Top Talent in the post baby-boomer generations is concerned about a future company's mission and vision.
This is one of the core concepts I teach in my workshop "You're NOT the Person I Hired." Not articulating the mission and values in a cmopelling advertisement will frequently cause top talent to "put their hand down" and not apply.
Here's a quote from the article on how small business can recruit gen y:
"Gen Y, also known as the Millennials, is “much more concerned with finding a workplace where there is a mission,” said Matuson. “They really want to do good things in the world and if your organization happens to be doing that, you’ll have a much better chance of getting them than one of the Fortune 500 companies.”
What do you convey about your mission and vision in your ads?
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