In my experience, it's both. I'm watching a friend of mine go on the apps and she got over 2000 likes (I'm not even exaggerating) in a week. When she sorts through those she first reacts to the main photo, and then looks at their job, and the rest of the profile.
So in order to get matches as a guy, you need to have your life together with a stable job, an interesting personality you can somehow convey in a profile, and good enough looks for that to matter.