Everyone: TA should own outcomes; Marketing can power distribution; HR ensures truth. One owner, cross-functional system.

Employer brand fails when it’s “everyone’s job.” Put ownership where outcomes live: TA should own pipeline conversion, adoption, and measurement. Marketing supports packaging and distribution (careers site, nurture, content ops). HR/People ensures the EVP is true and supported by the employee experience. Create a small steering group, but name one accountable owner and ship assets into workflow. In a choosability model, brand isn’t an initiative—it’s an operating system tied to hiring results.