For as long as I remember (and in recruitment, that is a very, very long time) getting good candidates has always been about getting their attention.
Way back in the day, all newspapers were bulging with job-classified sections. Seriously, I remember the Sydney Morning Herald and Melbourne Age job sections were way thicker than the rest of the paper combined! It was the same across the world. And it was all a mad attention-grab to stand out from the pack, and get a job-seeker to see your Ad.
Recruiters used to fight over positioning on the page, and spend hours training consultants on how to write compelling headlines. It was a ‘job beauty pageant’.