The way people search for jobs is changing.
Job seekers are becoming younger, more digitally savvy and increasingly comfortable using AI to research employers, compare opportunities and assess whether an organisation aligns with their values. According to the Indeed Global AI Survey 70% of job seekers are using AI to research companies. So corporate websites are no longer just destinations for applicants. They are becoming a primary source of information for AI search tools that increasingly shape candidate perceptions before they even visit your site.
This creates a new challenge for employers. How do you ensure your careers content works effectively for both AI search and human audiences?
The workforce is evolving.
Younger generations have grown up with digital channels, social platforms and instant access to information. They are more likely to conduct extensive research before applying for a role and increasingly expect employers to be transparent, authentic and purpose driven.
Values play a significant role in decision making. Research shows that:
For employers, this means attracting talent is no longer just about promoting vacancies. Candidates want to understand who you are, what you stand for and why they should join your organisation.
Alongside changes in candidate expectations, there is a significant shift in how people discover opportunities.
AI tools are increasingly being used to answer questions such as:
These searches are often unbranded. Candidates may begin with broad career related questions rather than searching directly for a company.
This means your website content is no longer just competing with other employers. It is competing to be understood, surfaced and referenced by AI systems.
If your content is unclear, inconsistent or difficult to access, your organisation may simply be absent from the conversation.
Corporate careers content now has two audiences.
The first is the prospective employee visiting your website. The second is the AI tool interpreting and summarising your content before that candidate reaches your site.
To perform effectively for both audiences, content should be:
Consistency is particularly important. Candidates may encounter your employer brand through your careers site, social channels, leadership content and external sources. AI tools are also analysing information from multiple touchpoints to build a picture of your organisation.
When messages around culture, benefits, values and opportunities are consistent, it becomes easier for both candidates and AI systems to understand what makes your organisation distinctive.
To meet these changing expectations, careers websites need to provide a strong foundation of clear, structured and accessible content. Candidates want to understand what opportunities are available, what the organisation stands for and what it is really like to work there.
At the same time, AI tools need clear and explicit content to accurately interpret and surface information about your organisation. The most effective careers websites therefore support both discovery and decision making.
There are several key content areas that organisations should prioritise.
Candidates want to understand why they should choose your organisation over another employer.
Careers content should clearly communicate:
This content helps answer many of the questions candidates are already asking AI tools.
NatWest Group provides strong examples of organisations clearly communicating their employee proposition, helping candidates understand both the practical and cultural benefits of joining.
Candidates increasingly want to understand where they will work, who they will work with and what specific opportunities are available.
Providing clear information about teams, business areas, locations and responsibilities helps applicants identify relevant opportunities more quickly.
This type of content is particularly valuable for AI search because it provides clear context and structure that can be easily interpreted.
Centrica provides a strong example of organisations showcasing teams, opportunities and working environments in a clear and accessible way.
People connect with people.
Employee stories and profile content help candidates visualise themselves within an organisation and provide a level of authenticity that company descriptions alone cannot achieve.
Profiles can showcase:
Coca-Cola HBC uses employee stories effectively to bring their employer brand to life.
For AI search, these profiles also create valuable content that answers common questions about culture, progression and employee experiences.
Candidates often have the same questions.
What does the application process involve? How long does recruitment take? What opportunities are available? What benefits are offered? What does hybrid working look like?
FAQ content helps answer these questions quickly and efficiently.
It also performs particularly well for AI search because it provides clear, structured responses that can be surfaced directly in AI generated answers.
Rio Tinto and HSBC provide strong examples of FAQ content that supports both candidate experience and discoverability.
AI tools work best when content is explicit and easy to interpret.
Providing concise summaries at the start of key careers pages helps candidates quickly understand the content while also creating stronger signals for AI systems.
This is particularly valuable on pages covering:
Good summaries improve both usability and discoverability.
Candidates increasingly want transparency.
This includes understanding:
Clarity helps build trust and improve candidate confidence.
NatWest Group and Lloyds Banking Group provide examples of organisations that clearly explain recruitment processes and expectations, helping candidates navigate the journey effectively.
Every additional handoff creates friction.
When candidates are redirected to external platforms, they often leave the experience you have carefully created and lose access to the wider employer story.
Integrated job search functionality allows users to search and apply for opportunities within the website environment, creating a smoother experience and keeping supporting content close at hand.
Lloyds Banking Group and Capita provide examples of organisations that offer strong integrated job search experiences.
The battle for talent is increasingly being shaped before candidates visit your website.
AI tools are becoming a gateway to information, helping job seekers discover employers, compare opportunities and form first impressions.
Organisations that invest in clear, structured and discoverable careers content will be better positioned to attract talent, strengthen their employer brand and ensure they are accurately represented in AI search.
The most successful organisations will not simply optimise job postings. They will build rich careers ecosystems that clearly communicate purpose, culture, opportunities and values to both people and machines.
Through our Digital Index research and AI Performance Analyser, we help organisations understand how effectively their careers content supports discoverability, engagement and recruitment objectives.
We can help identify opportunities to improve your employer story, strengthen AI visibility and create careers experiences that work effectively for both candidates and AI search.
If you would like to understand how your careers content is performing and where improvements can be made, please contact:
Abbie Dixon, Relationship Marketing Executive
adixon@blacksun-global.com
We will be running an event on this topic in the Autumn so get in touch if you would like further details as soon as they are available.
About Black Sun
Black Sun Global is a stakeholder advisory and engagement agency that's been driving transformation and positive change for ambitious brands for more than 20 years. With deep expertise in disclosure and reporting, ESG, sustainability, and digital engagement, we reshape how organisations connect with customers, investors, employees, and the wider world.
We are trusted partners to some of the most influential global organisations, sparking innovation and sustainable performance through our strategic insights, partnerships, and proprietary technologies.
As founders of the Positive Change Group, we are on a mission to create a new kind of stakeholder relations partner. Our world-class specialists work closely with executive leadership teams to protect reputations, inspire trust, and promote responsible business practices - building resilience and long-term value in a rapidly changing world.
For more information, please visit: www.blacksun-global.com
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