Consider how many people applied to Valve after seeing this viral employee handbook (which was designed as a public-facing document because it has a section on what it is looking for in new employees). If you read it, it is filled to the brim with so many little touches and brand-specfic in-jokes that it REEKS of publicity stunt, but an insanely specific one.

Have you heard that joke that every item in an employee manual should be named for the person who necessitated that rule? The drinking at work social engagements is the Chad Rule, for example (he knows what he did)? Yeah. Employee manuals are kind of the worst. Don't take my work for it. Fistful of Talent agrees with me, calling it the "worst HR document ever." I bring this up because anything that sucks that people see is an opportunity to support your employer brand.