Perhaps you should market more towards a co-founder then just a programmer. Or market as looking for a CTO? It's not really your fault that underfunded CEOs often think that they can lure someone in with the potential of a mega-exit, when that isn't the case.
I'm wondering if equity-only positions actually ever even get filled?
Good luck though, you're probably on the right track by not just hiring the first person in your lap (happened a lot at the last company. Bad move).
Fair enough on the established thing. My point was more to the fact that before you even see a job description, or what they want from you, they lead with why they want to you
as an early startup, I'd be interested in why you don't have a programmer/technical cofounder? That's normally how you'd get that ownership you want. I know I sure wouldn't own a project (YOUR project) on the level you describe without significant equity.
Cause otherwise its a gig that will probably be gone in a year.
It's not just about salary. It's about the culture of people.
Your job descriptions talk about what YOU want and the tech, and you claim that we are going to change the world. What about what your prospective team wants? That's who you need to appeal to.
-Video of the team (Show don't tell, culture, work and play)
-Lists of the benefits (You're a human, that has a life, and we aren't going to abandon you when life events happen. We want you to stay healthy, have current gear, an vestation in the company and the ability to hone your skills and keep learning.)
-Pictures of a great environment and what it's like, testimonials from team members.
Salary HAS to be competitive, because no one in their right mind would say "Now hiring for 20% less than the industry median!" Get real. You need to talk to people about why it's worth it to come in and work their asses off for a super risky company.
Maybe it's paving the way for the threat but that thing is craptacular.