Jane Street has been doing this since they were
much smaller. I interned there when they had like 300 people, and they were actively cultivating a great brand as an employer back then too—and looks like they've really made it work over the last decade!
My impression with them in general was that they were willing to do lots of things that did not "conventionally" make sense at their size, and those things paid off. The internship program, for example, was relatively large in comparison to the size of the company at the time (≈50 interns?) and had lots of structure (events/talks/classes/group projects/etc) like you would expect from a big tech company, not from a 300-person firm.
They were also willing to build a lot of tools in-house like their own build system[1], their own code reviews system[2], etc. Most people would see this as wasteful NIH but I'm convinced it was a net benefit for them—they managed to be so productive in an absolute sense and especially on a per-engineer basis because they were willing to build so much themselves, not despite it. I'm sure the same thing applied to their recruiting efforts.
The biggest thing I took away from my internship was how much conventional wisdom in the software world was not necessary or true.
[1]: First Jenga, now Dune
[2]: Here's a neat talk on how they do code review at Jane Street: https://www.janestreet.com/tech-talks/janestreet-code-review...