Reframe your careers storytelling to win AI search
AI search is often the first touchpoint jobseekers have with your company, even before visiting the corporate website.
In a few seconds, AI overviews surface the information easiest to index. If that context does not come from your site, then you lose control of your employer narrative.
The main takeaway? If you do not supply AI search with the right information, other sources will build your story.
Where you stand: Your AI landscape audit
Understand what AI already believes about your company.
Consider these questions:
- What assumptions do jobseekers likely carry about your company?
- How does Glassdoor, Indeed, or Reddit characterise you?
- Does your careers site offer substance beyond generic benefits information?
Unstructured or limited content causes AI to bypass your site and pull from external sources.
What AI prioritises and how to influence it
AI crawlers look for clear, structured, and verifiable content.
Strengthen your narrative with:
- Rich editorial explaining your company values and culture
- Sharing authentic employee voices
- Multimedia including images, videos and podcasts
- Clear FAQs to mirror jobseeker questions
- External awards with verifiable sources
- Accessible web layout for AI to parse information.
Your goal is to make your careers site the authoritative source for both jobseekers and AI. When you communicate with depth and authenticity for employees and jobseekers – through editorial features, multimedia, and FAQs – content is optimised for both parties. This improves the candidate experience and strengthens AI’s understanding of how to represent your employer brand.
Below are four companies that stand out with creating authentic career communications.
Henkel: Clear pillars that teach AI what matters
Henkel anchors its careers content with two themes: “Why Henkel” and “Life at Henkel”, giving AI a clear structure to form a narrative.
Why it works
- First-person employee videos
- Awards supported with alt text
- Office-specific video content for global reach
- Integrated social careers content
- Recruiter insights to humanise the experience
- Strong FAQs to answer candidate questions.
Takeaway: Henkel’s content strategy defines exactly what it means to work there and allows no interpretation other than its narrative.
A variety of career paths are featured in first-person video features
FAQs feed AI search and meet human needs
HSBC: People-first content at scale
HSBC offers a people directory of real employees and roles, giving jobseekers a variety of authentic perspectives.
Why it works
- Extensive employee features library.
- Clear, search-friendly page structure with filter tools to find job, location, and business area.
- The inclusion of full names and job titles builds transparency.
Takeaway: When jobseekers ask, “Is HSBC a good company to work for?”, AI points to these people-first stories.
People-first content library
The collection features a wide range of employees
GSK: Multimedia built for humans and AI search
GSK embeds structured multimedia throughout its pages for user experience and AI comprehension.
Why it works
- Dropdown information by topic
- Sourced and verifiable awards
- Clean layout for AI indexing.
Takeaway: GSK ensures credibility through clear page structure and narrative.
Life at GSK provides a selection of rich media including talking heads
Awards and citations add weight for both candidates and AI search bots
Nestlé: FAQs are prioritised by LLMs
Nestlé uses expandable FAQs to address every career question upfront, providing candidates with reliable content, and AI the structure to pull responses verbatim.
Why it works
- Comprehensive FAQs about the jobseeker journey
- AI-enabled recruiter chat
- Editorial tied to awards and employee stories.
Takeaway: Nestlé controls their narrative by anticipating jobseeker questions before AI fills the gaps.
Pairing awards with stories adds credibility
The candidate journey is clearly laid out
Last word
The companies winning their employer narrative are actively engineering their content for both humans and LLMs to attract the best talent and to uphold their employee culture reputation.