How AI is changing employer branding in 2026

When candidates ask ChatGPT about potential employers or let AI tools analyse company cultures, the rules of employer branding change fundamentally.

In this article we share tips on how Swedish companies can navigate this new reality and build employer brands that both rank well in AI tools and resonate with candidates.

What do Swedish employees say about AI’s role at work?

According to Randstad’s survey, attitudes to AI have changed over the past year, and more people now expect AI to have an impact on their job: 66% in 2025 compared with 59% in 2024. At the same time, positive expectations about AI’s effect on job satisfaction have declined. Among the generations, Gen Z is the least positive.

To maintain employee engagement and loyalty in the working climate of the future, it is important that you as an employer take an active role in these questions and remember to:

• Communicate transparently about how AI will affect roles and development opportunities
• Position yourselves clearly on your AI strategy and what it means for employees
• Show consistently how you use AI to improve the work environment and career opportunities

How AI tools are changing candidates’ research process

The traditional candidate journey now has a new first step: AI research. Rally Recruitment Marketing describes how more and more candidates use AI tools such as ChatGPT to form a first impression of employers before doing any other research. Through AI conversations, candidates get tips, advice and guidance that feel like career advice from a close friend.

This creates a whole new first impression that many Swedish companies have not yet optimised for. When a candidate asks “How does Volvo work with inclusion?” or “What development opportunities does Spotify offer its employees?”, the answer comes from the AI’s training data, and not necessarily from your latest campaign or your updated career site.

Concrete strategies for AI-aware employer branding

Based on insights from Randstad’s survey and our many years of employer branding experience, there are several concrete steps you as an employer can take to make sure your employer brand is ready for the AI era:

1. Communicate your AI vision transparently

Swedish candidates value transparency highly. Make sure your career site and employer brand communication clearly describe:

• How AI is used to improve the work environment, not replace employees
• Concrete examples of AI tools that help employees become more effective
• Training programmes and skills development in AI and automation
• Ethical guidelines for AI use in the organisation

2. Optimise for AI overviews

Identify the questions candidates are likely to ask about your organisation. For example:

• “How does [company] work with employee development?”
• “What is the culture like at [company]?”
• “What is [company]’s strategy for the future?”
• “Which AI tools do employees at [company] use?”

Make sure the answers to these questions are available in your content in a way AI tools can find and summarise correctly.

3. Address AI-related concerns proactively

Randstad’s survey shows that Swedish workers feel both enthusiasm and concern about AI. Successful employers address both by:

• Acknowledging the challenges of the AI transformation
• Showing a long-term commitment to employee development
• Communicating clear values about the balance between people and AI

Want to strengthen your employer brand? Read more about how Oddwork works with employer branding, from analysis and EVP to campaigns and measurement.