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Attracting women to startup companies: the impact of employer branding

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Werbekommunikation in der Wirtschaft

Part of the book series: Europäische Kulturen in der Wirtschaftskommunikation ((EKW,volume 27))

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Zusammenfassung

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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Author information

Authors and Affiliations

  1. Unterschleißheim, Deutschland

    Sylvia Paersch

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  1. Sylvia Paersch
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Correspondence to Sylvia Paersch .

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Editors and Affiliations

  1. Universität Åbo Akademi , Turku, Finland

    Christopher M. Schmidt

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Paersch, S. (2018). Attracting women to startup companies: the impact of employer branding. In: Schmidt, C. (eds) Werbekommunikation in der Wirtschaft. Europäische Kulturen in der Wirtschaftskommunikation, vol 27. Springer VS, Wiesbaden. https://doi.org/10.1007/978-3-658-20815-8_2

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  • DOI: https://doi.org/10.1007/978-3-658-20815-8_2

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  • Publisher Name: Springer VS, Wiesbaden

  • Print ISBN: 978-3-658-20814-1

  • Online ISBN: 978-3-658-20815-8

  • eBook Packages: Social Science and Law (German Language)

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