The good news is that when it comes to engineers, creative and highly driven pretty much always come together. In other words, I don’t know many lazy creative engineers. Most tend to be driven to a fault.
Creative and highly driven engineers are out there, but they can be tough to attract and retain. That’s why a lot of the high tech start-ups end up in trendy areas (NY, Seattle, SiliconValley) and offer a real chance to be an owner of something big and exciting, rather than just another cog in the machine. Then you have people like me who work within a large corporations but have found ways to get rewarded for creative work. It hasn’t been easy, by my executives have learned what makes me tick and give me the freedom to do what I need to do.
My advice, then, is too look at what your company is offering that would attract this type of engineer. Strict work rules and large HR departments don’t work. Big impact projects and the chance to interactive with other highly driven people will help. Also, make sure you are at the forefront of the latest work trends (i.e. decentralized offices, work from anywhere, flexible work schedules) and be creative with the compensation.