Here’s what I have noticed. Most companies never actually decide what their AI-visibility profile says. It just happens: a generic summary, built from whatever’s publicly available, left alone after that.
Veritiv didn’t leave its alone. It claimed it. Then it built it out: a score, six specific badges, a leadership section with an actual name attached instead of “our leaders believe.” And nine FAQs that answer the real questions a candidate has, directly, instead of leaving an AI system to guess based on scraps.
None of that is decoration. Behind it is a strong survey completion rate and a real engagement gain year over year. The infrastructure exists to make that substance visible. It doesn’t replace the substance. It just stops it from being invisible.
Most companies have some version of a good story already. What they don’t have is a built, claimed, current version of it sitting where AI systems actually look. That’s the gap. And it’s a closeable one.
More this week.
Frequently Asked Questions
Isn’t a claimed profile just a formality?
No. Claiming it is what gives a company control over what gets shown. Left unclaimed, the profile stays generic and out of date by default.
What’s the fastest way to see if your own profile is doing this work?
Ask an AI assistant what it’s like to work at your company and see what it says, and whether it sounds like a generic guess or a specific, sourced answer.
Does building this out replace having a genuinely good workplace?
No. It only helps if the substance is real. Infrastructure makes a true story findable. it can’t manufacture one that isn’t there.