[greenyoda]

"I think our job listings are quite fair and free of 'startup' phrases."

Just looked at your "Lead Engineer" listing. It says: "We offer a great startup work environment with free beer, snacks, and friendly teammates." That sounds more like a typical startup that expects people to work there for the fun experience than a workplace that wants to attract highly-paid professionals.

And the offer of free beer makes it sound like a frat party. Maybe that's a turn-off to women who don't want to work in a place full of drunken guys. Maybe it's a turn-off to guys who want to have a life outside of work. Skip the free beer and make sure your employees have enough free time after work to get a beer outside if they want to.