Confidentiality is just one challenge when recruiting talented people to join a startup operating in stealth mode.
Hiring is heavy with challenges. Hiring when a company's just getting off the ground is even harder. Most people in tech (or any other industry) light up at the mention of a brand name and move after a position at a company based on that rather than considering whether it would be a good environment for them to succeed. Startups, particularly when they're in stealth mode (an industry argot that defines a trade operating in secret to avoid potential competitors) aren't an easy sell to potential candidates.
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Source: fastcompany.com