Who Will We Recruit? Targeting Deep‐ and Surface‐Level Diversity with Human Resource Policy Advertising

Research on targeted recruitment has focused on targeting applicants with surface‐level attributes such as underrepresented demographic groups. The present study extends targeted recruitment research by examining how advertising human resource policies might be useful for targeting both surface‐ and deep‐level attributes. Specifically, the current study uses an experimental design to examine the impact of work‐family, diversity, and employee development policies on the job‐pursuit intentions of working adults in the United States. We examined surface‐ (demographic characteristics; e.g., race) and deep‐level differences (attitudes or values; e.g., diversity values) as predictors of whether participants intend to pursue jobs with firms advertising these human resource (HR) policies. Deep‐level differences consistently predicted job‐pursuit intentions for all three HR policies, but only marginal support was obtained for surface‐level variables as predictors. Findings suggest that targeted recruitment based on deep‐level attributes may be more successful than targeted recruitment based on surface‐level factors.