Corporate Social Responsibility und Diversity Management – eine Win-Win-Situation

The Diversity of German Top Organisations’ Websites and Social Media

“…Diversity management itself means an organisation's strategy towards a more diverse workforce and includes initiatives and strategies towards a better cooperation within diverse teams, cultural intelligence and open-mindedness of the employees. It is also the process towards more employee equality, for instance regarding salary and promotion prospects (Vedder & Krause, 2014). The overall goal of diversity management is described for example by Vedder and Krause: "Über allem stehen die juristisch-moralischen Ziele, niemanden zu diskriminieren, weitgehende Chancengleichheit herzustellen, fair und tolerant mit diversen Menschen umzugehen.…”

“…The goal according to them is "to create a positive work environment for all employees" (Von Bergen, Soper & Foster, 2002, p. 239), because it "also entails recognizing, being open to, and utilizing human differences" (Von Bergen, Soper & Foster, 2002, p. 239). Furthermore, Vedder and Krause (2014) mention some of the accelerators of diversity management. Accelerators of diversity management are the internationalisation of companies, competitive advantages through different language skills and cultural competences, the demographic change, altered expectations of recent generations, as well as legal requirementssuch as the Allgemeine Gleichbehandlungsgesetzt that was already introduced above.…”

“…Millennials seem to be more open-minded towards diversity and also have a broader definition of the term. Finally, there might be companies and managers that engage in diversity management out of intrinsic values, but other reasons to include diversity management in a company's strategy are the ones mentioned above, as well as the potential possible effects of diversity management (Vedder & Krause, 2014), which are discussed in the following chapter.…”

“…As a reason they name the "search for original problem solutions, innovative product ideas and targeted marketing initiatives" (p. 130) that diverse teams excel at. Similarly, Vedder and Krause (2014) suppose that real innovations need diverse teams in which different competencies and approaches lead to new ideas. A recent diversity study conducted by the Charta der Vielfalt (2020) also shows different reasons for German organisations to engage in diversity management.…”