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Obviously all things wouldn't be equal because you will see the tattoo and have an instant, unwarranted prejudice.
Sadly though, it'll be your loss in the end hiring the person whose underqualified but clean skinned. Not everyone who is quite heavily tattooed are people who've spent time in jail or even deliquents. Most are people who have an artistic side and chose to use their body as a canvas to portray it.
But to each their own. Leave me the qualified tattooed candidates. I'll happily hire them on their qualifications and best fit to my company over whatever stereotypes go along with having ink on your skin carries.
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This is the problem, even if he is the nicest guy in the world, there will be a perception that he is some sort of thug by potential clients. I saw this exact scenario where I worked once. This one guy was incredibly smart, well spoken and pleasant to talk to. However, he had those big giant earlobe hole things and basically a neck sleeve. He was passed up numerous times for promotions simply because the front line clients were very affluent business types, and he was out of site in his current position. Had the perception of him to the affluent clientelle, cost the business of as much as one client, pretty much anything he could have brought to the table was a wash. Not saying I necessarily agreed with the scenario, but in a way I could see where the owner was coming from.
This is why I am opting to get my tattoo on my shoulder. I could understand the hesitance of a potential client giving their personal financial info to some guy that looks like he got out of cell block D.