Problems and challenges drive talented people. Use them to apply to your startup.

Even disclosing a bit of challenges that your current team is facing will bring in a ton of transparency and will excite people who want to work on specific problems. Startups do this for engineering problems, but this is equally applicable for design or sales or customer success.

Wit.ai is disclosing what they are working on currently and candidates can apply with specific interests and skill sets to that problem.