Focusing on communication strategy to enhance diversity climates

Abstract

Purpose -This paper aims to discuss the importance of organisations paying closer attention to their corporate language policies as a strategy for embracing diversity in their workforce. Design/methodology/approach -An exploratory study of the web sites of companies recognized for their diversity efforts is conducted to highlight their communication strategy, in particular the terminology used to refer to non-whites. Findings -This research found that the language used in corporate communications to refer to non-whites varies even among companies that have been highly recognized for their diversity efforts. While the web sites clearly revealed the companies' commitment to diversity, the difficulty associated with this controversial issue can also be seen. An argument is made that organisations should eliminate the use of the term "minority" from their communications in an effort to enhance their diversity climate and more accurately reflect their commitment to diversity. Research limitations/implications -This research relied on web site content analysis and only the sites of companies that have been highly recognized for their diversity efforts were considered. Practical implications -The paper shows that as the debate about the use of the term "minorities" continues, companies that embrace diversity should pay close attention to the language used in their corporate communications to ensure that the messages and signals they send consistently mirror their beliefs and perceptions of various stakeholders. Originality/value -This research may be of special interest to communication strategists and persons within the organisation that are interested in improving their corporate image and addressing the behaviours and attitudes of the organisation's stakeholders.

Diversity as Polyphony: Reconceptualizing Diversity Management from a Communication-Centered Perspective

“…Other scholars recommend that organizations should create environments in which 'diverse' employees (e.g., in terms of ethnic background) feel safe and are encouraged to speak their mind, because this will induce them to contribute subsequently to the organization's success by doing more than their role prescriptions require (Singh et al, 2013). Further empirical studies imply that a favorable organizational culture, or 'climate' (Cox Edmondson et al, 2009), in which the value of diversity is addressed, increases employee satisfaction and commitment and leads to desirable outcomes for the organization (e.g., Cox Edmondson et al, 2009;Groggins and Ryan, 2013;Nelson and Wolf, 2012). Thus, creating favorable communicative situations is viewed here as key to unleash the productive effects of diversity in organizational settings (e.g., Grimes and Richard, 2003;Naff and Kellough, 2003).…”

Diversity Branding: A Five-Country Comparison Of Corporate Websites

“…The concept of diversity, as disclosed in corporate websites, has been widely explored for over a decade (Edmondson et al, 2009;Guerrier & Wilson, 2011;Heres & Benschop, 2010;Kirby & Harter, 2003;Point & Singh, 2003;Singh & Point, 2004, 2006, 2009Theodorakopoulos & Budhwar, 2015;Uysal, 2013;Williamson et al, 2008). Yet, to our knowledge, no study has explored diversity in the light of employer branding.…”

“…Given that diversity policy is often framed and justified using the language of the business case (Guerrier and Wilson, 2011;Heres & Benschop, 2010), corporate websites highlight this trend across a range of indicators, including better performance, added stakeholder value, enhanced corporate reputation and a better environment (Jonsen et al, 2015;Singh & Point, 2004). The literature also emphasizes the importance of choice of words, like avoiding the term "minority" (Edmondson et al, 2009) or hostile labels (e.g. 'anti-discrimination') to foster the most positive aspects of diversity (Kirby & Harter, 2003;Singh & Point, 2004, 2006.…”

“…It is no surprise that most companies highlight their own definition of diversity applied to the context of their own business. Companies should pay close attention to the language used in their corporate communications (Edmondson et al 2009), and consider how diversity branding might help them to move from the differences point of view to an inclusive perspective (see also Martin et al, 2005;Williamson et al, 2008).…”

Επιχειρηματική Αριστεία Και Μέτρηση Επιχειρηματικών Αποδόσεων

“…Η ιεράρχηση, άλλωστε, των προσωπικών αξιών είναι σημαντική καθώς επηρεάζουν στη λήψη αποφάσεων για την αντιμετώπιση και επίλυση προβλημάτων και στον τρόπο που οι εργαζόμενοι δέχονται ή απορρίπτουν εσωτερικές πιέσεις και στόχους (Hailey et al, 1991 (Detert et al, 2000;Edmondson et al, 2009). Η οργανωσιακή κουλτούρα είναι τελικά το σύνολο των πιστεύω και αξιών που μοιράζονται οι εργαζόμενοι και διατηρούν σε όλες τις εκφάνσεις της επιχείρησης (Recardo & Jolly, 1997;Detert et al, 2000).…”