Hiring is broken.
But not for the reason you think.
It’s not that there aren’t enough great candidates. It’s not that your brand isn’t strong enough. And it’s definitely not that people “don’t want to work anymore.”
The issue:
Hiring is a marketplace.
And most companies try to solve it like it’s a to-do list.
Most Teams Misdiagnose the Problem
Ask 100 founders how they’re trying to hire right now. You’ll hear:
“We just need to write a better job description.”
“We’re boosting LinkedIn posts.”
“We’re talking to more recruiters.”
“We’re still waiting for the right candidate to apply.”
These are tactics. But they don’t solve the problem: liquidity.
Hiring Works Like a Marketplace
Here’s how I think about it:
Demand = you (the company), with a specific need
Supply = candidates, each with their own goals, timelines, and preferences
Matching layer = your interview process, brand, and ability to close
Liquidity = enough qualified candidates seeing your role at the right time
This should sound familiar.
Uber doesn’t work if there aren’t enough drivers in your neighborhood right now.
Airbnb doesn’t grow if there aren’t enough properties in Paris this weekend.
Your startup won’t scale if there aren’t great candidates seeing your role before you even write it.
If you don’t have liquidity, you don’t get matches.
So Why Do Startups Still Post and Pray?
Because hiring has been packaged as a process and not a system.
You’re told to follow steps:
Write a job spec
Post it on job boards
Wait
Interview
Offer
But that’s not how markets work. You can’t process your way to traction.
Most founders try to manage hiring when they should be designing it.
Smart Teams Build Liquidity First
If you’re under 20 employees, every hire changes your DNA.
The best startups don’t wait for candidates. They build systems before they’re even hiring. Here’s how:
1. Warm Referral Loops → Turn Every Conversation into 3 Intros
Referrals don’t just happen. You engineer them.
After every coffee chat, ask: “Who’s one person I have to meet?”
Build a lightweight Notion or Airtable of your top talent champions.
Give friends and advisors language to help you: “We’re not hiring right this second, but we’re always looking to meet world-class builders who care about [your mission] and want to help shape the early team.”
Make intros a reflex, not a favor.
2. Narrative Magnetism → Make the Why Now Irresistible
Great candidates aren’t just looking for a job. They’re looking for a story they want to be part of.
Your outbound should answer:
Why this problem is urgent
Why your timing is perfect
Why this role matters now
Instead of:
“We’re looking for a founding engineer to join our fast-paced team.”
Try:
“We just hit a tipping point: 3 pilots signed in 2 weeks. We’re now bottlenecked by engineering, and the next 6 months will define our product’s trajectory.”
Magnetism is about clarity, stakes, and urgency.
3. High-Trust Matching → Focus on Fit, Not Just Skill
Resumes show history. Conversations show alignment.
To improve signal:
Prioritize mutual fit early: What do they actually want long-term?
Involve early team members in vibe checks, not just technical screens
Ask “what would make this role a hell yes for you?” on your first call
The best candidates often say no because they didn’t feel seen.
4. Fast Decisions → Liquidity Dies When Speed Dies
Speed is a feature. Slowness is a bug.
Run tight loops: Schedule interviews within 48 hours
Send decisions within 24 hours of last call
Pre-align on offers so you can close on the same day
The Takeaway
In marketplaces, timing is everything.
Miss the moment, and the match disappears.
That’s why the best founders don’t just manage hiring but design for it. They use platforms like Twill that treat hiring as a distribution problem, not an admin task.
The game changes when you understanding the hiring marketplace.