Exploring the Role of Employer Branding in Promoting Diversity Management: A Study on IT Companies in Poland

Szkudlarek Ewa ()
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Szkudlarek Ewa: Faculty of Management and Safety Sciences University of Social Sciences, Poland

Journal of Intercultural Management, 2024, vol. 16, issue 2, 97-114

Abstract: Objective The main goal of this research paper is to investigate the role of employer branding in endorsing diversity management among IT companies in Poland. Methodology Using a combination of research methods such as a critical review of literature and secondary data analysis, the author investigated the interconnection between employer branding and its influence on policies and practices related to diversity management. Findings The research shows a strong link between employer branding and diversity and inclusion management. However, the study found that awareness and engagement level among employees from the Polish IT industry toward diversity management initiatives are relatively low. Value Added The research findings provide critical insight into the increasingly essential area of diversity management, underlining the strategic importance of an effective employer brand within the IT industry. Recommendations Research results suggest a need for improved communication strategies to help employees understand the importance and benefits of workplace diversity. When correctly implemented, employer branding can promote diversity and inclusion, contributing to the company’s overall success. Future research is suggested to further understand the relationship between employer branding and diversity management in various sectors and countries.

Keywords: diversity management; employer branding; IT companies; employer brand; corporate identity (search for similar items in EconPapers)
JEL-codes: J24 L86 (search for similar items in EconPapers)
Date: 2024
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Persistent link: https://EconPapers.repec.org/RePEc:vrs:joinma:v:16:y:2024:i:2:p:97-114:n:1004

DOI: 10.2478/joim-2024-0008

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