There was a time not that long ago when people would apply almost blindly for a job. They might see an opening for a nurse, an accountant, an entry-level salesperson, a clerk, it really didn’t matter. Who they worked for wasn’t as important as getting the job. But those days are gone.
Companies who value a higher grade of talent, but don’t want to spend more money begging them to apply and don’t have to have to pay too high a premium for their skills will see that a more clearly understood and communicated “why” will help them reach their goals. Candidates with choices seek information they can rely on.