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Dear Executive,
The brand, and the story behind the brand. What is your company's story? How did you get to where you are now? Where are you going? What is the 'holy moley I have no idea how we're going to pull this off" goal? How are you going to get there? The plan, the roadmap, the destination. A vision of an exciting future and a way to realize that future through action, a process, adherence to a set of values, accountability and responsibility.
And what is the biggest turn off? When their experience of your brand throughout the interview process doesn't live up their image of what they thought interacting with you and your brand would be like.
On the other hand, if their experience exceeds their expectations, you'll have them lining up to work for you to the point that you'll need a) a doorman, and b) a velvet rope.
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