The rise of artificial intelligence has sparked curiosity—and anxiety—across industries. In employer brand, it’s tempting to wonder if AI will revolutionize the way we attract, engage, and retain talent. While tools like ChatGPT and generative AI can be useful, it’s important to separate helpful applications from the hype.

So what’s real?

AI can significantly increase efficiency in the branding process. It can:

• Draft initial versions of job descriptions or campaign copy
• Analyze employee survey data or sentiment from reviews
• Surface content ideas by summarizing FAQs or trends
• Automate routine communications like application responses

Used thoughtfully, these tools can free up teams to focus on strategy and storytelling. But they’re not magic wands.

Here’s what AI can’t do:

• Replace human voice - great employer brands hinge on emotion, nuance, and authenticity, areas where AI still falls short.
• Understand cultural context - your workplace norms, values, and sensitivities require human judgment.
• Build relationships - AI doesn’t connect with candidates. People do.

The danger lies in over-relying on automation. Brands that chase convenience over connection may end up sounding robotic or out of touch. Instead, think of AI as your assistant, not your replacement. Let it handle the grunt work, but keep your people at the heart of your message.

As the technology evolves, so should your curiosity. But stay grounded. Your culture is built by humans, for humans. And your employer brand should be too.