They choose clarity, credibility, and fit: better work, better team, better growth, better deal—with less risk.

Candidates compare employers on perceived upside and perceived risk. Upside includes the work itself (problems, tech, impact), growth (learning, scope, trajectory), and the deal (pay, flexibility, stability). Risk includes fear of a bait-and-switch, bad management, burnout, stagnation, or misalignment with values/ways of working. The winner is usually the employer that explains the role clearly, proves the story with specifics, and creates confidence through a strong process—fast follow-up, prepared interviewers, consistent messaging, and a compelling close. Employer brand helps because it makes your upside concrete and your risks feel managed—without pretending there are no tradeoffs.