Not sure about 'Get away from job boards!', it's not like the cool kids don't frequent them.
But it still applies in the rest of the world. You don't want to appear in a list with 100 other companies. The good idea is to reach developers beforehand, meet them, and then use these connections to recruit them or ask for referrals.
Again, applying the basic ideas of marketing to recruiting :)
you mean HR/outsourcing companies? yeah, that's true, not only in France.