With the advent of Cataclysm, Blizzard has dramatically improved guild functionality in World of Warcraft. We have an updated guild UI, new rank options to allow guild masters more control, guild reputation, guild vendors, guild levels, and guild perks. It's fair to say that the guild is more important to the WoW experience than ever. It stands to reason, therefore, that players expect more from their guilds than ever before.
The new expansion is also a huge time for guild recruitment. Lately, you can't step into trade chat without being bombarded by guild advertisements. Maybe you've been shopping around for a new home, or maybe you're a recruiter trying to bring new players into your own guild. Either way, you probably know what you like -- and what you don't like -- in a guild.
Personally, I love my guild. It's a mixture of everything I enjoy about WoW: raiding, PvP, achievement hunting, and altoholism. We put personality before GearScore and encourage new players to raid with us so that they can learn and get better. However, that's not everyone's cup of tea. Many hardcore raiders would get frustrated if they had to put up with less experienced group members, and many guilds prefer to focus on one type of content (raiding, PvP, leveling, roleplaying) and hone their skills in that area.
So what's the magic formula for you? If you're in a great guild, what makes it awesome? If you're searching for a new guild, what are you looking for? What stands out for you in guild advertisements, and what do you think is the best way to recruit players to a guild?