How can I approach employer branding well with AI?
Written by Daniël van Meerendonk
Digital Marketing & AI Agents
What is employer branding? And how can you approach it well with AI? Employer branding is the way to attract and retain talent in an increasingly competitive labour market. But how do you make your organisation stand out in a world where AI has ever more influence on how companies present themselves? With the rise of AI-generated content, such as generic “ChatGPT-style” texts, many organisations struggle to convey their company culture clearly to new talent. At BE Digital we have experience in developing a tone of voice while making use of the latest technologies, such as artificial intelligence.
Employer branding, the foundation of your company culture
What is employer branding? Put simply, it is the perception that (potential) employees have of your organisation as an employer. A strong employer brand reflects your core values, your culture and the unique benefits of working at your organisation. It goes beyond a one-off promise; it is constant communication of who you are as an employer.
Why is this so important now? As AI is increasingly used to generate content, everything starts to look alike. Many companies use standard texts that feel generic and distant. This makes it hard to really stand out. This is where the value of an authentic and distinctive employer brand comes in.
Implementing AI for businesses offers huge opportunities, such as more efficient recruitment processes and personalised communication. Yet there is a real danger that AI is only used to deliver quick fixes, without regard for the essence: the unique story of your organisation.
AI tools such as ChatGPT can be valuable, but only when they are used strategically to reinforce your unique message, not to replace it.
AI for businesses: friend or foe for your employer branding?
Employers' biggest pain point: generic communication
A common problem in employer branding is the use of generic communication. This problem is amplified by the growing reliance on AI for businesses. Think of recruitment campaigns that use the same clichés: “dynamic work environment” or “good work-life balance.” While these terms are not wrong in themselves, they lack the power to truly stand out.
The result? Candidates see your organisation as ‘just another company’. But what if you use AI to create a unique message that conveys your core values and future prospects crystal clearly? That is where the real value lies.
From generic to authentic
With the right strategy, AI can take your employer branding to a higher level. Imagine using AI to gather insights into what your current employees appreciate most about your organisation. This data can then be translated into powerful, authentic stories that resonate with potential candidates. That way, AI becomes a tool to strengthen your unique branding USPs rather than weaken them.
Why working at your company is so special
A strong employer brand starts with a clear answer to this question: why would someone want to work for you? Here are some examples of aspects you can highlight:
- Innovation – Show how you use AI for businesses to develop innovative solutions. This gives an impression of a forward-looking and dynamic work environment.
- Future prospects – Communicate the growth opportunities within your organisation. What are the challenges that employees can contribute to? What impact can they make on your mission?
- Company culture – Offer a glimpse into the day-to-day. For example, organise an “employee take-over” on social media to share real stories.
It is about conveying a feeling that people want to experience. Use AI tools to keep that message consistent across all your communication, without losing the human touch.
How do you keep your employer branding alive?
The biggest danger is that employer branding is seen as a one-off task. But it is a continuous process. Here are a few tips to keep strengthening your employer branding:
1. Ensure consistency
Use AI for businesses to keep your tone of voice uniform across all communication channels. Whether it concerns your job postings, social media or internal communication, a consistent message is essential.
2. Measure and optimise
AI can help analyse how your employer branding is performing. By collecting sentiment analyses and feedback from applicants and employees, you gain insight into what works and what doesn’t.
3. Stay authentic
Although AI can help you generate content, your unique identity must always remain central. Use AI as a tool to tell your story better, not to make it up.
An AI assistant that strengthens your employer story
Do you want employer branding that truly fits your identity? With our AI assistant you develop your own model, trained on your culture, tone of voice and distinctive values. That keeps your communication authentic, even when you use AI for job postings, onboarding or internal communication.
No generic content, but an AI that fits who you are as an employer.
Find out how it works
Which ad formats are there in Google Ads?
The best way to stay future-proof is to invest in first-party data. That means you collect data yourself, for example via your website, app or email interactions.
With techniques such as server-side tagging you can manage this data yourself, secure it better and use it more accurately for personalisation and targeting. First-party data is also more reliable and more valuable, because it comes directly from your target audience. But what counts as first-party data? Think of:
- Information entered via contact or sign-up forms
- Email addresses and preferences of newsletter subscribers
- Behaviour on your website or in your app (such as click and purchase behaviour)
- Purchase history and order data
- User preferences and settings in customer environments
- Customer responses via surveys, support requests or reviews