Employer branding in 2024: tackling the skills shortage with AI

Artificial intelligence is being seen as a booster in the creative industry. But can ChatGPT and similar tools also attract new talent? Read our story to learn why AI should be part of your employer branding strategy in 2024.

Employer branding in 2024: tackling the skills shortage with AI.
Image: © Fabrizio / AdobeStock

Making employer branding more efficient

It’s no secret that employer branding and recruitment need to be made priorities in the current war for talent. Qualified, skilled professionals are in high demand, so companies have to be creative in order to catch the attention of potential applicants and win them over. What’s more, manual processes such as writing job ads and checking applicants’ documents are extremely time-consuming.
So, it’s high time that companies bring AI on board to level up their employer branding in 2024.

Optimizing your brand strategy using AI

In a recent study conducted by the job network XING, around 62 percent of respondents felt that the current job market in Germany is predominantly an employees’ market.

Skilled professionals have the luxury of choice and are opting for employers that they feel have an attractive corporate culture. Perks such as mobile working, flexible hours, and a focus on personal work-life balance are now being offered as standard benefits by many digital companies. It’s therefore going to take more than just complimentary fruit and the option for remote working to stand out from the competition.

By continuously analyzing market trends, AI tools enable brands to dynamically adapt their campaigns and strategies to communicate with their target groups in a more tailored way, while ideally identifying a unique brand promise. This approach can also be used in recruitment. For example, creating and evaluating an employee survey using ChatGPT can be helpful for carving out and refining your employer brand’s USP.

ChatGPT as a jack of all trades in employer branding

When it comes to employer branding, high-quality content is key to effectively communicating with your company’s target groups. That already starts with your career page, where powerful texts and images are a must. Not only can AI write texts according to specific instructions, but it can also proofread and optimize existing content. That includes adapting the writing style to different target groups, correcting spelling mistakes, making texts longer or shorter, search engine optimization, and more.

With the help of AI, you can also present employees’ experiences or your corporate culture in an authentic way so that potential candidates identify better with your company. Premium content is a testament to your company’s expertise and quality standards and showcases you as an employer. Optimizing the content for search engines also ensures that it is visible to potential applicants when they search Google.

Automated and targeted recruitment using AI

In the area of recruitment, AI offers numerous advantages:

  • AI-based chatbots and virtual assistants inform potential candidates about vacancies, answer questions, and can even conduct interviews, making the application process more efficient and less time-consuming.
  • AI-driven tools sift through applications in an automated way. Intelligent algorithms are quicker and more accurate at spotting relevant information in CVs than the human eye. That’s helpful for staying on top of a large number of applications and shortlisting promising applicants.
  • In human resources, AI can be used for targeted personnel marketing – intelligent technologies analyze data to deliver insights about target groups and their habits and preferences. Personalized job ads and content can be created on that basis to specifically appeal to potential candidates. In turn, that strengthens your employer brand and increases your chances of attracting qualified applicants.

Using AI to identify and overcome internal skills gaps

Internal employer branding can also benefit from AI solutions. For example, successful recruitment and human resource development within a company comes down to identifying and analyzing skills gaps, in other words measuring the discrepancy between the skills that employees have and the ones they need to have. In particular, aspects such as a lack of digital and data literacy and expertise make companies unattractive employers and hinder their success and future viability.

AI can be used to compare employees’ existing skills with a company’s requirements, identify new roles, and develop tailored professional development programs. That allows companies to respond proactively to the fast-paced technological transformation we’re currently experiencing and train their employees on a continuous basis. AI technologies play a crucial role in this respect because they not only analyze the current mood at a company, but they can also predict future needs and required skills.

Redefining employer branding in 2024 with AI

The targeted use of AI in employer branding is fundamentally changing how companies present their employer brand and interact with potential future employees. By incorporating AI, HR managers can become more efficient at recruiting, choose better employees, and save costs at the same time. Automated processes reduce the time spent on repetitive tasks, which means that existing resources can be used more effectively. Moreover, AI tools can be leveraged by companies to make their HR marketing measures go further and to adopt innovative recruitment approaches that will help them stand out in the war for talent.

Digital Digest NL_en