I really don't think that's true. Joni Ernst has the likability factor, which is why she beat Bruce Braley. Hillary just doesn't. Joe Biden has it. Rahm Emanuel doesn't. Barack Obama has it. Ted Cruz doesn't (nobody's less likeable than him, really!).
Rahm, I think, is the most similar example. People see Hillary as being incredibly guarded and calculating, like Rahm. And Rahm, even without the baggage, could never win a presidential election.
My female boss is independent and strong and one of the best and most well-liked leaders I've ever had the pleasure of knowing, let alone working for. She has ten employees that are both pushed to achieve their best and regularly shown that they are recognized and valued. Many other women within my company are the same way. And we both live in a highly conservative area that backed Romney by a 3:1 margin.
But Hillary just doesn't have the likability factor.