How diversity and inclusion are written in job ads: What we know and what research is still needed

First published online 29 May 2024.

Why this study was done

Many employers include statements about diversity, equity, and inclusion (DEI) in job ads to show they welcome people from all backgrounds. But it’s not clear how effective these statements are — or how they’re perceived by job seekers. This study reviewed 39 research papers to understand:

• What happens when employers use DEI statements in recruitment materials?
• What messages are these statements trying to send?
• What external factors influence their use?

What the study did

The authors systematically reviewed studies from 1994 to 2023 that looked at DEI statements in job ads, brochures, and other recruitment materials. They analysed both employer and job seeker perspectives to understand the impact of these statements.

What the study found

1. Outcomes for Employers

DEI statements can:

• Attract a wider and more diverse pool of applicants.
• Improve the company’s image and make it more appealing.
• Signal a positive, inclusive workplace culture.

2. Outcomes for Job Seekers

• In-group members (e.g., women, minorities) often feel more welcomed and are more likely to apply.
• Out-group members (e.g., those who don’t identify with the targeted group) may feel excluded or even resentful.
• Some job seekers may question the sincerity of DEI statements if they seem performative or inconsistent with company culture.

3. Goals of DEI Statements

DEI statements often aim to:

• Build trust.
• Show active efforts to support diversity.
• Promote inclusivity.
• Highlight diversity as a strength.
• Emphasise continuous learning and improvement.

4. Environmental Influences

DEI statements are shaped by:

• Legal requirements (e.g., anti-discrimination laws).
• Changing demographics (e.g., more diverse populations).
• Industry norms and expectations.
• Growing awareness of the benefits of diverse workplaces.

What this means

Challenges:

• DEI statements can unintentionally exclude or alienate some groups.
• Authenticity matters — if the company doesn’t “walk the talk,” DEI statements can backfire.
• Most research focuses on junior roles and a few industries (like education and healthcare), so more diverse contexts need to be studied.

Recommendations:

• Use inclusive, not exclusive, language.
• Align DEI messaging with actual company culture and practices.
• Study how DEI statements affect different types of job seekers over time.
• Explore how DEI messaging works in senior roles and across industries.

DEI statements in job ads can be a powerful tool to attract diverse talent and signal inclusive values — but only if they’re authentic, well-crafted, and backed by real action. Employers should be thoughtful about how they frame these messages to avoid unintended negative effects.

This study was conducted by:

Dr. Thilini Alahakoon, Prof. Amanda Beatson, Prof. Byron Keating, A.Prof. Frank Mathmann, Prof. Gary Mortimer, Ms. Asha Worsteling.

To read the full article, visit the journal.