Hi
I may be repeating few things but never mind... Here are my views..
Ideally,
1. Before convincing other person I will have to be convinced first.
2. Put yourself in candidate's shoes... i.e. given the same situation, terms & conditions ... will you join.
Every thing boils down to
1. Money
2. how your company is percieved in the market.
Of course, I can do almost nothing about the facts that are against me but I can definately try to mould the opinions.
That is, assuming I am from a small startup company ... my approach would be to show the candidate the potential of growth and freedom to work flexibility which he may not find in big Brand names. It would be non practical for me to expect that person to stay for long period because if he performs well, he will move to big brand no matter what I offer him.
So, shall we make create a hype and generate some brand equity so as to retain talent?
I don't know...
Every one including me want to be a part of Big name. Never the less very few would like to be a cog-in-a-wheel. The key lies there only.
Going back to Maslow's need theory, one has to find out which need of the person is prominent at that time and hit that.
Sure this is more of Art than Science !
Cheers
Saurabh