Employer branding exists whether or not anyone manages it. Candidates form a view from the careers site, the tone of job adverts, employee reviews, social media, what friends say and how they were treated in past applications. Deliberate employer branding means shaping those touchpoints so they reflect what working there is actually like, for example by sharing real employee stories, clear pay ranges and honest descriptions of the role.
A strong brand tends to raise application volumes and acceptance rates, while a weak one makes every hire harder and more expensive. The hiring process itself is a large part of the brand, especially when thousands of people apply and most do not get the job. Prompt updates, a respectful screening experience and clear explanations of next steps leave unsuccessful candidates with a fair impression.