In an increasingly digital world, the role of HR has broadened beyond hiring and conflict management. The industry’s needs are now more complex, driving growth in the availability of HR software brands on the market.
With a wider range of providers, from large catch-all solutions to niche support, the challenge for brands today is about how to stand out in this increasingly competitive space. Adapting both the product offering and marketing approach is essential to keep up with demand and changing buyer behaviours.
Previously, being visible to customers meant being seen on Google. Candidates would “Google” open job roles, buyers would search for products and services, and HR professionals would search for answers to their latest workplace challenge. However, traditional search isn’t the only discovery engine anymore; today, generative AI (large language models or LLMs) like ChatGPT and Gemini are reshaping the buying journey, being used for early-stage insight, summarising reports and creating initial shortlists.
A new “Share of Search vs Share of LLM” whitepaper from digital experts at Hallam, has analysed the visibility of HR market leaders, revealing important lessons on how to ensure these brands can remain visible in this new search space.
Radina Ivanova, Organic Search Lead at Hallam said, “for HR teams, consultancies and technology providers alike, the use of LLMs creates a new challenge: if your brand isn’t visible to AI search tools, you could end up being invisible altogether. It isn’t just about search engine optimisation (SEO) anymore; brands need to proactively work to improve AI authority and brand presence in generative results too.”
What’s changed?
Traditional SEO focuses on helping organisations appear in search engine results pages. It relies heavily on technical optimisation and backlinks to signal authority. Whereas AI search does reflect search results to some extent, it has some key differences in the way it works and the results provided.
LLMs combine information from across the web to generate answers directly and within context for users. Instead of ranking pages, they evaluate credibility, clarity and brand authority to provide a more specific and detailed response. One of the most important signals they use for this is brand mentions, essentially, any references to your organisation in trusted, relevant online content, even when there’s no link involved.
In practice, this means being talked about in the right places and in the right context is now just as important for LLM results. Whilst ranking in position 1 isn’t the key factor for LLMs, brands that rank highly across a broad range of topics tend to do well. Hallam’s report revealed quantified data showing that brands in the top half for Share of Search are 2.5 times more likely to also rank in the top half for Share of LLM across four B2B sectors, including the HR sector.
So whilst AI hasn’t replaced the need for SEO, it does raise expectations. Online marketing strategies should still focus on keywords, but will now need to expand into creating a recognisable and trusted brand voice.
Why does this change in customer behaviour matter for HR?
The move towards AI-driven search over traditional Google search affects HR organisations in three main ways.
1. Talent attraction starts earlier than ever
Candidates increasingly ask AI tools questions like: “Which companies offer flexible working?” or “What’s it like to work in HR tech?” These early impressions shape perceptions long before a job ad is read. If your brand isn’t present in those conversations, you’re already on the back foot.
2. HR buyers are using AI to shortlist suppliers
Whether it’s payroll software, recruitment platforms or consultancy support, decision-makers now ask AI tools to compare providers and outline best-fit options. If your brand isn’t mentioned, you could miss out on making the shortlist.
3. Brand trust is being established algorithmically
AI systems prioritise organisations that demonstrate consistent expertise across multiple sources and topics. Being referenced as an authority in respected HR publications, industry blogs, or news commentary shows both algorithms and real people that you are a trusted brand in your space.
Five ways HR organisations can improve share of voice in LLMs
The good news is that HR leaders don’t need to become search or LLM specialists to improve visibility and business outcomes. Small strategic actions, made with LLMs in mind, can make a significant difference.
1. Answer real HR questions, clearly and consistently
Content performs best when it reflects how people actually search. Focus on addressing genuine HR challenges, from retention and hybrid working to compliance and workforce planning, using plain language and practical insight.
2. Prioritise earned visibility rather than focusing solely on owned channels
AI tools learn from the wider web. Expert commentary, mentions in the media, guest articles and thought leadership in trusted HR spaces all contribute to brand authority more effectively than self-promotional content for LLMs.
3. Build depth, not just volume
One-off blog posts on a topic are less effective than comprehensive topic coverage across multiple owned and earned sources. Creating clusters of content around key HR themes will help LLMs understand your expertise and relevance.
4. Align your brand voice, PR and content strategy
Employer branding, recruitment marketing and corporate communications should reinforce the same core narrative about who you are, what you stand for and how you help customers. Consistent messaging will strengthen visibility within LLM results.
5. Start measuring visibility beyond clicks
Organisations are beginning to assess how often their brand appears in AI-generated responses, often referred to as “Share of LLM”. While this is still an emerging marketing measurement, it reflects how visibility now happens before any clicks through to your website.
to conclude
As AI search becomes a part of everyday decision-making, HR and business leaders should ask themselves: would an AI tool recommend our organisation and why? Are we visible where candidates and buyers research before applying or enquiring? Do we consistently demonstrate expertise in earned media, or are we relying on owned and paid channels?
Organisations that address these questions will be those that succeed as generative AI increasingly decides what and who gets seen.
Understanding that online visibility is a long-term strategy, built through expertise, consistency and genuine contribution to the HR conversation, is vital to remain visible online, whether that is through traditional search engines or newer language learning models.
Download Hallam’s full whitepaper, “Share of Search vs Share of LLM: The new measure of authority for B2B brands”.
Author: Radina Ivanova – Organic Search Lead, Hallam
Photo credit: StockCake
