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Media type:
E-Article
Title:
Diversity and inclusion in employer branding: an explorative analysis of European companies' digital communication
Contributor:
Confetto, Maria Giovanna;
Ključnikov, Aleksandr;
Covucci, Claudia;
Normando, Mara
Published:
Emerald, 2023
Published in:
Employee Relations: The International Journal, 45 (2023) 7, Seite 121-139
Language:
English
DOI:
10.1108/er-11-2022-0522
ISSN:
0142-5455
Origination:
Footnote:
Description:
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.