What adds to job ads? The impact of equality and diversity information on organizational attraction in minority and majority ethnic groups

Abstract

AbstractPrior research suggests that job search activities of underrepresented groups are sensitive to diversity cues in recruitment materials, but less is known about the impact of different types of cues. Despite widespread use, employment equality monitoring (EM), or data collection on legally protected characteristics (like gender or ethnic background), has received scant empirical attention. Two experiments used fictitious job advertisements to examine the effects of a strong equality/diversity/inclusion (EDI) value statement and descriptions of EM use by employers. In Study 1, we found that advertisements containing an EDI statement and a statement of EM together produced the highest ratings of organizational prestige, and, in minority respondents, stronger job‐pursuit intentions. Study 2 examined various framing conditions of EM using a between‐subjects design. The inclusion of any EDI information was positively received, but minority ethnicity respondents were less positive when an EM statement was provided without an explanation for why it is done. The practical implications are that both value statements and EM information together could help increase attraction among jobseekers from underrepresented groups, with potential to contribute to diversity branding. However, minority groups are still sceptical of employer EDI credibility and employers must do more than talk the talk.