The progress a candidate hires your company to make—growth, stability, mastery, purpose, flexibility—by role and level.

A “job-to-be-done” frames candidates as hiring your company to achieve a goal. For example: “I want to accelerate my scope,” “I want stability and predictable hours,” “I want to master a craft,” “I want mission impact,” or “I want flexibility without career penalty.” Employer brand becomes effective when it aligns to the right JTBD for your priority roles and proves you deliver it. This prevents fluffy messaging because you’re not describing yourself—you’re helping a candidate accomplish something. When you match JTBD + proof + tradeoffs, you become more choosable to the right people and stop wasting time attracting the wrong ones.