Given he is the CEO, I think he's making many more non-technical hires such as Operations, Sales and Marketing folk. The secret sauce is that he's getting info that the candidate hasn't presented himself or hasn't cherry picked people to provide on his behalf.

Of course, I have a major problem with it because it can "blow up someone's spot" as they say - alerting people you may not want to know you're on the job hunt (current employer/clients).