I'm on a 2011 MacBook Pro trying to install Windows 8.1 from a USB. I tried creating bootable FAT32 and NTFS USBs from my Windows ISO with Rufus, but still I don't see anything in Startup Disk in Windows or OS X:
Update 1:
Attempted to write ISO to USB with Disk Utility in OS X, but it wouldn't let me select the ISO (see JeremyKun's comment).
Update 2:
Managed to write the ISO to USB with dd in OS X, but still I don't see it in Startup Disk.