We need to “woo” potential employees as well as existing staff. If you’ve never read the art of woo by Richard Shell and Mario Moussa, it is a good read.
People are the only differentiator. When you post (a/k/a market) a job (a/k/a product) to a potential new hire, what is your sizzle? What is worth promoting? Compare your marketing messages for products to marketing messages for current and potential employees.