The first thing that you want to do is show candidates why they should want to work for you.
Chances are, hiring a quality candidate is going to require more monetary investment than you can afford. Give them non-monetary reasons why working with you is probably the best decision they can make.
You have to emphasize things such as the ability to advance without having to deal with large corporate red tape and office politics. If your company has a rich social environment that is a breeding place for lots of fun, sell it. If working with your company will give candidates more exposure to their professional development, then focus your pitch on it.
The bottom line: You need to be attractive to the prospects. If you’re a bootstrapper, you need to be sure that you attract them for reasons other than money.