Gendered Language and Entrepreneurial Joiners

This dissertation explores the impact of gendered language in start-up job advertisements on the perceived attractiveness of start-ups among individuals (‘joiners’) interested in working for new firms. While entrepreneurship research has established the prominent role of entrepreneurial joiners in start-ups and the importance of building a gender-diverse team, we know relatively less about how start-ups can attract more women joiners. This dissertation seeks to investigate whether women’s ratings of the attractiveness of joining start-ups increases significantly when start-ups use more feminine language in place of male-centric gendered language. Compared to men, I theorize that women are more sensitive to the use of gendered language due to their heightened sensitivity to cues of belonging in the context of entrepreneurship where women are negatively stereotyped. Conducting three independent randomized experiments, I find empirical evidence supporting my main hypothesis: Masculine gendered language in start-up job advertisements decreases women’s ratings of the attractiveness of joining start-ups, while more feminine language has the opposite effect. In line with my theorizing, men were scarcely influenced by the language used. In addition, the results from the experiments demonstrate that the effect of gendered language on women’s ratings of the attractiveness of the start-up is stronger for start-ups in male-dominated industries, highlighting the importance of industry context in understanding the effect of gendered language. Finally, I also establish anticipated belonging as a unique mechanism by which gendered language operates and rule out alternative explanations. By applying a gender lens, these findings contextualize and enhance our understanding of entrepreneurial joiners