How your employer brand shows up in AI search.
Candidates no longer open ten tabs. They ask one assistant and read the answer as the truth. See how visible your employer brand is to ChatGPT, Claude, Perplexity and Gemini, and how to fix the gaps.
For twenty years candidate research meant Google, Glassdoor and your careers page. Now millions ask an AI assistant instead, and it replies in one paragraph. It names a few employers and skips the rest. You are in the answer, or you are invisible.
Five things decide whether an assistant can see you.
They compound. Miss the first and nothing else matters, because the model never reaches you. Get all five right and you become the answer rather than the omission.
Access
Can the AI crawlers actually reach your careers content, or is your robots file quietly turning them away.
Structure
Is your content marked up so a machine understands what it is reading, not just a human.
Knowledge graph
Does a clean, claimed entity for your organisation exist where the models look for facts.
Citation
Is your employer story corroborated across the wider web, not just asserted on your own site.
Social
Do the surrounding social and third party signals tell a model your brand is real and current.
These are the five dimensions The SetpointHQ Index scores, ordered here by dependency rather than by weight. In the published rubric, citation likelihood carries the heaviest weighting at 35%, followed by schema at 20% and the remaining three at 15% each. Read the methodology →
SEO was a game of ranking. AI visibility is a game of citation.
Under search optimisation, ten results shared a page and you fought for position three. Under AI, the model reads the web, decides who is worth naming, and writes one answer. Ranking ninth is invisible. Being named at all is the whole prize.
That changes what matters. A model cannot cite what it cannot reach, cannot understand content it cannot parse, and will not name a brand it has no corroborating evidence for. Visibility is earned across the five signals above at once, and most employers have never measured a single one of them.
Five parts of the picture.
How employer brands show up in ChatGPT
Where ChatGPT gets its answer about you, and why most employers are missing from it.
Read →Generative engine optimisation for recruitment
The discipline that replaces SEO when candidates get one answer, not ten links.
Read →Is your company visible in ChatGPT?
A five minute self check you can run today, with the prompts to use.
Read →Careers site visibility in AI search
Getting crawled, read and cited: the access and schema side of visibility.
Read →Answer engine optimisation for recruitment
GEO gets you into the working material. AEO is about winning the answer itself.
Read →Recruiting agency, not an employer?
The five signals are identical. The buyer is not. An employer wants candidates to find them. An agency wants clients to find them, and a client asks a harder question: who fills roles like mine, in my sector, at my volume, and can that be checked. We cover that version separately.
Common questions
Is employer brand AI visibility the same as SEO?
Which AI assistants should we care about?
Can we control how AI describes our employer brand?
How is AI visibility measured?
We have a strong Glassdoor presence. Is that not enough?
We are a recruitment agency, not an employer. Does this apply to us?
Find out how visible your employer brand is to AI.
The Recruitment Marketing Audit measures your visibility across all four assistants, shows which signals are letting you down, and gives you a prioritised plan to fix them. Comparing providers first is sensible: here is how to choose an AI visibility audit, including the questions to ask us.