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AI-powered asynchronous video interviews (AI-AVIs) have been used by many companies in China for campus recruitment, especially in the fast-moving consumer goods (FMCG) industry. Reflecting on the impact of AI interviews on organizational attractiveness can help companies better manage their interview processes, thereby attracting more high-quality talent. However, prior studies on AI interviews and organizational attractiveness contain conflicting viewpoints. Additionally, most studies have only examined the attitudes of job seekers who had not yet experienced AI interviews. Moreover, many studies in this field were conducted in Korea and India, while research on campus recruitment in China's FMCG industry remains relatively scarce. Taking these research gaps into account, this paper aims to explore how experienced job seekers view AI interviews and organizational attractiveness in the context of campus recruitment in China’s FMCG industry. Additionally, it aims to offer companies recommendations for improving their use of AI interviews. Through snowball sampling, ten participants who met the selection criteria were recruited, and online semi-structured interviews lasting 30 to 40 minutes were conducted with each of them. With the consent of the participants, audio recordings were made throughout the interviews, which were then transcribed into text format. By conducting thematic analysis on the transcripts, the research found that participants' negative evaluations of AI interviews outweighed their positive feedback, particularly regarding the process of AI interviews and the assessment of outcomes. Although participants expressed overall dissatisfaction with AI interviews and mostly believed that companies chose this method to save time and labor costs, they were able to accept, from a rational perspective, the use of AI interviews as the first round of formal interviews. The study found that the impact of AI interviews on organizational attractiveness primarily related to how participants shared their interview experiences and outcomes with others, with minimal effects on their job intentions and behaviors. Only job seekers with initially low intentions to pursue positions would change their job-seeking behavior due to the change in interview format. Based on the findings, the study proposes a series of improvement measures for AI interviews and encourages companies to implement AI interviews as the first round of formal interviews, provided they adopt the aforementioned measures.
