I imagine the candidates were sorted digitally at multiple points to narrow things down and share among those hiring. During the arduous process the weary workers take their glance away from the screen to relax for a second only to notice their company's name -- or bosses face in an odd place on the web page they now have memorized from screen burn-in and that's precisely when this ad is almost (IMO not almost) guaranteed.
My LinkedIn is pretty invaluable for scoping out potential clients and making an initial approach. I don't usually try to use InMails, but I'll figure out the right person to talk to and make an email approach with that information.