Talented people want "elbow room" - a job that's pretty big, where they have responsibility for a number of functional levers, such as marketing and sales. They also want "headroom" - a job where they can make decisions on their own, without having to go through a bureaucracy.

What Kinds of Recruitment Campaigns Attract the Most Talented People?

Four Kinds of Messages That The Best People Respond To Are:

"Go with a Winner." -  It's for people who want a high-performing company, a company where they're going to get lots of advancement opportunities.

"Big Risk, Big Reward." -  The people who respond to it want an environment where they're challenged either to do exceptionally well or to leave - where there's considerable risk but good compensation, and where they can advance their career rapidly.

"Save the World."  - It attracts people who want a company with an inspiring mission and an exciting challenge - a pharmaceuticals or a high-tech company, for instance.

"Lifestyles" message. -  These people seek companies that offer them more flexibility and better lifestyle benefits - such as a good location.  

McKinsey & Co. - a study involving 77 companies and almost 6,000 managers and executives in Fast Company Article, Charles Fishman FC #16, page 104