Job seekers use AI to research company culture and employee reviews

The shift in candidate research

Job seekers are changing how they evaluate potential employers by turning to generative AI tools. According to new data from Indeed, 70% of candidates now use platforms like ChatGPT, Claude, and Perplexity to gather information about companies.

These tools allow users to quickly summarize large amounts of data into digestible summaries. Instead of manually reading through dozens of individual pages, candidates can ask a chatbot to provide a high-level overview of what a specific workplace is like.

This shift creates a new dynamic for human resources departments. While companies try to control their own narratives through official career pages, AI tools are increasingly pulling from sources that the companies do not directly manage.

How AI synthesizes culture

The information these AI models use to build their summaries often comes from third-party review sites. Data shows that roughly 40% of the culture information cited by these tools originates from platforms like Glassdoor and Indeed.

This creates a discrepancy between a company's self-image and the reality reported by its staff. A polished career page might highlight perks and growth opportunities, while employee reviews might focus on management issues or burnout.

AI is uniquely capable of piecing these two different stories together. By processing both the official marketing and the candid employee feedback, a chatbot can provide a more nuanced—and sometimes more critical—view of a company's internal environment.

Managing the employer brand

Because AI is not uncovering new secrets but rather summarizing existing online content, experts suggest that companies must be proactive. Taylor Meadows, a principal advisor at Glassdoor, notes that an employer brand exists regardless of whether a company actively participates in it.

To address this, Meadows recommends that HR leaders conduct an AI audit of their own organizations. This involves asking various large language models, or LLMs, what it is like to work at their specific company to see what information is being surfaced.

By identifying the specific problems or complaints that appear in these AI summaries, companies can begin to reverse-engineer their public image. This allows them to address the specific

Strategies for authentic engagement

To improve their public image, companies can move beyond marketing and encourage employees to share their own authentic experiences. This approach helps create a more diverse and honest view of the workplace, as culture can vary significantly between different departments and teams.

The goal for HR leaders is not to achieve perfection or to exert total control over the narrative. Instead, as Kristin Stoller noted, the objective is simply about informing and influencing how potential candidates perceive the organization.

Navigating workplace transitions

When employees face difficult workplace changes, such as being placed on a performance improvement plan, clarity is essential. Experts suggest that employees should ask their managers for specific details on what success looks like and when that progress will be assessed, ensuring there is a defined timeline and regular check-ins.

Other recent workplace trends show how companies manage internal connections during major shifts. For example, following a merger deal, DoorDash instructed its staff not to connect with their new Instacart colleagues on LinkedIn, highlighting how corporate communication continues to shape employee interactions.

Navigating internal workplace issues

When employees experience sudden shifts in their professional status, such as moving from a strong performer rating to a performance improvement plan, it can cause significant frustration. In these scenarios, it is often helpful for the worker to seek clarity on why their evaluations changed so drastically between different managers.

If a relationship with a new supervisor feels strained, the employee might consider involving an HR leader or the manager’s manager. These third parties can help uncover the reasons for the discrepancy in reviews and assist in deciding the best path forward for the worker's career.

Keeping up with HR trends

The landscape of work is constantly evolving, with new headlines emerging regularly from across the industry. Staying informed on these developments helps professionals navigate complex workplace dynamics, from managing performance expectations to understanding how mergers affect internal networking and communication.

For those facing specific workplace situations that are difficult to unpack, seeking expert advice can provide a way to navigate these challenges. Resources like those from leadership consultancies can help clarify how to handle unique scenarios when internal processes feel unclear or unfair.