Applicant attraction to new ventures: The combined effects of entrepreneurs’ physical attractiveness and gender

Evila Piva and Paola Rovelli

Journal of Small Business Management, 2024, vol. 62, issue 5, 2523-2562

Abstract: We investigate the combined effects of entrepreneurs’ physical attractiveness and gender on applicant attraction to new ventures. Relying on stereotype-based theories and using unique primary data, we confirm that physical attractiveness and gender biases exist: Job seekers evaluate the new ventures presented by either physically attractive or male entrepreneurs as more attractive prospective employers. Moreover, physically attractive male entrepreneurs are best positioned to attract applicants. Interestingly, the strength of these biases varies depending on job seekers’ gender. A severe gender bias exists among male job seekers, while this bias is very weak among female job seekers. Conversely, the physical attractiveness bias is ubiquitous but stronger among female job seekers. We advance research at the intersection of human resource management and entrepreneurship by complementing prior studies on the drivers of applicant attraction to new ventures and suggesting that stereotypes play a critical role in the early stage of the recruitment process.

Date: 2024
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DOI: 10.1080/00472778.2023.2246044

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