Make fewer claims, show more evidence, and ensure the interview/onboarding experience matches what you promise.

Believability comes from alignment and proof. Use real sources: employee patterns, manager behaviors, artifacts of work, and outcomes. Tie every major claim to evidence (examples, numbers, stories with context). Avoid inflated language—candidates trust specificity more than hype. Then operationalize it: recruiters and hiring managers must tell the same story, and the hiring process must demonstrate it (prepared interviews, clear role scope, consistent expectations). Finally, include tradeoffs so it doesn’t read like marketing. If candidates feel the message matches reality at every touchpoint, they’ll believe it—and choosing you becomes the low-risk decision.