The Role of Diversity and Inclusion Value Signalling in Job Advertisements: A Survey-based Study on Employer Attractiveness

Objective: This study investigates the impact of diversity and inclusion (D&I) value signalling in job advertisements on employer attractiveness, focusing on Generation Z job seekers’ responses to explicit D&I messaging. Research Design & Methods: A survey was conducted with Generation Z participants in Poland. Respondents were presented with two job advertisements for an HR specialist position, differing only in their emphasis on D&I values. Responses were analysed using descriptive statistics, correlation analysis, and regression to determine the influence of D&I signalling on job attractiveness. Findings: Results indicated that the majority of respondents preferred the advertisement with D&I signalling, showing a significant relationship between positive perceptions of D&I values and employer attractiveness. Regression analysis revealed that D&I initiatives and company culture were significant factors in job attractiveness for respondents choosing the D&I advertisement, while those selecting the non-D&I advertisement prioritised traditional elements like work-life balance. Implications / Recommendations: Organisations aiming to attract talent should consider incorporating clear D&I signals in their recruitment materials. Emphasising inclusivity not only appeals to job seekers valuing D&I but also enhances organisational image as a supportive employer. Furthermore, aligning D&I messaging with internal policies and practices can strengthen long-term employer attractiveness. Contribution: This study adds to the understanding of how D&I value signalling influences employer attractiveness, particularly for Generation Z. It underscores the growing importance of person-organisation fit in recruitment strategies and provides insights for organisations to effectively target a values-driven generation through strategic communication of inclusivity.