University of Twente Student Theses


Communication about diversity in Dutch organisations

Ponten, H.R. (2015) Communication about diversity in Dutch organisations.

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Abstract:If managed well diversity in the workplace is said to have positive effects on the organisations performance. For some organisations reason to see diversity amongst their employees as an important company value. The question remains however whether companies indeed see diversity management as an important asset and how they communicate about this to the outside world. This research looked into the question how Dutch organisations communicate about diversity in the workplace via their corporate website. Forty corporate websites in four different categories (multinationals, Governmental Institutions, profit and non-profit organisations) were checked for their manifest and more latent content about diversity via a content analyses. Results show that especially the multinationals actively communicate about diversity, with a special focus on gender diversity. The local and regional Governmental Institutions hardly mention the topic of diversity in the workplace. Whether diversity is a true core value for any of the researched organisations remains to be seen. The visuals of the employees on the website, in the employee testimonials and in the annual reports are not showing a lot of diversity in various social cultural categories. And in the vacancy texts the topic is hardly mentioned at all. For most organisations, if they want to show that diversity is indeed a core value, there is still a lot of ground to cover.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies
Programme:Communication Studies MSc (60713)
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