When Blizzard first proposed the Looking for Guild tab, I remember talking with my officers about whether we'd have a presence on it. The stated reason for the tab was to help people looking for a guild find one without having to stand in Stormwind or Orgrimmar and hollering, "Level 85 tank LFGuild!" My guild is rather specific in what we do and to whom we would appeal. Our recruiting is generally word of mouth and, I admit, winning one of the last WoW Insider Guilds of the Month titles helped, a lot. But we came to the conclusion that we should have a presence in the Guild Finder interface. You never know who is out there looking for a guild like us.
So I drew up a sales pitch and opened up the interface the first day it was available. Honestly, it's a pretty generic format. We run all content and raid pretty much any day. We don't have class restrictions so if we have more hunters than anything else, well, we have more hunters than anything else and hunters are still welcome to join. The only way to really distinguish yourself was your carefully worded sales pitch at the bottom. Would that be enough for people to find us?