Quantify hiring pain, tie to unit economics, and show how choosability improves conversion and lowers spend.

Build the case around growth constraints. Start with the roles that unlock revenue or delivery and quantify current leakage: days open, recruiter/hiring-manager hours, agency fees, offer declines, and early attrition. Then show how becoming choosable improves unit economics: clearer positioning increases qualified flow and reply rates; proof-backed narratives raise interview→offer and offer→accept; accurate expectations reduce mis-hires. Present it like funnel optimization with a baseline, targets, and a payback model (e.g., “+10% offer acceptance saves X restarts” or “-15 days time-to-fill returns Y capacity”). CFOs fund predictable systems—frame employer brand as a repeatable way to attract the right people faster and cheaper, not a content project.