Imagine this: a potential candidate lands on your careers page, eager to find out more about you and apply for their dream role. But they’re met with generic copy full of buzzwords without substance, or worse yet, stock photos of model employees grinning like they’re in a toothpaste ad. It’s all a bit… meh, isn’t it? No heart, no personality, and definitely no reason for that talented candidate to hit “apply”.

In today’s competitive talent market, a bland employer brand story simply won't cut it.

Lately, it seems like businesses have been scrambling to integrate artificial intelligence (AI) into their strategies, driven more by a fear of missing out than a clear understanding of how it complements (or complicates) their long-term vision. The rise of AI writing tools is undeniable, yes, and the idea of using generative AI to crank out content at lightning speed is incredibly tempting.

But why shouldn’t I just get generative AI to whip up some compelling employer branding content, you might ask.

Here's the truth – AI can't write your stories for you.

Why? Because when it comes to employer branding, human storytellers are still the heart and soul of the operation.

Let’s be clear: AI has its place in the world of copywriting and content creation. It’s a great tool for producing content outlines, sparking brainstorming sessions, and knocking out basic drafts in no time. Plus, AI can handle the nitty-gritty stuff like transcribing interviews and digging through data on employee sentiment and candidate preferences. These kinds of insights are gold when it comes to fine-tuning and personalising your stories.

It’s best to think of generative AI as a tool for laying the groundwork, not for delivering the final product. What it lacks is the essential touch that adds nuance, empathy and emotional depth to turn dull content into something truly engaging and memorable - stories that sing!

The secret ingredient?

Human connection.

It’s picking up on the inflection in someone’s voice when they speak about a personal milestone. Or the pride in their voice when they reflect on a project where, despite the risks and obstacles, they pulled off the unachievable. The significance of these moments can sometimes be lost in transcription, and it takes a talented storyteller on the other end to connect the dots and find the heart of the story.

Effective employer branding stories aren't just about facts and figures. They evoke emotions, build trust, and create a sense of belonging.

Human storytellers have the unique ability to:

• Craft authentic narratives: Humans understand the importance of capturing your company's genuine culture and values. We can weave a tapestry of stories – employee testimonials, company history anecdotes and glimpses into daily work life – that resonate with potential candidates on a deeper level.
• Forge emotional connections: Data can't replicate the power of a well-told story. Human storytellers can tap into the human experience and create narratives that spark joy, excitement or a sense of purpose – emotions that make a candidate truly connect with your company.
• Strategically tailor stories: Experienced employer branding storytellers understand the talent market and your specific recruitment goals. They can craft stories that target the right candidates and highlight the aspects of your company culture that matter most to them.

Think about it: would you rather read a generic AI-generated description of a company's “innovative” culture or hear an employee passionately describe their experience working on a groundbreaking project?

So, the next time you go to share what truly makes you and your company unique, weird and wonderful, remember: the human touch makes all the difference.

Future readings:

• AI’s carbon footprint is bigger than you think
• An Indigenous Perspective on Generative AI
• @ChatGPT, who should be responsible to train you for First Nations languages?