There is a real need to push Elixir outside its initial circles and it's being done a bit at the moment (I feel).
Both Chris & José are doing a lot of work for exposure outside the initial Elixir circles, and some people in the community are doing the same at their own levels.
Hiring is not that complicated actually, because a fair bit of people want to work in the language (I experience that first-hand), and a good developer will be up-to-speed quite quickly too.
But the "niche" aspect must be tamed in my opinion, and is both a risk (for the language itself) and a short-term reward (being proficient in a niche something is usually quite good).