Never fabricate the workplace
Employer branding is a promise candidates test in person. Generated photos of teams that do not exist, offices that look nothing like the real ones, or a diversity the company does not have will be found out at the first interview or on the first day, and shared. Use real photography of real people and places for anything that claims to show the company. Generation fits where no specific claim is made: illustrations explaining the hiring process, backgrounds and graphics, localised versions of real footage, and job advert copy. If an image is illustrative, make that obvious, and keep generated people out of 'meet the team' content entirely.
Employees on camera need consent they can withdraw
Employees are the most credible voice in employer branding, and the most sensitive. European data protection authorities have said in guidance that consent is rarely freely given in employment because of the imbalance of power, so participation must be genuinely voluntary, with no consequence for saying no, and easy to withdraw. Agree in writing where content will run and for how long. Plan for people leaving: decide in advance whether their content is retired when they go. Synthetic versions of employees, such as avatars or cloned voices, need specific written consent covering exactly those uses, and should stop when the person leaves unless they agree otherwise.
Job adverts and equality law
Job adverts are regulated wherever you hire. The UK's Equality Act 2010 protects nine characteristics, and wording such as 'young and energetic', 'recent graduate' or 'digital native' can signal age discrimination; in the US, Title VII of the Civil Rights Act 1964 and the Age Discrimination in Employment Act 1967 apply similarly. The EU Pay Transparency Directive (EU) 2023/970 requires gender-neutral job titles and pay information before interview; the transposition deadline was 7 June 2026, and most member states missed it. Several US states require salary ranges in postings. Generated copy can reproduce biased phrasing common in older adverts, so check every advert against a list of flagged terms.
Targeting, AI rules and the brand system
Distribution has its own rules. In the US, Meta places employment ads in a special category that restricts targeting by age, gender and location. The EU AI Act classes AI systems used to place targeted job adverts or to filter applications as high-risk, and amendments adopted in 2026 moved those obligations to 2 December 2027; generating the content is not the high-risk part, but targeting and screening are. The studio produces employer brand content under the same brand hub as marketing, with banned words, including terms flagged for bias, enforced at generation, and localises adverts into 30 languages with terminology controlled, so a role reads consistently in every market.
Updated 25 September 2026