1) Union Square Ventures is a leading name in this space - everyone knows Fred Wilson's blog. On top of that, they only have three "staff" listed on their site. USV can ask would-be employees to fly up to NYC to deliver resumes in person and they'll still get plenty of applicants.
2) The job openings in the article that focus on surveys and personality tests - supposedly instead of resumes - are clearly unskilled labor (e.g. social media intern). This is exactly as it was when I applied to work as a waiter at Olive Garden in 2000.
3) IGN's coding challenges are similarly suspect as a representatitve example because game dev is a glamor industry with a surfeit of naifs lining up for these underpaid jobs. Prized developers aren't going to participate in many coding-contest-as-hiring-lottery situations unless they're just really interested in the problem. Ask a YC company who's ever posted a hiring puzzle: what percentage of your correct submissions were from people who didn't even want the job?
The tactics cited above wrongheadedly invert the recruiting plan tptacek uses at Matasano: Start from the assumption that you want the best people possible and that those people will have plenty of great alternatives to working for you. Do your best to get your company's name in front of those people and to convince them that they'd have a rewarding time if they joined your team.
I trust Thomas's experience in identifying and recruiting talent far more than I do a career WSJ reporter's [1] trend spotting.
[1] http://www.linkedin.com/pub/rachel-emma-silverman/31/331/507