Start with role-specific “why this role” + proof + fit signals, built for job posts, outreach, and interviews.

Create content that changes decisions fastest. First: role narratives for priority roles (impact, ownership, success outcomes). Second: proof points that make the narrative credible (projects, metrics, growth examples, leadership behaviors). Third: fit/tradeoff signals so candidates self-select. Package these into the formats that drive conversion: job post modules, recruiter outreach snippets, interview openers, and offer-close talk tracks. After that, build careers site role pages and CRM nurtures. This is “becoming choosable” content: it’s designed to improve apply quality, reply rates, and offer acceptance, not to chase engagement.