How 37 Signals looks for employees

Without spending too much time thinking about this one; suffice it to say I was intrigued to receive an email this morning from 37 Signals - the chaps who make Basecamp (which we use to 'manage' client projects).  Getting emails from them isn't unusual but the fact that this one was solely dedicated to advertising a couple of new staff positions they have open.

You see, 37 Signals also provides a commercial job board on their website - which, when I checked after getting the email, also had the listings - albeit, on theirjob board the lingo used in describing the job was more informal... the title of one pos, for example; "A designer who can kick our ass."

What interests me about all this:

• The fact that in addition to the job board listing they needed to send an email out,
• Why their email (which is asumedly being sent to 37 Signals' customers) was more formally phrased than the listing on the job board they host.