Candidates are no longer just typing “marketing jobs in Manchester” into Google. They’re asking ChatGPT “what’s it really like to work at Company X?”, prompting Claude to compare benefits packages, and letting AI agents shortlist employers on their behalf. Welcome to the world of Generative Engine Optimisation – where the goal is no longer to rank on page one of search results, but to be cited, quoted and recommended by the AI answer engines that job seekers increasingly trust. The rules of visibility are being rewritten in real time, and most talent acquisition teams haven’t even seen the new rulebook. So what do we actually know about GEO? In this session, we’ll explore how organisations can make sure their employer brand is discoverable, credible and compelling in an AI-mediated job search world.
Key Themes We’ll Cover:
From SEO to GEO – Why the optimisation playbook talent teams have relied on for two decades is being disrupted, and what replaces it
How AI Engines Decide Who to Recommend – The signals generative engines actually use when citing employers, from review sentiment to structured careers content
Your Employer Brand vs The AI Summary – What happens when an LLM synthesises your EVP for a candidate, and why losing control of that narrative matters
Job Advertising in the Answer Engine Era – How job ads get surfaced (or ignored) when candidates ask AI to find opportunities for them
Content That Gets Cited – What kinds of employer brand content AI engines favour, and why depth and specificity beat volume every time
Reviews, Reputation and Retrieval – How employee reviews, Glassdoor scores and third-party mentions feed into what AI tells candidates about you
Structured Data and Careers Sites – The technical foundations that help (or hinder) AI engines understanding who you are and what you offer
Measuring GEO – If no one clicks anymore, how do you track whether your employer brand is winning in the generative channel?
First Movers and Early Learnings – What the TA teams experimenting with GEO right now are discovering, and the mistakes they’re making so you don’t have to
What Comes Next – How talent attraction strategy evolves when the candidate journey starts with a conversation, not a search bar
Whether you’re responsible for employer branding, job advertising or the full talent attraction stack, this session will give you the grounding you need in what might be the most important shift in candidate discovery since Google itself. Join Hung Lee and our panel of experts as we ask the question every recruiter should be asking right now: GEO, what do we know?
We’re on Friday 6th November, 2pm GMT
Follow the Brainfood Live channel here (recommended) and register for the show to make sure you don’t miss it – the future of your employer brand’s visibility may depend on it.
Ep417 is supported by friends Joveo
High-Performance Recruitment Marketing Powered by Agentic AI. Integrated Talent Attraction – everything before the ATS.
Find out more here