Reactions to diversity in recruitment advertising--are differences black and white?

Abstract

The portrayal of racial diversity in corporate recruitment advertisements has become increasingly common. Despite widespread sentiment that ad diversity attracts a broader scope of applicants, empirical research on this topic is sparse. Consequently, the present study manipulated ad diversity at 2 hierarchical levels to assess its impact on organizational attractiveness for 273 Black and White university students. In contrast to the predictions of relational demography, White viewers exhibited no effect for ad diversity. Black viewers were attracted by ad diversity but only when it extended to supervisorylevel positions. More importantly, the effect of race on reactions to ad diversity was contingent on the viewer's openness to racial diversity (other-group orientation).