The document discusses how to attract great employees by focusing on the candidate's journey. It suggests starting by understanding what dissatisfied candidates experience through their journey, from first hearing about a company through friends or online to applying and interviews. It also provides tips on how to convey a company's purpose and align with a candidate's values earlier in their journey through tools like websites, social media, and job descriptions. The goal is to turn passive candidates into active ones by pulling them into the company through their journey and addressing what truly motivates employees: autonomy, mastery and purpose.