Diversity and inclusion in employer branding: an explorative analysis of European companies' digital communication

Abstract

PurposeThe study aims to investigate the usage of diversity and inclusion (D&I) signals in communications for employer branding through digital channels made by European companies.Design/methodology/approachA quali-quantitative content analysis approach was employed to detect the usage of D&I signals of the top 43 European companies ranked in the 2021 Refinitiv Diversity and Inclusion index. These signals were organized according to Plummer's Big 8 diversity's dimensions. A correlation analysis was conducted to verify a relationship between D&I initiatives and digital communication for employer branding on corporate websites and LinkedIn. Descriptive statistics were used to analyze the D&I dimensions' pervasiveness in digital communications and relevance on LinkedIn.FindingsThe results show that the correlation exists only between D&I initiatives and communication on the corporate website, while LinkedIn is still underused in this field. The most pervasive and relevant D&I dimensions for European companies are “Gender” and “Sexual Orientation”.Originality/valueThis paper enriches employer branding research by providing original insights into the use of D&I dimensions in digital communications.

Communication as a Key Performance Indicator in Employer Branding in the Context of the Social Economy—A Quantitative Study

“…Signaling theory has become increasingly important, especially in times of skills shortages. In addition to the areas of strategic management and corporate management, this is particularly true in the field of recruitment research [8].…”

“…The information circulated is usually positive [10,11]. Signaling creates a framework for how external corporate communication can influence the perception of employer attractiveness among potential applicants [8]. The communication process generates both an internal and an external effect.…”

“…The communication process generates both an internal and an external effect. Internal communication strategies address the groups of people who represent the company to the outside world, while external communication strategies focus on the stakeholder groups that should become aware of the company [8].…”

“…Integrating social awareness into marketing techniques is crucial, especially for SEOs [20]. Through communication initiatives to build social awareness and deepen the relationship between the employer brand and desired social attributes, organizations plan and manage their job offerings with consistent application of marketing principles [8,21]. Potential employees often visit the social media channels of their respective companies.…”

“…It is important to develop an employer branding strategy to meet the expectations and needs of target groups such as Generation Z. It is an important building block for countering the consequences of the shortage of skilled workers [8].…”