Title page for ETD etd-05192012-181117

Document Type Master's Dissertation
Author Daniels, Colin Peter
Email ichelp@gibs.co.za
URN etd-05192012-181117
Document Title People matters : attracting knowledge workers to technology start-ups (TSUs) in South Africa
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Mr G Fisher Supervisor
  • knowledge workers
  • recruitment
  • employer branding
  • technology start-ups
Date 2012-03-08
Availability unrestricted
Companies within the high-technology industry are largely dependent on a specialised knowledge base to make advances in technological innovations and maintain a competitive advantage. Technology start-ups (TSUs) have limited resources and face various organisational challenges which place them at a disadvantage in the recruitment of skilled knowledge workers. This research investigates the factors which attract highly skilled knowledge workers to technology start-ups (TSUs) in South Africa, despite their numerous challenges.

This study used a mixed method design involving 129 knowledge workers. Exploratory interviews were conducted in the first phase to investigate which factors attracted knowledge workers to TSUs. An Adaptive Choice-Based Conjoint (ACBC) experiment in the second phase tested the relative importance of the attributes that were identified during the interviews and in the literature.

The findings revealed that intellectual challenge and financial package were the most important individual attributes while non-financial job attributes were most important overall. Different preferences existed between genders although not between job types. The entrepreneurial aspirations of the knowledge worker were also found to be a significant factor in their attraction to a TSU. Recommendations are made to TSUs for recruiting talent based on the findings.

Copyright 2011, University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria.

Please cite as follows:

Daniels, CP, 2011, People matters : attracting knowledge workers to technology start-ups (TSUs) in South Africa, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-05192012-181117/>


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