AI is changing how candidates research employers, but most companies are not prepared for how their brand appears in AI search.

• AI is now central to the candidate journey. 91% of talent leaders say AI tools influence how candidates discover and evaluate employers.
• Most companies feel misrepresented in AI search. Only 33% believe their employer brand is accurately reflected in AI-generated results.
• Employer reputation is increasingly shaped outside company-owned channels. AI prioritizes third-party sources, employee perspectives and community content over career pages and company blogs.
• Talent leaders are worried candidates are getting the wrong impression. 73% are concerned AI tools surface outdated or inaccurate information about their company.
• Most teams are not ready for AI visibility. Only 35% feel prepared to optimize their employer brand content for AI search.

The takeaway: employer reputation is now shaped largely outside company-owned channels, and brands that invest in credible, employee-backed and AI-visible content will have a stronger advantage in attracting talent.