Traditional recruiting focuses on things like, Job security, personal growth and compensation. These are on a functional basis and there are a lot of intangibles which are getting to matter a lot to new employees.
The diagram to your left shows what other things matter and need to be worked on to get better talent into the organization. Questions like, " Is it going to be a fun place to work?", might actually be the most important criterion in a prospective employees mind. Innovation is also a driving force for many people and should be marketed well.
All in all, the USP of selling your company should consist of both Tangible and intangible stuff, and without the fluff.