Startups don't (usually) have the name recognition that large companies do. Someone who is a good fit to work for Google might have Google on their radar simply because they use Google products.
One way for startups to stand out is to emphasize what's unique about each. When I was researching Remix I stumbled upon a great article that highlighted each team member and the technical challenges that Remix faced. Job Portraits is behind this article, and they do this for many startups. They are a fantastic way to learn more about what it's like to work at these companies and what types of problems they solve. I recommend following their medium feed for anyone looking for a startup job.