Yes—if it’s specific: real engineering problems, real constraints, real proof. Vague “innovative” doesn’t work.

Niche technical talent filters fast. They ignore generic claims and look for signals: problem complexity, architecture, tooling, autonomy, decision-making, quality bar, and growth. Employer brand helps by translating your engineering reality into credible messaging: what you’re building, why it’s hard, how you work (review, testing, incident response), and what “good” looks like. Proof matters more than polish—examples, metrics, tech blog posts, talks, OSS, and leader clarity. It also enables recruiters to speak more technically without pretending, and equips hiring managers to close with a consistent narrative. The win is higher response rates, stronger interview-to-offer conversion, and fewer “bait-and-switch” fears.