If you have an unreleased product in the market and are currently building a team to build the product, look at how Improbable.io is approaching the problem.

Redoing the entire identity of their company around your culture is a very smart move to capitalize on all the good PR you are working hard on, or are generating because of funding or blogging efforts.

Improbable is working up a fun interview with showcasing the skills of their team members in a way that you instantly get to know them and its a good idea!