In a timely response to the rapidly evolving world of recruiting, Built In has launched an innovative platform designed to help companies measure and shape their employer reputation in the age of AI-powered talent search. The announcement, released on October 23, 2025, spotlights how job-seekers are increasingly using tools such as ChatGPT, Gemini and Perplexity to evaluate prospective employers—and how organisations must now manage not only human perceptions, but also how their brand appears to AI systems.
Built In’s new solution introduces what it describes as the Employer Brand Reputation (EBR) Score, an AI-powered metric that assesses how artificial-intelligence models represent a company across seven critical employer-brand pillars: workplace perception, career growth and development, compensation and benefits, leadership and management, work-life balance, stability and growth.
Importantly, the platform also offers tools for employers to act on these insights, by optimizing content and employer profiles to influence how AI systems portray the company and how candidates perceive it.
According to Built In’s CEO, Maria Christopoulos Katris:
“AI has completely transformed the candidate journey. For years, we’ve helped companies tell their employer brand stories directly to candidates. Now, we’ve built the industry’s first solution that helps them understand how those stories are being told by AI.”
What is the Impact on the HR Industry
For HR professionals and talent acquisition leaders, this development signals several important shifts:
- Employer branding enters the AI arena.
Previously, employer reputation was shaped primarily by human-driven channels, job boards, reviews, social media. Now, recruiters must remember that AI tools serve as gatekeepers and narrative filters. The new platform gives HR teams visibility into how their organisation appears to these tools, enabling them to “write for the algorithm” in addition to the human candidate. This is a departure from conventional branding.
Data-driven brand management.
The EBR Score gives HR clear insights into their company’s brand status. This replaces fragmented feedback with solid data. HR can track progress, compare with peers, and adjust strategies based on measurable results.
Evolving content and communication strategy.
The platform offers AI-optimized content suggestions. This means HR and Employer Brand teams must work closely with marketing and digital strategies. They need to create stories that appeal to both people and the AI systems candidates use.
Competitive edge in talent markets.
As the job market tightens, companies that manage their AI-era reputation will attract better candidates. This leads to shorter hiring times and better retention. HR teams that fall behind may become invisible to top talent, both human and algorithmic.
Also Read: S&P Global Partners with Eightfold AI to Advance Workforce Development
How will it impact Businesses?
Beyond the HR function, organisations that embrace this platform stand to gain more broadly:
Enhanced employer competitiveness.
Companies that appear more visible, trusted and chosen by talent will build stronger talent pipelines, which translates into improved productivity, reduced hiring costs and stronger employer-value propositions.
Optimised candidate conversion.
When a brand resonates well in AI-driven search and candidate flows, organisations can convert inbound talent more effectively, reducing reliance on expensive outreach and advertising. This boosts ROI for talent acquisition.
Strategic alignment of brand, experience and culture.
Insights provided by the platform, across pillars like growth opportunities, leadership or compensation, can drive alignment across HR, business strategy and employer brand. A misalignment in any of these areas could now show up in AI-driven candidate perceptions, affecting employer choice.
Conclusion
Built In’s launch of the first platform that helps companies measure and shape their employer reputation in an AI-first hiring market is a timely response to a changing candidate landscape. The solution gives HR teams tools and metrics to see how candidates and AI view them. This helps organizations stay visible, trusted, and preferred. HR professionals must shift their employer-brand strategy from human storytelling to AI-aware brand engineering. For businesses, this means improved talent attraction and efficient hiring, leading to better overall performance. In a world where talent is a strategic differentiator, this platform may well become a new HR imperative.
