HR MARKETING: SHOULD AN ORGANISATION'S AWARENESS OF DIVERSITY AND INCLUSION ISSUES BE PROMOTED IN A JOB AD?

Marketing RH: Faut-il promouvoir la sensibilité d'une organisation aux problématiques de la diversité et de l'inclusion lors de la diffusion d'une offre d'emploi ?

Laurent Maubisson (), Romuald Grouille () and Arnaud Rivière ()
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Laurent Maubisson: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours
Romuald Grouille: IREGE - Institut de Recherche en Gestion et en Economie - USMB [Université de Savoie] [Université de Chambéry] - Université Savoie Mont Blanc
Arnaud Rivière: VALLOREM - Val de Loire Recherche en Management - UO - Université d'Orléans - UT - Université de Tours, UT - Université de Tours, IAE Tours Val de Loire - Institut d'Administration des Entreprises (IAE) - Tours Val de Loire

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Abstract: At a time when diversity and inclusion issues are at the heart of HR concerns in organizations, this research looks at the effects of promoting a company's awareness of these issues when advertising a job vacancy. With this in mind, an experiment was carried out (n=215), based around two frequently confused arguments (diversity vs. inclusion) and three iconographic representations illustrating differences (gender vs. origin vs. disability). The results show that the addition of such stimuli to an offer systematically improves potential job applicants' perception of an organization's inclusive climate, especially when the organization promotes the diversity argument (rather than inclusion) and disability (rather than gender or origin). On the other hand, only the presence of stimuli evoking the argument of team diversity made it possible to significantly improve all the dimensions of the organization's employer brand image, without identifying any differences between the iconographic representations studied.

Keywords: Job advertisement; Recruitment; Inclusive climate; Inclusion; Employer branding; Diversity (search for similar items in EconPapers)
Date: 2025-05-12
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Published in 41ème congrès international de l’Association Française du Marketing, May 2025, Lille, France

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Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-05439815

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