Worried about applicants using too much Al? Here's what other employers are doing about it

In this edition of our insight's series, Patricia (Senior Employer Brand Strategist, LHH) explores a growing paradox in recruitment: why applications are rising, but candidate quality at interview feels like it's dipping. With AI tools like ChatGPT reshaping how people apply for roles, she unpacks what this means for employers.

If you’re in recruitment, you may have noticed something unusual. You’re receiving more applications, campaigns are closing faster than expected, and on paper at least those applications look polished.

And yet… when candidates reach the interview stage, something feels off.

You’re not imagining it. The quality at the top of the funnel is rising, but by the time you’re face to face with candidates, it can feel like the substance is missing. You might spot a surge of near-identical cover letters, packed with buzzwords but missing a personal voice. Or you might hear overly scripted interview answers, delivered with hesitations and screen glances that hint at behind-the-scenes prompts.

It’s no coincidence.

According to the Institute of Student Employers, graduate applications in the UK have risen by 59% year on year. And 43% of graduates now openly admit to using AI tools during the application process, a number that’s only set to grow.

It makes sense. Tools like ChatGPT and Copilot are free, easy to use, and incredibly efficient. They allow candidates, particularly non-native English speakers, neurodivergent individuals, or those with writing challenges, to produce high-quality applications faster and with less stress.

But here’s the tension: while AI can level the playing field, it can also flatten individuality. Without guidance, it risks generating a wave of same-sounding, generic applications. What was meant to open doors can end up blurring distinctions and making it harder for employers to spot genuine fit. So how are employers responding? While there’s no single fix, here are four shifts we’re seeing and why they matter.

1. Moving beyond cover letters

Let’s be honest: cover letters have been losing their relevance for years. They're time-consuming, often undervalued, and now, easily generated in seconds by AI. As a result, many employers are making them optional or eliminateting them entirely. Instead, they’re switching to structured application forms with targeted, role-relevant questions. These prompts are harder to fake and more likely to uncover meaningful insights. For example:

• “Tell us about a time you inherited legacy code. What did you do?”
• “Describe a situation where you had to manage competing stakeholder demands.”
• “What’s your go-to productivity tool and why?”

These kinds of questions invite candidates to reflect—and show their working—while offering hiring teams a more authentic window into how someone thinks.

2. Shifting from qualifications to capabilities

With CVs now often sounding like corporate templates, many employers are rethinking what they actually need to assess. That means prioritising skills over job titles, and real-world experience over rigid requirements. Increasingly, organisations are using smart matching tools and competency-based approaches to identify people who might not have the “perfect profile,” but absolutely have the potential.

This shift can also help diversify talent pools and reduce barriers for those from non-traditional backgrounds, particularly in fields like tech, engineering, or emerging roles where career paths are less linear.

3. Redesigning assessments to reveal real thinking

AI tools can help a candidate sound polished on paper but they can’t complete a live task or think on their feet. That’s why more employers are embedding practical, time-bound assessments into their processes. These include case studies, scenario-based challenges, or live presentations, all designed to showcase how a candidate would approach the real demands of the role. Yes, this takes more effort. But it often results in stronger hires and more focused, committed applicants. In short, it filters for motivation and ability, not just polish.

4. Encouraging transparent AI use, not banning it

Trying to detect or punish AI use isn’t just ineffective, it’s also misaligned with how the world of work is evolving. Instead of over-policing, some employers are encouraging candidates to disclose how they’ve used AI in their application. This might mean adding an AI policy to the job description or simply prompting applicants to explain how tools supported their thinking. It’s a balanced approach: you’re not banning AI, but you are setting expectations. Use it to structure your ideas, not to write your entire story.

Patricia insights highlight the growing impact of AI on early-stage recruitment and the real-world challenges it creates. While tools like ChatGPT offer accessibility and speed, they also risk reducing the individuality of applications.

Ultimately, the goal isn’t to block innovation. It’s to create a recruitment process that brings out the best in people, authentically, intentionally, and with real human care.

At LHH, we believe in the beauty of work and the power of human connection. These are the stories and strategies shaping our thinking this month. Find out more about recruitment marketing and employer branding solutions.