It increases qualified flow and reduces drop-off—so roles close in fewer days and fewer interview loops.

Time-to-fill improves when you get more of the right candidates into process quickly and keep them moving. Employer brand helps by improving top-of-funnel conversion (view→apply, outreach→reply) and mid-funnel conversion (interview→offer, offer→accept). It also reduces resets: fewer candidates wash out late because expectations were unclear, and fewer hiring managers reject late because the role narrative wasn’t aligned. Combined with faster candidate decision-making (less uncertainty), you close roles with fewer stalls and fewer “start over” cycles.