As more clients and customers turn to LLMs (large language models) such as ChatGPT, alongside Google search to solve business problems, founders and leaders need to understand how this changing behaviour is reshaping the customer journey, and how marketing strategies must evolve in response.
How does this look got HR businesses and professionals? A People Director might now ask an AI tool for “the best HR consultancies for hybrid workforce strategy” or “examples of effective employee retention frameworks for SMEs”. A tech startup founder could search for “outsourced HR support for scaling tech companies” or “Employee health benefits packages”. In each of these cases, LLMs will generate a direct answer, drawing on multiple sources across the web to recommend providers, highlight expertise and summarise insights. Unlike a traditional Google search, AI doesn’t simply provide a list of links for the user to choose between and click on.
Though the format of results differs from traditional search engines, there are still clear parallels in how brands can improve their visibility for both. Many of the foundational principles of SEO, such as, authority, relevance, consistency and depth of expertise, and brand signals, will also impact whether your organisation is referenced within LLM-generated responses.
In fact, our latest “Share of Search vs Share of LLM” whitepaper from Hallam found that HR brands performing strongly on Google SERPs, often also appear more prominently in LLM results, reinforcing the link between established search visibility and emerging AI-driven discovery. In fact, 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.
Five ways HR organisations can improve share of voice in LLMs
The good news is that as an HR leader, you don’t need to become a search or LLM specialist to improve visibility and business outcomes. Small strategic actions, made with LLMs in mind, can make a significant difference.
Answer real HR questions, clearly and consistently
Content performs best when it reflects how people actually search. Focus on addressing genuine HR challenges, from retention and hybrid working to compliance and workforce planning, using plain language and practical insight.
Prioritise earned visibility rather than focusing solely on owned channels
AI tools learn from the wider web. Expert commentary, mentions in the media, guest articles and thought leadership in trusted HR spaces all contribute to brand authority more effectively than self-promotional content for LLMs.
Build depth, not just volume
One-off blog posts on a topic are less effective than comprehensive topic coverage across multiple owned and earned sources. Creating clusters of content around key HR themes will help LLMs understand your expertise and relevance.
Align your brand voice, PR and content strategy
Employer branding, recruitment marketing and corporate communications should reinforce the same core narrative about who you are, what you stand for and how you help customers. Consistent messaging will strengthen visibility within LLM results.
Start measuring visibility beyond clicks
Organisations are beginning to assess how often their brand appears in AI-generated responses, often referred to as “Share of LLM”. While this is still an emerging marketing measurement, it reflects how visibility now happens before any clicks through to your website.
As AI search becomes a part of everyday decision-making, HR and business leaders should ask themselves: would an AI tool recommend our organisation and why? Are we visible where candidates and buyers research before applying or enquiring? Do we consistently demonstrate expertise in earned media, or are we relying on owned and paid channels?
Organisations that address these questions will be those that succeed as generative AI increasingly decides what and who gets seen.
Understanding that online visibility is a long-term strategy, built through expertise, consistency and genuine contribution to the HR conversation, is vital to remain visible online, whether that is through traditional search engines or newer language learning models.
Download Hallam’s full whitepaper, “Share of Search vs Share of LLM: The new measure of authority for B2B brands” or reach out to see how Hallam can support your business.
