I agree with the second criteria but not the first. People with passion about something might bring that passion to work. In my experience, they're more likel

I agree with the second criteria but not the first. People with passion about something might bring that passion to work. In my experience, they're more likely to bring something they're already passionate about to work and make the rest of us passionate about it as well. Trying to find candidates that are passionate about the company before they join doesn't seem right. If we're only aware of how the company appears from the outside (press releases, company website) how are we supposed to have a real attachment to what the company truly is? Best case scenario is them being attached to how the company markets itself, which isn't a great approximation. That said, there might be something here I can latch onto into the form of: 1. Hire people passionate about something. 2. Promote people passionate about the company. However, I still see some problems with the above. I would need time to chew on it before basing any personnel decisions around it.