Learning opportunity as a critical attribute to attract employees in the context of startups: a text-mining approach

Purpose While founder characteristics have been studied extensively as a factor in attracting employees, organizational attributes of startups have received little attention. To fill the void, this study aims to examine organizational attributes of startups to attract employees. Design/methodology/approach This research collected 8,817 online employer reviews of 117 startups from Glassdoor.com. This research conducted two studies. In Study 1, a topic modeling approach was applied to identify startup attributes to attract employees having actual employer experience and to examine the importance and relationship of the attributes, drawing the person–organization fit theory. Study 2 used logistic regression analysis to explore the effect of identified attributes on employer attractiveness based on the signaling theory. Findings Study 1 found six attributes: high-quality coworkers, entrepreneurial culture, development, company outlook, physical office and stereotypical startup perks. This study also found high-quality coworkers, entrepreneurial culture and development are not only related to each other but also more critical attributes than other attributes. The core value of the three attributes can be conceptualized as “learning opportunity.” Study 2 found that employees attracted to “learning opportunity” are more likely to recommend their employers than instrumental attributes, including physical office and stereotypical startup perks. Originality/value This research elaborates on employer attributes to attract employees in the context of startup based on the real voices of employees having actual employer experience. Furthermore, this research extends the understanding of employer attributes contributing to employer attractiveness by combining qualitative review data with quantitative rating data.