Employer Branding
What does AI say about your company, and how can you influence the answer?
04 JULY 2025
How do you optimise employer branding for AI search?
AI SEO, also called generative engine optimisation (GEO), is the new interface between employer branding and the way candidates search. Candidates have always googled employers. But today they no longer stop at “jobs at Oddwork”. They turn to AI tools such as ChatGPT, Google Gemini and Perplexity and ask questions like:
“What is it like to work at Oddwork?”
“What do the employees think?”
“What benefits do I get as an employee?”
And AI answers, whether or not you have written the answer yourself. This marks the start of the next big shift in employer branding: AI SEO. Employers who understand how AI search works, and build their content on the E-E-A-T principles, have a clear head start.
Where does AI get its information about employers?
- Your career site (structure, headings and keywords are important)
- Review platforms such as Glassdoor and Indeed
- Social media, especially LinkedIn and TikTok
- External press, such as articles, employee interviews and press releases
And if you do not fill in the gaps yourself? Then AI will do it for you, often based on old, incomplete or external sources.
How do you build AI-friendly employer branding? 7 tips
1. Optimise your career site for AI
- Gather key information (culture, values, benefits) on one central landing page
- Use clear H1, H2 and H3 headings
- Write short sections with bullet points
- Collect common questions and answers on an FAQ page (AI loves FAQs)
2. Use structured data (schema markup)
- Implement JobPosting schema so that AI understands your job ads technically
- Bonus: it also improves your visibility in Google and other search engines
3. Do you reply to reviews?
- Review platforms are one of the main sources AI uses
- Be active and reply transparently, as it affects how you are portrayed
4. Put more employer branding into your job ads
- Highlight culture, values and career development, not just tasks
- Make sure AI picks up why someone should choose you
5. Test how AI perceives you
- Ask AI: “What is it like to work at [your company]?” and see what comes up
- Update the content on your website based on the answers you get
6. Make your social media content AI-readable
- Include keywords, hashtags and answers to common candidate questions
- Highlight career paths, learning, security or balance, which is what AI looks for
- Write in plain language and avoid fluff and slang. AI is trained on clear, informative text
- Reuse insights from your job ads, including their language and phrasing
7. Publish video that answers questions
- For example: “What do you like most about your job?” or “What are the career opportunities here?”
- AI is getting better at analysing video, and this kind of content can also increase organic engagement
How do you make content AI-friendly? Start with E-E-A-T
For AI to surface your content, it needs to be credible. Both Google and AI models work according to the E-E-A-T principles, a framework for assessing how relevant, reliable and authoritative content is. E-E-A-T stands for Experience, Expertise, Authoritativeness and Trustworthiness, and in practice it determines what ranks highest.
The E-E-A-T principles in brief
- Experience: Share authentic stories from different parts of the organisation, from new hires to experienced leaders. Give insight into everyday life, the work environment and the culture, for example through “a day at work” content or employee profiles.
- Expertise: Publish content that shows you know your field, such as blog posts about your tech stack, reflections on sustainability in your industry or employees speaking at events. Highlight the expertise of both individuals and the organisation.
- Authoritativeness: Show that you are a player to be reckoned with by appearing in external media. Work with industry organisations, take part in podcasts or feature in rankings and lists.
- Trustworthiness: Build trust by being transparent about salary ranges, development opportunities, hybrid policy, the recruitment process and your values.
These four principles will help you get seen and build trust as search behaviour becomes AI-driven.
Welcome to a new world of search
You no longer have the final say on your employer brand, but you can influence what AI says about you. So the next time you write a job ad, update your career site or post on LinkedIn, ask yourself:
How will AI describe this?
Whoever owns the answer wins the next generation of candidates.
Want to know what AI says about you as an employer?
Oddwork’s EB Audit shows how your employer brand appears in search, AI answers and along the candidate journey, compared with your competitors. Get in touch and we will tell you more.
