Saw this post from Ryan Carson about a job opening he has: http://thinkvitamin.com/asides/want-a-dream-job/

Notice how little content there is about the actual job itself? It’s all bout the culture, the lifestyle, the dream. I have no clue what I would be doing, but the post makes me want to drop everything and join their team.

Too many companies recruit solely on job responsibility, titles, and function. They tell you what you will have to do and who you will be reporting to. Sell your culture and vision in your job postings instead. You will get better applicants and much more excitement following the hire as well.