I normally kept my business's name out of it when advertising nationally for key employees. They sent their information to "blind box XXX". I didn't want to be bothered by dozens of calls from hopefuls who may not be anywhere near qualified. I'd go through the resumes, call the most qualified for a phone interview, then invite (at my expense) the best one to visit face-to-face. If I was still impressed, I'd offer the job. If not, I'd go to number two and invite him/her for a visit.
It certainly wasn't because we didn't have a good reputation. We did.
