To compete with established firms for talent, startups often highlight their distinctive organizational attributes in recruitment efforts. Using a dataset of 228 million job postings, we first document that autonomy is a particularly prominent attribute: startups increasingly emphasize this organizational design feature, especially when targeting more educated candidates. 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 attracts less educated candidates while deterring their more educated counterparts. We propose that this adverse selection may arise from education-contingent differences in interpretation. Specifically, more educated job seekers are more likely to construe this emphasis as (1) a marker of generalist work misaligned with their specialized human capital, (2) a sign of organizational dysfunction stemming from excessive autonomy, (3) a compensating differential substituting for inadequate pecuniary compensation, or (4) simply “cheap talk” that undermines employer credibility. Together, our findings demonstrate that, although autonomy is a core attribute that distinguishes entrepreneurial ventures from established firms, its explicit emphasis can paradoxically backfire—undermining efforts to attract the high-ability human capital critical to entrepreneurial success.
