This is not a marketing exercise; everyone on the team must be able to talk excitedly about specific stories that support these answers.
The majority of your team must be so excited about these answers they are talking to their friends, family and other connections regularly.
Without this solid foundation you will never optimize your results from recruitment marketing or from recruiters (internal or external).
Don’t underestimate the value of aligning your team around these questions when it comes to attracting talent. Get some outside input as to whether your answers are truly seen as valuable and are differentiators to the talent. Like working through your Market Strategy this is a highly leveraged activity and well worth having a 3rd party help you rigorously facilitate the process.
Remember that the talent shortage in construction will be 3X worse by 2020.