3 Clever AI Hacks for Employer Brand Leaders

With the plethora of AI tools out there, and new ones seemingly popping up every week, knowing which to prioritise can feel overwhelming.

And while it's tempting to chase after the latest thing, you may find it more helpful to pare back and double down on the tools you already know. 

Why? Because the right approach with these generative tools can unlock serious competitive advantage, but they aren't a magic bullet.

Simply typing a prompt into ChatGPT won't guarantee you quality results. Truly tapping into the potential of tools like this requires getting smarter about how you use them.

So, here are some practical tips you can use to supercharge your efficiency in employer branding with AI tools (that you're probably already using.)

1. ChatGPT

Whether you’re buzzing about AI's creative potential, or fearful it will bring about an apolcalypse, you’ve probably, at the very least, had a chat with ChatGPT. 

This powerful tool is accessible and highly useful for generating ideas and providing insights on personas. 

1.  Ask ChatGPT to "act as" a specific persona or role by providing details like a name, job title, background info, etc. Then have a back-and-forth conversation with this simulated persona to generate ideas and perspectives from their point of view.

(Hint: It can be helpful to ask ChatGPT “do you understand?” after giving it a task, so that its responses don’t veer off in the wrong direction.)

This is not a substitute for real research and interviewing people, but it’s a quick way to get you understanding and empathising with this persona.

2. You can also give ChatGPT a topic ask it to suggest thought leaders or experts on the subject.

Then ask it to "act as" an expert advisory panel while you ask questions and get explanations and recommendations as if consulting top subject matter experts.

2. Yabble

Yabble is a tool that Ph. Creative uses to help us to speed up and get more value from the research process. Here are two ways to use it. 

1. You’ll likely have plenty of engagement survey data with open-ended responses. Yabble helps to code responses in qualitative data, to help you quickly make sense of the sentiment and topics that are coming up.

2. The AI element of Yabble enable you to ask AI questions solely based on interview transcripts you have fed it. This makes it more focussed and useful in this context than ChatGPT, because it’s drawing from a very specific knowledge base rather than the vast internet.

Below, I’ve used the fictional company in Succession, Waystar Royco, to illustrate the point.

3. Airtable

Airtable is a fantastic tool for the Distil phase of your EB strategy, and a great example of how existing tools are integrating AI functions in interesting ways.

This is how to use it. 

1. Import your survey data into Airtable.

Set up the AI to act as an Employer Brand Researcher and categorize open-ended texts based on topics you choose.

(Hint: Tell the AI what you don’t what it to do for more specific prompts.)

2. Airtable's AI can then also summarize texts according to parameters you define.

For example, if you wanted to understand what your quotes have said about “career advancement”, the AI feature can identify key strengths and weaknesses and provide an overview of what has been said.

You can then, as with ChatGPT, present the AI with a persona, a graduate software engineer, for example. And you can ask Airtable’s AI to act as that persona and provide an opinion on the career advancement at the company.

All of this will save you countless hours of dull data management. ​

Things to Remember

Of course, AI doesn't always get it right. We've all read the horror stories about lawyers using ChatGPT's fictional court cases to support claims. So to get the best out of Generative AI, COCOA is a pretty useful guide to keep in mind. 

The world of generative AI is moving incredibly fast. Take time to experiment with the latest tools and share effective prompts with peers. With the right approach, AI can augment human creativity into a whole new territory.

The key is crafting what you teach the AI and knowing how to best leverage these tools for different business objectives, so that you can get the best results with content creation, data analysis, and more.