Making a company's pitch to talent as deliberate as its pitch to customers.
Most companies put real care into customer-facing messaging and let everything talent-facing run on autopilot — a generic job description, a careers page with no voice, nothing a good candidate couldn't find word-for-word on a competitor's site. My approach treats "why work here" with the same rigor as any other brand position: one real reason, stated plainly, repeated consistently across job posts, the careers page, and how current employees are actually asked to talk about the place.