Nottingham-based digital agency Hallam has launched a new whitepaper revealing why HR leaders can no longer rely on traditional search visibility alone, as generative AI tools reshape how candidates and buyers discover brands.
The report, “Share of Search vs Share of LLM: The new measure of authority for B2B brands”, analyses the online visibility of leading HR brands and introduces a new metric: “Share of LLM” – a measure of how often brands appear in AI-generated responses.
With tools such as ChatGPT and Gemini increasingly used for early-stage research, summarising reports and creating supplier shortlists, the buying journey has fundamentally changed. Rather than simply scanning Google rankings, HR professionals and candidates are now asking AI platforms direct questions – and receiving curated answers that may or may not include specific brands.
According to the research, brands that rank 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 HR. However, visibility in AI-generated results depends less on traditional technical SEO tactics and more on brand authority, clarity and consistent third-party mentions.
Radina Ivanova, Organic Search Lead at Hallam, said:
“If your brand isn’t visible to AI search tools, you could end up being invisible altogether. It’s no longer just about optimising for search engines. HR teams, consultancies and technology providers must also build AI authority by demonstrating expertise consistently across trusted online sources.”
The whitepaper outlines three major implications for HR organisations:
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Talent attraction now starts earlier, with candidates asking AI tools about company culture and flexible working before viewing job ads.
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HR buyers are shortlisting suppliers via AI, meaning brands not referenced in generative responses risk exclusion.
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Brand trust is increasingly established algorithmically, with AI prioritising organisations that show consistent expertise across multiple reputable sources.
To improve AI visibility, Hallam recommends focusing on answering real HR challenges clearly, prioritising earned media coverage, building in-depth topic authority, aligning brand messaging, and measuring visibility beyond clicks.
As AI-driven search becomes embedded in everyday decision-making, the agency is urging HR leaders to consider a new question: would an AI tool recommend your organisation — and why?
The full whitepaper is available to download from Hallam’s website.