Employer brand is getting a higher profile in business, and that’s a good thing [at last!]. More organisations are starting to see what it does - not just in attracting the right people, but in keeping and engaging the ones they already have.
With that profile comes a bigger question: how does employer brand earn real influence inside the business?
There are a few routes, but one of the most powerful is the content you create. Content is what people actually see. It’s how a hiring manager understands what you do, how a leadership team sees the impact, and how a candidate gets a feel for what it’s really like to work there. The more of it that lands, the more weight employer brand carries.
An expectation that was already unfair
Which brings us to AI. There’s no shortage of promises that it’ll let you create more content than ever, faster than ever. And it can help. But for most employer brand people, that promise doesn’t arrive on a clean slate. It’s added on top of a workload that was already too big.
As Amit Parmar, CEO of Cliquify, put it when we were working on the guide together:
“You already had less. Then you add AI, and the expectation becomes you should be able to do more with it. But the demand was already unreasonable to begin with.”
So the ask isn’t just “make more” any more. It’s “make more, now that you’ve got AI” - often from a team of one or two.
More isn’t the point
The easy response is to use AI to churn out more. But more content was never the goal on its own. Content that sounds like everyone else’s doesn’t build influence, and it doesn’t attract anyone in particular. It just adds to what candidates are already scrolling past.
So the real question is how you scale in a way that’s still meaningful - content that still sounds like your organisation and your people, even as you make more of it.
It can’t all run through you
If every piece of content has to come through you - because you’re the one who knows the strategy, the one who can find last year’s footage, the one who knows what “sounds like us” really means - then your output has a ceiling, and you’re it.
The way through isn’t you doing more. It’s more people creating with you: recruiters and TA partners first, then hiring managers, then employees who already want to share their work. The challenge is doing that without it turning into a free-for-all, or a slow drift back to everything landing on your desk again.
Having a framework helps
When you’re stretched, it helps to have a framework - something that keeps you focused on what matters first. That’s why Amit and I put this guide together. It comes down to three steps:
Set guardrails, and a strategy, that scale
Make content easy to find and reuse inside your organisation
Widen who’s creating, in stages
AI runs through all three - but as a helper, not the voice.
If scaling your employer branding in a meaningful way is on your list for the next few months, it’s worth a read before you commit to anything bigger.
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Thanks for being here. Here’s the guide: