Recruiting nerds is different than other people. We foolishly live in an idealized world of meritocracy; for example, where the best algorithm is the fastest or cheapest.

As many know, the real world is not a meritocracy. This tension makes it difficult for some people to relate to us and motivate us.

So my advice would be to highlight the merits of a position, team, technologies, or plan when recruiting nerds. Also peer recognition (chance of being perceived as having merit by our cohorts).