I think more effort could be made to sell before the candidate decides to interview. The best candidates have to be sold on the opportunity before they invest their time into an interview process because they have so many opportunities available.
Widen the funnel at the mouth.
Anecdotally I have had many experiences where the hiring manager didn't take the time to listen to what I was looking for before launching into their 10 minute spiel give everyone, and then they ask me for phone screen availability. Why is this the right opportunity for me?
EDIT: after reading TFA, I see this is exactly what they're advocating for. cool!