DIGITALIZATION AND EMPLOYER ATTRACTIVENESS IN BIOECONOMY ORGANISATIONS

Abstract

Employer attractiveness has increasingly become a strategic consideration for logistics organizations battling heightened intensifying talent shortages, sustainability pressures, and rapid digital transformations. For bio-economy organizations, digitalization plays a critical role in enhancing human resource outcomes and operational efficiency. This study examines the influence of digitalization on employer attractiveness in bio-economy organizations. Using a detailed literature review, the study integrates recent studies related to employee experience, sustainability-oriented employer branding, organizational culture, digital workplace practices, and digital human resource management. The results of this study indicate that digitalization improved employer attractiveness by improving perceptions of organizational innovativeness, reinforcing sustainability-oriented employer value propositions, supporting hybrid and flexible work-arrangements, enabling continuous development of skills, and enhancing recruitment efficiency. Even so, the relationship is moderated by employee perceptions to digital transformation, leadership practices, digital maturity, and organizational culture. Poor management of digital change can therefore weaken employer attractiveness by way of reduced perceptions on job quality, increased work intensification, and undermined trust. The study gives a positive contribution to emerging literature on sustainable digital transformation in bio-economy logistics. The practical implication of this study invites logistics organizations to digital strategies that align technological innovation with sustainable employment practices and digital employee expectations.