I'd like to echo obastable's sentiments -- you simply
have to find people with whom you get along. To me, this applies to both PvE and PvP: it's difficult for me to conceive of a successful guild, regardless of its aims, that doesn't have that personality-chemistry that takes group gaming beyond the mechanics of cookie-cutter builds and standard farming techniques.
And yes, I have recruited in LA (very successfully in some cases) competing with whatever else text might be flying by. Honestly, in a game so engineered towards tight gaming groups (8 player-per-'team' maximum per 'game', elite missions notwithstanding) it's extremely hard to find like-minded people, especially if you're a hermit or misanthrope by nature. In other games (read: more stereotypical MMORPGs), I've experienced moments of desolate loneliness in some obscure zone broken by wanderers or random events. You simply won't get that in GW, at least not as it stands.
Whether your goal is to master every mission with a bunch of good players, dominate HoH or, I dunno, just hang out in guild chat with a bunch of loonies up with whom you occasionally actually hook, you won't do it embracing the full quotient of solitude that GW offers, because it offers a heck of a lot. When everything's instanced, Tyria can be a big, hollow world.
And as an aside, I want to add that I don't believe purely PvP or purely PvE guilds are ideal for the scope of Guild Wars. Yes, I resisted the horror of PvP for as long as I could, but there are interesting sub-elements to PvP that Arena.Net have no doubt implemented as part of their their unending struggle to unite the yin and yang of PvP/PvE. In this case, I cite Alliance Battle, which we as a guild do quite often. The infinite rezzes and zero DP really helps reduce that 'competitive-killer' attitude most PvP scenarios require -- but of course it's still PvP and there's still a distinct competition going on.
So, is the PvE guild dead and buried? Absolutely not. I will concede that the mentality of a purist PvEer, that is to say their requirements and ideas of enjoyment, are most likely catered for more substantially by other games (games which naturally lack the fine-tuned pvp of GW and, to wax subjective, the beautiful graphics

) -- but the fact that a lot of PvEers *have* remained and remained in guilds to me is fine testament that Guild Wars still has a lot to offer the PvEers at a guild level, not necessarily as a commander of Henchies and their slightly less retarded kin, Heroes.
If the PvE guild, generally speaking, ever does die, it won't be because of the players. And if a PvE guild 'has' to dip into other forms of play, such as AB, to remain interested, to maintain coherency as a guild, then...so be it. Gosh, they might actually *enjoy* it. Is being a 'guild' without that label of 'PvE' or 'PvP' really going to do any harm?
Sometimes, in real life, the best of parties can be ruined by the worst of company...
But if a party has the best of company, who cares what the party's like? Moreover -- doesn't *that* make it the best of parties to you anyway?
^_^
Happy Apple
PS Regarding your recruiting techniques, Dingo, I suggest you think very carefully about what sort of players you want, rather than focusing on what you might be offering as a guild. And then advertise accordingly -- in such a flooded market, you simply have to be unique. To this day I've no idea why some guilds recruit with statements of 'have guild hall cape' etc...I mean, is this somehow going to *impress* anyone anymore? I give these suggestions only because they've worked for me, to some greater or lesser extent.
Good luck. ^_^