The Service Set Identifier (SSID) is what allows users to identify your network. It is a basic setting that everybody with a Wireless Local Area Network (WLAN) has set up. There is inherent risk in exposing your WLAN's SSID. Being able to locate your network can pave an easy path for potential attackers. Think about walking down Main Street in your hometown. You likely have dozens of small businesses packed together around the busy street. If you open your phone and search through Available Networks, you’re likely to see dozens of networks with their owner easily identifiable by SSID. You may even see a few Open Wi-Fi networks with no security!
Your business WLAN should only be usable by vetted employees. Everybody who needs to use the Wi-Fi should already be on it or know how to go about connecting. Keeping your WLAN's SSID blasted out into public areas can paint a target on your network. Threat actors utilize a reconnaissance technique like Wardriving and Warflying to look for W-Fi networks to exploit. If your SSID is traceable directly to your business, then threat actors can nail down your location and identify potential avenues for exploitation.
If your business facilities are located in a high-traffic area, it is recommended to enable the Hide SSID option in your router or Wi-Fi controller’s firmware. This setting will stop broadcasting your network SSID, instead requiring users to enter the network name and credentials directly from their device to access it. Your WLAN signal will still be present, but it will take extra steps for threat actors to locate it and trace it directly to your business.