It turns your company into a preferred option—so candidates come inbound, stay engaged, and accept with less friction.

“Demand” means candidates want you—not just any job. Employer brand creates demand by shaping preference over time: consistent positioning, repeated proof, and a clear narrative about impact and growth. When that story is distributed across the right channels (careers site, recruiters, leaders, employees, communities), candidates arrive with higher intent. That lifts conversion rates throughout the funnel and reduces paid dependence. The practical goal isn’t viral content; it’s a steady flow of qualified interest and an “I’ve heard of you / I get it” baseline before the first recruiter message. Demand is built when your message is specific enough to be remembered and credible enough to be trusted.