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Why do you need interesting people for a consulting position at a large online auction company?

We are developing a new application that operates separately from the auction software. The team is small and we all have fairly diverse roles.

What carrots does the position offer that would entice an applicant who, presumably, is skilled enough to get an enterprisey job nearly anywhere?

Not many I suppose, a decent consulting rate is about all. Those are things I don't have much control over.