Positioning, EVP pillars, proof points, tradeoffs, role narratives, templates, and success metrics.

Include: (1) Talent focus (priority roles/segments), (2) Positioning (why us vs alternatives), (3) EVP pillars (the real deal), (4) Proof (stories, metrics, artifacts), (5) Tradeoffs / “not for” (fit signals), (6) Role narratives (impact + success profile), (7) Messaging examples (job post modules, outreach hooks, interview openers, close scripts, objection handling), and (8) Measurement (which funnel conversions you’re targeting). This keeps employer brand strategic and non-fluffy because it’s built to change behavior and outcomes.