The impact of AI on the future of employer branding and recruitment

More than 2.5 million. That is how many results a Google search for AI events returned in 2024. There is no doubt the topic is hot right now, not least in employer branding and recruitment.

That is why we dedicated our eleventh Employer Branding Talks to exploring the opportunities and challenges of AI, to best prepare for the fast-moving transformation ahead. Our guest was AI expert Peter Kurzwelly, Head of Operations at AI Sweden.

Missed the live event? Watch the recording here.

The development of digital technology

As early as 2016, Sundar Pichai, CEO of Google and Alphabet, said that artificial intelligence is the most important thing humanity is working on, and predicted that it would have a greater impact than both electricity and fire. To keep up and make the most of new AI services and machine learning, it helps to step back and think about what technology actually is and means.

Technology has shaped modern society since the industrial revolution: computers in the 90s, the internet in the 00s, mobile phones in the 10s and now AI in the 20s. Even though this is not the first major technological shift, it is important to remember that AI is a different kind of technology, and this time the change will happen much faster.

A disruptive, fast-growing technology

AI is a disruptive technology: an innovation that significantly changes the way we do things. Because AI does not require the same resources from users or society as earlier technologies, such as major investment or infrastructure, it will have a stronger impact and spread faster. This requires faster adaptation and better preparation from organisations that want to stay competitive.

AI, communication and employer branding

Machine learning has long been part of digital marketing and communication, but it has become far more advanced in recent years. Today there are tools for data analysis, automated bidding on Google, AI-generated copy suggestions and automatic audiences on Meta.

Using AI to develop an employer value proposition (EVP), which is about identifying an organisation’s unique offer and culture, risks becoming generic and misleading. That said, some parts of the process can be automated, as long as they are combined with human review and correction. Using generative AI as an assistant trained on data such as tone of voice and EVP guidelines can increase both efficiency and creativity.

How to use AI’s potential and stay competitive

By actively adapting to the ongoing transformation and embracing the opportunities of AI, you can position yourself well for the future and stay competitive in the talent market. Here is what you need to succeed.

1. Courageous leadership

First, you need courageous leaders who understand the importance of AI and that how we approach it is directly linked to future competitiveness. Leaders who make AI a priority and make room to invest time and understanding will have a head start.

2. Technical understanding and domain knowledge

We need to understand the technology, its characteristics and capabilities so we can apply it to our own use cases. AI is a great support with many opportunities, but we need domain knowledge to stay ahead.

3. A critical eye

Generative AI such as ChatGPT has made AI tools available to everyone, which has created new problems. Who fed the data into the AI? How might that shape its views? You have heard it before, but we will say it again: being critical of sources is essential when using generative AI.

4. Use AI as a tool, not a replacement

Finally, see and use AI as exactly that: a tool. It is easy to glorify this fast-moving technology, but we need to think about how we actually create value. Use AI to improve processes and results, and combine it with human expertise and experience.

Read more: Employer branding and AI and What does AI say about your company?