Are “justified” biases acceptable? Citizens’ perceptions of gendered government hiring

Gender-biased recruitment persists in many public institutions, yet its impact on public perception remains underexplored. This study investigates citizens’ perceptions of gender-targeted recruitment through a survey experiment with follow-up interviews conducted in China. Analysis of quantitative and qualitative data reveals that gender-targeted job advertisement negatively impacts perceived fairness and reasonableness in government hiring, particularly when favouring men. However, ‘justifications’ for gender preferences, aligning with role congruity theory, can mitigate this negative effect. This research highlights the importance of addressing gender bias in government hiring to maintain public trust and alerts the subtle ways biases can be legitimized. © 2025 Informa UK Limited, trading as Taylor & Francis Group