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Yes, sometimes. It can be very important. However, the "employer brand" is one where the company has less control over its branding than in some other circumstances, because the people you are targeting - candidates - probably know something about the company and may even know people who work there. Taking a new job is also a very significant "purchase" so good candidates do their homework.
The best way to have a strong "employer brand" is to be a strong business and a good employer.
