Diversity as a value in employer branding — case study of companies’ communication: Capgemini, IKEA, McDonald’s, and PZU

Abstract

How is diversity presented in the employer branding communication of four Polish employers? Which of its dimensions do the companies most frequently refer to? The qualitative content analysis included career pages, profiles and job postings on Pracuj.pl, and Facebook, Instagram, or LinkedIn profile descriptions. Observations were verified by quantitative analysis of social media posts. Between 1.10 and 31.12.2020 companies referred to diversity and conducted activities supporting it, but to different degrees — Capgemini referring to 19 dimensions, IKEA — 17, McDonald’s — 11, PZU — 9. Diversity is a desired value for three companies: Capgemini — mainly in terms of business benefits, IKEA — creating solutions for customers and employee satisfaction, McDonald’s — broadening horizons (although it can be challenging). In current communication. Capgemini and PZU most often mentioned work experience and hobby, IKEA — age, gender, work experience, lifestyle, McDonald’s — gender, age, disability.