The answer: it depends.
If you have significant equity in your corporate / consumer brand for those you seek to employ and retain, in most cases you can afford to be a bit more audacious with your employer brand; you have a lot in the bank.
If you are relatively unknown to those you seek to employ and retain, you probably need to make sure your corporate / consumer brand is pretty present. You don’t have a lot in the bank.
There is no hard and fast rule, but that’s my tip o’ the day.