GEO for Talent Attraction and Employer Branding
Why GEO – Generative Engine Optimisation?
81% of candidates use or plan to use AI as part of their job seeking journey, making it vital for employers to optimise their presence in AI generated answers. Our GEO service helps increase your company’s visibility across AI platforms, gives you greater control over how your employer brand is represented by AI, and ultimately helps you attract and hire talent through the emerging AI channel (ChatGPT, Gemini, Claude, Perplexity, Grok, DeepSeek and others to come).
Our team is at the forefront of the GEO field, helping employers, agencies and job boards to increase their visibility in AI platforms.
Based on AI auditing, we devise and execute effective GEO strategies, which are tailored to our clients’ unique hiring objectives.
Our GEO service is designed to build on strong SEO foundations, reflecting the increasing overlap between the two disciplines.
GEO requires its own strategy, beyond SEO
- SEO and GEO work together, but they are not the same.
- SEO helps candidates discover your careers site through search engines.
- GEO ensures AI platforms such as ChatGPT, Gemini and Claude accurately understand, cite and represent your employer brand when generating answers.
- While both disciplines share technical foundations, GEO requires additional auditing, optimisation and content strategies that are specific to how generative AI systems retrieve, interpret and present information.
What we do
- A GEO project usually starts with our expert team running an Employer Brand AI Audit. This transforms large volumes of AI response data into actionable insights for employers.
- The first component of this analysis is the AI Visibility Audit, which assesses how visible your employer brand is in AI’s answers. For example, if you’re a bank ramping up graduate hiring, does ChatGPT mention you when candidates ask, “Which UK banks are hiring finance graduates?”
- A second key component is the AI Sentiment Audit. This measures what AI tells candidates about an employer for branded questions like “What is it like to work at company X?”. It identifies which aspects of your employer value proposition (EVP) are likely to be presented negatively by AI. It also highlights information gaps that may cause AI tools to hallucinate or generate inaccurate responses about your employer brand.
- Additional audits included in our GEO service are AI Readability and AI Content checks, which examine the technical foundations and content of a careers site. These audits identify the technical and content improvements needed to ensure AI bots and AI agents can discover, read, understand and interact with the content and job listings on your careers site.
- Upon request, we can also offer Bespoke AI Audits covering areas such as thematic consistency across candidate personas and regions, or comparative question sets, for example: “How does working at Employer A compare with working at Employer B or Employer C?”
- The valuable insights from these in-depth audits inform an actionable GEO strategy, designed to increase your visibility across AI platforms and maximise positive employer brand sentiment. This in turn impacts on the number of candidates who discover your career opportunities and helps you attract and hire talent through this emerging AI channel.
- AI in talent attraction is constantly evolving. That’s why our GEO strategies also consider the opportunities of the future, as well as the present day. They also prepare your careers site for interaction with AI agents, enabling them to access and extract relevant information through emerging technical protocols.
Thanks to Enhance Media, we’ve conducted our first AI Sentiment Audit for the John Lewis Partnership, Waitrose & Partners and John Lewis & Partners earlier this year.
It’s provided great insights, firm foundations, clear actions and reassurance that we still have a level of control over what the sentiment is.
How can we help you?
Interested in learning more? Select the date to schedule time with our Account Director below.
