AI has become one of those topics that risks an automatic eye-roll.
Another tool. Another trend. Another thing we’re supposed to care about.
But when it comes to employer branding and talent attraction, AI isn’t a gimmick. It’s solving a problem teams have struggled with for years.
I was discussing this recently with Erik Rivas, alongside my fellow Employer Content Club co-host Chris Murdoch, and one idea stood out:
AI isn’t about creating fake stories or replacing human voices.
It’s about extending the life of real ones.
The old way of using employee video
For a long time, the process looked something like this:
You’d record great employee interviews. You’d publish the videos. You’d slice them into clips. You’d post them on socials and add them to a careers site.
Valuable? Yes. Exhaustive? Also yes.
Once that content was “used”, it largely stayed where it was. Revisiting it months later meant manually rewatching footage, pulling quotes, or starting again with new filming.
What AI changes
Now those same videos can be treated as something more powerful: searchable, reusable data.
The words employees say — their experiences, motivations, doubts, and advice — can be revisited and reshaped for different purposes over time.
AI allows teams to:
Turn employee interviews into blogs, social posts, and campaign messaging
Reframe existing content around new hiring priorities or challenges
Answer candidate questions using real employee language, not corporate copy
You’re not inventing anything new.
You’re unlocking what you’ve already invested in.
A simple but powerful example
Erik shared a great example from his work at Police Now.
“Why should I join Police Now?”
That question might be asked by:
A graduate
A career changer
A former teacher
Someone five years into a different profession
The question is the same, but the context isn’t.
With AI, teams can surface stories from people who’ve actually made those transitions and answer the question in a way that feels relevant to each audience — using the same core bank of employee content.
Not personalised one-to-one. But intelligently relevant at scale.
What this means for employer branding
Employer branding isn’t like selling a product.Candidates can’t return a career move.
They can’t undo a cultural mismatch.
They’re making a high-stakes decision, often over a long period of time.
That means brands need to:
Show up consistently
Earn attention repeatedly
Stay front of mind long before someone applies
The problem? Most budgets and teams can’t support constant new content creation.
AI doesn’t fix that by making content fake or automated.
It fixes it by helping teams:
Do more with what they already have
Stay visible without burning out employees or budgets
Keep authenticity at the centre, not polish
The real opportunity
Used well, AI doesn’t dilute employer brand content.
It amplifies it. Real voices. More relevance. More consistency.
And finally, a way to meet the volume the world demands — without losing the humanity that makes employer branding work in the first place.
That’s not something to roll your eyes at. Exciting times.
Erik shared how they do this in practice using Vouch — a platform that helps teams capture employee video stories and then reuse and resurface them intelligently over time.
