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, and business founders must pay attention.
With a wider range of providers, from large catch-all solutions to niche support, the challenge for brands is about how to stand out in this increasingly competitive space. Adapting your 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.
That’s why we created our new “Share of Search vs Share of LLM” whitepaper from Hallam. We analysed the visibility of HR market leaders online, revealing important lessons on how to ensure your brand remains visible in this new search space.
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 main factor for performance in LLMs, brands that rank highly across a broad range of topics tend to do well. Our 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.
3 ways AI search is impacting the role of HR
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.
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.
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.
Whether you are looking to reach job candidates, technology buyers or new clients, each of these groups is now likely to be using LLMs alongside traditional search when looking for solutions. Business owners who understand this and adapt their strategies accordingly will be best placed to succeed, staying visible and competitive as the buying journey continues to evolve.
For further information on the study, download Hallam’s full whitepaper, “Share of Search vs Share of LLM: The new measure of authority for B2B brands”. Alternatively, reach out to see how Hallam can support your business.
