empatije in etične presoje. Zato v ospredje prihaja potreba po integraciji povratne zanke, zagotavljanju transparentnosti ter uravnoteženju med avtomatizacijo in humanizacijo postopkov. Posebno pozornost smo namenili vprašanju pristranskosti algoritmov, digitalne izključenosti ter vlogi umetne inteligence pri dolgoročnem spremljanju uspešnosti kadrovskih odločitev. Na podlagi rezultatov smo oblikovali model komunikacije v kadrovskih procesih, ki vključuje štiri dimenzije: (1) tehnično-informacijsko, (2) organizacijsko-pragmatično, (3) etično-reflektivno in (4) človeško-empatijsko. Disertacija s tem prispeva k razumevanju kompleksnosti digitalizacije v HRM, izpostavlja nujnost etične refleksije pri uporabi UI in ponuja aplikativne smernice za vzpostavljanje odgovorne in vključujoče kadrovske komunikacije v prihodnosti.
Keywords:	Komunikacijski modeli, umetna inteligenca, kadrovski management, Družba 5.0, etika, digitalizacija, rekrutacija.
Place of publishing:	Maribor
Year of publishing:	2026
PID:	20.500.12556/DKUM-95852
COBISS.SI-ID:	270210819
Publication date in DKUM:	03.03.2026
Views:	179
Downloads:	34
Metadata:
Categories:	FOV
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Licences

License:	CC BY-NC 4.0, Creative Commons Attribution-NonCommercial 4.0 International

Link:	http://creativecommons.org/licenses/by-nc/4.0/
Description:	A creative commons license that bans commercial use, but the users don’t have to license their derivative works on the same terms.
Licensing start date:	02.11.2025

Secondary language

Language:	English
Title:	Communication model in the recruitment process in society 5.0.
Abstract:	This doctoral dissertation addresses the transformation of communication models in recruitment processes within the conceptual framework of Society 5.0, which merges technological advancement with a human-centric orientation. Contemporary human resource management (HRM) is undergoing a paradigmatic shift, whereby traditional communicative approaches are being supplemented and in some cases replaced by artificial intelligence (AI), automated selection mechanisms, and digital interfaces. The primary objective of the study is to explore how technological innovation, particularly the integration of AI, influences the design and implementation of communication models used in recruitment, and how this redefines power relations, ethical concerns, and the role of human judgement. The research is grounded in a qualitative methodological approach, drawing on twelve in-depth semi-structured interviews with professionals working at the intersection. Thematic analysis was employed to identify patterns, contradictions, and meanings in the perception, evaluation, and application of communication tools in selection procedures. Findings indicate the emergence of multichannel, hybrid, and technologically mediated communication models, which, despite their efficiency, cannot replace the essential role of personal interaction, empathy, and ethical discernment. The importance of feedback loops, transparency, and a balanced interplay between automation and humanisation of processes is emphasised. Special attention is devoted to algorithmic bias, digital exclusion, and the role of AI in long-term monitoring of recruitment outcomes. Based on the empirical insights, the study proposes a comprehensive communication model for recruitment processes, encompassing four key dimensions: (1) technical-informational, (2) organizational-pragmatic, (3) ethical-reflective, and (4) human-empathic. This dissertation thus contributes to a deeper understanding of the digitalisation of HRM, highlights the necessity of ethical deliberation in AI applications, and offers practical guidelines for fostering responsible and inclusive communication practices in the recruitment of the future.
Keywords:	Communication models, artificial intelligence, human resource management, Society 5.0, ethics, digitalisation, and recruitment.

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