In a landscape increasingly shaped by intelligent automation where algorithms now draft emails, coordinate interviews, and guide hiring decisions, the enduring value of human involvement lies not in speed or scale, but in the distinct human capacity for authenticity, empathy, and meaningful connection.
At the recent Indeed Talent Trends event in Singapore, leaders, brand experts, and people-first advocates came together to explore the one quality AI cannot replicate, which is genuine human connection. The session focused on how authenticity has become the defining trait of successful employer brands in a largely automated world.
This article outlines the key insights from the event. It highlights actionable strategies to build employer branding that resonates, breaks through the noise, and fosters real connections.
We know and are all witness to how AI is capable of many impressive feats. It can summarise documents, generate job descriptions, and filter candidates with speed and precision. However, while AI improves efficiency, it doesn’t automatically improve quality or emotional resonance. As processes become faster, the demand for real, human connection only grows stronger.
Several global workforce trends underline this shift:
- 96% of people globally are either actively seeking a new role or are open to new opportunities (Indeed- Qualtrics Survey 2023)
- 9 out of 10 job seekers research a company before applying Indeed (Indeed- Qualtrics Survey 2023)
- 8 out of 10 candidates consider an organisation’s employer brand as part of their decision-making process (CareerArc Candidate Experience Study, 2023)
In this landscape, brand reputation becomes a powerful growth lever. When a brand holds meaning and evokes connection, organisations no longer chase talent, instead talent is drawn to them.
Definition of an authentic employer brand
No matter how advanced technology becomes, humans continue to seek an emotional connection. They want to hear authentic stories, see relatable people, and feel safe in their workplaces.
An authentic employer brand is reflected in the values a company celebrates and upholds, what behaviours and actions it is willing to permit, and the standard that it maintains in the absence of external observation and when accountability is not forced. It is visible in leadership behaviour, employee experience from onboarding to exit, and especially in employee reviews on platforms like Indeed and Glassdoor. These reviews have become a critical reflection of company culture, becoming more than just general employee feedback.
The increasing reliance on AI has introduced a paradox
While AI makes recruitment faster and smarter, it can also make it feel impersonal. This is where the human aspect becomes a key differentiator. Job seekers are not looking for perfection; they’re looking for authenticity, empathy, and responsiveness.
Today, candidates want to know what it’s truly like to work at an organisation. They seek out employee reviews to gain insights into how companies handle challenges like layoffs, celebrate achievements, manage hybrid work, and support their people.
The impact of a strong employer reputation is tangible:
- Organisations with strong reputations see 28% lower employee turnover (Universum, 2024)
- Peer-referred candidates are 45% more likely to stay and perform well (Universum, 2024)
These statistics highlight the fact that trust has measurable returns.
Reputation – Your Brand’s ROI
When it comes to recruitment metrics, there is frequent discussion around cost per hire, time to fill positions, and offer acceptance rates. However, reputation is just as critical. A strong employer brand reduces the need for excessive advertising and over-explaining because it would allow its culture to speak for itself, acting as both a credential and in turn becoming a talent magnet.
2025 – Looking Ahead
Looking ahead to 2025, the most successful employer brands will be those that are clear, consistent, transparent, and deeply human. To build such a brand, companies can focus on the following strategies:
Lead with Truth
Start with an honest audit and evaluate what current and former employees are saying on platforms like Glassdoor and Indeed. Identify gaps between internal narratives and external perception. Companies that embrace transparency stand to benefit.
Tell Real Stories
Instead of resorting to general corporate jargon and polished messaging, highlight genuine employee experiences through videos, social posts, and authentic snippets. The looking glass has now changed and its expectations are met with real voices and unscripted stories for they are far more impactful than perfect messaging.
Build Brand from the Inside Out
A strong employer brand is no more as simple as a marketing effort. It must be reflected in the actions of hiring managers, HR, and leadership. Internal alignment between values and behaviour is critical because candidates now evaluate both a company’s policies and its people and they can be inspired to become part of the organisation.
Use AI as a Tool, Not a Replacement
AI can be a powerful enabler so it is best used to automate repetitive tasks, analyse trends, and customise communication. Whereas, empathy, storytelling, and emotional intelligence should remain human-led as these are now essential components of how a credible employer brand is perceived.
Brand Health Check
One of the most valuable actions organisations can take this year is to evaluate the health of their employer brand. A free Brand Health Check which is available through Indeed and Glassdoor delivers valuable insights on how an organisation is perceived by current and potential talent, and highlights key opportunities for strategic improvement.
Final Thoughts
Employer branding remains vital because although AI can generate content, answer questions, and mimic certain emotional cues, it cannot build trust. Trust is cultivated through actions, communication, long-term consistency and insightful decisions taken with respect to the greater good of the employees. The brand reputation that endures long after the first impression is built by how the organisation speaks for itself and its people, what it stands for in terms of how it behaves with and around its workforce and most importantly extending the human touch by humanizing certain processes. A company is after all what its people and employees perceive and speak about, so reviews are automatically earned. By bringing these aspects to the table in the real world, a company can optimise growth because reputation, culture and employee stories speak for themselves, which then becomes a powerful voice on behalf of the organisation.
