Sharper positioning + proof they can distribute—without turning it into vanity content—tied to hiring funnel conversion.

Marketing should get a clear employer brand narrative they can activate across channels without inventing new “themes” every month. That includes: positioning pillars, proof assets (stories, metrics, artifacts), content angles mapped to talent segments, and a repeatable distribution plan (careers site modules, paid/organic, email nurture, employee advocacy). Crucially, marketing gets success metrics beyond engagement—traffic quality, apply conversion, audience growth of target talent, and lift in reply/accept rates. Employer brand content is demand gen for talent—meant to build choosability, not likes.