Its more of aligning of values between the applicant and the reviewer - if you have some of your personality showing through from your resume, the reviewer can have a "gut feeling" about you.
I love this advice because culture fit is one of my biggest concerns. As a queer woman entering the field (if it's possible) I'd want to avoid being somewhere that has toxic culture. I think that advice is really on point: don't sanitize yourself out of your personal brand so that companies that don't fit you will self select out.
Again, if possible. :<
