Abstract

http://ssrn.com/abstract=1738955
 


 



Employer Brand Building for Start-Ups: Which Job Attributes Do Employees Value Most?


Andranik Tumasjan


Technische Universität München - TUM School of Management

Maria Strobel


Technische Universität München - TUM School of Management

Isabell M. Welpe


Technische Universität München (TUM) - School of Management

December 1, 2011

Zeitschrift für Betriebswirtschaft/Journal of Business Economics, Vol. 81, pp. 111-136

Abstract:     
Although attracting talented personnel is one of the biggest challenges for start-ups, little is known about how nascent ventures can successfully build an employer brand. This study investigates which distinctive job attributes start-ups can use for their employer branding. We identify the unique job attributes distinguishing entrepreneurial firms from large firms and calibrate the relative value of these job attributes from the potential employees’ perspective. Using conjoint analysis we demonstrate that a communal team climate and the early assignment of responsibilities are a start-up’s most attractive job attributes for prospective applicants. We contribute to the entrepreneurial marketing literature by bringing forward the concept of entrepreneurial employer branding, by examining entrepreneurial firms’ unique and attractive job attributes, and by discussing how start-ups can make use of these attributes in their recruiting and employer branding activities.

Number of Pages in PDF File: 28

Keywords: entrepreneurial marketing, employer branding, start-ups, personnel marketing, job attributes

JEL Classification: M13, M31, M51

Accepted Paper Series


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Date posted: January 13, 2011 ; Last revised: March 22, 2012

Suggested Citation

Tumasjan, Andranik and Strobel, Maria and Welpe, Isabell M., Employer Brand Building for Start-Ups: Which Job Attributes Do Employees Value Most? (December 1, 2011). Zeitschrift für Betriebswirtschaft/Journal of Business Economics, Vol. 81, pp. 111-136. Available at SSRN: http://ssrn.com/abstract=1738955 or http://dx.doi.org/10.2139/ssrn.1738955

Contact Information

Andranik Tumasjan (Contact Author)
Technische Universität München - TUM School of Management ( email )
Leopoldstr. 139
Munich, D-80804
Germany
HOME PAGE: http://www.strategie.wi.tum.de/index.php?id=20
Maria Strobel
Technische Universität München - TUM School of Management ( email )
Leopoldstr. 139
Munich, 80804
Germany
Isabell M. Welpe
Technische Universität München (TUM) - School of Management ( email )
Leopoldstrasse 139
Munich, 80804
Germany
++49/89/289-24800 (Phone)
++49/89/289-24805 (Fax)
HOME PAGE: http://www.strategie.wi.tum.de
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