Pitch it like funnel optimization: reduce cost per hire and vacancy days, increase offer acceptance, lower early churn.

CFOs respond to math and risk reduction. Build a simple model: current cost per hire (including agencies and internal hours), vacancy cost (days open × lost capacity), and restart costs from offer declines. Then show how becoming choosable improves conversion: higher reply/apply quality and higher offer acceptance so you spend less and close faster. Keep it tight: pick 2–3 metrics, define baselines, set targets, and show payback. Also commit to governance: adoption checks (are recruiters/managers using it?) and monthly reporting. Frame employer brand as a performance system that lowers Talent CAC, not a marketing project.