Abstract
We examine how a startup's strategic positioning—specifically, whether it communicates a disruptive or collaborative stance toward incumbents—affects its ability to attract talent. Although prior research has examined how this positioning influences investors, its impact on potential employees remains less clear. We conduct a field experiment with an early-stage climate technology startup in India, randomly assigning job seekers to a disruptive or collaborative positioning condition. By examining job applications and salary expectations from software engineers, we assess the direct effects of strategic positioning and the underlying mechanisms driving candidates' behaviors. Our results show that disruptive positioning reduces application rates by 6 percentage points. Applicants who do apply demand 5% higher cash compensation. This compensation premium occurs largely because applicants who are fully employed explore fewer job opportunities and are likely to seek compensation for having to leave their stable, full-time employment. These findings contribute to the emerging literature on startup talent acquisition by demonstrating how strategic communication choices significantly influence human capital attraction, a critical yet understudied dimension of new venture success.