The impact of signaling on startup attractiveness: analyzing the effects of third-party and internal signalers in job advertisements

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Journal Title

Journal ISSN

Volume Title

School of Business | Master's thesis

Authors

Date

2024

Department

Markkinoinnin laitos

Major/Subject

Mcode

Degree programme

Marketing

Language

en

Pages

59

Series

Abstract

Startups have a significant role in today’s society by driving innovation, economic growth and the creation of new jobs. However, as employers they are often disadvantaged compared to more established companies due to being less known, being perceived as risky and having less resources. Followingly, this disadvantage diminishes their access to talent, which is one crucial aspect impacting any startups’ success. This thesis examines how startups could appear as more attractive as employers in the eyes of potential employees. Drawing from signaling theory and instrumental-symbolic framework, this study examines if the use of signals from third-party signalers or from internal signalers in job advertisements impact the perceived employer image, organizational attractiveness and intention to apply. The method for this study is an online, between-subjects experiment that is conducted within Finnish University students completing their master’s studies. The results of the experiment do not indicate statistically significant differences on perceived symbolic attributes, organizational attractiveness, or intention to apply between the condition groups. However, the results show that certain symbolic attributes are positive, significant predictors of organizational attractiveness and intention to apply, highlighting their importance in shaping potential employees’ perceptions and interest in companies. In addition, the findings reveal unexpectedly positive evaluations of the startup’s attractiveness indicating that startups might be perceived as less uncertain employers than previously thought. The findings encourage further research on the impact of signaling on employer image and organizational attractiveness as well as on the attitudes of potential employees on startups.

Description

Thesis advisor

Frösén, Johanna

Keywords

employer branding, employer image, startups, signaling

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Citation

Permanent link to this item

https://urn.fi/URN:NBN:fi:aalto-202501191383

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[gradu] Kauppakorkeakoulu / BIZ