University of Oulu

Investigation on the factors that make start-ups attractive to young workers

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Author: Campagnac, Jasmine1
Organizations: 1University of Oulu, Oulu Business School, Department of Management and International Business, Management
Format: ebook
Version: published version
Access: open
Online Access: PDF Full Text (PDF, 1.3 MB)
Pages: 72
Persistent link:
Language: English
Published: Oulu : J. Campagnac, 2022
Publish Date: 2022-11-28
Thesis type: Master's thesis
Tutor: Sipola, Sakari
Reviewer: Sipola, Sakari
Puhakka, Vesa


This research examines the factors that makes start-ups attractive to young workers between 20 and 30 years old”. It companies the notions of motivation of young workers defined in this study as workers between 20 and 30 years old, the startups work condition and the attractiveness factors of the startups. To provide recommendation to startup owners on how to enhance their characteristics to attract young talents between 20 and 30 years old. To do so, the research focuses of existing data and articles to understand the context of the study and understand the variables that influence and affect the startup attractiveness.

The nature of the study is qualitative in nature. Primary data was collected through the conduction of six interviews featuring young startups founder and employees between 20 and 30 years old. The context and key elements of the study were investigated in depth to ensure full consideration of the topic.

Various attractiveness factors and young employee motivation were recognized to answer the problem raised. Motivation theories and practices as well as insight about startups where identified. Finally, a framework describing the link between young workers motivation, startups work conditions and startups attractiveness was made. It showed that if the motivations of the workers meet the startup work conditions it will very likely lead the attractiveness of the startup.

The study gives insights on how the startup are perceived by young workers. What are the advantages and disadvantages perceived by young workers towards working in a startup. Also, the study provides knowledge on the challenges of startup to recruit and young workers and how to overcome those challenges.

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Copyright information: © Jasmine Campagnac, 2022. Except otherwise noted, the reuse of this document is authorised under a Creative Commons Attribution 4.0 International (CC-BY 4.0) licence ( This means that reuse is allowed provided appropriate credit is given and any changes are indicated. For any use or reproduction of elements that are not owned by the author(s), permission may need to be directly from the respective right holders.