Hi, I'm Dionne White, Digital & Media Strategy Director at 33.

So AI search is where we see AI overviews like you would see at the top of Google above your traditional organic searches or platforms like ChatGPT or Gemini. And we're starting to see more and more traffic to our career sites coming from those types of platforms. For example, we've seen an uplift from some of our clients of 700%.

Now it's relatively small in comparison to the other channels, but year on year growth is quite huge. And the reason being is that AI search tends to meet candidates where they are in their journey. The impact that we're seeing is that candidates are having that deeper, broader research and conversation much earlier in the funnel, whereas we might have seen awareness, consideration and then potentially conversion apply.

That's happening all in one go as part of that conversation. So it's really important that clients, employer brands are part of that. The impact of that is is it levels the playing field as well. So where traditionally we might have seen like big brands dominating organic search, we're now seeing maybe smaller brands also part of that conversation. So it's really important that all clients, all brands are making sure that they are discoverable and that within AI and the AI is pulling from their content and providing their their content as a source of truth.

How we're currently doing that with clients is understanding where they are, where they're showing up, how visible they are to their competitors, what the gaps are and what the opportunities are. What we do in terms of recommendations is starting with that research, then possibly producing things like content calendars or content strategies and identifying the channels in particular where we might want our content to to be housed.

Your career site plays a really important part in that in terms of the content. Also social media channels and equally on things like review sites. So Reddit, Glassdoor, making sure that you're over them and understanding what people are saying. Unlike traditional search, if AI doesn't know the answer, it will make it up, or it might provide an answer provided by one of your competitors.

Therefore, it's really important that you're part of the conversation.