Abstract
Finding, attracting and retaining the right people is crucial for startup companies that are limited in ressources, yet grow relatively fast. Especially in the tech industry of startups, attaining a gender diverse employee structure is difficult. This paper discusses the impact of employer branding in terms of gender diversity in Finnish startups. Managers of four startups were interviewed about their employer branding strategy and the relevance of gender diversity. The web and print material used to communicate about the startups as employers were analyzed and used to create a semantic network of the startup’s employer brand. Comparing the results gives insights in the importance of clear defined employer branding strategies, as well as the significance of establishing gender diversity as a company value to attract more women to startups
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