How Security Startups Are Winning the Talent War (And How You Can Too)

In today’s tech hiring landscape, one thing is clear: cybersecurity startups are winning the war for top go-to-market (GTM) talent. They’re moving faster, thinking more strategically, and offering the kind of opportunities that high-performers actually want.

At Hobson Associates, we work with companies across the cybersecurity spectrum—from stealth-mode startups to publicly traded giants—and we’ve seen firsthand what’s working (and what’s not) when it comes to attracting and closing top GTM candidates.

Here’s why the best talent is gravitating toward startups—and how your company can compete, no matter your size.

🔹 1. A-Players Want Purpose and Trajectory

Top-tier talent isn’t just chasing brand names or big salaries. They’re looking for a sense of mission, growth potential, and a clear path forward. Startups that can clearly articulate the “why” behind their product—and where they’re going—are standing out in a crowded market.

🔹 2. Remote/Hybrid Flexibility Is Non-Negotiable

Gone are the days of in-office mandates. The best candidates expect flexibility—period. Security companies that embrace remote or hybrid options are dramatically widening their talent pool and attracting candidates who would otherwise pass them by.

🔹 3. They’re Being Heavily Courted

The most in-demand GTM professionals are juggling multiple offers, constant outreach, and escalating counteroffers. Delays in your process? That dream candidate might already be off the market. Speed, clarity, and a strong candidate experience are critical.

Want to compete like the companies that are winning?

Here’s how to position yourself for success:

• Move fast—but with intention. Avoid process gridlock.

• Make the opportunity irresistible. Sell the role, the mission, and the momentum.

• Partner with recruiters who understand your space—and know how to close.

At Hobson Associates, we specialize in helping cybersecurity companies find and secure the GTM talent that fuels growth. From Sales Engineers and Account Executives to CMOs and CROs, we know what moves the needle.