Red flags: no metrics, no proof, “big reveal” timelines, generic messaging, and deliverables that don’t change TA workflows.

Watch for: “We don’t do ROI,” “Success is the launch,” and “Trust us: brand is intangible.” Other red flags: heavy emphasis on aesthetics before positioning, no competitive audit, vague EVP language, no tradeoffs, and no plan for recruiter/manager enablement. If they can’t show how deliverables get used in job posts, outreach, interviews, and offers, results will be thin. Also be wary of endless stakeholder workshops without shipping assets. Becoming choosable requires speed, specificity, proof, and adoption.