1. Talk about what you'll actually be doing, both in terms of both technology and the projects. Most of the time this has to be guessed from vague technical "requirements" rather than offered up freely. If you can show genuine enthusiasm for your work that is fantastic, but don't fake it because that is also obvious.
2. Be up-front about the upsides and downsides. If programmers get full control of their workstations and get to pick what environments to use, then say so. If they are expected to work 50 hours every week, say that too. That's how you'll attract the right people to come interview.
3. Putting your answers to the "Joel Test", if you score well, is a good way to attract the right people.
I also have to self-promote a second and point out this: http://www.codeanthem.com/blog/2010/04/how-to-hire-crappy-pr... which is the anti to what you're asking for - but probably worth a read and make sure you're not doing any of the ones listed in the post or the comments.
2. Be up-front about the upsides and downsides. If programmers get full control of their workstations and get to pick what environments to use, then say so. If they are expected to work 50 hours every week, say that too. That's how you'll attract the right people to come interview.
3. Putting your answers to the "Joel Test", if you score well, is a good way to attract the right people.
I also have to self-promote a second and point out this: http://www.codeanthem.com/blog/2010/04/how-to-hire-crappy-pr... which is the anti to what you're asking for - but probably worth a read and make sure you're not doing any of the ones listed in the post or the comments.