Budget for impact: enough to define positioning, gather proof, and ship workflow assets for priority roles, then iterate.

For mid-market (roughly 200–2,000 employees), a reasonable budget usually covers: targeted research (interviews + competitive audit), clear positioning, proof development, and enablement (templates and talk tracks) for 1–3 priority role families. If you add heavy production (video, photo, full careers site rebuild), budget expands quickly. A practical approach is phased: Phase 1 gets you a choosable position for the hardest/most important roles; Phase 2 scales across more roles/regions and adds content polish. The best budget is one that funds adoption (training + workflow integration), not just artifacts.