HR Buyers are Searching Differently.
Is your brand ready?

The way HR buyers discover suppliers is changing.

AI-powered search tools such as ChatGPT, Claude and Google's AI Overviews are increasingly providing direct answers to users' questions, rather than simply presenting a list of websites for them to explore.

For vendors and suppliers, that changes how online visibility is created.

Research highlighted in this report shows that almost 82% of the sources cited by AI search tools come from earned media (PR) and other third-party content. That makes independent credibility more valuable than ever.

While a well-optimised website and strong SEO strategy remain essential, AI systems increasingly look beyond owned content, drawing on trusted journalism, expert commentary, independent research, industry publications and authoritative third-party sources when deciding which organisations to reference.

If your brand isn't being recognised and cited by credible external sources, it risks becoming less visible in AI-generated search results—and less likely to be discovered by potential customers.

What’s in the report?


The AI Search Visibility Playbook explains:

  • Where AI tools source information

  • Why AI-Visible PR is essential to search

  • The growing importance of third-party credibility and authority - and how to build what AI looks for

  • How thought leadership, research and expert commentary increases your chances of recommendation

  • Practical steps to strengthen AI search visibility

Combining the latest research with 3 decades of experience of gaining earned media coverage for HR brands, this report explains how AI evaluates authority and steps you can take to improve visibility.

As AI search becomes a bigger part of how buyers discover suppliers, organisations that invest in authority, credibility and independent recognition will be better positioned to be found, trusted and recommended.

Download the report and discover how to make your brand more visible in the age of AI search.

Your Questions, Answered

  • AI tools are increasingly influencing how buyers research businesses and solutions. If your brand isn't visible in the sources AI trusts, you could be missing opportunities to be discovered and recommended. For HR suppliers, this means visibility increasingly depends on what others say about your brand, as well as what you publish yourself.

  • Yes. SEO remains an important part of digital visibility. However, AI search is expanding the range of factors that influence whether a brand is recognised and referenced.

    The report explores how AI-Visible PR, third-party authority such as media coverage, and owned content can work together to build stronger visibility in the changing search environment.

  • If you supply products or services to the HR sector and want to understand how changing search behaviour could affect your marketing strategy, this report is for you. (By the way, this report has been created for HR suppliers, vendors and consultancies, because that’s the sector we’ve specialised in for over 30 years - but the guidance can be used by all).

  • There is no single tactic that guarantees visibility in AI search. The report outlines the key areas HR suppliers should consider when building authority and increasing their chances of being recognised by AI tools.

  • Download your free copy using the form on this page.

    If, for some reason, the form is not working. Please contact us using the email address below.