Candidates don’t decide to trust your company when they read a job post. They decide long before that.

In this episode, recruitment advertising veteran Lance Christensen explains how employer content has quietly replaced job descriptions as the real trust signal in hiring.

We dig into how candidates research companies in 2025, why Reddit and AI search amplify reputation gaps, and how content now functions as targeting, not just awareness.

If your job posts sound good but your pipeline says otherwise, this conversation explains exactly why.

What You’ll Learn

Why job posts no longer drive candidate trust

How employer content shapes decisions before someone applies

What candidates actually research first

Why content voids get filled with complaints

How AI search changes employer brand risk

Where TA and employer brand teams should start fixing trust

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