Artificial intelligence is rapidly becoming embedded in employer branding and recruitment, like in so many other functions and roles.

From automated job ad drafting (and even publishing) and employer brand strategy or content planning to chatbots, screening tools, and candidate communication. AI promises scale, efficiency, and consistency. Many organizations are already using it, often without clearly defining where automation should support employer brand, and where it quietly undermines it.

Employer branding is not a campaign, but leadership made visible. In today’s talent market, few forces shape an employer brand more powerfully than CEO activism.

In the upcoming Employer Branding Workbook, I argue that employer brand = embedded narrative, not a campaign. That narrative gets its face, language, and courage from leadership.