Be specific, show proof, and avoid inflated claims—let real examples do the persuasion.

Credibility comes from specificity + evidence. Replace vague claims (“innovative,” “people-first,” “great culture”) with concrete truths: what you build, how decisions get made, what excellence looks like, what growth paths are real, and what support exists. Then back it up: metrics, artifacts, stories, examples of work, leadership behaviors, employee quotes with context, and consistent interview experiences. Also: include tradeoffs. A brand that admits who won’t like the environment is more believable—and helps self-selection. Finally, operationalize it. If recruiters and hiring managers can’t repeat the message consistently, candidates won’t trust it.