
Better or more benefits could outweigh the salary being lower than the average.
They celebrate birthdays and work anniversaries for all employees, and they fly everyone to the HQ office once/year.
When I get to see the impact I'm making on my client's accounts, whether it's improved rankings or increased ROI.
Training. Making sure the candidates aren't only a good fit culturally, but are self-motivated and capable of doing the job without supervision.