ChatGPT
Answers can combine model knowledge with retrieved web sources.
BrandScore methodology
How BrandScore Measures AI Employer Brand Intelligence
BrandScore measures what leading AI platforms tell candidates about employers, whether employers appear within recommendation answers, what narratives and sources shape those answers, and how results compare with talent competitors.
BrandScore does not replace your employer brand strategy. It shows how effectively AI understands and represents the strategy, evidence and employee experience you already have.
01 · Candidate-style questions
Structured around how candidates research employers
BrandScore uses a structured question set modelled on the ways candidates explore potential employers. The same question framework supports consistent comparison between employers and across measurement periods.
The methodology publishes the subjects measured, not BrandScore's proprietary prompts or scoring logic.
01
Which employers should candidates consider?
02
Does an employer match a specific Candidate Priority?
03
What may working for an employer be like?
04
How do employers compare?
05
Is an employer recommended?
06
What evidence supports the answer?
02 · Four AI engines
Each engine provides a different view
BrandScore measures ChatGPT, Gemini, Claude and Perplexity. Each can produce different employer recommendations, narratives, sentiment and sources, so measuring one engine does not provide a complete view.
Gemini
Responses can reflect Google's retrieval and synthesis behaviour.
Claude
Used for selected contrast and AI Readiness analysis, not scored as an equivalent core engine.
Perplexity
Source-led answers make visible citations especially prominent.
03 · Separate evidence types
Open-market and employer-named measurement
BrandScore keeps two types of candidate question separate so answer presence is not confused with employer narrative or sentiment.
Open-market questions
Measure whether an employer appears when candidates ask which organisations they should consider. This evidence supports Answer Presence, recommendation presence, competitor mentions and comparative visibility.
Employer-named questions
Measure what an AI engine says when asked directly about a named employer. This evidence supports narrative, tone, conviction and Candidate Priority analysis when enough eligible answers are available.
04 · Competitive benchmarking
Comparison with employers competing for the same talent
BrandScore compares an employer with organisations that appear in the same candidate-style answers or compete for the same talent. It is an employer and talent-market comparison, not a generic company or consumer-brand benchmark.
Market Maps bring observed Answer Presence and eligible AI Favourability together while preserving the distinction between being named and being recommended.
Answer Presence
Recommendation presence
AI Favourability
Candidate Priority associations
Talent competitor mentions
Market Maps
Narrative differences
05 · Narrative and sources
What AI says, and the evidence visible around it
BrandScore examines tone, conviction, recurring associations, Candidate Priority alignment, sources and citations, and differences between an employer's intended EVP and the narrative produced by AI.
A citation shows a source associated with an answer. It does not automatically mean the engine has read, understood or accurately reflected every individual employee review within that source.
Narrative
Tone, conviction and recurring associations
Alignment
Candidate Priorities and intended EVP
Evidence
Visible sources and citations
06 · Repeated measurement
Patterns matter more than one-off self-testing
AI answers can vary between runs. Engines use different sources and retrieval methods, and results can change as source material and models change. A single self-test cannot distinguish ordinary answer variation from a sustained pattern.
BrandScore uses consistent questions and repeated samples, then measures on the product's verified fortnightly cadence. This creates comparable assessment periods and reveals patterns over time without suggesting that any result is permanent.
Fortnightly cadence
1
Measure
2
Compare
3
Observe change
35,529
genuine citations
3,001
domains
133
employer assessments
As of August 2026, BrandScore had analysed 35,529 genuine citations across 3,001 domains from 133 employer assessments. These figures describe the scale of analysed evidence, not customer numbers or total market coverage.
07 · Quality and interpretation
Observed behaviour, interpreted with care
BrandScore reports observed AI behaviour. It does not claim to control an engine, predict every future answer or turn a visibility signal into an endorsement claim.
- Results represent measured answers during the assessment period.
- AI outputs can change as models, retrieval methods and source material change.
- Visibility does not equal endorsement.
- Being mentioned does not automatically mean being recommended.
- Favourability and narrative are reported only when enough eligible evidence is available.
See how AI represents your employer brand
Measure whether AI recommends you, understand the narratives and sources shaping your reputation, and compare your position with the employers competing for the same talent.