Be distinctive and consistent: one clear position + repeated proof across multiple touchpoints in creative ways.

Memory comes from distinctiveness and repetition. Pick a sharp, role-relevant position (“We’re the best place for X because Y”) and repeat it with proof in the places candidates encounter you: outreach, job posts, interviews, careers pages, and employee content. Use consistent language and the same 3–5 proof points so candidates see a pattern, not random posts. Add fit/tradeoff signals to make it feel real. When candidates can summarize you in one sentence—and believe it—you’re becoming choosable.