The emergence of Generative AI is fundamentally rewriting the playbook for how brands are discovered, moving the goalposts from simple keyword matching to deep-seated algorithmic trust. Ling-yi Tsai, a veteran HRTech expert with decades of experience in digital transformation and talent management systems, joins us to discuss this paradigm shift. In this conversation, we explore how the rise of Large Language Models (LLMs) like ChatGPT and Gemini is forcing HR leaders and technology providers to rethink their digital footprint. Our discussion covers the evolution from technical SEO to “AI authority,” the critical importance of earned media in building brand credibility, and how consistency across all communication channels has become a technical requirement for visibility in an AI-driven market.
Traditional search relies on technical backlinks, but generative AI prioritizes brand mentions and credibility across the wider web. How does this shift change your digital marketing priorities, and what specific steps can a brand take to ensure it is mentioned by AI in the right context?
The shift toward AI-driven discovery means we are moving away from a world where technical tricks could bypass a lack of substance. My priority has shifted from purely technical optimization to building a recognizable and trusted brand voice that resonates across the entire digital ecosystem. For a brand to be mentioned correctly by AI, it must move beyond its own website and focus on “earned visibility” in trusted, relevant spaces like industry news outlets and expert forums. We must ensure our brand is mentioned in the same breath as the problems we solve, as LLMs evaluate the context of every mention to determine our credibility. This involves a proactive PR strategy where our experts provide commentary on workplace trends, ensuring that when an AI “reads” the web, it consistently associates our name with high-level HR expertise.
Candidates now use AI tools to research company culture and flexible work policies long before applying for a role. How should HR teams adjust their employer branding to influence these early digital conversations, and what are the risks of failing to appear in these preliminary AI-generated results?
HR teams need to realize that talent attraction now starts far earlier than the job posting, often in the “zero-click” environment of an AI chat interface. To influence these conversations, employer branding must be woven into the fabric of the broader internet, providing clear and plain-language answers to questions about hybrid work or company values that AI can easily parse and summarize. If you fail to appear in these preliminary results, you are effectively invisible to a high-intent segment of the workforce that uses AI to filter potential employers. The risk is becoming a “ghost brand” where, despite having a great culture, you are never even considered because the algorithm didn’t find enough third-party validation to recommend you. This requires HR to collaborate with marketing to ensure that cultural pillars are documented not just on the careers page, but in interviews, podcasts, and external articles.
Companies with high traditional search visibility are significantly more likely to also lead in AI-generated recommendations. How do you balance the need for keyword-driven SEO with the newer requirement for building “AI authority,” and what metrics can leaders use to track this emerging form of visibility?
It is a fascinating correlation, as research shows that brands in the top half for traditional “Share of Search” are 2.5 times more likely to rank in the top half for “Share of LLM.” This means we shouldn’t abandon keyword-driven SEO, but rather view it as the foundation upon which AI authority is built. I balance these by using keywords to capture intent while focusing on “Share of LLM” as a new North Star metric to measure how often the brand is recommended in conversational queries. Leaders should track how frequently their software or service appears in AI-generated shortlists and comparisons, looking at the sentiment and accuracy of those summaries. This measurement goes beyond clicks and focuses on the “share of voice” within the generative response itself, which is where the modern buyer’s journey often begins.
AI models favor deep, comprehensive coverage of topics rather than isolated blog posts. What does a successful “content cluster” strategy look like for an HR technology provider, and how can organizations use expert commentary in external publications to reinforce their standing with these algorithms?
A successful content cluster for an HR provider involves picking a pillar theme—such as workforce planning or employee retention—and creating a dense web of interconnected insights across multiple platforms. Instead of five unrelated blog posts, you produce a comprehensive guide supported by external guest articles, whitepapers, and news commentary that all point back to that central expertise. This depth signals to the LLM that your brand is a primary source of truth on the topic, rather than a surface-level participant. By placing expert commentary in respected HR publications, you provide the “social proof” that algorithms need to see before they feel confident citing your brand as an authority. It’s about building a digital footprint that is both deep in its subject matter and broad in its distribution.
Decision-makers are increasingly asking AI to compare software vendors and create initial shortlists for services like payroll or recruitment. If a brand is currently being overlooked by these tools, how can they audit their online presence and rebuild trust with the algorithms to secure a recommendation?
If a brand is being overlooked, the first step is a rigorous audit of how AI tools currently “perceive” the brand by asking them direct comparison questions and analyzing the gaps in their responses. Often, the issue is a lack of third-party mentions or a fragmented brand voice that confuses the model’s understanding of what the company actually does. To rebuild trust, the organization must flood the zone with high-quality, authoritative content on external sites to provide the AI with fresh, credible data points to ingest. You have to prove to the algorithm that you are a market leader by being referenced by other market leaders, essentially “training” the AI through the wider web’s consensus. This is a long-term play, but it starts with ensuring your core value propositions are stated clearly and consistently across every digital touchpoint.
Consistency across employer branding, PR, and corporate communications is now a technical necessity for AI visibility. How can HR and marketing departments better align their messaging to create a unified brand voice, and what practical hurdles usually stand in the way of this collaboration?
Alignment is no longer just a management preference; it is a technical requirement because LLMs look for a consistent narrative to establish a brand’s identity. HR and Marketing must sync their calendars and messaging frameworks so that the “employer brand” described to candidates matches the “corporate brand” sold to clients. The biggest hurdle is usually departmental silos where HR focuses on talent and Marketing focuses on lead generation, often using different terminology for the same core values. To overcome this, organizations should create a shared “source of truth” document for brand language that both teams use for all external communications, from press releases to job descriptions. Regular cross-functional meetings are essential to ensure that every piece of earned media reinforces the same authoritative stance, making it easier for AI to categorize the brand correctly.
What is your forecast for the future of AI search and brand visibility in the HR industry?
I forecast that we are moving toward a “reputation-first” digital economy where the quality of your contributions to the industry conversation will outweigh the size of your advertising budget. In the next few years, the traditional search engine results page will become a secondary destination, with most users receiving summarized, AI-curated recommendations that favor brands with the highest “AI authority.” For the HR industry specifically, this means that providers who invest in genuine thought leadership and deep, topical clusters will dominate the market, while those relying on shallow content will vanish from the digital conversation. Success will be defined by how well an organization can prove its expertise to both humans and machines simultaneously, making “Share of LLM” the most critical KPI for the next decade of growth.