Ovid, who is a rather famous Perl programmer himself, has a few tips about hiring programmers for companies who want to do so. Before reading the article, try writing your own ad for Perl programmer position available. Than see if you’ve got it right.
The main thing you want out of an ad is for people to read it. If you have nothing compelling in the ad, the people who will read and respond are the unemployed or the unsatisfied. Why overlook the competent, happy programmers? You want everyone reading your ad.