Well, that article was for french people at the beginning, and cool kids don't look for work on job boards, because they are occupied by some horrible consultin

Well, that article was for french people at the beginning, and cool kids don't look for work on job boards, because they are occupied by some horrible consulting companies (that is VERY specific to France). But it still applies in the rest of the world. You don't want to appear in a list with 100 other companies. The good idea is to reach developers beforehand, meet them, and then use these connections to recruit them or ask for referrals. Again, applying the basic ideas of marketing to recruiting :)