To compete with established firms for talent, startups often highlight their distinctive organizational attributes in recruitment efforts. Using a large-scale dataset of job postings, we first document that autonomy is a particularly prominent attribute: startups, much more so than established firms, increasingly emphasize this organizational design feature, especially when targeting more educated job seekers. To assess the efficacy of this strategy, we conduct a pre-registered field experiment in partnership with an actual startup. The results reveal a counterintuitive effect: explicitly emphasizing autonomy deters more educated candidates while attracting less educated ones. A follow-up survey experiment suggests that this pattern is consistent with education-contingent differences in how the same recruitment message is interpreted. More educated individuals are more likely to construe autonomy-oriented language in startup recruitment as “too much of a good thing,” inferring excessive autonomy and structural deficiencies in managerial supervision and conflict-resolution procedures—organizational features they consider necessary for productivity and success. Our findings demonstrate that, although autonomy is a core attribute that distinguishes entrepreneurial ventures from established firms, its explicit emphasis can backfire, undermining efforts to attract the human capital critical to entrepreneurial success.
