It seems to me that most guilds struggle to balance competitive (better rewards, higher GP, heroic raids) with casual (fun environment, easily achievable rules & requirements, low time commitment). While there are some purely casual and some purely competitive guilds, most seem to be somewhere in the middle.
That is a hard balance to strike, and means the majority of the guilds trying to be balanced need to find a “hook” or advantage that they can use to attract others. A hook can be anything that sets your guild apart, and they generally show which side of that casual/competitive balance gets more emphasis.
So if you want to attract more casual players as a guild leader or officer, advertise focusing on how fun and easy it is to be in your guild. If you want to attract competitive players, advertise your heroic raids, TB stars, or TW record. And if you’re a player looking for a guild, then the way a guild advertises will tell you what kind of players they are looking for. So go with guilds that match your play style.