I was going through some interviews for my company not to long ago and I came to an interesting realization: I'm a recruitment ninja. I'm interviewing candidates for various positions and sometimes you can have great interviews and you have to pick one to carry forward with the hiring process with. You interview five people and they are all rockstars and you really have to get down to the facts and pick the best candidate for the company; this is in an ideal world and we know it doesn't always work like this.
Another thing you could do in an interview is promote your company to the candidate. They would turn into your billboard. Sure, they would get really down because you were up selling your company and turning it into something that the candidate desires in a work place and then not hire them, but people talk to other people and those other people may be a better fit for the company. Think about it... Recruitment ninja.