Employee benefits/perks as a recruitment tool
stonemetal: If you try to attract candidates with fluff perks you get candidates that want\expect fluff perks.  Outside of good pay and benefits you need to show that you provide a good environment for that which you want to attract.  Top candidates (I believe and could be entirely incorrect) want interesting work and the freedom to do a good job.  Make your work environment explicit.  Second it seems that wannabes talk about being rock stars, ninjas, or other BS so steer as far clear of that as possible.