AI is now shaping how candidates evaluate employers before they ever visit your careers site. Here’s how talent teams can influence what AI tools like ChatGPT and Gemini say about their employer brand, jobs and company culture.

Something fundamental has shifted in employer brand.

AI tools are no longer just influencing how candidates find jobs. They’re shaping how job seekers evaluate employers, compare job options and decide where they belong, often before they ever visit your careers site. What used to be weeks of job research across open tabs is now happening inside a single AI conversation, pulling from public sources and turning it into guidance that feels like career advice from a trusted peer.

This shift is redefining how AI interprets your employer brand, where algorithms now influence how companies are perceived before candidates even visit a careers site. You’re not only competing for brand awareness and attention, you’re now competing for influence in AI-assisted career decisions.

To help our community get ahead of this change, I hosted an expert webinar with leaders from Built In and Coinbase. We explored how the candidate journey is evolving, why AI search is becoming a decision engine and what talent teams can do to be more intentional about how their company shows up in AI tools like ChatGPT and Gemini.

Below, I’ve expanded the Q&A with practical insights and recommendations from the panel to help you adapt your talent attraction strategy for an AI-driven candidate journey.

Expert Q&A: Employer Brand Visibility in AI Tools

How AI Understands Your Employer Brand

Q: How can we tell which sources LLMs are pulling from for employer brand information?

Maria: For employer brand and reputation, it’s usually career sites, Built In, Indeed, Glassdoor, Reddit, and Blind. Sometimes awards sites show up, and reputable news sources can surface depending on the prompt.

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