EDIT 1 - (Jan-20162017):
Even though I have solution which works fine, the question is still open!.
EDIT 1 - (Dec-2017):
This is in addition to the previous update. The solution with startup.nsh
works only if the UEFI system has 'UEFI Shell' (according to the UEFI specs the firmware may or may not provide shell) and only if this shell has support level 1 or above. Also, there is no guarantee that the startup script will be executed, because the proper way to provide ESP in ISO image is via 'El Torito' boot image. Providing ESP compatible structure directly on the ISO image seems to work fine on certain firmwares but it is not universal solution.
The question is still open but meanwhile I managed to integrate systemd-boot and I no longer consider this issue as high priority.