This was big for me when I was applying for jobs earlier this year. Teams that had a blog, updated it reasonably often talking about their recent challenges they overcame or fun projects went a long ways in making me want to work with them. The careers page is nice, but talking don't really present the culture and specific work that gets done in a very good way.
There's a couple companies that come to mind that I feel like do a pretty good job with this - Tumblr (look at some of the intern reports from this summer and the rest of the staff blog), and Etsy's Code as Craft blog go a long ways in making their engineer teams attractive.
I couldn't agree more. Engineers are loathe to enter into a traditional recruiting process (i.e. go in through the front door) when they have so many options out there.
It's far more attractive if they can 'window shop' and get a true sense for your team/culture/challenges without kicking off a gauntlet of interviews for them to learn the same stuff.
Obviously, interviews are still important for the hiring team, but it's time to make the overall process better (and more front-loaded with the company's engineering project info) for the engineer candidates.
There's a couple companies that come to mind that I feel like do a pretty good job with this - Tumblr (look at some of the intern reports from this summer and the rest of the staff blog), and Etsy's Code as Craft blog go a long ways in making their engineer teams attractive.