Talk in unit economics: conversion rates, cycle time, and cost. Brand is a performance system for hiring.

Anchor the conversation in decisions and economics. Candidates are making a risk/return bet; employer brand reduces perceived risk and clarifies return. So talk about measurable behavior change: response rates, interview drop-off, offer acceptance, time-to-fill, and early attrition. Define employer brand as a system: positioning (who we’re for), proof (why believe it), and enablement (how recruiters/managers use it daily). If you keep the focus on conversion and adoption, “brand” stops sounding fluffy.