Have you noticed how swiftly the world has been evolving over the past couple of years, especially with the introduction of AI to the masses?

Even an industry as traditional and slow to welcome change as maritime has been quick to adopt new trends.

I know a lot of people are probably wondering, “Should I just replace my marketing team with Sora and ChatGPT?”

If you want to save money but completely compromise the integrity of your brand and the value of your content – go for it!

But if you’re looking to create a meaningful connection with your current and potential customers, as well as establish yourself as a great employer, I would strongly advise against it.

Let me explain. AI is an excellent tool for generating ideas – fast. You can create tons of content, but it will not necessarily translate into real value for your audience.

The primary function of marketing, in my opinion, is to establish connection. When it comes to employer branding, this becomes even more crucial. This isn’t just about recruitment; it’s about fostering a culture that attracts and retains the right talent. It’s about demonstrating what it’s like to work at your company, what you stand for, and why people should want to be part of your journey.

This isn’t just about social media presence either; it’s about genuine engagement that builds trust and loyalty among both employees and customers.

I’m a big believer in authenticity, and my prediction for the years to come is that real experiences and human-generated ideas will be valued more highly than they are now. Brands that prioritise human connection over algorithm-driven content will stand out.

People connect with people. It’s in our DNA. That’s why when you create content that is relatable, people engage with it and build trust in your brand. Employer branding is the direct bridge between company culture and brand perception – and it cannot be built by AI alone.

If you’ve used ChatGPT a few times and paid attention to the details, it’s easy to spot AI-generated content. I’m not just a marketer; I’m also a consumer. I probably fall for marketing tactics more than most of you, just based on the amount of time I spend online – and the size of my closet. Yet, when I see a post that was obviously created with the mindset of “We have nothing to say today, but we have to stay consistent on socials,” I scroll right past it. I even block pages that publish content just for the sake of publishing.

If you can’t put effort into sharing what you’re working on with your audience, what kind of care can I expect from you as a customer, let alone an employee?

Employer branding is about real, human experiences. Companies that highlight their people, values, and culture will be the ones that attract top talent and retain a workforce that truly believes in the brand.

My advice to brands that want to make a change and have an impact: Show up authentically and bring value – or don’t show up at all.