This insights post is a summary of the blog post published by DNA. View the full insight at: AI and the damage it’s doing to your employer brand – act now!
For years, companies have managed their employer brand by creating lovely career sites and using clever social media campaign extolling your coolest people. You’d like to think you own the narrative that’s going out into the market. Unfortunately for many employers, candidates are now using ChatGPT, Claude and Gemini to evaluate potential employers.
Shift to AI Engines for Employer Information
That means they will receive is an AI generated paragraph giving an overview of your employment experience . The response might be good, it might be bad, it might be inaccurate, it might be out of date, it might not even be you in some cases.
AI overviews on search engines prioritize information from real people so rely more on career aggregators such as Glassdoor and Indeed instead of employer branding web content. The other shift is employees are not given a number of links to follow, they are given a response to what it’s like to work at your organization. That often means a ‘zero click through search’ and is a huge risk if it’s left unaddressed.
AI Opportunity for HR
However, there is also opportunity. As with anything involving AI, there is no silver bullet. However, you can harness AI to work for you not against you while retaining the authenticity in your employer brand.
It’s not easy in such an evolving landscape to positively influence your narrative. To get insights on how to make those impacts, read the full article at AI and the damage it’s doing to your employer brand – act now!
