Ingaze uses AI to analyse online reputation, reviews and career sites, helping companies understand how they are perceived by candidates.
Before sending a CV, people today don't simply read the job description: they open a search engine, check reviews, scroll through LinkedIn profiles, observe how the company communicates on social media and what it says – or doesn't say – on its career site. It's almost a reverse interview: it's the prospective candidates who evaluate first, looking for signs of consistency between what an organisation claims and what it reveals online.
The question, then, is no longer simply: "What are we communicating as a company?", but also: "What actually reaches those observing us from the outside?". Because between what a company promises and what people find online there can be a significant gap: critical reviews, unclear career sites or inconsistent social media content can concretely influence the decision to apply. It is on this gap that Ingaze works: through artificial intelligence, the platform analyses reviews, social media, career sites and other public signals to help companies understand how they are perceived by talent and which aspects of their employer branding deserve to be strengthened, corrected or rethought.
The numbers tell this story clearly. According to the HireClix Candidate Experience Survey 2025, 57 per cent of job seekers say that reviews on platforms such as Glassdoor and Indeed influence their decision to apply. Among Gen Z and millennials, more than half also check the company's social media before submitting an application. The need is not just to receive more applications, but to attract more aligned people. LinkedIn, in its Future of Recruiting 2025 report, underlines that employer branding also affects the quality of hires: companies perceived as attractive for what people seek in work tend to draw profiles that are more consistent with their own values.
In Italy too, the Randstad Employer Brand Research 2025 identifies "good reputation" as the third most important factor employees use to evaluate their employer. The stakes go beyond incoming applications: a poorly managed reputation can also affect the confidence of people already within the company and, over time, lead to departures, with economic consequences as well. Gallup estimates that replacing one person can cost up to twice their annual salary, factoring in recruitment, selection, onboarding and the time needed to reach full productivity.
If traditional employer branding often starts from what a company wants to communicate, employer intelligence starts from what people see, search for, comment on and compare. It looks not only at the official message, but at the totality of signals that contribute to shaping a perception. Ingaze translates this perspective into a platform that collects and analyses public data from various channels and organises it into a dashboard designed for those working in talent acquisition, human resources and communications, bringing together sentiment analysis, operational insights and competitor comparisons. The goal is to show what works and what, instead, may be driving talent away.
This shift is precisely what makes it interesting: employer brand is treated not as a static narrative, but as a system of signals to be monitored over time. An isolated negative review may not say much, but if multiple people, at different times and on different channels, describe the same difficulty, that data becomes a lead: it may point to a problem in internal communication, leadership, onboarding or the company's ability to make its employee value proposition credible – that is, the promise of value the organisation makes to those who work there or would like to.
Ingaze aims to transform these signals into operational guidance: it helps determine whether the employee value proposition is clear, whether the career site genuinely answers candidates' questions, whether job descriptions are consistent with the company's positioning, and whether issues worth addressing are surfacing on social media. Without replacing the strategic work of HR and communications teams, artificial intelligence brings order to a volume of information that would otherwise remain scattered. For small and medium-sized enterprises (SMEs), this can mean gaining access to a more structured reading of their own attractiveness even without a dedicated team. For larger companies it becomes a governance tool: comparing different offices, divisions or markets, monitoring how reputation evolves over time and identifying weak signals before they become more visible problems.
When artificial intelligence enters work-related processes, caution remains necessary. The point is not to automate decisions about people, nor to reduce company culture to a score, but to use technology to better understand a complexity that already exists: that of the perceptions, expectations and signals an organisation produces every day, often without even realising it. In this direction, tools like Ingaze do not promise to "create" a good reputation from the outside, but support companies in understanding how recognisable, consistent and credible their declared identity actually is. Responsibility remains human: deciding which inconsistencies to address, which processes to improve, which promises to keep.
