University of Twente Student Theses


Can you tell we are diverse? How cultural diversity elements in recruitment advertisements encourage job pursuit intention

Steenbreker, B. (2022) Can you tell we are diverse? How cultural diversity elements in recruitment advertisements encourage job pursuit intention.

This is the latest version of this item.

[img] PDF
Abstract:Creating a diverse workforce is more often seen as a must. Whilst much prior research focused on the hiring process to achieve this, the steps before a job seeker applies to a firm are often forgotten. People often react positively when one’s values and goals are consistent with the job advertisement they see. This research aims to uncover the effects that visual and textual cues in an advertisement hinting toward a diverse organization affect a job seeker’s pursuit intention. Accompanied by this relation is the proposed mediation of perceived person-organization fit and the moderation of cultural validation. This experiment presents participants (n=123) with either only textual cues, only visual cues, a combination of both, or the absence of any cues hinting towards a diverse organization. The results were acquired employing an online experimental survey in which an individual was presented with one of the four conditions at random. The outcomes of the data analysis indicate a difference between those presented with a normal job advertisement compared to a manipulation. A positive effect was found when advertisements included textual cues. Whilst there seems to be no mediating role of perceived P-O fit, a direct impact can be found of P-O fit on one’s job pursuit intention. Lastly, no moderating effect was found for cultural validation for any of the proposed relations In the proposed model, the only significant direct relation found is that between P-O fit and job pursuit intention. Whilst an overall higher mean in job pursuit intention is found for those presented with diversity cues, especially when presented with only textual, no statistical relationship can be concluded.
Item Type:Essay (Master)
Faculty:BMS: Behavioural, Management and Social Sciences
Subject:05 communication studies, 85 business administration, organizational science
Programme:Communication Studies MSc (60713)
Link to this item:
Export this item as:BibTeX
HTML Citation
Reference Manager


Repository Staff Only: item control page