Zeitschrift für Betriebswirtschaft

, Volume 81, Supplement 6, pp 111–136 | Cite as

Employer brand building for start-ups: which job attributes do employees value most?

  • Andranik TumasjanEmail author
  • Maria Strobel
  • Isabell M. Welpe


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.


Entrepreneurial marketing Employer branding Start-ups Personnel marketing Job attributes 


M13 M31 M51 


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Copyright information

© Gabler Verlag 2011

Authors and Affiliations

  • Andranik Tumasjan
    • 1
    Email author
  • Maria Strobel
    • 1
  • Isabell M. Welpe
    • 1
  1. 1.Lehrstuhl für BWL—Strategie und OrganisationTechnische Universität MünchenMunichGermany

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