Compare claims, proof, and fit signals—then test which story improves reply/apply/accept rates for priority roles.

Start by defining your priority roles and your true talent competitors (who candidates actually choose between). For each competitor, capture: their headline promise, recurring themes, proof signals (metrics, stories, specificity), and tradeoffs/fit language. Then assess you the same way across your touchpoints (job posts, outreach, interviews, careers site). The comparison that matters is not “prettier content,” it’s decision clarity: do candidates quickly understand why they should choose you? Finally, validate with data: stage conversion (reply, apply, offer accept) and candidate feedback. The best comparison is the one that leads to a sharper position and measurable conversion lift.