SoftServe, EPAM, and Nova Poshta were the most frequently mentioned companies in ChatGPT and Gemini’s responses to questions about Ukrainian employers. Moreover, IT actually topped the rankings: seven of the ten most visible companies are in the technology sector.
SoftServe, EPAM, and Nova Poshta were the most frequently mentioned companies in ChatGPT and Gemini’s responses to questions about Ukrainian employers. Moreover, IT actually topped the rankings: seven of the ten most visible companies are in the technology sector.
This is stated in the first study of AI visibility of employer brands in Ukraine, conducted by the Advisly platform and Be—it Agency.
Researchers checked which companies ChatGPT and Gemini mentioned in response to job candidates' questions. For example, where are the best salaries, flexible working conditions, corporate culture, or opportunities for development.
SoftServe took first place in terms of mentions — 115 mentions. EPAM followed with 100 mentions and Nova Poshta with 96. Genesis also made the top five — 93 mentions and Intellias — 59. GlobalLogic, MacPaw, Ciklum, Kyivstar, and Silpo followed.
In total, ChatGPT and Gemini mentioned 1,248 companies and organizations during the study. But only 15% of them appeared in the monitoring every day. About 60% of the brands were mentioned by the model only once.
The study covered eight topics that may interest a candidate: stability; salary and benefits; hiring and adequacy of requirements; corporate culture; reskilling and career development; flexibility and remote work; mental health and well-being of employees; involvement in a higher goal — in particular, supporting the Armed Forces of Ukraine and the reconstruction of Ukraine.
Here, the total number of mentions no longer always determined the leader. For example, SoftServe most associated AI with flexibility, remote work, and mental health, while EPAM associated it with salaries and benefits. Nova Poshta was associated with quick employment, low barriers to entry, and the opportunity to start or change careers.
And Kyivstar, which ranked only ninth in the overall ranking, came in first place for association with stability. UKRSIBBANK became the leader in corporate culture, and MacPaw — in involvement in a higher purpose.
Genesis also became the only company to make it into the top 7 in all eight categories.
«No brand can become number one in all indicators. But almost anyone can become a leader in a specific topic,» said Be—it Agency Director Myroslava Gribova.
Another conclusion of the study: AI’s perception of an employer is shaped by more than just what the company writes about itself. Only 10% of citations were to official business websites. The rest were media, job boards, review platforms, and other external sources. The resources most frequently cited by the models included DOU, dev.ua, robota.ua, and Work.ua.
Previously, dev.ua wrote that it became the second most cited source in this study.
